Radio listening in 2011 By Finnpanel, January 2012 Radio in Finland 2011

• In average 6 radio receivers/household • 3,7 Million listeners (9+) on a daily basis • Daily listening time 3+ hours (3:08) • In average Finns can choose among 20 FM radios (and thousands of net radios … )

Source: Finnpanel – National Radio Survey Daily and weekly reach during 1991-2011 Total population, 9+

100 95 97 98 98 99 97 97 96 95 97 97 97 97 97 96 96 96 95 95 96 95 85 85 82 83 84 82 82 83 82 81 81 79 81 80 79 79 79 80 78 78 78 78

60 % 40 weekly daily 20

0 2004 2005 2006 2007 2008 2009 2010 2011 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003

Channels in diary: 7 7 7 8 10 10 11 14 15 16 17 18 17 17 17 18 17 18 18 on average

Reach = at least one quarter-hour of listening

Source: Finnpanel – National Radio Survey Four out of five Finns listen to radio on a daily basis Total population 9+

74

Private radio

49

Weekly reach Daily reach

63

Public radio

44

0 20 40 60 80 100

Source: Finnpanel – National Radio Survey % 4 National Radio Survey (Kansallinen Radiotutkimus)

• Universe is population 9+ • 20 regional diaries oPre-printed channels • 7 days research wave oOne week a month • Monthly sample ca 1500 respondents oYearly summary of 2011 based on a sample of 17 787 respondents • Subscribers = Yleisradio Oy, RadioMedia and MTL o Almost all radio stations in Finland present in the subscriber pool KRT365 – change of method

• In 2012 measurement is extended to an everyday basis • More representative listening data for a specific month • Reporting schedule now known in advance • 2012 reporting dates available in KRT Online • Reporting periods unchanged • National reports on a monthly basis • Sample size unchanged • Monthly reports based on a sample of 1 500 respondents Most listening is to traditional FM-radios Total population 9+

Weekly reach of Spotify = 9% Weekly reach % (October 2011) 100 96 95 95 96 95

80 Radio listening, yearly average Listening via 60 internet Listening via mobile phone 40

20 9 9 10 10 6

0 6 7 6 7 7 2007 2008 2009 2010 2011

Radio in mobile phone: 36 % 46 % 55 % 57 % 64 %

Source: Finnpanel – National Radio Survey Every forth Finn has sometimes listened to Spotify Total population 9+, n=1375

8 Daily 5 1

12 Weekly 11 1 9-24

26 25-44 More seldom 24 45+ 5

54 Never 60 93

0 20 40 60 80 100 % National Radio Survey, October 2011 8 3 % of total listening to Spotify Total population 9+, n=1375

20:27 Total 0:37

19:53 Women 0:17

21:03 Men 0:58 Radio Spotify 10:49 9-24 1:43

17:41 25-44 0:50

25:55 45+ 0:03 h:min

National Radio Survey, October 2011 9 Daily listening time during 1991-2011 Total population 9+

h:min

3:50 3:45 4:00 3:43 3:39 3:37 3:26 3:25 3:27 3:28 3:26 3:22 3:19 3:21 3:17 3:16 3:15 3:10 3:14 3:11 3:10 3:08 3:00 2007: launch of Radio Rock and Radio Aalto 2003: Radio Suomi, YLE Radio 1, YleX

1999-2000: New radios (Iskelmä, Sävelradio, Groove, SuomiPop), 2:00 NRJ:n listening area bigger

1997: launch of Radio Nova 1994-95: First seminational stations (Classic, KissFM) 1:00 1990: Radio Suomi, Radiomafia, YLE:n Ykkönen

0:00 2004 2005 2006 2007 2008 2009 2010 2011 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003

Channels in diary: 7 7 7 8 10 10 11 14 15 16 17 18 17 17 17 18 17 18 18 In average

Source: Finnpanel – National Radio Survey Daily listening time 1999-2011 By age group t:min

5:00 h:min 2011 4:00 65+ 4:14

4:10 3:00 55-64 45-54 3:33

2:00 35-44 2:53

25-34 2:24 1:00 15-24 2:01 9-14 0:00 0:59 2008 2009 2010 2011 1999 2000 2001 2002 2003 2004 2005 2006 2007

Source: Finnpanel – National Radio Survey Recordings 9 % of total listening in 2011

minutes/day 300

250 6 3

9 200 16 31 Recordings 150 47 250 254 Radio 100 213 173 23 144 121 50 59 0 9-14 y 15-24 y 25-34 y 35-44 y 45-54 y 55-64 y 65+ y

Source: Finnpanel – National Radio Survey 12 Monthly average daily listening time in 2011 Total population 9+ h:min 4:00 3:23 3:10 3:08 3:05 3:18 3:11 3:07 3:16 3:06 2:56 2:55 3:00 3:00

2:00

1:00

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

Source: Finnpanel – National Radio Survey Weekly reach of radios 2009-2011 Total population 9+ % 100

80

60 44 40 31 30 21 19 18 19 20 16 14 15 9 7 6 4 3 2 0 NRJ YleX Others Iskelmä Yle - Yle YLE Puhe YLE The Voice The SuomiPOP Radio Rock Radio Groove FM Groove Radio Nova Radio YLE Radio 1 Radio YLE Radio Aalto Radio SBS Rondo Classic Rondo

YLE Radio Suomi Radio YLE 2009 2010 2011

Source: Finnpanel – National Radio Survey Weekly reach of radios 2009-2011 Total population 9+ (000) 3000

2095 2000

1508 1428

1017 929 1000 841 901 756 685 700 418 331 211 290 120 101 0 NRJ YleX Others Iskelmä Yle X3M Yle - Yle Vega Yle YLE Puhe YLE The Voice The SuomiPOP Radio Rock Radio Groove FM Groove Radio Nova Radio YLE Radio 1 Radio YLE Radio Aalto Radio SBS Rondo Classic Rondo

YLE Radio Suomi Radio YLE 2009 2010 2011

Source: Finnpanel – National Radio Survey Weekly reach by age group 2011

Total 9+ 9-14 y 15-24 y 25-34 y 35-44 y 45-54 y 55-64 y 65- y (000) n=17787 n=1469 n=2496 n=2466 n=2695 n=2654 n=2679 n=3328 Total radio 4575 322 616 637 632 725 755 888 Total Yle radios 3024 137 295 335 313 486 626 832 Total private radios 3560 296 575 586 587 613 517 386 YLE Radio 1 929 39 46 70 69 125 218 363 YleX 756 52 178 195 106 90 67 68 YLE Radio Suomi 2095 64 105 141 201 391 527 666 YLE Puhe 331 12 17 32 39 56 72 103 Yle Vega 211 11 16 16 19 27 50 73 Yle X3M 120 8 26 24 18 15 13 14 Groove FM 290 18 42 48 59 65 41 18 NRJ 841 142 282 179 123 85 22 8 Radio Aalto 418 41 57 84 95 79 38 24 Radio Nova 1508 130 196 211 308 322 229 112 Radio Rock 685 45 168 210 150 77 29 7 Rondo Classic 101 4 9 14 15 19 16 24 SBS-iskelmäradiot 1017 64 110 107 155 238 221 122 SuomiPOP 901 69 163 170 201 183 90 25 The Voice 700 118 207 157 108 74 25 10 Others 1428 74 171 215 216 247 262 242

Source: Finnpanel – National Radio Survey Most profiling radios by gender Average day

Women Men • The Voice: 63 % • Radio Rock: 71 % • NRJ: 59 % • YleX: 56 % • Yle Radio 1: 57 % • X3M: 56 % • Iskelmäradiot: 55 % • SuomiPOP : 55 % • Radio Nova: 55 % • Yle Puhe: 52 % • Rondo Classic: 54 % • YLE Radio Suomi: 51 % • Radio Vega: 54 % • Radio Aalto: 53 % • Groove FM: 53 %

Source: Finnpanel – National Radio Survey 17 Channel shares 2011 Total population 9+ (% of total listening minutes during an average day)

Others YLE Radio 1 11 % 8 % YleX The Voice 5 % 2 % SuomiPOP 5 %

SBS-iskelmäradiot 7 %

Radio Rock 4 % YLE Radio Suomi 36 % Radio Nova 11 % Radio Aalto 2 % Yle Vega NRJ Groove FM YLE Puhe YLE X3M 2 % 4 % 1 % 2 % 1 %

Source: Finnpanel – National Radio Survey 18 Channel shares 2009-2011 Total population 9+ % of total listening minutes during an average day 100 % 80

60

40 36

20 11 11 8 7 5 4 4 5 2 2 1 1 2 2 0 NRJ YleX Others Yle X3M Yle Yle Vega Yle YLE Puhe YLE The Voice The SuomiPOP Radio Rock Radio Groove FM Groove Radio Nova Radio YLE Radio 1 Radio YLE Radio Aalto Radio iskelmäradiot -

YLE Radio Suomi Radio YLE 2009 2010 2011 SBS

Source: Finnpanel – National Radio Survey Channel shares by age group 2011 % of total listening minutes during an average day

Total 9+ 9-14 y 15-24 y 25-34 y 35-44 y 45-54 y 55-64 y 65- y % n=17787 n=1469 n=2496 n=2466 n=2695 n=2654 n=2679 n=3328 Total radio 100 100 100 100 100 100 100 100 Total Yle stations 53 20 26 29 26 42 66 85 Total private radios 47 80 74 71 74 58 34 15 YLE Radio 1 8 3 1 2 3 4 9 16 YleX 5 5 15 14 6 3 1 1 YLE Radio Suomi 36 7 6 8 14 32 51 61 YLE Puhe 2 2 1 1 1 2 2 3 Yle Vega 2 1 1 1 1 1 3 5 Yle X3M 1 1 2 2 1 0 0 0 Groove FM 1 1 1 1 2 2 1 0 NRJ 4 25 18 8 5 2 0 0 Radio Aalto 2 2 2 3 3 2 1 0 Radio Nova 11 17 11 13 20 18 9 2 Radio Rock 4 4 11 13 9 3 0 0 SBS-iskelmäradiot 7 5 5 6 9 12 8 3 SuomiPOP 5 6 9 9 12 7 2 0 The Voice 2 13 10 5 3 2 0 0 Others 11 7 9 13 11 12 12 9

Source: Finnpanel – National Radio Survey Channel shares of local stations in their transmission area TOP 10

• Radio Pori 10% • Pooki 7% • Ramona 7% • Radio Jyväskylä 6% • Radio SUN 4% • 957 3% • Mega 3% • Melodia 3% • Radio 3% • Radio Nostalgia 3%

Source: Finnpanel, National Radio Listening Survey, regional reports 2010-2011 (based on transmission areas) Listening share by listening place 2011 Total population 9+

%

50 47

40

30 20 19 20 9 10 5 0 at home at work in car other place na

Source: Finnpanel – National Radio Survey Listening share by listening place and by age group on average day

30 8 9-24 33 9

29 At home 18 25 -44 At work 47 8 In car Other place 57 10 45+ 35 6

0 20 40 60 80 100

Source: Finnpanel – National Radio Survey % 23 Listening by quarter -hours on weekdays by listening place 2011 Total population 9+ (000)

1500

1000 At home At work 500 In car Other place

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

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

Source: Finnpanel – National Radio Survey Listening by quarter-hours on weekdays 2011 Total population 9+ (000)

1500

1000

500

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

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

Source: Finnpanel – National Radio Survey Listening by quarter-hours on weekdays by age group 2011 (000)

500

400 65+

300 55-64 45-54 200 35-44 25-34 100 15-24 9-14 0 0:30 1:30 2:30 3:30 4:30 5:30 6:30 7:30 8:30 9:30 22:30 23:30 10:30 11:30 12:30 13:30 14:30 15:30 16:30 17:30 18:30 19:30 20:30 21:30

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

Source: Finnpanel – National Radio Survey Average amount of channels listened to in 2011

3 • 1,5 channels during an W 9-24 1,5 average day 3 W 25-44 1,6 • 2,8 channels during the During the 2,6 week W 45+ 1,5 week • Depending on place of M 9-24 2,8 Average 1,5 day living, the Finns can listen to 3 12-23 different FM radios. M 25-44 1,7 2,6 M 45+ 1,5

Number of channels

Average of all listeners More information available on www.finnpanel.fi