Radio Listening in Finland 2010

1 Radio listening in Finland 2010

• The Finns have 15 Million radios in use (6 per household).

• 3,7 million Finns (9+) listen to radio on a daily basis (78 %).

• Daily listening time is 3 hours and 10 minutes.

• Radio listeners can choose – ca 20 FM radios per region and thousands of alternative web-based radios … Daily and weekly reach during 1991-2010 total population (9+) 2

% 97 98 98 99 97 97 96 97 97 97 97 97 96 96 96 96 100 95 95 95 95

80 85 85 82 83 84 82 82 83 82 81 81 79 81 80 79 79 79 70 78 78 78

0 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 20023 200 2004 2005 2006 2007 2008 2009 2010

Listed channels in diary : 7 7 7 8 10 10 11 14 15 16 17 18 17 17 17 18 17 18 (on average) weekly daily

Reach = listened at least a quarter-hour

Source: Finnpanel, National Radio Listening Survey Weekly reach during 1991-2010 Total population (9+) 3

% 97 98 98 99 97 97 96 97 97 97 97 97 96 96 96 96 100 95 95 95 95

90 Radio Suomi 2397000 YLE Radio Suomi 2091000 80 Radio Nova 1598000 Radio Nova 1564000 Radiomafia 1269000 SBS-iskelmäradiot 1055000 70 Kiss Fm 673000 YLE Radio 1 919000 Yle ruotsinkieliset 193000 SuomiPOP 905000 60 NRJ 768000 50 Radio Rock 759000 YleX 741000 40 The Voice 741000 Radio Aalto 362000 30 Yle ruotsinkieliset 294000 Groove FM 291000 20 YLE Puhe 285000 10

0 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 20023 200 2004 2005 2006 2007 2008 2009 2010

weekly reach

Reach = listened at least a quarter-hour during the week

Source: Finnpanel, National Radio Listening Survey On a daily basis radio reach four out of five Finns Total population, 9+ 4

75 Private radio 50

weekly reach daily reach

63 Public radio 44

0 20 40 60 80 100 %

Source: Finnpanel, National Radio Listening Survey National Radio Listening Survey (KRT) 5

The universe consist of 9 year old Finnish and Swedish speaking population 20 regional listening diaries ● 15-25 listed channels and ”other listening”

Survey of 7 days = one week diary ● Fieldwork once a month (one sample week per month)

Monthy sample size ca 1500 National summary figures for 2010 based on a sample of 18.067

Subscribers: Yleisradio Oy, RadioMedia and MTL The subscriber pool represent almost all Finnish radio stations and media agencies Most listening is to FM-radios Total population, 9+

6 Mobile phone listening surveyed in May-June, Web-listening in November

Weekly reach % 100 96 95 95 96

radio listening in 60 total listening via mobile phones 40 listening via web

9 9 10 6 7 6 6 0 2007 2008 2009 2010

Mobile phone with radio : 36 % 46 % 55 % 57 %

Source: Finnpanel, National Radio Listening Survey Average daily listening time 1991-2010 Total population (9+) 7

(h:min)

3:50 3:45 3:43 4:00 3:39 3:37 3:28 3:26 3:25 3:27 3:26 3:22 3:19 3:21 3:17 3:16 3:10 3:14 3:15 3:11 3:10

3:00

2:00

1:00

0:00 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 Listed channels in diary : 7 7 7 8 10 10 11 14 15 16 17 18 17 17 17 18 17 18 (on average)

Source: Finnpanel, National Radio Listening Survey Average daily listening time 1991-2010 Total population (9+) 8

(h:min)

3:50 3:45 3:43 4:00 3:39 3:37 3:28 3:26 3:25 3:27 3:26 3:22 3:19 3:21 3:17 3:16 3:10 3:14 3:15 3:11 3:10

3:00 2007: Launch of Radio Rock, Radio Aalto 2003: Yle Radio Suomi, YLE Radio 1, YleX

2:00 1999-2000: New private radios (Iskelmä, Sävelradio, Groove, SuomiPop), broadcast area for NRJ:n increases

1997: Launch of nationwide private radio (Radio Nova) 1:00 1994-95: Launch of private seminational radios (Classic, KissFM)

1990: Radio Suomi, Radiomafia, YLE:n Ykkönen

0:00 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

Source: Finnpanel, National Radio Listening Survey Average daily listening time per age group 1999-2010 h:min 9(h:min) 5:00 2010

65+ y 4:22

4:00 55-64 y 4:12

45-54 y 3:28 3:00 35-44 y 2:55

25-34 y 2:33 2:00 15-24 y 2:02

0:58 1:00 9-14 y

0:00

0 1 2 3 4 05 06 00 00 00 00 00 0 0 1999 2 2 2 2 2 2 2 2007 2008 2009 2010

Source: Finnpanel, National Radio Listening Survey Listening to audio by age group 2010 10

Min/day

300 4 6 250

10 200 17 35 150 54 recordings 252 262 radio 100 208 175 24 153 122 50 58 0 9-14y 15-24y 25-34y 35-44y 45-54y 55-64y 65+ years

Source: Finnpanel, National Radio Listening Survey Average daily listening by month 2010 Total population (9+) 11

(h:min)

4:00 3:03 3:13 3:07 3:09 3:20 3:17 3:08 3:23 3:07 3:12 3:03 2:59

3:00

2:00

1:00

0:00 July May April June March August October January February November December September

Source: Finnpanel, National Radio Listening Survey Weekly reach (%) of radios 2008-2010 Total population 9+ (2008 sample based on Finnish-speaking population only) 12 % 100

Reach = listened at least a quarter-hour during the week

40 33 30 22 19 19 20 15 16 16 15 6 6 6 8

0 NRJ YleX Others Suomi YLEPuhe TheVoice YLEruots. YLERadio Groove FM Groove SuomiPOP RadioAalto RadioNova RadioRock YLERadio 1 SBS-Iskelmä 2008 2009 2010

Source: Finnpanel, National Radio Listening Survey Weekly reach (%) of radios 2008-2010 Total population 9+ (2008 sample based on Finnish-speaking population only) 13 100 % Reach = listened at least a quarter-hour during the week ?

40 33 30 22 19 19 20 15 16 16 15 6 6 6 8

0 NRJ YleX Others Suomi YLEPuhe TheVoice YLEruots. YLERadio Groove FM Groove SuomiPOP RadioAalto RadioNova RadioRock YLERadio 1 SBS-Iskelmä 2008 2009 2010

Source: Finnpanel, National Radio Listening Survey What’s included in ”others”? 14

• Local radios • Radios that were not aired continously • Other radios (= not FM)

Source: Finnpanel, National Radio Listening Survey What’s included in ”others”? 15

• Local radios (weekly reach-% in transmission area):

• Radio Pori 32,7 % • Radio Ramona 25,9 % • Radio Pooki 22 % • Radio Jyväskylä 18,1 % • Radio Mega 18 % • Radio 957 14,7 % • Radio Auran Aallot 12 % • Radio SUN 11,3 % • Radio Voima 10,2 % • Radio Melodia 9,3 % • Radio Sata 9 % • Radio Helsinki 6,6 % • Metro FM 6,5 %

Source: Finnpanel, National Radio Listening Survey, regional reports 2010 (based on transmission areas) Weekly reach (000) of radios 2008-2010 Total population 9+ (2008 sample based on Finnish-speaking population only)

16 (000) 3000 Reach = listened at least a quarter-hour during the week

2091 2000

1564 1449

1055 1000 919 905 741 768 759 741

362 285 294 291

0 NRJ YleX Others Suomi YLEPuhe TheVoice YLEruots. YLERadio Groove FM Groove SuomiPOP RadioAalto RadioNova RadioRock YLERadio 1 SBS-Iskelmä 2008 2009 2010

Source: Finnpanel, National Radio Listening Survey Weekly reach by age group 2010

17 Total 9+ 9-14 y 15-24 y 25-34 y 35-44 y 45-54 y 55-64 y 65+ y (000) n=18067 n=1702 n=2391 n=2501 n=2805 n=2648 n=2695 n=3325 Total radio 4581 332 613 649 642 727 755 863 Total Yle radios 3013 142 274 339 321 494 634 809 Total private radios 3595 307 573 601 599 626 508 382 YLE Radio 1 919 44 41 54 71 138 207 364 YleX 741 50 166 201 100 89 73 60 YLE Radio Suomi 2091 65 96 146 205 397 531 652 YLE Puhe 285 13 15 26 35 46 55 95 Yle ruotsinkieliset 294 20 34 34 31 37 59 78 Groove FM 291 15 34 49 54 76 40 23 NRJ 768 129 252 157 116 81 25 8 Radio Aalto 362 30 47 64 76 73 47 25 Radio Nova 1564 145 210 234 310 335 217 113 Radio Rock 759 57 196 230 157 79 29 11 SBS-iskelmäradiot 1055 69 99 115 157 252 237 125 SuomiPOP 905 72 166 194 205 177 70 21 The Voice 741 117 217 168 127 76 27 10 Others 1449 84 174 209 222 272 246 242

Source: Finnpanel, National Radio Listening Survey Channel shares 2010 Total population, 9+ (% of total listening minutes during an average day) 18

Others YLE Radio 1 10 % 7 % YleX The Voice 4 % 3 % SuomiPOP 5 %

SBS-iskelmäradiot 7 %

Radio Rock 5 % YLE Radio Suomi 37 %

Radio Nova 11 %

NRJ YLE ruots. Radio Aalto 4 % Groove FM 3 % 1 % YLE Puhe 1 % 2 % Source: Finnpanel, National Radio Listening Survey Channel shares during 2008-2010 Total population 9+, 2008 sample based on Finnish-speaking population only 19 (% of total listening minutes during an average day)

40 37

11 10 10 7 7 5 5 4 3 4 3 2 1 1 0 NRJ YleX Others Suomi SBS- YLEPuhe YLEruots. TheVoice YLERadio Groove FM Groove SuomiPOP RadioAalto RadioNova RadioRock YLERadio 1 2008 2009 2010 iskelmäradiot

Source: Finnpanel, National Radio Listening Survey Channel share by age group 2010 (% of total listening minutes during an average day)

20 Total 9+ 9-14 y 15-24 y 25-34 y 35-44 y 45-54 y 55-64 y 65+ y % n=18067 n=1702 n=2391 n=2501 n=2805 n=2648 n=2695 n=3325

Total radio 100 100 100 100 100 100 100 100 Total Yle radios 53 19 22 26 27 44 68 85 Total private radios 47 81 78 74 73 56 32 15 YLE Radio 1 7 3 1 2 2 5 8 16 YleX 4 5 13 14 6 2 1 1 YLE Radio Suomi 37 8 5 7 16 35 54 60 YLE Puhe 2 1 1 1 1 1 1 2 Yle ruotsinkieliset 3 3 3 2 2 2 3 5 Groove FM 1 1 1 1 2 2 1 0 NRJ 4 21 15 8 4 2 0 0 Radio Aalto 1 2 1 2 2 2 1 0 Radio Nova 11 19 12 15 21 17 9 2 Radio Rock 5 5 13 14 9 2 1 0 SBS-iskelmäradiot 7 6 5 5 9 11 8 3 SuomiPOP 5 6 10 11 11 6 1 0 The Voice 3 14 10 6 4 2 0 0 Others 10 8 10 12 11 12 11 9

Source: Finnpanel, National Radio Listening Survey Radio receivers owned by the Finns Total population 9+, n=1376, N= 4,8 million 21

Car radio 76 Classic radio receiver 65 PC/internet 65 Stereo equipment 62 TV/set-top box 61 Mobile phone with radio 50 clock radio 34 mp3-player wih radio 13 iPod with radio 3 Digital radio 2 Other portable radio 12 Other radio 3 No radio 0

0 20 40 60 80 100 %

Source: Finnpanel, National Radio Listening Survey Radio receivers in Finnish households Total Population 9+, n=1376, N= 2,5 million households 22

On average 6 pieces/household No radio/na 3

1-2 12

3-5 37

6-10 39

More than 10 pieces 10

0 20 40 60 80 100 % Obs: Weighted on households

Source: Finnpanel, National Radio Listening Survey Location of radio receivers in Finnish households Total population 9+, n=1376, N= 2,5 million households 23

Living room 81

In the car 72

Sleeping room 58

Kitchen 51

Portable receiver 33

Working room 28

Summer house 23

Other room 20

Childrens room 16

No radio 0

0 20 40 60 80 100

% Obs: Weighted on households

Source: Finnpanel, National Radio Listening Survey Listening share by listening place 2010 Total population, 9+ 24

50 47

30 20 18 20 9 10 5

0 at home at work in car other place na

Source: Finnpanel, National Radio Listening Survey Listening by quarter-hours on weekdays 2010 Total population, 9+ 25

(000) 1500

1250

1000

750

500

250

0 5:30 6:30 7:30 8:30 9:30 0:30 1:30 2:30 3:30 4:30 10:30 11:30 12:30 13:30 14:30 15:30 16:30 17:30 18:30 19:30 20:30 21:30 22:30 23:30

Radio ‘prime time’ during more 9,5 hours on weekdays At least one million listeners between 7:00 – 16:30.

Source: Finnpanel, National Radio Listening Survey Listening by quarter-hours on weekdays in different age groups 2010 (000) 26 500

400

65+ 55-64 300 45-54 35-44 25-34 200 15-24 9-14

100

0 5:30 6:30 7:30 8:30 9:30 0:30 1:30 2:30 3:30 4:30 10:30 11:30 12:30 13:30 14:30 15:30 16:30 17:30 18:30 19:30 20:30 21:30 22:30 23:30

Source: Finnpanel, National Radio Listening Survey Listening to audio on weekdays 2010: 15-24-years (000) 27 500

400

300 Recordigs Radio 200

100

0 5:30 6:30 7:30 8:30 9:30 0:30 1:30 2:30 3:30 4:30 10:30 11:30 12:30 13:30 14:30 15:30 16:30 17:30 18:30 19:30 20:30 21:30 22:30 23:30

Source: Finnpanel, National Radio Listening Survey Listening to audion on weekdays 2010: Total population 9+ (000) 28

1500

1000

Recordings Radio

500

0 5:30 6:30 7:30 8:30 9:30 0:30 1:30 2:30 3:30 4:30 10:30 11:30 12:30 13:30 14:30 15:30 16:30 17:30 18:30 19:30 20:30 21:30 22:30 23:30

Source: Finnpanel, National Radio Listening Survey Average amount of channels listened to in 2010 29

W 9-24 3 • 1,5 channels during an average 1,5 day 3 W 25-44 1,5 • 2,8 channels during the week 2,6 During W 45+ 1,5 • Depending on place of living, the the week Finns can listen to 12-23 different 2,8 Average M 9-24 1,5 FM radios. day 3 M 25-44 1,6

2,6 M 45+ 1,5 kpl

Source: Finnpanel, National Radio Listening Survey 30

More information on www.finnpanel.fi