Television Viewing in Finland 2009

Television viewing in Finland 2 009

Tennispalatsi, 3.2.2010 Lena Sandell ja Anna-Leena Lamberg Comparison between 2002 and 2009 Source: Finnpanel Establisment survey and TAM

2 2002 2009

Free TV Channels 4 => 12

Average viewing time/day 2:51 => 2:56

TOP4-channel share 95 % => 73 %*

Pay-TV penetration 4 % => 28 %

DVR penetration 0 % => 43 %

Non TV-households 5 % => 9 %

* MTV Media- , Nelonen Media- and YLE channels share = 91 % in 2009 Facts about Television in Finland Source: Finnpanel Establishment Survey

3 2006 2008 2009 TV receivers in total 4,2 Million -> 3,9 Million -> 4,1 Million • at home 3,6 Million -> 3,4 Million -> 3,5 Million

2009: The newest TV-set was bought… 50

% of total hh:s 40

30 26 22 22 20 20 11 10

0 less than 1 year 1-2 years 3-5 years more than 5 don't know/no ago years ago TV Establisment Survey: Type of TV-set 4

% TV-hslds

100

85 80

65 60 57 May 08 Nov 09 40 32 30

21 20

1 10 1 0 CRT-TV Flat screen-TV HD-TV Video projector Other

Source: Finnpanel, Establishment survey Establishment Survey: Penetration of HD-TV HD TV-sets (Full HD or HD Ready) in 680 000 hslds 5 35 000 household subscribe to HD-channels % TV-households

100

80 HD ready

HD MPEG4 60

Subscribes HD Channels 40

0 N ov 08 N ov 09 Feb 08 Aug 08 Feb 09 Aug 09 May 08 May 09

Source: Finnpanel, Establishment survey Establishment Survey 2006 2009 Internet connection 49 % -> 68 % 6 TV card or receiver in PC 6 % -> 9 % IP-TV 0,5 %

% Hslds Households using PC as a receiver 100

60 44 39 40 30 28 20 8 0 Views national-TV Views other TV video Views international Views national-tv Downloads videoclips clips videoclips programmes programmes /programmes

Source: Finnpanel, Establishment Survey Average viewing time / day 7

Total population, 10+ y.

200 2:53 2:57 2:56 180 2:48 2:47 2:51 2:47 2:49 2:49 2:41 2:46 160 2:30 2:30 2:30 2:21 140 120 100 80 60 40 20 0 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

Source: Finnpanel Oy, TAM Television viewing by age groups on an average day 8

262

209

181 176 172 152 2008 140 2009

89 93 74

4-9 y 10-14 y 15-24 y 25-34 y 35-44 y 45-64 y 65+ y 10+ 10+ 10+ male female

Weekly reach,% 2009: 90 90 81 92 94 94 95 92 91 93

Source: Finnpanel Oy, TAM Quarter hour viewing by age groups 2009

% Rating 50 % 45 % 40 % 35 % 30 % 4-9 y. 25 % 10-14 y. 20 % 15 % 10 % 5 % 0 % 02:00:00 - 02:14:59 - 02:00:00 03:14:59 - 03:00:00 04:14:59 - 04:00:00 05:14:59 - 05:00:00 06:14:59 - 06:00:00 07:14:59 - 07:00:00 08:14:59 - 08:00:00 09:14:59 - 09:00:00 10:14:59 - 10:00:00 11:14:59 - 11:00:00 12:14:59 - 12:00:00 13:14:59 - 13:00:00 14:14:59 - 14:00:00 15:14:59 - 15:00:00 16:14:59 - 16:00:00 17:14:59 - 17:00:00 18:14:59 - 18:00:00 19:14:59 - 19:00:00 20:14:59 - 20:00:00 21:14:59 - 21:00:00 22:14:59 - 22:00:00 23:14:59 - 23:00:00 24:14:59 - 24:00:00 25:14:59 - 25:00:00

Source: Finnpanel Oy, TAM Quarter hour viewing by age groups 2009

Rating-% 50 % 45 % 40 % 35 % 30 % 15-24 y. 25 % 25-44 y. 20 % 15 % 10 % 5 % 0 % 02:00:00 - 02:14:59 - 02:00:00 03:14:59 - 03:00:00 04:14:59 - 04:00:00 05:14:59 - 05:00:00 06:14:59 - 06:00:00 07:14:59 - 07:00:00 08:14:59 - 08:00:00 09:14:59 - 09:00:00 10:14:59 - 10:00:00 11:14:59 - 11:00:00 12:14:59 - 12:00:00 13:14:59 - 13:00:00 14:14:59 - 14:00:00 15:14:59 - 15:00:00 16:14:59 - 16:00:00 17:14:59 - 17:00:00 18:14:59 - 18:00:00 19:14:59 - 19:00:00 20:14:59 - 20:00:00 21:14:59 - 21:00:00 22:14:59 - 22:00:00 23:14:59 - 23:00:00 24:14:59 - 24:00:00 25:14:59 - 25:00:00

Source: Finnpanel Oy, TAM Quarter hour viewing by age groups 2009

Rating-% 70 %

60 %

50 %

40 % 45-64 y 65+ y 30 %

20 %

10 %

0 % 02:00:00 - 02:14:59 - 02:00:00 02:59:59 - 02:45:00 03:44:59 - 03:30:00 04:29:59 - 04:15:00 05:14:59 - 05:00:00 05:59:59 - 05:45:00 06:44:59 - 06:30:00 07:29:59 - 07:15:00 08:14:59 - 08:00:00 08:59:59 - 08:45:00 09:44:59 - 09:30:00 10:29:59 - 10:15:00 11:14:59 - 11:00:00 11:59:59 - 11:45:00 12:44:59 - 12:30:00 13:29:59 - 13:15:00 14:14:59 - 14:00:00 14:59:59 - 14:45:00 15:44:59 - 15:30:00 16:29:59 - 16:15:00 17:14:59 - 17:00:00 17:59:59 - 17:45:00 18:44:59 - 18:30:00 19:29:59 - 19:15:00 20:14:59 - 20:00:00 20:59:59 - 20:45:00 21:44:59 - 21:30:00 22:29:59 - 22:15:00 23:14:59 - 23:00:00 23:59:59 - 23:45:00 24:44:59 - 24:30:00 25:29:59 - 25:15:00

Source: Finnpanel Oy, TAM Television viewing 2009 – weekends and weekdays Between 18 – 23 o’clock rating over 1.9 million Rating 12 2500000

Sat-Sun 20.30-21.30: Rating 1,9 mil. 2000000

1500000 Weekends Weekdays 1000000

Weekday mornings 500000 rating 400.000

0 9 9 9 9 9 9 9 9 9 5 :59 :59 5 5 :59 5 :59 5 :59 5 :59 :59 5 :59 5 :59 5 4 4 4 4:59 4 4:59 4 4:59 4 4 4 4:59 4 4:59 :1 :1 :14: :1 1 :1 1 :1 1 :1 :1 :1 1 :1 1 3 4 6 7 8: 0 1: 3 4: 6 7 0 1: 3 4: 0 0 0 0 1 1 1 1 1 1 2 2 2 2 - - - 0 - - 09:14: - - - - - 19:14: - - 22:14: - 0 0 0 0 0 0 0 0 0 :0 :00 :00 :0 :00 - 12:14::0 :0 :00 :0 :00 :0 0 0 0 0 0 0 0 0 :00:00 -:0 02:14: :00:00 -:0 05:14: :00 :0 :00 :0 :00:00 -:0 15:14: :0 :0 :00 :0 :00:00 - 25:14: 3 6 9 0 3 6 9 0 2 3 02 0 04:00:005 0 07:00:008:00:000 - 1 11:00:0012 - 1 14:00:0015 - 1 17:00:018:00:001 - 18:14:592 21:00:002 - 2 24:00:0025 -

Source: Finnpanel Oy, TAM The most viewed day / the least viewed day 2009

13 Rating

3500000

3000000

2500000

2000000 18.7.2009 6.12.2009 1500000

1000000

500000

0 9 9 9 9 9 9 9 9 9 9 9 9 9 9 :5 :59 :5 :59 :5 :59 :59 :59 :59 4:5 4:5 4:5 4:5 4:5 4:5 4:5 4:5 4:5 4:5 4:5 :14 1 1 :14 :14 1 1 :14 :1 :14 1 :14 :14 :1 1 :14 1 :1 1 :14 3 6 8 1 3 5 6 0 5 0 0 1 1 2 2 - - - 12 - - - 17 - - 22 - 0 0 - 0 0 0 - 1 0 0 0 0 - 1 0 0 0 0 0 00 - 05: 0 0 00 - 10: 0 0 0 0 0 0 0 00 - 21:0 0 0: 0: 0: 0: 0: 0: 0: 0: 0: 0: 0: 0: :0 :00:00 -: 004: :0 :00:00 -: 009: :0 :0 :00:00 - 14:0 :0 :00:00 - 19:0 :0 :0 :00:00 - 24:0 3 5 8 0 2 3 7 1 2 02:00:000 - 02:14:5904 0 06:00: 07:00:000 - 07:14:5909 1 11:00: 1 1 14 15: 16:00: 1 18:00:0019 - 18:14:5920: 2 2 23:00:0024 - 23:14:5925:

Source: Finnpanel Oy, TAM TOP-10 programmes 2009

Title/Channel Date Rating Rating-% 14

Independence day gala, TV1 Sat 6.12.2009 2.200.000 (47) TV-News, TV1 Sat 6.12.2009 2.000.000 (43) TV-News, TV2 Wed 6.5.2009 1.403.000 (30) Ice Hockey W.Ch.: Can-FIN, TV2 Mon 4.5.2009 1.393.000 (30) Amazing Race, MTV3 Sun 29.3.2009 1.356.000 (29) Ice Hockey W.Ch.: FIN-USA, TV2 Wed 6.5.2009 1.354.000 (29) Strictly Come Dancing, MTV3 Sun 8.3.2009 1.343.000 (29) Eurovision 2009: Final, TV2 Sat 16.5.2009 1.324.000 (26) IAAF World Ch., TV2 Sun 23.8.2009 1.242.000 (26) Talent Finland, Nelonen Sun 22.11.2009 1.076.000 (23)

Population: 10+ y.

Source: Finnpanel Oy, TAM Top-5 programmes by age groups 2009

10-14 years Rating 15-24 years Rating 15 1. Talent Finland 39 % 1. TV-News 27 % 2. Eurovision 2009 final 33 % 2. Ice Hockey W.Ch.Can-FIN 25 % 3. Amazing Race 32 % 3. Ice Hoceky W.Ch. FIN-USA 24 % 4. Salatut elämät 29 % 4. Eurovision 2009 final 24 % 5. Wipeout 27 % 5. Independence Day Gala 24 %

25-44 years Rating 45-64 years Rating

• Independence Day Gala 42 % 1. Independence Day Gala 54 % • TV -News 37 % 2. Tv-News 51 % • Amazing Race 35 % 3. Ice Hockey W.Ch. CAN-FIN 39 % • Ice Hockey W.Ch. FIN-USA 34 % 4. Strictly Come Dancing 34 % • Ice Hockey W.Ch. CAN-FIN 32 % 5. IAAF W.Chapionships Berlin 33 %

65 + years Rating

1. Independence Day Gala 70 % 2. Tv-news 64 % 3. Strictly Come Dancing 50 % 4. Inauguration of Barack Obama 45 % 5. W.Ch.:Cross Country Skiing 44 %

Source: Finnpanel, TAM Top-10 2009

Title Date Rating Rating-% 16

1. Independence Day Gala Sat 6.12.2009 2.200.000 (47) 2. TV-News Sat 6.12.2009 2.005.000 (43) 3. Linnan jatkot Sat 6.12.2009 1.025.000 (22) 4. Inauguration of Barack Obama Tue 20.1.2009 949.000 (20) 5. Suomen Turku julistaa Joulurauhan Wed 24.12.2009 928.000 (20) 6. Sport News Thu 19.2.2009 895.000 (19) 7. Eurovaalit 2009 Sun 7.6.2009 836.000 (18) 8. Kotikatu Fri 8.1.2009 794.000 (17) 9. Kotikatsomo: Joulukuusivarkaat Mon 21.12.2009 764.000 (16) 10. Kotikatsomo: Musta jää Mon 26.10.2009 738.000 (16)

Source: Finnpanel Oy, TAM Top-10 2009

Title Date Rating Rating-% 17

1. TV-News Wed 6.5.2009 1.403.000 (30) 2. Ice Hockey W. Ch.2009: CAN-FIN Mon 4.5.2009 1.393.000 (30) 3. Ice Hockey W. Ch.2009: FIN-USA Wed 6.5.2009 1.354.000 (29) 4. Eurovision 2009: Final Sat 16.5.2009 1.324.000 (28) 5. IIAF 2009 W. Championships,Berlin Sun 23.8.2009 1.242.000 (26) 6. Ice Hockey W. Ch. 2009: FIN-SK Fri 1.5.2009 1.067.000 (23) 7. Ice Hockey W.Ch. 2009: FIN-CZ Wed 29.4.2009 1.011.000 (22) 8. Ice Hockey W. Ch. 2009: FIN-BY Sat 2.5.2009 1.011.000 (22) 9. Pirunpelto ke 11.2.2009 960.000 (20) 10. Ice-Hockey W.Ch.2009: FIN-DEN Mon 27.4.2009 947.000 (20)

Source: Finnpanel Oy, TAM Top-10 2009

Title Date Rating- Rating-% 18

1. Amazing Race Sun 29.3.2009 1.356.000 (29) 2. Strictly Come Dancing Sun 8.3.2009 1.343.000 (29) 3. Salatut elämät Mon 24.8.2009 1.063.000 (23) 4. Miss Finland 2009 Sun 1.3.2009 920.000 (20) 5. Helppo elämä Mon 5.1.2009 904.000 (19) 6. The Apprentice Mon 30.11.2009 895.000 (19) 7. Seven O’clock News Tue 29.12.2009 856.000 (18) 8. Farmer wants a wife Sun 2.8.2009 850.000 (18) 9. Ten O’clock News Sun 1.3.2009 810.000 (17) 10. Linnan Juhlat 2009 Mon 7.12.2009 807.000 (17)

Source: Finnpanel Oy, TAM Top-10 2009

Title Date Rating Rating-% 19

1. Talent Finland Sun 22.11.2009 1.076.000 (23) 2. Ice Hockey SM-league: 4. final Tue 14.4.2009 654.000 (14) 3. Kuorosota Sun 15.2.2009 588.000 (13) 4. Movie: Ganes Sun 18.10.2009 521.000 (11) 5. Jussi Gaala 2009 Sun 1.2.2009 517.000 (11) 6. Wipeout Sun 29.11.2009 513.000 (11) 7. Nelonen News Tue 14.4.2009 483.000 (10) 8. Movie: Mr. & Mrs. Smith Sun 19.4.2009 463.000 (10) 9. Ice Hockey SM-league 1. final Wed 8.4.2009 460.000 (10) 10. Funniest Home Videos Fri 23.10.2009 450.000 (10)

Source: Finnpanel Oy, TAM Top-10 2009

20 Title Date Rating Rating-%

1. Big Brother final Sun 29.11.2009 784.000 (17) 2. Big Brother Wed 26.8.2009 634.000 (14) 3. Big Brother 2009 starts Wed 26.8.2009 632.000 (14) 4. Big Brother Talk Show Sun 15.11.2009 631.000 (13) 5. Big Brother: Wedding Ceremony Sun 22.11.2009 391.000 (8) 6. Movie: Liar, Liar Mon 22.6.2009 361.000 (8) 7. Movie: Police Academy 3 Wed 17.6.2009 347.000 (7) 8. Movie: Ocean’s Eleven Mon 29.6.2009 332.000 (7) 9. Movie: United 93 Tue 7.9.2009 331.000 (7) 10. Movie: Poseidon Mon 1.6.2009 328.000 (7)

Source: Finnpanel Oy, TAM

Vain paras esityskerta huomioitu (koko väestö, 10+) YLE Teema ja YLE FST5 Top-10 2009 Lähde: Finnpanel, TV-mittaritutkimus 21

Rating Rating

1. Movie: Gone with the wind 321 000 1. Nordic Ski W.Ch.: Compined 550 000 2. Movie: Onnellinen mies 281 000 2. Nordic Ski W.Ch.: Ski Jumping 459 000 3. Movie: Some like it hot 237 000 3. IAAF World Ch. Berlin 355 000 4. Suomen historian myytit: Talvisota 223 000 4. Nordic Ski W.Ch.: Nordic compined 347 000 5. Movie: Maa on syntinen laulu 208 000 5. Atheletics Games GP-final 219 000 6. Kainuu39 192 000 6. Strömsö 215 000 7. Marilynin viimeiset sessiot 189 000 7. TV-News 196 000 8. Siunattu hulluus Part 1 . 185 000 8. Inkerinmaa 146 000 9. Document: Wehrmacht 181 000 9. Movie: Kasvoton kuolema 130 000 10. Movie: Sotaerakko 173 000 10. UEFA Women’s E. Championships 127 000

Source: Finnpanel/ TAM Urheilukanava, JIM, Liv Top-10 2009

22 Rating Rating

1. Ice Hockey SM-league 229 000 1. JIM D: Tsunami 519 000 2. Volley Ball World League 145 000 2. Poliisit 315 000 3. Jälkipeli LIVE liigakarsinta 134 000 3. Speeders 143 000 4. Jälkipeli LIVE Mestis 129 000 4. JIM D Grime: Josef Fritzl 132 000 5. MotoGP Malesia 119 000 5. Kill Arman 119 000 6. Mestis: VaasanSport-Jokip. 114 000 6. Amerikan tunarit 115 000 7. Ice Hockey: Jokerit-Florida Path. 102 000 7. JIM D Crime: Lähes täydellinen rikos 114 000 8. Ice Hockey SM-league: JYP-HIFK 100 000 8. JIM D Crime: Lapsimissi JonBenetin m 114 000 9. HHL: Chicago B. -Florida P. 95 000 9. JIM D: Marihuanan tarina 110 000 10. Ice Hockey SM-league: HIFK-Ilves 91 000 10. Most Shocking 110 000

Rating 1. Kumman kaa 132 000 2. It’s me or the dog 57 000 3. Sex and the city 49 000 4. Sisustustiimi 41 000 5. Nuorennusleikkaus 40 000 6. Pienten perhe 40 000 7. Dawn Porterin seikkailut 40 000 8. LIV D: Lapsisuorittajat 39 000 9. Lemmikkieläinten ABC 38 000 10. Nätti nakuna 38 000

Source: Finnpanel, TAM 23 TV Viisi, Discovery Top-5 2009

Rating Rating

1. Mythbusters 31 000 1. Football W.Cup Q. 2010: FIN-RUS 286 000 2. Wheeler Dealers 30 000 2. Half time studio: FIN-RUS 258 000 3. How Do They Do It? 29 000 3. Football W.CupQ. 2010: Liecht. -FIN 170 000 4. How It’s Made 9 28 000 4. Under 21 E.Football: ENG-FIN 168 000 5. American Chopper 27 000 5. Football W.Cup Q.2010 : GER-FIN 155 000

Source: Finnpanel, TAM 24 MusicTV:n, The VoiceTV:n Top-5 2009

Rating Rating

1. The City 10.5. 35 000 1. Killer Karaoke 14.6. 28 000 2. X effect 15.2. 35 000 2. Deja Voice 24.12. 23 000 3. The Hills 8.3. 32 000 3. Latauslista 21.11. 22 000 4. Jackass 20.10. 30 000 4. Voice Heräämö Purple 30.8. 21 000 5. MADE 5.2. 30 000 5. The Voice Special 16.5. 21 000

Source: Finnpanel, TAM Weekly reach (%) 2009

25 100 4 500 000

90 84 4 000 000 80 80 80 76 3 500 000 70 66 3 000 000 60 51 2 500 000 48 48 50 (%) 2 000 000 40 36 33 1 500 000 30 22 22 1 000 000 20 14 9 8 10 500 000

0 0

3 2 a V X T5 I Sub JIM L port onen em FS MA MTV el Te 3 hannel os N ukanava C r YLE TV 1 YLE TV E l MusicTV u L YLE MTV E Y rhei U The Voice/TV Viisi

The Discovery

Source: Finnpanel Oy, TAM, 10+ y. Channel shares (%) 2009

23 22

3 3 2 2 1 1,0 0,7 0,7 0,7 0,7 0,6 0,6 0,4 0,4 0,3 0,2 0,2 0,2 0,2 0,1 0,2 0,2 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,0

i A e 3 2 b M a i a V rt l ls ls t1 V y V V V en u I ST5 is v LIV T o e kta e ior en rld T we e n S J m a p n a d o o ihd TV 1 T F Vi n c s n n n S i MT E E E a u W 2 iv L Tee L V ro J Spor we Ki T Disn YL Y Nelo /T uka V3 MAX u b + Sweden S öntinenV g Y e il Musi Ch Sub Leffa l VT P n TV3 Scifi Di LE c e MT E y channu a 4 1 S S o U+KANAMTV3 AvaM Y i ry ie channeMTV3 F e S n V T o MTV3 SarjaL o v n a T V rju& T V Urh s C S HEI Animal Planet e cove Ha h s Di R T U he Di T Canal+ Mo TV1000 Movie channels TV1000 Other channels

Source : TAM, population 10 y. Channel shares (24 hours) %

27 2009 YLE total: 44 % MTV Media total: 32 % 24 23 22 23 Nelonen Media total: 15 %

18 17

2008 2009 10 10 8 7 6 6

3 3 3 3 2 2 2 2 2 1 1 1 11 1 1 0,2 0,3

1 M ls V * V e iisi T y ers T TV2 Sub JI ava n V eema MTV3 n n ver th T annels ka O YLE YLE h Nelonen u Music co YLE FST5 il cha ice/TV Dis YLE -tv c tv o y- V Urhe a e h 3 pay T V T nen p M o Nel Source: Finnpanel Oy, TAM, population 10+ y. Channel shares (%) 2009 prime time 18-23

28 YLE total: 43 % MTV Media total: 34 % Nelonen Media total: 16 % 25 21 17

2009 11 8 5 3 3 2 2 1 2 0,2 1 0,4 JIM Sub MTV3 Others Nelonen YLE TV1 YLE TV2 YLE Viisi MusicTV YLE FST5 YLE Discovery channels YLE Teema YLE tv channels tv MTV3 pay-tv MTV3 Nelonen pay- Nelonen The Voice/TV The Urheilukanava 24 hours:: 22 18 3 2 23 7 2 10 3 1 0,2 2 1 1 6

Source: Finnpanel Oy, TAM, 10+ y. ) Channel shares by age groups 2009

100 % 5 29 6 6 6 8 6 17 13 5 Others 8 3 10 Discovery Ch. 80 % 14 9 MusicTV 16 23 18 5 7 The Voice TV 16 Nelonen pay-tv channels 9 60 % 5 22 Urheilukanava 13 23 JIM 16 12 17 24 Nelonen 23 MTV3 pay-tv channels 40 % 23 Sub 22 19 23 18 MTV3 FST5 36 14 20 % YLE Teema 33 12 YLE TV2 14 10 24 22 16 YLE TV1 5 6 6 9 0 % 4-9 y 10-14 y 15-24 y 25-34 y 35-44 y 45-64 y 65+ y 10+ y

Min/day 1:14 1:29 1:33 2:20 2:32 3:29 4:22 2:56

Source: Finnpanel Oy, TAM 10 + y. The number of channels viewed / av. day 30

Channels/day

6 6 5 5 5 5 4 October 2001 4 October 2005 3 October 2009

0 10+ y. 4-9 y. 10-14 y. 15-24 y. 25-44 y. 45-64 y. 65+ y.

Source: Finnpanel Oy, TAM Penetration of Pay-TV and DVR

31 100 90 Pay-TV channels

80 DVR 70

60 50 43 % 40 % of TV hslds hslds TVTV of of % %

30 28 % 20

10 0

5 5 6 6 7 7 9 2 0 0 0 0 0 0 09 0 000 00 1998 2 2 May 03 Nov 03 May 04 Nov 04 May Nov May Nov May Nov May 08 Nov 08 May Nov

Source:: Finnpanel, Establishment Survey Pay-TV 32

Pay-TV: Top-5 Pay-TV channels 2009

1. MTV3 Max share of Pay-TV viewing 7 % 2. Eurosport more common in hslds with kids 3. The Discovery Channel 2/3 of the viewing minutes from 4. Canal+ Movie Channels males 5. MTV3 Fakta

Source: TAM 2009, population 4+ y. Pay-TV Channels: MTV3 pay-tv (Max, Leffa, Fakta, Sub Juniori, Ava, Scifi, Sarja) , Nelonen pay-tv (Kino, Urheilu+kanava), Urhotv, Canal+ Movie, Canal+ Sport, TV1000 movie,TV1000 muu, Eurosport, Disney Channel, Discovery Channel, SVT World, SVT1, SVT2, TV4 Ruotsi , BBC Prime, BBC Food, Animal Planet, Toon Disney, Jetix, Digiviihde 33 Digital Video Recorder (DVR): 43 % of TV hslds

All households:

timeshifted viewing share 5 % in age group 10+ y.

timeshifted viewing share 11 % in age group 25-34 y.

More common among females Households (10+ y.), with DVR:

timeshifted viewing share 13 %

timeshifted viewing share in breaks 4 %

Source: Finnpanel, TAM 2009 DVR-households: Weekdays viewing (live and timeshifted)

34 Consolidated = + 7 days Between 18-23 timeshifted viewing rating,% share: DVR-hslds: 14 %. All hslds: 6 %. 50 PVR hslds/consolidated 45 PVR-hsld / live 40 35 30 25 20 15 10 5 0 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 0:00 1:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00

DVR-hsld = Hsld with DVR Sourec: Finnpanel Oy, TAM 2009 Timeshifted viewing by genre

35 The increase of timeshifted viewing

0 % 5 % 10 % 15 % 20 % 25 % 30 %

Foreign fiction 10 % 24 % Domestic fiction 7 % 18 % Movies 7 % 16 % Kids programmes 7 % 16 % Culture 6 % 15 % Documentary 5 % 15 % Entertainment/reality 5 % 13 % Factual/lifestyle 4 % 11 % Sports 1 % 3 % Current affairs 1 % 2 % All hslds 4+ y. News 0 % 1 % DVR-hsld 4 y.

Source: Finnpanel Oy, TAM 2009 Timeshifted viewing share 2009 36 Live Timeshifted 225 4 % 4 % 5 % 200 5 % 5 % 5 % 6 % 175 5 % 5 % 5 % 150 5 % 5 % 125

100 min/day min/day 75

0 Oct Jan Nov Dec Feb Aug July May Sept April June March

Source: Finnpanel Oy, TAM, 10+ y. Timeshifted viewing share by age groups 2009 37

275 3 % 250 Timeshifted Live 225 4 % 200 5 % 175 7 % 150 11 % 125 5 % min/day min/day 100 5 % 6 % 75 50 25 0 10+ y 10+ y. 4-9 y 65+ 10-14 y 10-14 y 15-24 y 25-34 y 35-44 y 45-64

Source: Finnpanel Oy, TAM Timeshifted viewing share by channels 2009

45 6 % Timeshifted 40 3 % Live 35 4 % 30 25 20 min/day min/day 8 % 15 9 % 10 5 % 6 % 5 1 % 2 % 6 % 3 % 0 JIM Sub MTV3 Nelonen YLETV1 YLETV2 MusicTV Viisi YLEFST5 YLETeema TheVoice/TV Urheilukanava

Source: Finnpanel Oy, TAM Top 20, timeshifted programmes 2009

Start- Rating (000) Timeshifted share Channel Programme Date time Live+timeshifted of consolidated 39 MTV3 Salatut elämät Ma 1.6. 19:28 710+153 18 % MTV3 Amazing Race Su 29.3. 21:03 1221+135 10 % MTV3 Mentalist To 10.9. 21:00 470+109 19 % MTV3 Emmerdale Pe 4.12. 18:00 353+94 21 % TV 1 Kotikatu To 23.4. 19:44 539+90 14 % MTV3 Helppo elämä Ma 23.3. 20:00 690+90 12 % TV 2 Karjalan kunnailla Ke 2.12. 21:00 765+88 10 % MTV3 24 Ma 12.10. 21:00 297+88 23 % Nelonen Desperate housewifes Ma 7.12. 21:00 338+85 20 % MTV3 Life Ma 1.6. 20:59 305+78 20 % TV 1 Heartbeat Pe 6.11. 19:10 347+78 18 % JIM Poliisit Ke 11.11. 20:30 157+77 33 % Nelonen Harper's Island To 3.9. 21:00 193+77 29 % TV 1 Lewis Su 12.4. 22:00 314+75 19 % Sub Big Brother La 29.8. 22:01 357+74 17 % Nelonen Fear Factor La 14.3. 20:00 343+74 18 % Sub Madventures III Su 5.4. 21:59 254+73 22 % MTV3 The Apprentice Ma 9.11. 20:00 690+73 10 % MTV3 C.S.I. Ke 26.8. 21:02 340+72 18 % Nelonen Finland’s Next Top Mod. Ma 23.11. 20:01 219+72 25 %

Source:Finnpanel Oy, TAM, 10+ years. Only the best episode DVR-households: Most of the viewing is still live viewing 40 8 % Live 5 % VOSDAL 1-7 days

VOSDAL = Viewed on same day as 87 % live

Source: Finnpanel Oy, TAM, 10+ years, 2009, 41