Television Viewing In Finland 2016

Tennispalatsi 7.2.2017 Lena Sandell TV VIEWING AND HOUSEHOLDS IN FINLAND 2016

4 650 000 Weekly TV SETS commercial (out of which 730 000 in second homes /summer cottages) reach 87 % TV YEAR

The most watched 2016 hour at Areena 8.30–9.30 pm MTV Katsomo and (2 million Finns watch TV, Ruutu starts total average half of them with someone else) 50 million 91 %9 weekly reach per month Daily viewing time 2 hours 52 minutes

Source: TAM 4+), comScore and Establishment Survey 2016 #TVvuosi2017 THE HISTORY OF TV REPORTING MONDAY MARCH 2ND 1987 VIEWING FIGURES

#TVvuosi2017 TV AUDIENCE MEASUREMENT WAS LAUNCHED 30 YRS AGO – MARCH 2ND 1987

Start time TV1 Rating Start time TV2 Rating 10:10 Koulu-tv 18 000 11:15 På Skattjakt 7 000

12:25 Aakkosten synty 10 000

17:15 TV:n viritysohjelma 34 000 17:30 Lasten TV 139 000 17:30 Vilbert 17:55 Sähkeuutiset 323 000 18:00 TV-nytt 325 000 18:00 TV-nytt 13 000 18:15 Leipäpuu 445 000 18:15 Inför riksdagasvalet 33 000 18:30 Bill Cosby Show (MTV) 1 001 000 18:45 Sportmagasinet 16 000 19:00 Veijaritarinoita (MTV) 1 067 000 19:15 Pakka sekaisin 48 000 19:30 Vaalit 87 1 124 000 19:45 Veckans puls 30 000 20:30 Uutiset ja sää 1 653 000 20:30 Uutiset, sää, tietoisku 51 000 21:00 Kotimaan katsaus 1 469 000 21:00 Den osynliga spela 30 000 21:55 TV-nytt 41 000 21:20 Kummisetä (MTV) 1 373 000 22:00 Kymmenen uutiset (MTV) 121 000 22:20 En man på resa 22 000 23:30 Teksti-tv:n uutiset 508 000 23:10 Teksti-tv:n uutiset 7 000 MTV = commercial tv

#TVvuosi2017 TOP PROGRAMMES IN 2016

Channel's Channel's peak peak 6.2. 22.5. Itsenäisyyspäivä: Linnanjuhlat, 1st part Jääkiekon MM-kisat: Finaali FIN-Kanada (period 2) Rating Rating 25.5. 2 618 000 2 305 000 Syke Channel's Channel's peak peak Rating 177 000 5.1. 11.2. 27.2. Jääkiekon Nuorten MM: RUS – FIN X Factor UK Haluatko miljonääriksi? Rating Rating Rating 30.9. 1 981 000 1 335 000 1 222 000 Vain Elämää Channel's peak Rating 161 000 30.1. 7.8. 13.9. 5.9. 10.2. Volga 30 päivässä Rion olympialaiset: Pyöräily, Ensitreffit alttarilla Kuokkavieras Kataja Mertaranta ja ratsastus legendat Rating Rating Rating Rating Rating 687 000 418 000 385 000 340 000 311 000 10.1. Salatut Channel's Channel's Channel's Channel's Elämät peak peak peak peak Rating 98 000 26.1. 5.12. 30.12. 15.2. 10.4. 27.12. 22.8. 27.3. Hengenvaarallisesti Chasing Classic Ridiculousness The X-Files – Salaiset Beck: Tyttö Elokuva: 100 tunnin haaste Hinnalla millä Cars S8 Big kansiot maakellarissa Kummisetä II hyvänsä lihava Brass Ones Rating Rating Rating Rating Rating Rating Rating Rating 279 000 233 000 209 000 115 000 71 000 35 000 27 000 26 000

Source: TAM (4+, Rating), TLC started in Dec 1st 2016. comScore: Areena, MTV Katsomo and Ruutu. Big Screen excluded. #TVvuosi2017 Vuoden katsotuin viihdeohjelma – suorana Subilla X Factor UK finaali 11.12. Vuoden katsotuin viihdeohjelma – suorana Subilla X Factor UK finaali 11.12.

Subin ennätys! 4+ v. ”live” X Factor UK syksy 2016: • tavoittavuus Subilla 3,8 milj. • MTV Katsomo käynnistyksiä 1,0 milj. 1,3 milj. 1,9 milj. 75% • mtv.fi artikkelit lukukertoja 8,9 milj.

Keski-Rating • Facebook kokonaiskontaktit 10 milj. tavoittavuus katseluosuus

Lähde: Finnpanel TV-mittaritutkimus, MTV Katsomo comScore, Facebook Big Data Solutions HOW DO YOU WATCH RECORDED TV CONTENT/VIDEO STREAMING SERVICES ?

40

30 hh’s 20 40 %

total 35 % 33 % 33 % % %

10 22 % 16 % 15 % 17 %

0 TV companies’ Set-top box / Video services Elisa/Sonera/DNA/Welho/ web tv services tv with hard disk (Netflix, HBO, Filmnet, Viaplay etc.) Watson Viihde services

2015 2016

Source: Finnpanel, Establisment Survey. #TVvuosi2017 What kind of equipment do you use to watch TV programmes?

100 94 % 90

80 TV set 70 PC

HH’s 60 Tablet

total 50

% % 45 % 40 Smartphone

30 27 % 20 22 %

10

0 2010 2011 2012 2013 2014 2015 2016

Source: Finnpanel, Establisment Survey. #TVvuosi2017 2 HOURS 52 MINUTES DAILY VIEWING

2 h 55 min 2 h 54 min 2 h 56 min 2 h 50 min 2 h 49 min 2 h 52 min 2 h 52 min 2 h 51 min 2 h 52 min

2008 2009 2010 2011 2012 2013 2014 2015 2016

Source: TAM (4+) #TVvuosi2017 VIEWING BY AGE GROUP

4 h 4 h 52 min 40 min

2015 2016 3 h 3 h 33 min 37 min

2 h 2 h 21 min 15 min

1 h 1 h 1 h 1 h 7 min 2 min 1 h 3 min 5 min 53 min

4–9 yrs 10–24 yrs 15–24 yrs 25–44 yrs 45–64 yrs 65+ yrs

Source: TAM #TVvuosi2017 VIEWING BY AGE GROUP 5 h 2 min 4 h 48 min 8 min 6 min 2 min 2 min

3 h 58 min Linear TV and time shifted viewing 3 h 51 min 18 min 15 min DVD/Blu-Ray/VHS 3 min 3 min 3 h 17 min Other TV screen usage 3 h 11 min 2 h 51 min 2 h 54 min 16 min 21 min 4 min 4 min 26 min 34 min 4 h 4 min 4 h 52 min 5 min 40 min

3 h 3 h 33 min 37 min 1 h 29 min 1 h 28 min 1 h 27 min 1 h 26 min 2 h 2 h 15 min 17 min 51 min 52 min 20 min 22 min 2 h 2 h 12 min 4 min 8 min 3 min 21 min 15 min

1 h 1 h 1 h 2 min 1 h 6 min 1 min

2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 4–9 yrs 10–24 yrs 25–44 yrs 45–64 yrs 65+ yrs 4+ yrs.

Source: TAM #TVvuosi2017 DAILY REACH

100

90 83 % 83 % 83 % 83 % 83 % 84 % 81 % 81 % 82 % 45+ yrs. 80 73 % 73 % 71 % 72 % 72 % 72 % 70 % 69 % 69 % 70 25–44 yrs 57 % 60 56 % 56 % 56 % 55 % 53 % 51 % 48 % Under 25 yrs 46 %

% 50

40

30

20

10

0 2008 2009 2010 2011 2012 2013 2014 2015 2016

Source: TAM. #TVvuosi2017 WEB TV MEASUREMENT ON EXTENSION TO TAM

A meter that recognizes other viewing devices will be installed in TAM households Web tv viewing Data calibration reported together with linear tv Continuous web tv player measurement: total no. of starts and duration of viewing by device level

#TVvuosi2017 AREENA, MTV KATSOMO AND RUUTU: VIEWING TIME BY DEVICE

40 % 30 % 17 % 11 % 2 %

tietokonePC tablettiTablet Smartphoneälypuhelin bigBig screen Othermuu

Source: comScoren, viewing time by device during March 14th – Dec 31st 2016 (only includes programmes broadcasted on linear TV). #TVvuosi2017 AREENA, MTV KATSOMO AND RUUTU VIEWING BY PROGRAMME GENRE 2016

Domestic Children fiction programmes

Movies News Entertain- Asiaohjelmat/ 4 % 2 % Foreign fiction ment, light kulttuuri/ music, lifestyle Current Affairs Sports 2 % reality 11 % 4 % 21 %

Educational and science programs 1 % Popular culture 0 %

Source: comScore, Areena, MTV Katsomo and Ruutu viewing in 2016 (only includes programmes broadcasted on linear TV) #TVvuosi2017 AREENA & TV Sorjonen Keskimäärin 951 000 katsojaa Neljällä jaksolla yli miljoona katsojaa

KOLME KULTAISTA VENLAA PARAS KOTIMAINEN POLIISISARJA RAIDIN JÄLKEEN (HS-äänestys 11/16)

AREENA SOME Yhteensä 2,7 milj. käynnistystä Ostettu FB Rch 173 000 Keskimäärin 152 000 katsojaa Useita orgaanisia nostoja somessa 2/3 katselusta ennakkona

Neljännes katselusta isolta ruudulta Yle Julkaisut, JH MOST POPULAS WEB TV PROGRAMMES AREENA, MTV KATSOMO AND RUUTU 2016

Viewing on TV company's web tv service (Rating)

25.5. Syke (12) 177 000

30.9. Vain elämää 161 000

24.12. Luottomies (12) 142 000

2.7. Ryhmä Hau (S) 129 000

19.4. Arman Pohjantähden alla 126 000

25.12. Kotikatsomo: Sorjonen (16) 123 000

1.12. Joulukalenteri: Jäätävä seikkailu (S) 104 000

10.1. Salatut elämät (4. es.) 98 000

25.5. Uusi Päivä 87 000

14.12. Downshiftaajat (12) 84 000

Source: comScore and Finnpanel. For recurring programs, only the highest rated episode is listed. Big Screen excluded. #TVvuosi2017 WEB TV STREAM STARTS 2016 – 50 million starts monthly

70 000 000

60 000 000

50 000 000

40 000 000

30 000 000

20 000 000 2014 2015 2016 10 000 000

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

Source: comScore (Areena, MTV Katsomo and Ruutu) #TVvuosi2017 MONTHLY VIEWING

250 Rio 204 min Olympics 189 min 191 min 180 min 183 min 200 175 min 171 min 164 min 160 min 153 min 157 min 139 min

150

day /

100 Minutes

2015 2016

50

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

Source: TAM (4+) #TVvuosi2017 55 % WATCH TOGETHER WITH SOMEONE ELSE

Ice Hockey World Championships THE TOP CO-VIEWING EVENTS IN 2016: 12 % of 15–24 y.o.’s viewing Christmas Eve News happens at friend’s house Independence Day

Vain Elämää Saara Aalto UK X-Factor Do you want to be a millionaire?

Source: TAM. Co-viewing among two or more viewers in households with at least 2 inhabitants. #TVvuosi2017 Haluatko miljonääriksi? Ohjelma tavoitti vuonna Haluatko miljonääriksi - 2016 postaukset suositulla FINpopin Instagram-tilillä 4,2 MILJOONAA (seuraajia 122 000) (4+) (tuotantokausi 1 ja 2)

81 %

#haluatkomiljonääriksi Päälähetyksen keskiRating twiitit tavoittivat vuonna 2016 3,8 miljoonaa 4+ (tuotantokausi 1 ja 2) videostarttia vuodessa 884 000 2,7 MILJOONAA käyttäjää vuonna 2016 (tuotantokausi 1 ja 2 jaksot ja klipit) CHANNEL SHARES

50 total 16,6 % 44,8 % 2015 2016 total 24,2 % 40 total 44,8 %

30 28,1 %

24,2 % %

20 16,3 % 16,6 % 12,4 % 9,6 % 10 6,6 % 4,1 2,6 % 3,4 % 2,9 % 3,1 % 3 % 3,3 1,7 % 2,1 % 2,4 % 2,5 % 1,7 % 1,4 % 1 % 0,6 % 0,4 % 0,1 % 0,3 % 0,3 0

Source: TAM (4+), TLC started Dec 1st 2016. #TVvuosi2017 SHARE OF VIEWING BY TV COMPANY

1 % Others 6 % 5 %

total 9 % 28 % Under 45 yrs.

total 24 %

total 26 %

Source: TAM 2016 #TVvuosi2017 SHARE OF VIEWING BY TV COMPANY

0 %

2 %

6 % Others 4 %

total Over 45 yrs. 13 % total 52 %

total 23 %

Source: TAM 2016 #TVvuosi2017 TOP PROGRAMMES 2016

Under 25 22.5. Ice Hockey WC: Final FIN – CAN (2. period) 441 000 22.5. Ten o’clock news 409 000 yrs. 5.1. Ice Hockey u20 WC: RUS-FIN 346 000

22.5. Ice Hockey WC: Final FIN – CAN (2. period) 679 000 25–44 yrs. 22.5. Ten o’clock news 674 000 6.12. Independence Day: Linnan juhlat, 1. part 610 000

6.12. Independence Day: Linnan juhlat, 1. part 1 690 000 45+ yrs. 6.12. Yle News 1 584 000 22.5. Ice Hockey WC: Final FIN – CAN (2. period) 1 186 000

Source: TAM, rating. For recurring programs, only the highest rated episode/part of the event or game is listed. #TVvuosi2017 TOP PROGRAMMES 2016

Channel Programme Day Date Time Rating Independence Day: Linnan juhlat, 1. part tue 6.12. 18:55 2 618 000 Yle news tue 6.12. 20:30 2 467 000 Ice Hockey WC: Final FIN – Canada, 2. period sun 22.5. 21:31 2 305 000 Ten o’clock news sun 22.5. 22:10 2 153 000 Ice Hockey u20 WC: RUS - FIN tue 5.1. 19:43 1 981 000 Ice Hockey WC: CAN – FIN, 3. period tue 17.5. 21:47 1 792 000 Ice Hockey WC: Slovakia – FIN, 2. period sun 15.5. 20:49 1 606 000 Ice Hockey WC: FIN – USA, 3. period mon 9.5. 21:44 1 565 000 Ice Hockey WC: FIN – RUS, 3. period sat 21.5. 17:49 1 553 000 Independence Day: Kohti linnan juhlia tue 6.12. 18:08 1 426 000

Source: TAM (4+). For recurring programs, only the highest rated episode/part of the event or game is listed #TVvuosi2017 More information at www.finnpanel.fi TV viewing time (h:min)

Total TV

2:55 2:56 2:50 2:49 2:52 2:52 2:54 2:51 2:52 2:41 2:40 2:43 2:45 2:40 2:42 2:42 2:40

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Source: TAM (4+) Viewing via TV screen

100 % 5% 7% 8% 3% 8% 11% 90 % 4% 3% 2% 2% 2% 4% 4% 4% 2% 3% 3% 3% 4% 80 % 3% Other TV screen usage 70 %

60 % Dvd/Blu-ray/Vhs 50 % 86% TSV 1-7 days 40 % 84% 84% 83% 81%

30 % Vosdal 20 %

10 % Live

0 % 2012 2013 2014 2015 2016

Source: TAM (4+) Viewing on tv screen by age group

0 % 10 % 20 % 30 % 40 % 50 % 60 % 70 % 80 % 90 % 100 %

4+ 81% 7% 2% 11% 4-9 64% 5% 9% 23% 10-14 66% 5% 7% 22% 15-24 65% 5% 2% 27% 25-34 65% 8% 3% 24% 35-44 75% 8% 2% 15% 45-54 81% 8% 2% 9% 55-64 87% 7% 0% 6% 65+ 91% 5% 1% 3%

Live Time shifted viewing Dvd/Blu-ray/Vhs Other TV screen usage

Source: TAM 2016. Change in viewing time 2015 vs. 2016

25 20

) 20 day / 15 10 8

6 minutes

( 4 5 2 1 0 time 0 -1 -5 -1 -5 viewing -10 -7

in in -9 -15

-20 Change -25 Jan Feb March April May June July Aug Sept Oct Nov Dec

4+

Source: TAM (4+) Time shifted viewing (%)

12%

10% 9% 4-44 8% W4+ 8% 8% 4+

viewing 7% M4+ 6% 7%

45+ shifted

time 4% % %

2%

0% 2008 2009 2010 2011 2012 2013 2014 2015 2016

Source: TAM. Guest viewing

350 3 % 300 9

250 3 %

6 day

/ 200 4 % 7 4 % 150 283

Minutes 6 210 100 12 % 166 8 % 8 129 50 4 53 57 0 4+ 4-14 15-24 25-44 45-64 65+ household's viewing guest viewing

Source: TAM (4+) 2016. Co-viewing

100 90 80 70 63 time 61 62 62 61 60 57 58 57 60 50 53 55 55 54 53 55 viewing 50 40 48 49

total 30

% % 20 10 0 2008 2009 2010 2011 2012 2013 2014 2015 2016 total day prime time (18-23)

Source: TAM (4+), Co-viewing among two or more viewers in households with at least 2 inhabitants. Daily average time spent (total viewing individuals)

4:53 4:53 4:56 4:43 4:42 4:43 4:45 4:50 4:48 45+

3:31 3:20 3:20 3:21 3:19 3:20 3:21 3:24 3:15 25-44 2:40 2:34 2:35 2:27 2:28

H:min 2:22 2:23 2:15 2:13 4-24

2008 2009 2010 2011 2012 2013 2014 2015 2016

Source: TAM (4+) People watch 10 channels weekly

No. of weekly watched No. of daily watched channels channels 14

14 12 11,7 12 10,8 10 9,7 10 10 8 8 6,6 6,4 5,9 5,8 6 6 5,2 6 4,5 3,3 3,3 4 4 2,8 2 2 0 0 4-9 10-14 15-24 25-44 45-64 65+ 10+ 4-9 10-14 15-24 25-44 45-64 65+ 10+ 2015 2016 2015 2016

Source: TAM. TV company viewing shares, 4+

% 0 5 10 15 20 25 30 35 40 45 50

2015 YLE total 44,8 2016 MTV total 24,2

Nelonen Media total 16,6

Discovery Networks Finland 6,6

Fox Networks Group 3,3

MusicTV 0,3

Others 4,1

Source: TAM (4+) TV company viewing shares, persons under 45 yrs.

% 0 5 10 15 20 25 30 35 40 45 50

YLE total 28,2 2015

MTV total 26,4 2016 Nelonen Media total 24,4

Discovery Networks Finland 9,3

Fox Networks Group 5,9

MusicTV 0,7

Others 5

Source: TAM. Domestic commercial channels’ weekly and daily reach

100 93 93 89 90 87 78 76 76 80 72 70 67 61 61 60

% 50 38 38 40 35 30 20 10 0 4-9 10-14 15-24 25-44 45-64 65+ 4+ Daily reach Weekly Reach

Source: TAM 2016, 20 commercial channels. Commercial share

0 % 10 % 20 % 30 % 40 % 50 % 60 % 70 % 80 % 90 % 100 %

4+ 33 19 7 6 6 6 5 4 4 3 2 2

4-14 21 28 9 5 17 4 3 2 2 1 4 1

15-24 23 21 10 7 7 8 6 4 3 2 2 2 2

25-44 24 20 9 7 7 7 6 4 4 3 2 2

45-64 33 19 7 7 6 6 5 4 4 3 2 3

65+ 47 17 4 4 3 4 4 4 2 3 3 1

MTV3 Nelonen Sub TV5 FOX Jim Liv Ava Kutonen Frii MTV Pay Hero Discovery National Geographic MusicTV Nelonen Pay TLC

Source: TAM (4+) 2016, 20 commercial channels. TLC started Dec 1st 2016. Pay TV penetration

100 Paid TV content (incl. Pay-tv-channels and in addition svod Netflix, HBO, C More, Viaplay etc.) 90 80 Pay TV channels (incl. cable, antenna, IPTV and satellite operators, TV-companies services MTV Katsomo and Ruutu+, internet and other) 70 60

HH’s 50 38 37 40 36 35 %TV 27 28 27 28 28 29 29 27 30 26 25 25 20 20 11 7 10 5 4 5 4 4 5 6

0

2011

1999

2013

1998

2012

2014

2001 2010

2007

2005

2003

2002

2004

2006 2009

2008

2000

Feb 2015 Feb

Feb 2016 Feb

Aug 2015 Aug Aug 2016 Aug

Source: Finnpanel, Establisment Survey. Pay TV viewing is stable – 7 % of total TV viewing

350 Top Pay TV channels (4+) 2016: 5 % 300 MTV Max, Eurosport, MTV Sport 1 15 250 7 %

day 15

/ 16 % 200 7 % 9 % 5 % 12 16 8 30 150 8 % 11 276 Minutes 100 202 9 % 160 156 164 17 % 10 % 153 6 124 50 10 5 50 48 59 0

Free to air viewing Pay TV viewing

Source: TAM 2016. Channels: Animal Planet, BBC Brit, BBC Earth, BBC World, C More Other Channels, C More Sports Channels, Digiviihde, Discovery, Disney Channel, Disney XD, Eurosport, MTV Fakta, MTV Juniori, MTV Leffa, MTV Max, MTV Sport 1&2, National Geographic, Nelonen Maailma, Nelonen Nappula, Nelonen Prime, Nelonen Pro 1-8, SVT Eu, SVT1&2, TV4 (Sweden), Viasat Jalkapallo, Viasat Jääkiekko, Viasat Movie channels, Viasat Other channels, Viasat Urheilu, Foreign Satellite –channel group.