Television viewing in Finland 2015 Tennispalatsi 21.1.2016 Lena Sandell TELEVISION?

A piece of electrical equipment with a screen

(Oxford Advanced Learner's Dictionary) THE NUMBER OF DEVICES IN FINNISH HOUSEHOLDS

2014 August 2015 February 2015 August 5 000 000 1000

4 000 000

3 000 000

4600 2 000 000 3400 3400

1 000 000 1500

0

TV set PC Tablet Smartphone

Finnpanel Oy, Establishment Survey. REACH OF TV PROGRAMMES BY DIFFERENT DEVICES (%)

9-24 yrs. 25-44 yrs. 45+ yrs. 96% 88% 84%

39% 34%

20% 18% 16% 19% 12% 8% 3%

TV set PC Tablet Smartphone

Finnpanel Oy, National Radio Survey, Feb/Sept 2015. DAILY VIEWING TIME OF TV PROGRAMMES (MINUTES/DAY)

9-24 yrs. 25-44 yrs. 45+ yrs. 180 157 minutes/day

120

86

57 60

12 9 5 4 3 1 5 1 0 0

TV-set PC Tablet Smartphone

Finnpanel Oy, National Radio Survey, Feb/Sept 2015. TELEVISION?

on which you can watch programs with moving pictures and sounds (Oxford Advanced Learner's Dictionary) CONSUMPTION OF TV PROGRAMMES AND VIDEO

TV PROGRAMMES VIDEO SERVICES YOUTUBE VIA DIFFERENT (NETFLIX, HBO, etc.) VIDEO DEVICES CONSUMPTION OF TV PROGRAMMES AND VIDEO

TV programmes 0 % 14 % Tv set PC/laptop tablet 13 % smartphone catch-up video 3 % youtube 3 % 59 % 94 % 8 % 1% 3 %

9-44 yrs. 45+ yrs.

Finnpanel Oy, National Radio Survey, Feb/Sept 2015. SHARE OF TOTAL VIDEO ADVERTISING EXPENDITURE..?

TV ADVERTISING -3,7% Q1-Q3/2015 change

92,5% share of video advertising 5,5% share of video advertising 2% share of video advertising INSTREAM +15-20% VIDEO ADVERTISING change Q1-Q3/2015 YOUTUBE ADVERTISING +100% 185 Q1-Q3/2015 change 11 ~4,4 million € million € million € (TNS Ad Intelligence) (IAB Finland) (IAB Finland) TELEVISION VIEWING IN FINLAND 2015

DATA SOURCES: • Television Audience Measurement • comScore Digital Analytix (Areena, Katsomo, Ruutu) AVERAGE DAILY VIEWING TIME

Areena, Katsomo and Ruutu total +3 minutes minutes/day 210 3h4min 2h59min 180 3h

150

120 2h

90

60 1h

30

0 1990 1995 2000 2005 2010 2014 2015

Source: Finnpanel Oy, TAM (population: 10+ years, timeshift and guest viewing included since 2008). Yle Areena, MTV Katsomo and Ruutu linear-TV programmes (free-to-air). AVERAGE DAILY VIEWING 2008 AND 2015

2 000 000 Audience per time band

1 500 000

1 000 000

500 000

0 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 0:00 1:00

2008 2015

Finnpanel Oy, TV-Source:mittaritutkimus Finnpanel (10+), Oy, vuodesta TAM (population: 2008 lähtien 10+ mukanayears). vieraat ja ajassa siirretty katselu VIEWING BY AGE GROUPS 2014 AND 2015

300 4h 40min Minutes/day 3h44min 240 3h21min

180 2h21min

120 1h2min 1h7min 60

0 4-14 15-24 25-44 45-54 55-64 65+ 2014 2015

Source: Finnpanel Oy, TAM MONTHLY VIEWING 2014 AND 2015

February 2014 Sochi Winter Olympics Minutes/day 240

June 2014 FIFA World Cup 210 206 180 198 192 197 182 177 179 166 152 148 120 140

60

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

2014 2015

Source: Finnpanel Oy, TAM (population: 10+ years). CHANNEL SHARES, %

28,5%

2014 2015

18,0%

10,5% 8,0% Frii from 4,2% April 1st 3,5% 3,5% 3,2% 2,8% 2,6% 2,5% 2,3% 2015 1,8% 1,5% 0,9% 0,8% 0,7% 0,4% 0,3% 0,3%

Source: Finnpanel Oy, TAM (population: 10+ years). Hero from November 2014. TOP PROGRAMMES BY CHANNEL IN 2015

Itsenäisyyspäivä: Linnanjuhlat

Average minute rating +2 000 000 2 486 000 viewers

Jääkiekon MM-kisat: Hiihdon MM: Loirinuotiolla Puolivälierä / Suomi – Tsekki, 2. erä Miesten 50 km (p)

Average minute rating Average minute rating Average minute rating 1 613 000 1 086 000 933 000 +900 000 viewers

Ensitreffit Kaukasia 30 Elokuva: Solsidan – KoomikotFrii aloitti Temptation Island alttarilla päivässä Varasto Onnea Onkimassa 1.4.2015 Suomi

Average minute rating Average minute rating Average minute rating Average minute rating Average minute rating Average minute rating 515 000 457 000 444 000 367 000 351 000 319 000 +300 000 viewers

Poliisit Elokuva: Elokuva: Elokuva: Paula Zahn ja Geordie Shore Overhaulin’ Typerät Tähtien sota Taken Inside Man murhien motiivit Vera’s 1962 videot Porche 356 Average minute rating Average minute rating Average minute rating Average minute Average minute Average minute Average minute Average minute 210 000 189 000 125 000 rating rating rating 33 000 rating 28 000 rating 18 000 0 93 000 57 000

Source: Finnpanel Oy, TAM (population: 10+ years). CHANNEL SHARE, % OVER/UNDER 45 YRS.

OTHER (incl. National OTHER 4 % 1 % Geographic) 4 % (incl. National 3 % Geographic.) 7 % 5 %

25 % 10 % 31 % 12 %

22 %

25 % 51 %

4-44 yrs. 45+ yrs.

Finnpanel Oy, TAM . Fox figures incl. National Geographic. AREENA, KATSOMO AND RUUTU 2015: 47 MILLION STARTS MONTHLY

60 000 000

50 000 000 2015

40 000 000 2014 2013

30 000 000 2012

2011 20 000 000

10 000 000

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

comScore Digital Analytix VIEWER PROFILES GENDER AGE

miehet 14 % 53% 23% 25% naiset 86 % A2 PAKOLAISILTA

miehet 29 % 53% 27% 20% naiset 71 %

NAURUN TASAPAINO

miehet 15 % 3% 55% 42% naiset 85 % DOC MARTIN

TNS Metrix panel October 2015 VIEWER PROFILES GENDER AGE

men 55 % 45 % 31% 47% 21% women VAIN ELÄMÄÄ: ANTTI TUISKUN PÄIVÄ

men 20 % 17% 24% 60% women 80 % VAIN ELÄMÄÄ: VIRVE ROSTIN PÄIVÄ

men 17 % 59% 26% 15% women 83 % HOTTIKSET

TNS Metrix panel October 2015 VIEWER PROFILES GENDER AGE

men 55 % 45 % 49% 30% 20% women

SALATUT ELÄMÄT

men 51 % 49 % 30% 30% 40% women

PUTOUS

men 24 % 11% 30% 59% women 76 %

EMMERDALE

Audience Report, December 2015 AREENA, KATSOMO AND RUUTU 2015: TOP PROGRAMMES

PREMIER WEB-TV SHARE OF SERVICE BROADCAST IN TV WEB-TV RATING AUDIENCE Ryhmä Hau Yle Areena 28.2. 214 000 54 %

Vain elämää: Anssi Kelan päivä Ruutu 16.10. 184 000 12 %

Hullu - hullumpi - yläaste Yle Areena 29.7. 167 000 78 %

Syke Yle Areena 11.3. 165 000 18 %

Aatami etsii Eevaa Ruutu 6.4. 127 000 13 % Joulukalenteri: Kadonneiden lahjojen tapaus Yle Areena 1.12. 124 000 25 %

Posse MTV Katsomo 25.9. 110 000 13 %

Salatut elämät MTV Katsomo 30.1. 108 000 13 %

Hottikset Ruutu 8.9. 108 000 17 %

Siskonpeti Yle Areena 22.10. 106 000 15 % (For recurring programs, only the highest rated episode is listed.)

comScore Digital Analytix AREENAN,Areena, KATSOMON Katsomo JA RUUDUN and Ruutu Current affairs 1 % News 1 % KATSELUshare ofGENREITTÄIN viewing (%)by SYKSYLLÄgenres 2015 Sport 1 %

Current Affairs Popular culture 3 % Sport 2 % Entertainment 2 % 38 % News Foreign fiction 3 % 31 % Entertainment 3 % Movies 2 % Domestic fiction 23 % Movies Foreign fiction Factural/cultural/lifestyle 3 % 8 % 29 %

Domestic Fiction 13 % Sport 1 % Children programmes Foreign fiction 6 % 21 % Factural/cultural/ Children programmes 2 % lifestyle 16 % Entertainment 90 % Factural/cultural/lifestyle 1 %

comScore (AE) fall 2015, excl. web only & simulcast - Yle, JH TOP PROGRAMMES 2015

AVE. MINUTE CHANNEL WEEKDAY DATE TIME AVE. MINUTE RATING RATING %

Itsenäisyyspäivä: Linnan juhlat YLE 1 su 6.12. 18:55 2 486 000 52 %

Yle Uutiset YLE 1 su 6.12. 20:30 2 376 000 49 % Jääkiekon MM-kisat: Puolivälierä / Suomi-Tsekki, 2. erä MTV3 to 14.5. 21:57 1 613 000 33 %

Pääministerin puhe YLE 1 ke 16.9. 21:06 1 564 000 32 %

Itsenäisyyspäivä: Kohti Linnan juhlia YLE 1 su 6.12. 18:15 1 561 000 32 %

Kymmenen Uutiset MTV3 to 14.5. 21:51 1 509 000 31 %

Urheiluruutu YLE 1 su 6.12. 18:10 1 377 000 29 %

Päivän sää MTV3 to 14.5. 22:44 1 360 000 28 %

Eduskuntavaalit 2015 - tulosilta YLE 1 su 19.4. 20:44 1 316 000 27 %

Jääkiekon MM-kisat: Suomi - Venäjä MTV3 ti 12.5. 22:01 1 314 000 27 %

Source: Finnpanel Oy, TAM (population: 10+ years). TOP SERIES 2015

AVE. MINUTE RATING AVE. MINUTE RATING LINEAR-TV (10+) TIME-SHIFTED ON WEB-TV

Kingi MTV3 1 271 000 48 000

Vain elämää Nelonen, Liv 1 139 000 159 000

Putous MTV3, Sub 1 123 000 59 000

YleLeaks Yle TV1 1 011 000 8 000

Uutisvuoto Yle TV1 944 000 14 000

Tähdet, tähdet MTV3 884 000 12 000

Suomen huutokauppakeisari Nelonen, Jim 859 000 25 000

Doc Martin Yle TV1 844 000 32 000

Loirinuotiolla Nelonen 800 000 34 000

The Voice of Finland Nelonen 763 000 32 000

Source: Finnpanel Oy, TAM (population: 10+ years). Sum of premiere broadcast and its reruns 7 d after the premiere broadcast. Recurrent programmes (excl. news, sports events, sport news, events, programmes aired less than 3 times, programmes shorter than 5 minutes). Web-tv (Yle Areena, MTV Katsomo, Nelonen Ruutu) comScore, episode average. TV YEAR 2015: DIVERSE AND ENTERTAINING TELEVISION CHILDREN’S NO. OF STREAM PROGRAMMES most popular on web-tv STARTS +15% behind big numbers there are thousands of viewers and stories Areena, TV YEAR Katsomo and Ruutu SHARE OF TOTAL 2015 VIEWING 3% Music, news, events and domestic fiction were popular content on TV viewing 3 hrs/day 21 hrs/week Lisää tietoa osoitteesta www.finnpanel.fi TV VIEWING IN 2015 WEEKLY REACH – TV REACHES WEEKLY 92 % (10+ POPULATION)

% 100,0 90,0 45+ yrs. 10+ yrs. 80,0 4-44 yrs. 70,0 60,0 50,0 40,0 30,0 20,0 10,0 0,0 week 1 5 10 15 20 25 30 35 40 45 50 53

Source: Finnpanel Oy, TAM (population: 10+ years). AVERAGE NUMBER OF CHANNELS VIEWED

Weekly Daily

11,6 10,6 10 10,1

6,9 6,8 6,1 5,9 5,7 5,2 4,7 3,4 3,4 2,8

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

2014 2015

Source: Finnpanel Oy, TAM. WEEKLY REACH (%), 10+

79,8% 76,1% 73,1% 72,1% 59% 50% 49,3% 48 % 47,3% 45,2% 43,8% 41,9% 37,2% 23,8% 21,9% 6,8% 4,3%

Source: Finnpanel Oy, TAM. Average reach (1 min) weeks 1-53/2015. Frii ave. reach weeks 14-53/2015. WEEKLY REACH, % OVER/UNDER 45 YRS.

93,3% 89,4% 85,8% 4-44 yrs. 45+ yrs. 80,7%

67,2% 66,2% 63,1% 60,8% 60,5% 59% 56,1% 54,4% 53,4% 50,7% 50,8% 50,7% 47,2% 42,8% 41,4% 40,1% 39,9% 40,4% 33% 31% 28,8% 25,5% 26,3% 22,3% 16,3% 15,5% 8,2% 5% 4,7% 3,3%

Source: Finnpanel Oy, TAM. Average reach (1 min) weeks 1-53/2015. Frii ave. reach weeks 14-53/2015. CHANNEL SHARE (%), 10+

0,4 % 3,7 % 3,8 % 6,6 % Yle total MTV total 43,1 % Nelonen Media total 15,1 % Discovery Networks Finland Fox (incl. National Geographic) MusicTV Others

27,3 %

Source: Finnpanel Oy, TAM (population: 10+ years). MOST TV PROGRAMMES ARE BEING WATCHED LIVE

/day

Other time shifted vosdal vosdal Live viewing Live Other time shifted viewing 5minutes viewing 8min 9minutes 92 % 14min 86 %

11 11

2h 45minutes 2h 17min live live

10+ yrs. HH’s with DVR or IPTV

Source: Finnpanel Oy, TAM. Vosdal = viewed same day as live. TSV= time shifted viewing. COMMERCIAL CHANNEL SHARE 2015, %

41,3 %

34,9 10+ yrs. 4-44 yrs. 45+ v

25,1

15,515,415,7

10,4 9,5 8,2 7,8 7,5 6,6 6,9 6,1 6,8 5,7 6,2 5,2 5,8 4,8 4 4,5 4,5 4,5 3,9 3,5 3,1 2,8 3 2,9 1,7 1,7 1,6 1,6 1,6 1,4 1,5 0,7 0,1 0,7 0,5 0,9 0,6 0,6 0,6 0,6 0,5 0,7

Pay Pay

Source: Finnpanel Oy, TAM. Commercial channels = selling air time in Finland, (2015: 19 channels): MTV3, Nelonen, Sub, MusicTV, Kutonen, TV5, JIM, MTV Pay (MAX, Fakta, Juniori), AVA, Nelonen Pay :Nelonen Pro 1, 2), The Discovery Channel, Liv, FOX, National Geographic, Hero, Frii. DAILY VIEWING TIME FOR COMMERCIAL CHANNELS IS OVER 1,5 HRS.

1h36min 1h35min 1h32min 1h32min 1h 28min 1h28min 1h29min 1h24min 1h24min 90 1h21min 1h19min

2005 2012 60 2007 2008 2013

2014 2009 30 2015

0 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Average viewing time for commercial channels

Source: Finnpanel Oy, TAM. Commercial channels = selling air time in Finland, (24 channels (2013), 18 channels (2014), 19 channels (2015). FINNS WATCH DAILY 30 ADS IN AVERAGE

spots/day

10+ 30 spots

15-24 18 spots

25-44 32 spots

45+ 34 spots

W25-44 34 spots

M25-44 30 spots

Source: Finnpanel Oy, TAM 2015. Commercial 19 channels selling airtime in Finland (national spots). VIEWING BY GENRE ON LINEAR TV 2015, %

Domestic Fiction Foreign Fiction Entertainment/light music/reality 3,8% 19,4% 18,8% Educational programmes

Current Factural/cultural/lifestyle Movies Sport News Affairs 13,3% 12,3% 10,7% 9,8% 8,4%

Popular Culture 0,4% Children's programmes 2,1%

Finnpanel Oy, TAM (4+), other programtypes and uncoded programmes excluded. PAY TV SERVICES IN 1998-2015

% tv-households 35,3 %

25%

1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Feb Aug 2015 2015

Pay-tv-channels Pay-tv-channels and services

Finnpanel, Establishment Survey. August 2015, n= 3315. PAY TV SHARE OF TOTAL LINEAR TV VIEWING 2015 (10+ YRS.)

5% Minutes/day 240 6% 7% 180 7% 5 % 10% 17 %

9% 120 10%

60 18% 13 % 10 %

0

Other Pay-tv

Finnpanel Oy, TAM. Pay-tv-channels: Animal Planet, BBC Brit, BBC Earth, BBC Lifestyle, BBC World, C More Movie channels, Digiviihde, The Discovery Channel, Disney Channel, Disney XD, Eurosport, For Satellite -channel group, MTV Fakta, MTV Juniori, MTV Leffa, MTV Max, MTV Sport 1 ja 2, National Geographic, Nelonen Maailma, Nelonen Nappula, Nelonen Prime, Nelonen Pro 1-8, SVT Eu, SVT1 (Sweden), SVT2 (Sweden), TV4 (Sweden), Viasat pay channels