Television Viewing in Finland 2008

Home , Nelonen Media, Television in Finland

Television viewing in Finland 2008

Gloria Hall, 27.1.2009 Lena Sandell ja Anna-Leena Lamberg 2 Average viewing time / day

Total popultion, 10+ y.

200 2:53 2:57 180 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

Source: Finnpanel Oy, TAM Timeshift and guest viewing from 1.1.2008 3

1. Timeshift viewing + 7 days*

Official currency reported after one week (7 days)

2. Guest viewing

Guests of the Panel hslds registerate their age and sex Guest viewing integrated into TAM ratings

* Except on every Monday: Weekly Top-20 reported: live+VOSDAL 4 Timeshift and quest viewing 2008 / The effect on the ratings

178 2 h 57 min 176 174 Guest viewing + 6 min 172 170 + 3 min 7 days consolidated 168 2 h 46 min + 1 min VOSDAL 166 live 164 live 166 + 1 min/day 167 162 160 2007 2008

Source: Finnpanel Oy,TAM Viewing time in Europe 2007 5

3:50 3:43 3:38 3:28 3:27 3:06 2:46 2:37 2:29 2:28 2:25

n y n s nd n ria UK de ark Italy pai la e S rma rland nm e France e Fin Aust Norway G Sw De Neth

Source: Mediametrie / One Television Year in the World 2008 Television viewing (weekdays) 2007 and 2008

Rating 2007 2008 Between 20.30- 21.45: 2000000 rating 1,8 million 1800000 1600000 20:30 1400000

1200000 17:30 – 18:30 1000000 800000 600000 In the morning rating 400.000 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 Total popultion 10+ y. Television viewing (weekends) 2007 and 2008

rating 2007 2008 Between 20.30-21.30: rating 1,9 mill. 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 Total population 10+ y. Television viewing 2007 and 2008 min/day8 2007 300 2008

250

1.3.2008 Cable hslds analog switch off Weeks 33-34/2008 Beijing olympics 200

150

100

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51

Weeks

Source: Finnpanel / TAM, population 10+ y. Top-10 programmes 2008

Programme/Channel Date Rating Share-% 9

Independence day gala, TV1 sat 6.12.2008 1.748.000 (37) TV-News, TV1 sat 6.12.2008 1.607.000 (34) Ski jumping WC: Bischofshofen, MTV3 sun 6.1.2008 1.338.000 (29) Dancing with the Stars, MTV3 sun 13.4.2008 1.266.000 (27) Seven o’clock news, MTV3 sun 6.1.2008 1.233.000 (26) Idols, MTV3 sun 14.12.2008 1.214.000 (26) Eurovision 2008: Final, TV2 sat 24.5.2008 1.208.000 (26) Ice Hockey WC 2008: Russia-Finland, TV2 fri 16.5.2008 1.182.000 (25) Miss Finland 2008, MTV3 sun 3.2.2008 1.167.000 (25) Secret Lives, MTV3 mon 18.2.2008 1.033.000 (22) Missä he ovat nyt?, MTV3 sun 27.1.2008 1.030.000 (22) Ice Hockey WC 2008: Bronce match sat 17.5.2008 1.023.000 (22)

Source: Finnpanel Oy, TAM Top-5 programmes in the Nordic Countries 2008

Finland: Rating Sweden: Rating

1. Independence day gala 37 % 1. Eurovision, national final 46 % 2. TV-News 34 % 2. Eurovision, national selection 38 % 3. SkijumpingWCup 29 % 3. Donald Duck and his frends 36 % 4. Dancing with the Stars 27 % 4. Football Euro 2008(Greek-Sweden) 34 % 5. Seveno’clockNews 26 % 5. Eurovision Song contest 32 %

Norway: Rating Denmark: Rating

1. Eurovision Song Contest 40 % 1. Handball EuroC, final (Den-Cro) 43 % 2. Kvelden för kvelden 38 % 2. X Factor–final 42 % 3. Have I got news for you 35 % 3. Vildmeddans–final 38 % 4. Handball EuroC (Norway-Spain) 33 % 4. EuroCupstudio 38 % 5. Idrettsgalla 2008 32 % 5. Allstarts–KickOff 36 %

Source: Finnpanel, MMS (Sweden), TNS-Gallup Norway, TNS-Gallup Denmark Top-5 programmes by age groups 2008 11

10-24 years: Rating-% 25-44 y: Rating-%

1. Eurovision 2008: Final 25 % 1. Idols, 14.12. 33 % 2. Idols, 21.9. 24 % 2. Independence Day Gala 31 % 3. Independence Day Gala 22 % 3. Ice Hockey WC: RUS-FIN 30 % 4. Ice Hockey WC: RUS-FIN 19 % 4. Eurovision 2008: Final 27 % 5. Salatut elämät, 15.1. 18 % 5. Tv-News 6.12.2008 27 %

45-64 y: Rating-% 65 + y : Rating-%

1. Independence Day Gala 40 % 2. Tv-News, 6.12. 40 % 1. Independence Day Gala 60 % 3. SkiJumpingMC, 6.1. 39 % 2. Tv-News, 6.12. 57 % 4. Seveno’clockNews 6.1 36 % 3. Dancing with the Stars, 27.4. 48 % 5. Dancing with the Stars, 27.4. 33 % 4. Sportnews 7.1. 44 % 5. SkiJumpingMC, 6.1. 44 %

Source: Finnpanel, TAM Television viewing by age groups

12 Source: Finnpanel Oy, TAM

262

211

180 177 173 151 2007 134 2008

95 98 79

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

Weekly reach,% 2008: 90 91 82 90 92 95 92 92 91 92 Channel shares (%) 2008

Source : Finnpanel, TAM 13

24 23

3 2 2 1 1 0,8 0,7 0,7 0,6 0,6 0,5 0,5 0,3 0,3 0,2 0,2 0,2 0,2 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1

5 i A e 3 2 n b a a i V ls ls r t1 a n n ja a ifi V V e IM ST v s ort el e io en p e r v c d n Su J m a ii p els e d ro n h T F n icT n n n ede Sa NAV S MT E V s n n u nti 3 ivii L Tee LE V3 MAX V a hann a J Spor Eu KinoTVö 3 KA V g YLE TV 1 Y Nelo Y luka /T Mu uros h h V3 Fakta b l+ Sweden Sw V + i e E c C c T Sub Leffa u a 4 2 MTV3 A channels Di e MT c e ry e y chann VT &P T LU MT YLE i e i M e S n V S u MT I v v n T rj Toon Disney Urh Vo o s Ca SVT1 Swe a SV HE Animal Planet e Movi c Mo Di H h + is UR T l 00 a 0 000 Other n 1 1 a he D V C T T TV Channel shares ( 24 hours) %

14 Year 2008 YLE total: 45 % 26 MTV Media total: 31 % 24 24 23 Nelonen Media total: 14 %

17 17

2007

2008 10 10 9 8 6 6

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

i 2 h, V V1 V T5 en va c iis ry* T T S xtra Sub JIM a V cT e E MTV3 v ch. i v an V Others k /T YLE YLE ay-t Nelon e Mus sco YLE F YLE p pay-tv c i YLE Teema V n D T heilu * V 2007 Discoovery in group:Others M Ur e Voi h Nelone T Source: Finnpanel Oy, TAM, 10+ years Channel shares (%) 2008 prime time 18-23 15 YLE total: 42 % MTV Media total: 36 % Nelonen Media total: 15 % 27

16 2008 11

7 6

2 3 2 2 1 0,2 1 1 0,4 JIM Sub MTV3 Others ch. Nelonen YLE TV1 YLE TV2 YLE Viisi MusicTV tv ch. tv YLE FST5 YLE Discovery MTVPay-tv YLE Teema YLE Nelonen Pay- Nelonen Voice/TV The

Koko vrk: 24 17 2 2 23 6 2 10 3 1 Urheilukanava 0,2 1 1 1 8

Source: Finnpanel Oy, TAM, population10+ years Channel shares by age groups 2008

100 % 16 9 8 8 Others Discovery Ch. 80 % 9 10 MusicTV 4 18 6 The Voice TV Nelonen Pay-tv ch. 60 % 23 Urheilukanava 23 JIM 16 Nelonen MTV Pay-tv ch. 40 % 18 Sub 24 17 MTV3 FST5 20 % YLE Teema 9 26 24 YLE TV2 YLE TV1 7 0 % 15-24 y 45-64 y 10+ y.

Min/day 1:35 3:31 2:57

Source: Finnpanel Oy, TAM population 10 +y. Channel shares by age groups 2008

100 % 6 17 9 8 8 8 8 19 15 5 Others 9 2 Discovery Ch. 80 % 10 13 MusicTV 8 16 4 22 The Voice TV 16 18 6 7 Nelonen Pay-tv ch 60 % 4 23 Urheilukanava 12 23 JIM 11 16 25 18 22 Nelonen MTV Pay-tv ch. 40 % 24 18 Sub 23 24 17 MTV3 14 FST5 20 % 31 YLE Teema 12 36 12 9 26 24 YLE TV2 19 YLE TV1 10 6 7 7 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 1:19 1:35 1:38 2:14 2:31 3:31 4:22 2:57

Source: Finnpanel Oy, TAM, population 10 + y. Digital Television brings more choice

18 On Free-to-air* channels 2008:

Average 314 programmes / day 30 News programmes / day 29 Children programmes / day

1 737 movies during 2008 on Free-to-air* channels … Average 5 movies l day

… and 13 975 Sport programmes during 2008 Average 38 sport programmes / day E.g. Ice Hockey WC, Beijing Olympics, Formula 1, Ski Jumping MC, Football Euro Cup, UEFA Champions League, La Liga, Alpine Skiing MC, WC Rally, Cross Country Skling WC, etc…

*) TV1, TV2, MTV3, Nelonen, Sub, JIM, Teema, FST5, Urheilukanava, The Voice/TV Viisi December 2008, Target group: 10-14-years Two out of three watching TV every day

Daily reach (%)

90 80 70 60 50 40 30 20 10 0 8 8 8 8 8 8 8 8 8 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 2 .2 .2008 .2 .2 .2 .2008 .2008 .2 .2 .2008 .2008 .2 .2 2 2 2 2 2 2 2 2 .12. .1 1 .12 .1 .12 .1 .12 .1 1.12.2008 3 5 7. 9.12.2008 1 3 5.1 1 3 9 1 1 1 1 17.1 19.12 2 2 25.1 27.12 2 3

Source: Finnpanel TAM 1.-31.12.2008 December 2008, Target group: 10-14-years Two out of three watching TV every day

Daily reach (%) 80

70 14.12. Idols finaali: 91.000

6.12. Harry Potter: 35.000 21.12. Amazing Race: 38.000 60 26.12. Star Wars: 31.000 4.12. Fiksumpi kuin 8.12. Salatut elämät 78.000 18.12. House: 35.000 24.12. Madagascar: 38.000 50 koululainen: 41.000 MTV3 40 Sub 30 20 2.12. OC: 31.000 10.12. Van Helsing: 17.000 23.12. Frendit(4.es): 17.000 18.12.Simpsonit (3.es):48.000 26.12. Simpsonit (3.es) 28.000 10 0 8 8 8 8 8 8 8 8 8 8 0 0 08 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 008 0 .2008 2 .2 .2 .2 .2 .2008 .2 .2 .2 .2008 .2 .2 .2 .2 2 2 2 2 2 2 2 2 2 2 1 .12. .1 1 .1 .1 .12 .1 .12 .1 .12 1. 3 5 7. 9.12.2008 1 3 7 9 1.1 5 7 1 1 1 15.1 1 1 2 23.12 2 2 29.1 3

Source: Finnpanel TAM 1.-31.12.2008 December 2008, Target group: 10-14-years Two out of three watching TV every day

Daily reach(%)

80 70 24.12. Joulu-Jopet remix: 42.000 24.12. Lumiukko: 36.000 6.12. Itsenäisyyspäivän vastaanotto: 65.000 60 26.12. Tartu Mikkiin: 40.000 21.12. Lassie: 24.000 50 11.12. Muumilaakson tarinoita: 25.000 3.12. Laura kesäleirillä: TV 1 40 24.000 TV 2 30 20 24.12. Suomen Turku julistaa joulurauhan: 20.000 25.12. Kotikatu: 19.000 10 13.12. Urheuiluruutu: 17.000 4.12. Kotikatu: 17.000 0 8 8 8 8 8 8 8 8 08 0 0 0 0 0 0 0 0 0 0 008 008 008 008 .2 .20 2 2 2 2 2 2 2.20 2.20 2.20 2.20 2.20 2.20 .1 .1 .12. .1 .12. .1 1 .12. .1 .12. .1 1 1.12.2 3.12.2008 5 7.12.2008 9 5 9 5 9 11.12.2008 13 1 17 1 21. 23 2 27 2 31.

Source: Finnpanel TAM 1.-31.12.2008 December 2008, Targetgroup: 10-14-years Two out of three watching TV every day

Daily reach

80 70 60 24.12. Nalle Puh ja möhköfantti 30.000 50 9.12. Operaatio Maa: 17.000 19.12. Hauskat kotivideot: 35.000 28.12. Narnian tarinat: 33.000 1.12. Täydelliset naiset: 27.000 Nelonen 40 JIM 30 20 24.12. Hullut japanilaiset 20.000

10 1.12. Uskomattomat videot: 13.000 30.12. Penn&Teller: 14.000 0 8 8 8 8 8 8 8 8 8 8 8 8 8 8 0 08 08 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 .2 .2 .2 2 2 2 2.20 2.20 2.20 2.20 2.20 2.20 2.20 2.20 2.20 2.20 2.20 .1 .1 1 1 .1 .1 1 1 .1 .1 .1 1 1 3.12.2 5.12.2 7.1 9.1 1 7 9 5 7 9 1 13. 15. 1 1 21. 23. 2 2 2 31.

Source: Finnpanel TAM 1.-31.12.2008 December 2008, Targetgroup: Male 25-44 y. At least two out three watching TV every day

Daily reach (%) 100 90 80 70 60 50 40 30 20 10 0 8 08 2008 .2008 .2008 .2008 .2008 2008 .2008 2 .12.2008 12 12. 12.20 .12.200 1 12. 1.12.2008 3 5.12.2008 7.12.2008 9. 11.12.2008 13. 15.12 17. 19.12 21 23.12 25.12.2008 27. 29.12.2008 31.

Source: Finnpanel TAM, 1.-31.12.2008 December 2008, Targetgroup: Male 25-44 y. At least two out three watching TV every day

Daily reach(%) 80 7.12. Amazing Race:107.000 14.12. Idols finaali: 209.000

1.12. Elokuva: Matti: 107.000 70 15.12.Vares: 120.000 11.12. Salatut elämät 94.000 60 25.12. House: 118.000 50 8.12. Terminator: 65.000 MTV3 40 Sub 24.12. CSI : 38.000 30 19.12.Bones: 46.000 1.12. Bionic Woman: 48.000 18.12. Simpsonit (3.es): 52.000 20 10 0 08 .2008 .2008 .2008 .2008 .2008 .2008 .2008 2008 2008 2 .12.2008 1 12. 12. 12.20 1 3.12.2008 5.12.2008 7.12.2008 9.12.2008 11.12 13.12 15. 17.12.2008 19.12 21.12 23.12 25.12 27. 29. 31.

Source: Finnpanel TAM 1.-31.12.2008 December 2008, Target group: Male 25-44 y. At least two out three watching TV every day

Daily Reach (%) 80 70 6.12. Itsenäisyyspvän vastaanotto: 182.000 24.12. Tku julistaa joulurauhan: 54.000 60 1.12. TV-uutiset: 72.000 13.12. Uutisvuoto: 60.000 27.12. Urheiluruutu: 82.000 24.12. Joulu-Jopet: 75.000 50 TV 1 40 TV 2 6.12. Tuntematon sotilas: 69.000 16.12. Metsolat: 74.000 28.12. Kummelin Jackpot: 116..000 YLE Teema 30 12.12. Hymyhuulet: 20.000 20 30.12. Manillaköysi: 35.000 27.12. Sisko ja sen veli: 19.000 10 0

008 .2008 .2008 .2008 2008 .2008 .2008 .2008 2008 .2008 .2008 .2008 .2008 2.2008 2 2 1 12 12.2 1 12. 12. 1 1.12.2008 3. 5. 7. 9.12.2008 11.12 13. 15. 17.12 19.12 21.12 23. 25.12 27.12 29.12 31.

Source: Finnpanel TAM 1.-31.12.2008 December 2008, Targetgroup: Male 25-44 y. At least two out three watching TV every day

Daily reach (%) 80 70

7.12. Säämies: 74.000 12.12. Hauskat kotivideot: 95.000 21.12. Vaarallinen tehtävä: 111.000 60 1.12. Täydelliset naiset: 65.000 28.12. Narnian tarinat: 73.000 14.12. Spiderman: 97.000 50 Nelonen 40 JIM Urheilukanava 30 4.12. Ultimate fighter: 36.000 22.12. Uskomattomat videot: 30.000 16.12. JIM D:Star Warsin tarina: 28.000 20

10 7.12. La Liga: 19.000 23.12. V5 Ravit Vermo: 11.000 14.12. La Liga: 29.000 0 8 8 08 008 2008 .2008 .2008 .2008 .2008 2008 2 12. 12.200 12.2 .12.200 1 12.20 12. 1.12.2008 3.12.2008 5. 7.12.2008 9. 11.12 13.12.2008 15. 17.12 19 21. 23.12.2008 25. 27.12 29.12.2008 31.

Source: Finnpanel, TAM. 1-31.12.2008 Number of the channels viewed daily 2001, 2005, 2008 (October)

Channels/day

6 5 5 5 5 4 4 Oct 01 4 3 Oct 05 Oct 08

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

Source: Finnpanel Oy, TAM Number of the channels viewed weekly 28 2001, 2005, 2008 (October)

Channels/week

121212

10 10 9 999 9 8 8 7 Oct 01 666 Oct 05 Oct 08

333

000 10+ y 4-9 y 10-14 y 15-24 y 25-44 y 45-64 y 65+ y

Source: Finnpanel Oy, TAM Weekly reach: 2008 2007 29 TV1 81 % 82% TV2 80 % 81 % MTV3 84 % 86 % Nelonen 76 % 77 % Sub 64 % 60 % Yle Teema 48 % 34 % Yle FST5 45 % 29 % JIM ( starting 1.3.2007) 45 % 27 % Urheilukanava 34 % 30 %

Source: Finnpanel Oy, TAM, 10+ years Weekly reach

30 2008 2007 VoiceTV / TV Viisi 24 % 19 % Music TV 14 % 16 % MTV3 MAX 14 % 12 % MTV3 Fakta 10 % 3 % MTV3 Sarja (starting1.3.2008) 3 % MTV3 Scifi(starting1.3.2008) 2 % Discovery 9 % 4 % Sub Leffa 9 % 6 % Sub Juniori 7 % 6 % Urheilu+Kanava(starting1.9.2007) 5 % 4 % KinoTV(starting1.9.2007) 4 % 3 %

Source: Finnpanel Oy, TAM, 10+ years TOP-10 2008

31 Programme Date Rating Share-%

1. IndependenceDay Gala Sat6.12.2008 1.748.000 (37) 2. Tv-News Sun 6.12.2008 1.607.000 (34) 3. Sportnews Mon14.1.2008 944.000 (20) 4. Kotikatsomo: Harvoin tarjolla Mon14.1.2008 904.000 (19) 5. Suomen Turku julistaa Joulurauhan Wed 24.12.2008 879.000 (19) 6. HaveI GotNews For You Sat23.2.2008 815.000 (17) 7. Kuntavaalit 2008 Sun 26.10.2008 797.000 (17) 8. Kotikatu Thu3.1.2008 796.000 (17) 9. Kotikatsomo: Kymenlaakson laulu Mon 14.4.2008 780.000 (17) 10. Kotikatsomo: Lacrimosa Mon7.1.2008 761.000 (16)

Source: Finnpanel Oy, TAM Top-10 2008

Programme Date Rating Share-% 32

1. Eurovision Song Contest2008 Sat24.5.2008 1.208.000 (26) 2. Ice Hockey WC 2008: RUS-FIN Wed 16.5.2008 1.182.000 (25) 3. Ice Hockey WC 2008: Bronse match Thu 17.5.2008 1.023.000 (22) 4. Ice Hockey WC 2008: Final Sun 18.5.2008 918.000 (20) 5. Karjalan kunnailla Wed2.1.2008 890.000 (19) 6. CrossCountry SkiingWC Sun 6.1.2008 864.000 (18) 7. Tv-News Sat1.3.2008 853.000 (18) 8. Eurovision 2008: National Final Sat1.3.2008 825.000 (18) 9. FootballEuroC: Final Sun 29.6.2008 818.000 (18) 10. BeijingOlympics Fri 8.8.2008 817.000 (18)

Source: Finnpanel Oy, TAM Top-10 2008

33 Programme Date Rating Share-%

1. Ski Jumping WC: Bischofshofen Sun 6.1.2008 1.338.000 (29) 2. Dancingwiththe Stars Sun 13.4.2008 1.266.000 (27) 3. Seveno’clockNews Sun 6.1.2008 1.233.000 (26) 4. Idols Sun 14.12.2008 1.214.000 (26) 5. Miss Finland 2008 Sun 3.2.2008 1.167.000 (25) 6. Salatut elämät Mon18.2.2008 1.033.000 (22) 7. Missähe ovat nyt? Sun 27.1.2008 1.030.000 (22) 8. Idols–votingresults Sun 14.12.2008 963.000 (21) 9. 45 minutes Wed5.11.2008 956.000 (20) 10. Maajussille morsian Fri21.11.2008 852.000 (18)

Source: Finnpanel Oy, TAM Top-10 2008

Programme Date Rating Share-% 34

1. Ice Hockey Finnish-league: 2. final Mon 7.4.2008 598.000 (13) 2. Ice Hockey Finnish league 3. final Wed 9.4.2008 520.000 (11) 3. Ice Hockey Finnish league 4. final Thu 10.4.2008 511.000 (11) 4. 4D: Matti Nykänen – Uuteen nousuun Tue 25.3.2008 503.000 (11) 5. Ice Hockey Finnish league: 5. final Sat 12.4.2008 498.000 (11) 6. Movie: M:I III – Mission:Impossible Sun 21.12.2008 478.000 (10) 7. 4D: Äitimme painaa 400 kg Tue 21.10.2008 467.000 (10) 8. Movie: National Treasure Sun 17.2.2008 463.000 (10) 9. Movie: Indiana Jones – Raiders of .. Sun 27.4.2008 447.000 (10) 10. Movie: Indiana Jones – Last Crus. Sun 11.5.2008 441.000 (9)

Source: Finnpanel Oy, TAM Top-10 2008

35 Programme Date Rating Share-%

1. Big Brotherfinal Sun 30.11.2008 694.000 (15) 2. Big BrotherTalkShow Sun 19.10.2008 625.000 (13) 3. Big Brother Tue 2.9.2008 550.000 (12) 4. Big Brother2008 starts Wed27.8.2008 504.000 (11) 5. 24 Sun 6.1.2008 396.000 (9) 6. IdolsExtra Thu2.10.2008 369.000 (8) 7. Big Brother: Asukasvaihto Afrikkaan Sun 2.11.2008 353.000 (8) 8. American Idol Sun 27.1.2008 293.000 (6) 9. Big BrotherExtra Tue 4.11.2008 284.000 (6) 10. Piiri Sun 5.10.2008 282.000 (6)

Source: Finnpanel Oy, TAM Top-10 / YLE Teema and YLE FST5 2008

Rating Rating

1. Manillaköysi 30.12. 237 000 1. Strömsö 2.11. 226 000 2. Tuttu Juttu Show 5.1. 227 000 2. Cross Country Skiing WC 1.1. 211 000 3. Movie: Fistful of Dollars 8.3. 222 000 3. TV-news 16.8. 147 000 4. Suomen tietoviisas 5.1. 209 000 4. Etulinjan edessä 6.12. 141 000 5. Ällitälli 5.1. 196 000 5. Dok: Karjalaisten kolme kaup. 21.12. 134 000 6. Movie: Pianist12.4. 192 000 6. Palomuuri 8.1. 127 000 7. Movie: North by Northwest 3.12 183 000 7. Dokumentti: Elämää taivaalla 28.9. 116 000 8. Tapsa 2.8. 169 000 8. Bettina kiertueella 13.10. 115 000 9. Muistojeni Karjala 18.3. 163 000 9. Dokumentti: Vapaasti Kekkosesta 12.5. 109 000 10. Heikki ja Kaija: Kuin lapset.. 5.1. 162 000 10. Sportnewst 16.8. 106 000

Source: Finnpanel, TAM 37 Top-10 / Urheilukanava and JIM 2008

Rating Rating

1. IAAF Grand Prix 20.7. 109 000 1. Hurjat poliisivideot 24.3 151 000 2. IAAF Grand Prix 24.6. 99 000 2. JIM D: 9/11 – Loukussa 8.9 133 000 3. Ice Hockey Mestis 1.4. 92 000 3. JIM D: Maa ihmisten jälkeen osa I 28.10 127 000 4. Superpesis 4.9. 87 000 4. JIM D: 9/11 – Salaliittoteoriat 9.9. 124 000 5. Yleisurheilun MM-hallikilpailut 24.3. 83 000 5. Uskomattomat videot 15.12. 117 000 6. Volley ball W League 19.7. 80 000 6. JIM D Rikos: Kuuluisa kuolemantuomio 1.12 116 000 7. Football La-ligaSpain 13.12. 78 000 7. Kahjot ninjat 30.6. 112 000 8. Swimming WC 13.4. 76 000 8. Alaston piilokamera 23.6. 111 000 9. Veikkausliiga 17.8. 69 000 9. JIM D Rikos: Ruumissäkki 24.3. 106 000 10. Lentopalloliiga 17.4. 69 000 10. JIM D Rikos: Murhaajan kohtaaminen 18.8 101 000

Source: Finnpanel, TAM 38 Top-5 / TV Viisi and Discovery 2008

Rating Rating

1. Deadliest Catch 29 000 1. Finland Germany Football 193 000 2. Overhaulin 29 000 2. Russia Finland Football 135 000 3. Mythbusters Year 27 000 3. Finland Azerbaijan Football 129 000 4. Building The Ultimate II year 25 000 4. Football pre-game interviews 65 000 5. Mythbusters – The Series Year 23 000 5. Dennis The Menance 56 000

Source: Finnpanel, TAM 39 Top-5 / MusicTV and The VoiceTV 2008

Rating Rating

1. South Park 35 000 1. Latauslista 33 000 2. Pimpmy ride 34 000 2. Voice Live 30 000 3. Jackass 33 000 3. We Love Music 27 000 4. X Effect 32 000 4. My Voice 25 000 5. Dismissed 31 000 5. TOP 10 Tuesday 24 000

Source: Finnpanel, TAM Facts about Digital Television in Finland

2002 2003 2004 2005 2006 2007 2008 Digi-TV40 launch 27.8.2001

Digital penetration 0 % 12 % 24 % 38 % 56 % 88 % 100 % (at the end of the year)

Av. viewing min/day 2:51 2:53 2:47 2:49 2:49 2:46 2:57

Pay-Tv subscribers 110 000 120 000 130 000 200 000 250 000 600 000 609 000

DVR households 80 000 200 000 600 000 914 000

NonTv-hslds 5% 6% 7% 7% 7% 6% 8 %

Source: Finnpanel establishment survey Pay-TV channels penetration 1998-2008 41

% of Tv-hslds 100 90 Receivers with Pay-TV card 80 Pay TV channels 70 60 50 40 30 20 10 0 1998 1999 2000 2001 2002 Nov04 Nov05 Nov06 Nov07 Nov08 Feb05 Feb06 Feb07 Feb08 Aug04 Aug05 Aug06 Aug07 Aug08 Nov Nov 03 May05 May06 May07 May08 Feb Feb 03 Feb Feb 04 Aug Aug 03 May 03 May 04

Source: Finnpanel, Establisment survey The number of Pay-TV hslds have quadrupled 42 during the last three years

Pay-TV: Top-5 Pay-TV channels 2008

1. MTV3 Max The share (viewing) of Pay-TV channels is about 6 % 2. Canal+ Movie Channels 3. The Discovery Channel More common in hslds with kids 4. TV1000 Movie Channels 2/3 of the viewing minutes from males 5. Disney Channels

Source: TAM 2008, population 4+ y. Pay-TV channels: Canal+channels, The Discovery Channel, Disney Channels, KinoTV, Urheilu+Kanava, MTV3 Max, Fakta, Ava, Sarja ja Scifi, Sub Juniori ja Leffa, TV1000 channels, Digiviihde The share of Pay-TV channels 21 % / Children (4-9 years) 2008 43

TOP 5 – channels 2008 / target group 4-9 years

1. YLE TV 2 31 % 2. MTV3 18 % 3. Sub Juniori 8 % 4. Nelonen 8 % 5. Disney Channels 7 %

0 10+ Male Female 4-9 y 10-14 y 15-24 y 25-44 y 45-64 y 65+ y 10+ 10+ Source: TAM 2008, Pay-TV channels: Canal+channels, The Discovery Channel, Disney Channels, KinoTV, Urheilu+Kanava, MTV3 Max, Fakta, Ava, Sarja ja Scifi, Sub Juniori ja Leffa, TV1000 channels, Digiviihde The penetration of DVR hslds November 2008 = 914 000 hslds with DVR(41 % of TV-hslds) 45

100 90 80 70 60 50 40 (%(%TV-hslds) TV-hslds) (%(%TV-hslds) TV-hslds) 30 20 10 0 Nov05 Nov06 Nov07 Nov08 Feb05 May05 Aug05 Feb06 May06 Aug06 Feb07 May07 Aug07 Feb08 May08 Aug08

Source: Finnpanel, Establishment survey Timeshift viewing 2008 46

All households:

Timeshift viewing increases viewing 4 % (Total population, 4+ y)

Timeshift viewing increases viewing of target group 25-34-years about 9 %

Females use the option of timeshift viewing more often

Timeshift viewing more common in households with kids

Households with DVR:

Timeshift viewing increases viewing 14 %

Timeshift viewing increases the viewing of the breaks 4 %

Source: Finnpanel, TAM weeks 45-50/2008 (sample size 300 ) DVR-households: Live-viewing (week days) 47 Rating-%

50 DVR hslds 4+ years 45 /Live All 4+ years / 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

Source: Finnpanel Oy, TAM. weeks 45-50/2008. DVR-households: Viewing (live ja vosdal*) weeks days

48 * Vosdal = Viewed On Same Day As Live Between 18-23: DVR-hslds: + 7 % Rating-% (All hslds: + 2 %)

50 45 DVR hslds 4+y. Live 40 DVR hslds 4+ Live+vosdal 35 30 25 20 15 10 5 0 0:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 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

Source: Finnpanel Oy, TAM, weeks 45-50/2008 DVR-households: Live and timeshift viewing, weekdays

49 Consolidated = +7 days viewing Between 18-23 timeshift viewing: Raiting-% DVR-hslds: + 18 % more of viewing (All hslds: + 5 %) 50 DVR hslds 4+ y. / Live 45 DVR-hslds 4+ y. / Consolidated 40 35 30 25 20 15 10 5 0 0:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 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

Source: Finnpanel Oy, TAM, Weeks 45-50/2008. Live + timeshift viewing All households 4+ years 50 50 4,5 % 45 1,9 % Timeshift 40 Live 35 30 2,7 % 25 20 6,6 % (min/day) 15 7,2 % 10 3,8 % 5 1,1 % 1,3 % 4,1 % 4,0 % 0,7 % 0 JIM Sub MTV3 Nelonen YLE TV1 YLE TV2 YLE MusicTV Viisi YLE FST5 YLE YLE Teema YLE The Voice/TV The Urheilukanava The effect of timeshift viewing = 4 %.

Source: Finnpanel Oy, TAM, weeks 45-50/2008. Live + timeshift viewing DVR-households, population 4+ years

51 50 15,8 % 45 Timeshift 40 35 8,0 % Live 30 25 11,4 % 20 24,1 % (min/day) 15 23,8 % 10 5 14,8 % 6,6 % 5,4 % 21,3 % 21,9 % 2,6 % 0 JIM Sub MTV3 YLE TV1 YLE TV2 YLE Nelonen MusicTV Viisi YLE FST5 YLE YLE Teema YLE The Voice/TV Urheilukanava

The effect of timeshift viewing = 14 %.

Source: Finnpanel Oy, TAM DVR-households (sample=300), weeks 45-50/2008 52 Timeshift viewing by genre Increase (%) of timeshift viewing

1 news 0 DVR hslds 2 sports 1 All hslds actual 1 4 documentary,etc 3 12 education 3 12 childrens 5 17 entertainment 5 17 movies 5 20 domestic fiction 6 22 27 foreign fiction 7 (%) 0 5 10 15 20 25 30

Source: TAM weeks 45-50/2008, DVR-households (sample=300) Timeshift viewing: Top 20 programmes, 4+ years

Starting Channel Programme Weekday Rating (000) Additional viewing (%) 53 time MTV3 Salatut elämät Pe 19:29 665 + 80 12 MTV3 Maajussille morsian Pe 20:01 752 + 78 10 YLE TV 1 Heartbeat Pe 19:10 297 + 74 25 MTV3 Salatut elämät Pe 19:29 702 + 73 10 MTV3 Salatut elämät To 19:30 802 + 73 9 MTV3 House To 21:01 567 + 72 13 MTV3 Salatut elämät To 19:30 740 + 71 10 MTV3 Salatut elämät Pe 19:29 753 + 70 9 MTV3 Salatut elämät Ma 19:30 874 + 69 8 MTV3 Prison break Ti 21:00 442 + 69 16 YLE TV 1 Kotikatu To 19:45 589 + 68 12 MTV3 House To 21:00 602 + 68 11 YLE TV 1 Heartbeat Pe 19:10 332 + 68 20 MTV3 House To 21:00 550 + 67 12 MTV3 Prison break Ti 21:01 433 + 67 15 MTV3 Salatut elämät To 19:30 799 + 66 8 MTV3 Salatut elämät To 19:29 787 + 65 8 MTV3 Salatut elämät Ke 19:30 788 + 65 8 MTV3 Salatut elämät Ti 19:30 832 + 65 8 MTV3 House To 21:01 573 + 64 11

Lähde: Finnpanel Oy, TAM weeks 45-50/2008, no guests www.finnpanel.fi