We are seeing a drop in total engagement for the top five contenders coming off week 12. Iltalehti maintains pole position in the overall rankings with national public broadcaster Yleisradio ascending to second place, narrowly surpassing tabloid Ilta-Sanomat.

Social media-friendly grocery store Jounin Kauppa turns in at sixth place, keeping the audience engaged with frequent competitions and giveaways.

Mixed martial arts have taken Finland by storm after the successes of Finnish fighters Makwan Amirkhani and Teemu Packalen, with Amirkhani creating strong social media engagement week by week. President Sauli Niinistö, ranked ninth last week, can be found at place sixty-six this week.

Iltalehti’s dedicated Entertainment page falls slightly behind gossip mag Seiska in terms of on-post engagement, but shines at website shares to Facebook. With the Finnish Elite League season nearing its end, Yle Urheilu and MTV Jääkiekko maintain a healthy lead over the rest of the Sports pack.

In Business news, Talouselämä more than doubles its weekly social media performance thanks to a very successful Nanny State Index article, further accelerated by a share from popular TV personality Arman Alizad, himself ranked #18 in the overall ratings.

In the hard-hitting Tabloid category, Iltalehti’s main page pulls ahead in terms of page activity (engagement generated by it’s own Facebook posts), but Ilta-Sanomat consolidates more website shares behind it’s main page, opting for fewer dedicated subpages than the competition. A significant cluster of Iltalehti’s website shares can be found attributed to it’s Entertainment subpage, as noted above.

In the Tech world, Iltalehti’s Technology content is generating a steady stream of website shares to Facebook despite a currently inactive Facebook page. Tekniikka&Talous, now also a part of Alma Media, is generating the best reader engagement out of the Tech bunch with their posts.

The data described in this blog post is available at SoMe Index.

SoMe Index is powered by EzyInsights, the leading content discovery tool used by publishers. EzyInsights tracks engagement on hundreds of thousands of stories daily, helping newsrooms use data to increase their traffic. SoMe Index uses EzyInsights data to give a clear, accurate view of publisher performance in Finland and Sweden. SoMe Index is planned to launch in Norway, Germany and France during 2016.

This blog post has been updated on April 7 to better clarify the Tabloid category rankings.