Television in Finland 2007 2 Television Year 2007 - Agenda

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Terrestrial analogue switch-off 1.9.2007 The whole country at the same time

Television viewing in autumn 2007 More channel choices

Changes in TV landscape Pay-TV and PVR penetration is growing

Summary of year 2007 Basic statistics The penetration of Digital TV in January 2008: 2.000.000 hslds (89% of total) -> 990.000 hslds 2+ set-top-boxes Amount of TV-hslds % 3 100 88 89 84 80 80 73 69 71 66 61 60 56 50 51 44 44 40 40 40 36 38 31 27 27 24 21 22 19 19 20 20 20 17 15 13 14 12 11 9 7 6 6 7 4 4 2 2 3 3 0 Feb 03 Feb feb 05 feb Nov03 July07 May03 03 Aug Jan 07 Jan 08 Feb 04 Feb Feb 06 Feb 07 Feb 07 Apr Nov 04 Nov 06 Nov 05 Sep 07 Sep Nov 07 May 04 04 Aug May 06 06 Aug May 05 05 Aug Aug 07 Aug 07 June Digibox 2+ digibox

Source: Finnpanel ”TV households in Finland” Television viewing by month 2006 and 2007

4 min/day 2007 300 2006 February 06: Torino Olympics 250

Sep-Dec 2007: + 3 % 200 1.9.2007 analogue sswitch off (T-hslds)

150

100

0 Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec

Source: Finnpanel / TAM, target: 10+ years Television average weekly reach by month 2006/ 2007

5 % 2007 100 2006 90 80 70 1.9.2007 analogue switch off / Terrestrial-hslds 60 50 40 30 20 10 0 Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec

Source: Finnpanel Oy, TAM, 10+ years (size of popuilation: 4 676 000) Channel audience shares 1.9.-31.12.2007 6

Share %

24,8 25 24,4

15,5 15

9,8 10 7 5 1,8 1,6 1,2 1,1 0,8 0,8 0,8 0,7 0,7 0,6 0,6 0,5 0,4 0,4 0,2 0,2 0,2 0,2 0,2 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0 n t i r 3 e v va ie y y ort ta a e va V n bt ma JIM a AX TV v e p we k p TV h a TV1 TV2 o e ic n u t MT l Su FST5 M s spor is S unior S Fa SVT1 SVT2 noTV o e Te an Extra +Movie o D + J N E l scover Ki 0 iluk Mu i nal Turk Digiviihde 0 e TV3 YL Eur D a TV4 0 ilu+kan h M e Cana C Subtv MTV3 Subtv Leffa SVT Euro h Ur The Voice TV TV1000 Mo TV1 Ur

Source: TAM, Target:10 years Television trends in autumn 2007 (1.9 – 31.12.2007)

7 During* 2007 about 750.000 hslds from analogue to digital The coverge of YLE Teema, YLE FST5 Subtv, Urheilukanava and VoiceTV:n increased

Television viewing increased 3 % compared with autumn 2006 Average viewing time 2 h 58 min ( y. 2006 2 h 52 min)

More choice for viewers The number of viewed channels/week: 9 channels ( autumn 2006: 6)

Big** channels still big, small channels are growing ”Small channels” share 2007 = 19 % (2006 share = 12 %)

* ”TV establisment survey, Finnpanel”: Nov. 06 – Nov. 07 ** Big = YLE TV1, YLETV2, MTV3, Nelonen ja Subtv Digital households (11/2007) In 1 600 000 hslds set-top box, with Pay-TV option (72 % of TV hslds)

8 In 600 000 hslds DVR (26 % of TV hslds )

% of tv-hslds

100 90 80 70 60 50 40 30 20 10 0

3 3 4 4 5 5 5 6 6 7 0 0 0 04 0 0 05 0 0 0 0 07 07 0 y v v y b y v ov 03 o o Feb Auf Feb Feb 03Ma Aug N May 04 No May Aug N Feb 06Ma Aug Nov 06 Fe Ma Aug 07N

Source:: Finnpanel, Establishment survey From the beginning of 2008 TV-ratings will include timeshift viewing (+7 days timeshift) 9

Timeshift viewing in December 2007

timeshift adds viewing to programmes: + 3 % (target, 10+y.)

25-34-years + 8 %

female are using timeshift more than male

In households with DVR, timeshift adds viewing to programmes + 12 %

In every fourth TV-hsld there is DVR, in families with childen ( 25-44 years) it is more common Week 1/2008: TOP programmes (timeshift viewing )

Programme Rating of timeshft (+7 days) Increase to live viewing (%) 10

1. C.S.I. 16 000 6.0

2. Prison break 15 000 2,9

3. Grey’s Anatomy 14 000 6,2

4. Emmerdale 14 000 2,6

5. Kotikatu 13 000 1,6

6. C.S.I 13 000 3,8

7. The Bold and the Beautiful 12 000 2,9

8. X-files 12 000 35,7

9. Wallander: Innan Frosten 11 000 4,9

10. Hearthbeat 11 000 2,3

11. Hearthbeat 11 000 7,6

12. Lost 11 000 4,5

13. America’s Next Top Model 10 000 4,1

Source: Finnpanel, TAM Penetration of Pay-TV in Finland 1998 - 2007 11 November 2007: 600 000 hslds

% tv-hslds 50

30 26

20 21 16 17 12 12 10 11 10 9 7 7 7 7 5 6 5 5 5 6 4 5 4 4 4 4 0 8 2 3 3 4 5 5 6 6 7 7 99 00 0 0 03 04 0 04 05 0 0 06 0 0 07 0 0 99 9 0 b y y g 04 y g y g y g 1 1 2 2001 200 e a eb a u a u a u a u F M Aug 03 Nov F M A Nov Feb M A Nov 05 Feb M A Nov 06 Feb M A Nov 07

Source: Finnpanel ”Establishment survey The amount of Pay-TV subscibers have doubled in one years time 12

Pay-TV more common in families with children (25-44 years)

Most viewed Pay-TV channels (about 5 % share of all TV-viewing)*

1. MTV3 Pay-TV channels total 2. Canal+ total 2/3 of viewing from male 3. Disney Channel 4. TV1000 total 5. Discovery Channel

* Sourve:Finnpanel TAM Sep-Dec 2007, 4+ years Analyzed channels: Canal+channels, Discovery, Disney, KinoTV, MTV3 Max&Fakta, Subtv Juniori&Leffa, TV1000 channels, Urheilu+channel, Digiviihde Children (4-9y.): The share of Pay-TV is 22 % 13

Children 4-9 years TOP5-channels, Sep-Dec 2007

1. TV2 24 %

2. MTV3 20 % 3. Subtv Juniori 11 %

4. Nelonen 10 % 5. Disney Channel 8 %

* Source: TAM Sep-Dec 2007, 4-9 years Facts about Digital Television in Finland

Digital-TV started 27.8.2001 2002 2003 2004 2005 2006 2007

Penetration of 0 % 12 % 24 % 38 % 56 % 88 % digital tv

Share of digital viewing 0 % 5 % 7 % 25 % 42 % 87 %

Share of Top4 channels 95 % 93 % 92 % 88 % 85 % 77 %

Pay-Tv subscribers 110 000 120 000 130 000 200 000 250 000 600 000

DVR hslds 80 000 200 000 600 000

NonTV-hslds 5% 6% 7% 7% 7% 7% Peoplemeter technology: Viewing 15 data every day – minute by minute

data collection using meters, connected to all tv sets in the panel household

1100 households, ca 2300 persons measured on contious basis yearly turnover ca 20 %

All channels are measured Weekly reach 2007 2007* (2006) TV1 82 % 83 % (84 %) 16 TV2 81 % 81 % (85 %) MTV3 86 % 87 % (89 %) Nelonen 77 % 78 % (77 %) Subtv 60 % 67 % (48 %) Yle Teema 34 % 44 % (18%) JIM (starting 1.3.2007) 31 % 38 % Urheilukanava 30 % 34 % (19%) Yle24/Extra 27 % 32 % (18%) Yle FST5

1.1.-31.8.2007 24 % (14%)

1.9.-31.12.2007 40 %

2007* = September-December 2007

Spurce: Finnpanel Oy, TAM, 10+ years (population 4 653 000) Weekly reach 2007 2007* (2006)

17 Voice TV 19 % 24 % (12 %) Music TV 16 % 15 % (17 %) MTV3MAX 12 % 14 % Eurosport 11 % 11 % (12 %) Canal+ 10 % 11 % (8%) Urheilu+ Kanava (starting1.9.2007) 6 % Subtv Juniori 6 % 8 % Subtv Leffa 6 % 9 % Discovery 4 % 8 % SVT1 tai SVT2 4 % 1 % MTV3 Fakta 3 % 7 % KinoTV(starting1.9.2007) 3 % 2007* = September-December 2007

Source: Finnpanel Oy TAM ,10+ years (population 4 653 000) 18 Television viewing time on an average day

200 2:51 2:53 2:49 2:49 180 2:41 2:48 2:47 2:47 2:46 2:30 2:30 2:30 160 2:21 140 120 100 80 60 Share of 40 digital 20 viewing 0 63% 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007

Population, 10+ years Source: Finnpanel Oy, TAM Television viewing time by age groups on an 19 average day (min/day)

4:07

3:17

2:46 2:48 2:44 2006 2:23 2007 2:09

1:35 1:24 1:11

4-9v 10-14v 15-24v 25-34v 35-44v 45-64v Yli 65 v 10+ 10+ M 10+ N

Weekly reach,% of target group 2007: 93 91 86 94 95 95 95 93 92 94

Source: Finnpanel Oy, TAM Channel audience shares % 2007

20 Year 2007 YLE total: 44 % MTV Media total: 33 % 29 Nelonen Media total:12 % 26 24 24 20 17 2006 12 2007 10 9 5 6 6 3 2 1 11 1 1 1 1

rs a e V rs V2 JIM v T T he oic he E MTV3 Subtv V sic L ot kana u Ot YLE TV1 Y Nelonen u M LE The Y MTV Pay-TV Urheil

Source:Finnpanel Oy, TAM, target group 10+ years Channel audience share by age groups 2007

Others 100 % 6 10 10 10 10 9 MusicTV 90 % 19 16 5 The Voice TV 9 2 Urheilukanava 80 % 10 13 JIM 17 4 10 17 24 6 70 % 16 Nelonen 7 MTV Pay-TV 60 % 26 4 14 26 Subtv 11 17 50 % MTV3 27 23 21 YLE others 40 % YLE TV2 26 28 19 30 % 28 17 YLE TV1 14 20 % 26 35 12 11 26 10 % 8 19 24 6 7 7 10 0 % 4-9 v 10-14 v 15-24v 25-34v 35-44v 45-64v 65+v 10+v

Min/day 1:11 1:24 1:35 2:09 2:23 3:17 4:07 2:46

Source: Finnpanel Oy, TAM Channel audience share by age groups 2007

Others 100 % 10 6 9 MusicTV 90 % 5 The Voice TV 2 Urheilukanava 80 % 10 JIM 24 6 70 % 17 Nelonen MTV-Pay-TV 60 % Subtv 17 26 50 % MTV3 23 YLE others 40 % YLE TV2 30 % 28 17 YLE TV1

20 % 35 10 % 8 24 7 0 % 15-24v 65+v 10+v

Min/day 1:35 4:07 2:46

Source: Finnpanel Oy, TAM Average viewing by qu arter hour , Monday -Friday 2006 ja 2007

Rating 2006 Mon-Fri 2007 Mon-Fri

2000000 1800000 Mon-Fri 20.30- 21.45: 1,8 mil. viewers 1600000 1400000 1200000 1000000 800000 600000 During morning at it’s best over 400.000 tv-viewers 400000 200000 0 2:00:0-02:15 5:00:0-05:15 8:00:0-08:15 11:00:-11:15 14:00:-14:15 17:00:-17:15 20:00:-20:15 23:00:-23:15 Source: Finnpanel Oy, TAM Average viewing by quarter hour, Saturday-Sunday 2006 ja 2007

katsojaa 2006 Sat-Sun 2007 Sat-Sun Sat-Sun 20.30-21.30: 1,9 mil. viewers 2000000 1800000 1600000 1400000 1200000 1000000 800000 600000 400000 200000 0 2:00:0-02:15 5:00:0-05:15 8:00:0-08:15 11:00:-11:15 14:00:-14:15 17:00:-17:15 20:00:-20:15 23:00:-23:15

Source: Finnpanel Oy, TAM TOP-5 2007 by age groups 25

10-24 y share 25-44 y Share

1. Idols, 28.1. 30 % 1. Eurovision 2007: Final 41 % 2. Eurovision 2007: Final 27 % 2. Idols, 28.1. 36 % 3. PrisonBreak, 13.2. 23 % 3. Ice Hockey W.Cup2007 31 % 4. Talent Finland - results 21 % 4. Independence Day Gala 31 % 5. Salatut elämät, 8.2. 21 % 5. Tv-News, 6.12. 29 %

45-64 y. Share 65 + : Share

1. Independence Day Gala 46 % 1. Independence Day Gala 65 % 2. Tv-News, 6.12. 43 % 2. Tv-News, 6.12. 57 % 3. Eurovision 2007: Final 37 % 3. Strictly Come Dancing, 4.3. 48 % 4. StrictlycomeDancing, final 35 % 4. Election fo the Parliament 2007 48 % 5. Election of the Parliament 2007 34 % 5. SevenO’clockNews, 18.3. 47 %

Source: Finnpanel, TAM TOP programmes 2007

Programme, channel Date Rating Rating-% 26 Indenpendence Day Gala, TV1 to 6.12.2007 1.943.000 (42) Eurovision 2007: Final, TV2 la 12.5.2007 1.905.000 (41) Tv-News (time:20.30), TV1 to 6.12.2007 1.744.000 (38) Strictly Come Dancing, MTV3 su 22.4.2007 1.480.000 (32) Ice Hockey World Cup2007: Final, TV2 su 13.5.2007 1.469.000 (32) Idols, MTV3 su 28.1.2007 1.437.000 (31) TV-News, TV2 la 12.5.2007 1.318.000 (28) Election of the parliament 2007, TV1 su 18.3.2007 1.280.000 (28) Idols – results, MTV3 pe 6.4.2007 1.257.000 (27) Seven o’clock news, MTV3 ma 1.1.2007 1.155.000 (25) Salatut elämät, MTV3 ma 19.2.2007 1.105.000 (24) Movie: Uuno Turhapuro armeijan leiv, MTV3 ma 1.1.2007 1.078.000 (23) World Ch.ships Athletics, Osaka TV2 su 2.9.2007 1.056.000 (23) Maajussille morsian, MTV3 su 9.12.2007 1.047.000 (23) Ski jumping WC: Bischofshofen, MTV3 su 7.1.2007 1.044.000 (22)

Source: Finnpanel Oy, TAM TOP-5: Nelonen, Subtv, Urheilukanavan and JIM 27 2007

Rating Rating

1. Talent Finland - results 868 000 1. Big Brother final 638 000 2. Talent Finland, 9.12. 541 000 2. Idols Extra 475 000 3. Deal or No Deal, 7.2. 524 000 3. Big Brother 2007 starts 465 000 4. Ice Hoceky SM-liiga: 3. final 497 000 4. Big Brother Talk Show 440 000 5. Movie: Entrapment 491 000 5. Big Brother 406 000

1. Football: La Liga 135 000 1. Amazing videos 108 000 2. Boxing: Mayweather-Hatton 96 000 2. Amazing Police videos 102 000 3. AthleticsIAAF Grand Prix 95 000 3. JIM D: X-mas rubbish 99 000 4. DTM GP 79 000 4. JIM D: New York terrorist-attack 93 000 5. Champions League 75 000 5. JIM D: Vaarallinen suhde 86 000

Source:: Finnpanel, TAM TOP-5 YLE Teema, YLE FST5 and YLE24/Extra 28 2007

Raing Rating

1. Maa on syntinen laulu 224 000 1. Framom främsta linjen 258 000 2. Täällä Pohjantähden alla 224 000 2. Strömsö 193 000 3. Komisario Palmun erehdys 151 000 3. Emil och griseknoen 118 000 4. Rautatie 145 000 4. Stormskärs Maja 114 000 5. Movie: Gone with the wind 119 000 5. Strömsö Mat med Michael och Matias 113 000

Rating

1. Nordic Ski Ch.ships, Sapporo 324 000 2. Ice Hockey W.CUp2007 282 300 3. Volleyball European Ch.ships 155 000 4. Tennis 118 000 5. Eurovision 2006: Final – Athens 108 000

Source: Finnpanel, TAM 29 TOP-5 MusicTV and The VoiceTV 2007

Rating Rating

1. Pimpmy RideUK 36 000 1. Latauslista 24 000 2. Pimp my Ride US 33 000 2. Voicela Thursday 24 000 3. EMA spotlight 30 000 3. TOP 10 Thursday 24 000 4. Strutter 30 000 4. We Love Music 22 000 5. TotallyJodieMarsh 29 000 5. TOP 107 22 000

Source: Finnpanel, TAM www.finnpanel.fi