Television Viewing in Finland 2010

Home , Clash of the Choirs, SVT World, TV 2 (Denmark)

Television viewing in Finland 2010

Tennispalatsi, 1.2.2011 Lena Sandell Average viewing time (hrs;min) / day 2 Total population, 10+ y.

200 2:53 2:57 2:56 2:58 180 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 2009 2010

Source: Finnpanel Oy, TAM Television viewing time (hrs;min) by age groups / average day 3

4:24

3:32

2:58 2:52 3:04 2:36 2009 2:17 2010

1:20 1:35 1:18

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

Weekly reach % 2010: 91 90 81 92 96 95 95 93 92 93

Source: Finnpanel Oy, TAM Average weekly reach (%) 2010

4 100 4 500 000

90 85 4 000 000 81 79 80 76 3 500 000 70 66 3 000 000 60 51 51 2 500 000 50 47 (%) 40 38 2 000 000 40 1 500 000 30 27 25 1 000 000 20 17 13 8 8 10 500 000

0 0 i t l b a 2 1 en u T5 iis or els S em JIM V LIV i TV p MTV3 on m Te FS o hanne Nel u en S C hann YLE TV YLE TV E MusicTV yc L YLE S on aychannels a Y el P N 3 n P V The Voice/TV lone MT e N The Discovery

Source Finnpanel Oy, TAM, 10+ y. Development of ownership of TV sets since analogue switch-off

5 % of TV Hslds

100

84 83 80 82 77 75 70 68 65 66 67 67 60 6260 57 57 55 52 54 49 51 40 40 40 36 37 33 34 35 29 30 26 27 28 20

0 1 1 1 1 2 2 2 1 1 1 1 1

9 9 0 0 .08 .08 .09 .09 10 y.0 y.1 feb.08 ay.08 ug ov feb.0 ug ov feb.1 m a n ma a n ma aug.10 nov.

CRT-TV Flatscreen HD-TV Videoprojector

Source: Finnpanel, Establishment survey Development of ownership of HD-TV

6 HD-TV Sets (Full HD or HD Ready) in 890 000 hslds, 40 000 hslds subscribe HD-channels

% of TV hsldss 100

HD ready HD MPEG4 Subscribes HD ch.

40 40 %

20 11 % 2 % 0 feb.08 feb.09 feb.10 nov.08 nov.09 eug.08 aug.09 may.08 may.09 may.10

Source: Finnpanel, Establishment Survey Ownership of recording devices

7 % of TV hslds 100

80 78 77 70

60 57 44 46 40 36 41 31 20 20 18 16 13 8 6 5 5 43 2 0 1 2002 2004 2006 2008 2009 Nov.2010

VHS DVD/Blueray PVR PC/HardDisk Over the Net

Source: Finnpanel, Establishment Survey Viewing to TV-programmes via PC 8 % of all hslds November 2010: over 650 000 households 40

30 27 27 25 24 24 23 22 20 20 20

0 Feb09 May09 Aug09 Nov09 Feb10 May10 Aug10 Nov10

Source:: Finnpanel, Establishment Survey Establishment survey 2008 2010

Broadband 57 % -> 72 % 9 TV card or receiver in PC 10 % -> 4 % IP-TV 1 % -> 2 %

In your household, is anyone watching web-TV content produced by the national TV stations?

% hslds 100

60 sometimes 40 weekly 20 37 35 14 13 0 videoclips whole programmes

Source: Finnpanel, Establishment survey, 4/2008 and 4/2010 Most popular web-TV content on national TV 2010:

Salatut Elämät, Uutis- ja ajankohtaisohjelmat ja SM-liiga, Nelosen Uutiset, Dance, Matkaoppaat, sää, Putous, Kadonneen Jäljillä, Maajussille Kuorosota, Miljonääriäidit Maira & Nina, Neljän tähden Morsian, X-Factor, Diili illallinen, Pelastushelikopteri

Big Brother, Ketonen ja Myllyrinne, Duudsonit, Syksyllä 2010: A2 teema: Homoilta, Chilen kaivosmiesten Teräspallit, Poliisikoira Rex, Lemmen viemää, pelastusoperaatio, Linnan juhlat, Sveitsiläisministeriltä Martina ja Esko – vauvakuumetta petti pokka, Joulukalenteri, Kakola, Muumilaakson tarinoita

Source: MTV, Nelonen and YLE 2010 Weekly reach 2010 11

65 Commercial channels total 90

61 YLE total 87

0 20 40 60 80 100

Weekly Daily

Source: Finnpanel TAM 2010, 10+ years Commercial channels = Channels which sell airtime in Finland Average viewing time for commercials channels 2005-2010

12 120

100 88 88 84 81 84 80 79 Weekly reach 2010: 60 Weekly reach 2005: MTV3 85 % Nelonen 76 % MTV3 90 % Sub 66 % Nelonen 76 % JIM 51 %

min/daymin/day(10+) (10+) 40 Sub 40 % The Voice/TV Viisi 40 % MusicTV 16 % LIV 38 % Urheilukanava 14 % SuomiTV 27 % The Voice 7 % Nelonen Sport 25 % 20 The Discovery Channel 2 % MusicTV 13 % The Discovery Channel 8 %

MTV3 pay-tv channels 16 % 0 Nelonen Media pay-tv channels 8 % 2005 2006 2007 2008 2009 2010

Source : Finnpanel TAM 10+ years, Commercial channels = selling air time in FInland Average number of viewed spots /day 13

spots/day 40 35 30 2828 28 26 26 25 26 25 25 22 22 2008 20 2010 15 10 5 0 10+ years 15-24y 25-44y 45+ years DVR-households

Source: Finnpanel, TAM 2010, 10+ y. TOP-10 programmes 2010

14 Title/Channel Date Rating Rating-%

Independence day gala, TV1 Sun 6.12.2010 2.123.000 (45) TV-News, TV1 Sun 6.12.2010 2.036.000 (43) Strictly Come Dancing, MTV3 Sun 28.11.2010 1.446.000 (31) Ski-jumping MC: Bischofshofen, MTV3 Wed 6.1.2010 1.445.000 (31) TV-News, TV2 Wed 18.5.2010 1.271.000 (27) Ice Hockey W Ch: FIN-RUS, TV2 Mon18.5.2010 1.206.000 (26) Seven o’clock news, MTV3 Wed 6.1.2010 1.196.000 (25) Miss Finland 2010, MTV3 Sun 17.1.2010 1.117.000 (24) Ice Hockey W Ch.: GER-FIN, TV2 We 10.5.2010 1.112.000 (24) Ten o’clock News, MTV3 Thu 27.5.2010 1.096.000 (23)

Source: Finnpanel Oy, TAM, Population 10+ y. (only best performance per programme) Top-5 programmes 2010 by age groups

15 10-14 y. Rating 15-24 y. Rating

1. Salatut elämät 3.2 27 % 1. TV-News TV2 18.5 24 % 2. Putous 6.2 25 % 2. Ice Hoceky W.Ch FIN-Rus 18.5 22 % 3. X Factor 24.1 24 % 3. Independence Day Gala 6.12 22 % 4. Simpsons 30.9 22 % 4. Big Brother 25.8 21 % 5. Strictly come dancing 28.11 21 % 5. X Factor 24.11 21 %

25 -44 y. Rating 45 -64 y. Rating 1. Independence Day Gala 52 % 1. Independence Day Gala 39 % 2. Tv-News TV1, 6.12. 52 % 2. TV-News TV1 6.12. 34 % 3. Ski Jumping MC:Bischofshofen 40 % 3. Ice Hockey W.Ch. FIN-USA 12.5 26 % 4. Strictly come dancing 28.11 38 % 4. TV-news TV2 18.5 26 % 5. TV-News TV2 20.2. 34 % 5. Ice Hoceky W.ch. FIN-RUS 18.5. 26 %

65 + y. Rating

1. TV-News TV1 6.12. 71 % 2. Independence Day Gala 69 % 1. Strictly come dancing 27.4. 52 % 2. Ski Jumping MC:Bischofsh. 6.1 50 % 3. TV-news TV2 20.2. 46 %

Source: Finnpanel, TAM (only best performance per programme) TOP-programmes 2010

16 Title Date Rating Rating-%

1. Independence Day Gala Mon 6.12.2010 2.123.000 (45) 2. Tv-News Mon 6.12.2010 2.036.000 (43) 3. Princess Victoria wedding Cerem. Sat 19.6.2010 1.049.000 (22) 4. Linnan jatkot Mon 6.12.2010 1.014.000 (22) 5. Suomen Turku julistaa Joulurauhan Wed 24.12.2010 947.000 (20) 6. Kotikatsomo: Postia Pappi Jaakobille Mon 4.1.2010 940.000 (20) 7. Sport News Mon 4.1.2010 931.000 (20) 8. Kotikatsomo: Tauno Tukevan sota Mon 20.12.2010 847.000 (18) 9. Have I Got News for You Sat 25.12.2010 801.000 (17) 10. Six o’clock News Sat 19.6.2010 787.000 (17)

Source: Finnpanel Oy, TAM, Population 10+ years (only best performance per programme) TOP-programmes 2010

Title Date Rating Rating-% 17

1. TV-News Tue 18.5.2010 1.271.000 (27) 2. Ice Hockey W.Ch.2010:FIN-RUS Tue 18.5.2010 1.206.000 (26) 3. Ice Hockey W.Ch.2010: GER-FIN Mon 10.5.2010 1.112.000 (24) 4. FIFA W. CUP 2010: Final game Sat 11.7.2010 1.067.000 (23) 5. Vancouver Olympics: 16. Day Sun 28.2.2010 1.063.000 (23) 6. Ice Hockey W.Ch. 2010: FIN-USA Fri 12.5.2010 1.044.000 (22) 7. European Athletics Champ.ships Sun 2.8.2010 1.028.000 (22) 8. Vancouver Olympics: 13. Day Thu 25.2.2010 1.027.000 (22) 9. Eurovision Song Contest 2010 Sat 30.1.2010 1.004.000 (21) 10. Ice Hockey W.Ch. FIN-DEN Sat 8.5.2010 987.000 (21)

Source: Finnpanel Oy, TAM Population 10+ years (only best performance per programme) Top-programmes 2010

Title Date Rating Rating-% 18

1. Strictly Come Dancing Sun 28.11.2010 1.446.000 (31) 2. Ski Jumping W.C: Bischofshofen Wed 6.1.2010 1.445.000 (31) 3. Seven o’clock News Wed 6.1.2010 1.196.000 (25) 4. Miss Finland 2010 Sun 17.1.2010 1.117.000 (24) 5. Ten o’clock News Thu 27.5.2010 1.096.000 (23) 6. Farmer wants a wife Fri 9.4.2010 1.014.000 (22) 7. Salatut elämät Mon 18.1.2010 1.007.000 (21) 8. X Factor Sun 24.1.2010 956.000 (20) 9. Ski Jumping W.C: Garmisch-Partenk.Fri 1.1.2010 887.000 (19) 10. Find My Family Tue 28.9.2010 828.000 (18)

Source: Finnpanel Oy, TAM, Population 10+ years (only best performance per programme) Top-programmes 2010

Title Date Rating Rating-% 19 1. Indiana Jones and the Kindom of.. Sun 19.12.2010 675.000 (14) 2. Indiana Jones and the Last Crusade Sun 12.12.2010 595.000 (13) 3. Clash of the Choirs results Sun 19.12.2010 544.000 (12) 4. Clash of the Choirs Sun 21.3.2010 520.000 (11) 5. FlashForward Thu 7.1.2010 484.000 (10) 6. Jussi Gala 2010 Sun 31.1.2010 470.000 (10) 7. Nelonen Weather forecast Sun 19.12.2010 448.000 (10) 8. Nelonen News Sun 19.12.2010 444.000 (9) 9. Indiana Jones and the Temple of D. Sun 5.12.2010 437.000 (9) 10. National Treasure: Book of Secrets Sun 10.10.2010 437.000 (9)

Source: Finnpanel Oy, TAM, population 10+ years (only best performance per programme) Top-programmes 2010

20 Title Date Rating Rating-%

1. Big Brother 2010 starts Wed 25.8.2010 676.000 (14) 2. Big Brother Wed 25.8.2010 603.000 (13) 3. Big Brother Talk Show Sun 29.8.2010 588.000 (13) 4. Big Brother –final Sun 28.11.2010 587.000 (12) 5. Casino Royale Mon 18.10.2010 491.000 (10) 6. Catch Me If You Can Sun 17.1.2010 402.000 (9) 7. Harry Potter and the Goblet of Fire Mon 5.4.2010 390.000 (8) 8. The Devil Wears Prada Mon 3.5.2010 388.000 (8) 9. Ketonen & Myllyrinne Sun 5.9.2010 378.000 (8) 10. The Departed Sun 3.1.2010 360.000 (8)

Source: Finnpanel Oy, TAM, population 10+ years (only best performance of programme) YLE Teema and YLE FST5 Top-programmes 2010

Raing Rating

1. Kummeli30.10. 249000 1. Vancouver Olympics 25.2. 544 000 2. Velipuolikuu30.10. 245000 2. FIFA Euro qualification 7.9. 349 000 3. Nauruntasavalta26.11. 237000 3. FIFA W.C 2010: Semifinal 2.7. 292 000 4. Kino Classic : Way Out West 17 .10 . 202 000 4. Cross Country skiing W.C 11.12. 224 000 5. StudioJulmahovi30.10. 200000 5. FIFA W.C. 2010: Quarter final 29.6. 187 000 6. Kino:Airplane! 26.11. 197000 6. Strömsö 28.2. 151 000 7. IhanaaLeijonatihanaa6.2. 192000 7. Ski Jumping Flying hill 19.3. 148 000 8. Historia:PakoAuschwitzista 2.1. 187000 8. Bettina 5.4. 132 000 9. Suomen historian myytit: Häjyt 16.4 178 000 9. Dok: Hangon sota 21.3. 126 000 10. Historia: Maailmansodan kurimuks. 172 000 10. Purtavaa Pohjolasta 17.1. 119 000

Source: Finnpanel Oy, TAM, popultion 10+ years (only best performance by programme) Nelonen Sport, JIM, Liv Top-10 2010

22 Rating 1. Icehockey LIVE 30.3. 101 000 Rating 2. SM-liiga LIVE 15.1 84 000 1. Poliisit 6.3. 163 000 3. Athlelitics: Berlin 22.8. 77 000 2. Kenraali Pancho & Pojat Pohjoiskal. 26.1. 163 000 4. Floorball LIVE: Erä-SSV 11.4. 66 000 3. JIM D: Tsunami 25.5. 147 000 5. Superpesis: 4. finaali 12.9. 63 000 4. JIM D: Asian tsunami 16.2. 129 000 6. Superpesis: 1. finaali 4.9. 53 000 5. JIM D: Air France 447 – Kadonnut lento 1.6. 126 000 7. Superpesis: 4. välierä 29.8. 52 000 6. JIM D: 9/11 – Miten kaikki tapahtui? 10.9. 121 000 8. Superpesis: 3. finaali 11.9. 50 000 7. JIM D: Chile Main Rescue 2.11. 119 000 9. Volleyball world league 7.7. 49 000 8. JIM D Historia: Maailmanloppu 2012 14.2. 117 000 10. Raviurheilua LIVE: V5 13.1. 49 000 9. JIM D: Titanicin viimeiset hetket 2.2. 116 000 10. JIM D Historia: Kadonnut pyramidi 28.2. 114 000

Rating 1. Miljonääriäidit Maria & Nina 22.19. 236 000 2. Movie: Unfaithfull 21.12. 136 000 3. Kumman kaa 29.12. 125 000 4. Movie: Maid in Manhattan 14.12. 123 000 5. Movie: Sooloilua 23.3. 114 000 6. Movie: What woman want 6.4. 104 000 7. Huvila & Huussi 18.4. 96 000 8. Movie: An Unfinished Life 26.10. 87 000 9. Movie: Princess diaries 23.11 87 000 10. Sikke – Ruokaa rakkaudella 11.11. 84 000

Source: Finnpanel, TAM, 10+years (only best performance by programme) SuomiTV and TV Viisi Top-10 programmes 2010 23

Rating Rating

1. Fort Boyard 8.10. 116000 1. Movie:What happens in Vegas20.11. 286 000 2. Kymppitonni 9.4. 93 000 2. Movie: Se7en 16.10. 119 000 3. SuomiTV News 21.12. 73 000 3. Movie: Heat 15.12. 111 000 4. Linnan juhlat 7.12. 70 000 4. Movie: Red Planet 22.12 111 000 5. Victoria and Daniel in Finland 3.11. 63 000 5. Movie: Air America 21.11. 109 000 6. Viihdeuutiset 12.12. 60 000 6. Movie: Absolute Power 10.2. 103 000 7. Kari Tapion muistoksi 12.12. 60 000 7. Movie: Murder at 1600 29.12. 103 000 8. Outo ja uskomaton Venäjä 23.8. 47 000 8. Movie: What a girl wants 23.10. 103 000 9. Dokumentti: Planeettamme ilmiöt 45 000 9. Movie: Hostage 30.11. 99 000 10. SuomiTV News 20:00 8.10. 40 000 10. Movie: Cliffhanger 4.9. 98 000

Source: Finnpanel, TAM, 10+years (only best performance by programme). MusicTV, Discovery Channel, The Voice Top-10 programmes 2010

Rating Rating

1. Hogan Knows Best 27.1. 33 000 1. Deadliest Catch 9.11. 33 000 2. Axl Meets 12.11. 30 000 2. Destroyed In Seconds 5.4. 33 000 3. Hard Times 10.10. 30 000 3. Mythbusters 10.1. 29 000 4. Disaster Date 6.1. 27 000 4. Wheelers Dealers 18.9. 29 000 5. My Super Sweet 16 2.4. 27 000 5. How Stuff’s Made 30.5. 24 000

Rating

1. Latauslista 11.12. 36 000 2. Viikonloppu Voicella 9.10. 32 000 3. Killer Karaoke 20.2. 30 000 4. Me rakastamme musiikkia 26.8. 27 000 5. Pop 16.10. 27 000

Source: Finnpanel, TAM, 10+years (only best performance by programme) Channel shares (%) 2010 Total viewing, 10+ years

YLE total: 45 % MTV MEDIA (excl. Canal+) total: 30 %

22 22 Nelonen Media total: 15 %

3 3 2 2 2 2,0 0,7 0,7 0,6 0,6 0,5 0,4 0,2 0,2 0,2 0,2 0,2 0,2 0,2 0,2 0,2 0,2 0,1 0,1 0,1 0,1 0,1 0,1

5 M i iv V o V 1 d e D ub I s L TV ls r T rl nt X V 2 nen S J ma ST ii els i ort nel e en ort o w T o F V n p n t P nels nen d no HOtv anet S nels MTV3 E n m nn r n i i R p W el Tee E a o S a o a K U S Pl nme YLE TV1 L N TV n Sweden C an ai Y YL Su MusicT h p h + al h LE e/ ch Eurosport c channels S SVT2 c Disney Y c y ry Cha e y c SVT World im BB r i ie i n e anal n e Pa ve v v TV4 Swe ntert Vo Neloneo o rju&Pönt SVT1 C A th E e Mo lone a O C sc M Disn i l+ 0 B Th MTV3 a 00 Ne B an V10 V100 The D C T T Iskelmä TVH

Source: Finnpanel Oy, TAM, 10+ years Channel shares (%) 2009 and 2010 Total viewing, 10+ years

26 Year 2010 23 YLE total: 45 % 22 22 22 MTV Media total (excl. Canal+): 30 % 19 Nelonen Media total: 15 % 18

2009 10 2010 9 7 7 66

3 3 3 3 3 2 2 2 22 2 1 1 11 1 1 1 0,3 0,4

v 2 M i rt isi V V V3 en JI L o i T T ema T Sub v ch. n very hers M t lo Sp tv ch. o mi t Te y- - O YLE TV1 YLE a Ne MusicTV YLE FST5 p nen Disc Suo YLE 3 o en pay Nel n Voice/TV V MTV e elo N Th Source: Finnpanel Oy, TAM, 10+ y. Channel shares (%) 2009 and 2010 Prime time viewing, 10+ years Year 2010 27 YLE total: 44 % MTV Media total (excl. Canal+): 33 % Nelonen Media total: 16 % 25 24

21 21 2009 19 17 2010

11 10 8 7 5 4 3 3 3 3 2 2 2 1 2 1,3 2 2 1 1 0 0 0,1 1 1 0 0 0

3 b v si s V h. M rt i TV u c JI Li o er ST5 S Vi F MT lonen V mi LE TV1 LE TV2 Teema o Oth ay-tv u Y Y LE p Ne e/T S MusicTV Y ic Discovery YLE o V Nelonen Sp e MTV3 h Nelonen pay-tvT ch.

Source: Finnpanel Oy, TAM, 10+ y. Channel shares (%) 2009 and 2010 Prime time viewing, 10-44 years Year 2010 28 YLE total: 25 % MTV Media total (excl. Canal+): 41 % 26 26 Nelonen Media total: 25 %

2009 18 2010 16 14 13 12 11 10 10

5 4 4 3 4 2 3 2 2 2 1 1 2 1 1 1 0 0 1 1 1 1 1

3 b v si s V h. M rt i TV u c JI Li o er ST5 S Vi F MT lonen V mi LE TV1 LE TV2 Teema o Oth ay-tv u Y Y LE p Ne e/T S MusicTV Y ic Discovery YLE o V Nelonen Sp e MTV3 h Nelonen pay-tvT ch.

Source: Finnpanel Oy, TAM, 10-44 years Channel shares (%) by agegroups 2010

100 % 5 Muut 29 6 5 5 6 6 12 9 Discovery Ch. 5 SuomiTV 8 3 80 % 9 MusicTV 9 13 5 21 The Voice TV 15 7 15 16 Nelonen paychannels 9 60 % 5 22 Nelonen Sport 22 12 Liv 18 13 15 23 23 JIM 40 % Nelonen 22 20 22 19 MTV3 paychannels 21 Sub 33 15 20 % MTV3 14 34 15 11 24 22 FST5 16 YLE Teema 5 5 5 9 0 % YLE TV2 4-9 y 10-14 y 15-24 y 25-34 y 35-44 y 45-64 y 65+ y 10+ y. YLE TV1

Min/day 1:18 1:20 1:35 2:17 2:36 3:32 4:24 2:58

Source: Finnpanel Oy, TAM, 10 + years Channel share of commercial viewing in 2010:

30 1 % 1 % MTV3 4 % 2 % 1 % 1 % Sub 4 % MTV3 paychannels

6 % Nelonen JIM

43 % Liv Nelonen Sport

Nelonen paychannels

19 % VoiceTV/TV Viisi SuomiTV

MusicTV

Discovery 5 %

Source: TAM 2010, 10+ y. 13 % Commercial viewing = Channels that sell airtime in Finland Pay-TV in every fourth TV household

% of TV households 50

30 28 28 28 29 26 27 27 27 27 27 27 27 26

20 21 17 16 November 2010: ca 600 000 households 12 12 11 10 10 9 6 7 7 7 5 4 5 4 4 5 0

Source: Finnpanel, Establishment Survey Pay-TV:s share of total viewing: 7 % in 2010 32 2/3 of pay-TV viewing to men

Top-5 pay-TV channels 2010

1. MTV3 Max 2. Eurosport 3. Discovery 4. MTV3 Fakta 5. MTV3 Leffa

Source: TAM 2010, 10+ y. Pay-TV-channels: MTV3 pay-tv channels (Max, Leffa, Fakta, Sub Juniori, Ava, Scifi, Sarja) , Nelonen pay-tv channels (Kino, Nelonen Sport 1), Urhotv, Canal+ Movie, Canal+ Sport, TV1000 movie,TV1000 other, Eurosport, Disney Channel, Discovery Channel, SVT World, SVT1, SVT2, TV4 Ruotsi , BBC Prime, BBC Food, Animal Planet, Toon Disney, Jetix, Digiviihde Pay-TV viewing share by age group 2010

33 Min/day 320 Pay-TV channels 280 4 %

240 8 %

200 7 % 9 % 5 % 9 % 160

120 10 % 22 % 14 % 80

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

Source:: Finnpanel oy, TAM 2010, Pay-TV= MTV3 paytv channels (Max, Leffa, Fakta, Juniori, Ava, Scifi, Sarja) , Nelosen pay-tv channels (Kino, NelonenSport1), Urhotv, Canal+ Movie, Canal+ Sport, TV1000 movie,TV1000 other Eurosport, Disney Channel, Discovery Channel, SVT World, SVT1, SVT2, TV4 Ruotsi , BBC Prime, BBC Food, Animal Planet, Toon Disney, Jetix, Digiviihde DVR’s in 46 % of TV households DVR = Digital Video Recorder

34 % of TV hslds 100

80 78 77 70

60 57 44 46 40 36 41 31 20 20 18 16 13 8 6 5 5 43 2 0 1 2002 2004 2006 2008 2009 Nov.2010

VHS DVD/Blueray PVR PC/HardDisk Over the Net

Source: Finnpanel, Establishment Survey DVR-households: Viewing on weekdays (live and consolidated)

35 Consolidated = + 7 days viewing Between 18-23 the share of timeshifted Rating-% viewing: DVR-hlsds: 13 %. All hslds: 6 %. 50 DVR-hslds 10+y. consolidated 45 DVR-hslds 10+y. 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

DVR = digital video recorder Source: Finnpanel Oy, TAM 2010, Share of timeshifted viewing - by genre 2010

36 0 % 5 % 10 % 15 % 20 % 25 % 30 %

12 % Foreign fiction 25 % 9 % Domestic fiction 19 % 8 % Movies 16 % 9 % Children prog. 18 % 8 % Culture 18 % Documentary 14 % Entertainment/reality 7 % 14 % Factual/lifestyle 5 % 11 % Sports 2 %3 % Current affairs 1 % 3 % All hslds 4+ y. News 1 %1 % DVR-hslds 4+ y

Source: Finnpanel Oy, TAM, 2010 4+ years Share of timeshifted viewing - by month 37 Live Timeshifted 225 5 % 5 %

200 6 % 6 % 5 % 6 % 6 % 175 5 % 6 % 5 % 150 6 % 5 % 125 (min/day)

100

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

Source: Finnpanel Oy, TAM, 10+ years 2010 Share of timeshifted viewing - by weekday 38 Live Timeshifted 225 5 % 200 5 % 175 6 % 6 % 6 %6 % 6 %

150

125

100 (min/day) (min/day) 75

0 Friday Sunday Monday Tuesday Saturday Thursday Wednesday

Source: Finnpanel Oy, TAM, 10+ years 2010 Share of timeshifted viewing - by agegroup 2010

39 275 4 % 250 Timeshifted 225 Live 5 % 200 6 % 175 9 % 150 10 % 125

(min/day) (min/day) 100 7 % 5 % 7 % 75 50 25 0 4-9 y. 4-9 10+ y. 10+ 65+ y. 65+ 10-14 y. 10-14 y. 15-24 y. 25-34 y. 35-44 y. 45-64

Source: Finnpanel Oy, TAM 2010 Share of timeshifted viewing - by channel All households, targetgroup: 10 years

40 50 45 4 % 7 % Timeshifted 40 4 % Live 35 30 25 20 9 % (min/day) 15 10 % 10 5 % 8 % 5 % 6 % 2 % 5 4 % 3 % 3 % 0 JIM S u b M T V 3 N elonen YLE TV1 YLE TV2 M u sicT V S uom i TV YLE FST5 YLE Teema Nelonen Sport The Voice/TV Viisi Discovery Channel Total share of timeshifted viewing = 6 %.

Source: Finnpanel Oy, TAM 10+ years, 2010 Top 20 timeshifted programmes 2010

Start- Rating (000) Timeshifted share Channel Title Date time Live+timeshifted of consolidated 41 MTV3 Salatut elämät Ke 14.4. 19:28 704+121 15 % MTV3 Puumanainen To 19.8. 22:33 259+107 29 % MTV3 House To 20.5. 21:03 415+106 20 % MTV3 Mentalist To 23.12. 21:04 368+106 22 % MTV3 Farmer wants a wife Pe 9.4. 19:59 909+105 10 % Nelonen FlashForward To 28.1. 21:01 255+98 28 % Nelonen Desperate housewifes Ma 15.11. 21:01 277+96 26 % MTV3 Vastaparit Su 26.9. 21:07 534+94 15 % MTV3 Helppo elämä Su 30.5. 21:01 539+94 15 % TV 2 Karjalan kunnailla Ke 20.1. 21:00 708+91 11 % TV 2 Taivaan tulet Ti 8.12. 21:00 857+89 9 % MTV3 24 Ma 13.9. 22:33 187+89 32 % MTV3 Emmerdale Pe 19.2. 18:00 390+89 19 % MTV3 Putous La 27.2. 19:32 570+85 13 % TV 1 Hearbeat Pe 19.11. 19:09 381+85 18 % TV 1 Kotikatsomo: Tauno Tuk Ma 27.12. 21:30 600+82 12 % Nelonen Good Wife Ma 31.5. 21:01 311+81 21 % MTV3 C.S.I. Ke 11.8. 21:01 347+81 19 % Nelonen Yksi lensi yli Marin pesä Ke 8.9. 22:01 210+81 28 % MTV3 Movie: Wallander Su 14.11. 22:35 228+80 26 %

Source: Finnpanel Oy, TAM 2010, 10+years. Most viewing is still "live”, even in DVR-households 42

Live-viewing 8 % VOSDAL* 5 % 1-7 days timeshift

87 %

* VOSDAL = Viewed on same day as live

Source: Finnpanel TAM, 10+ in, DVR-households 2010 (guests excluded), Finns consume versatile programming

Audience share (%) by programme genres in two age groups : 43

factual 45+ years 18 22 11 12 8 11 11 6 foreign fiction entertainment sports movies current affairs children news - 45 years 16 22 19 10 12 4 6 5 5 domestic fiction educational

Source: Finnpanel Oy, TAM 2010, 10+years. 44 2010 – summary of TV viewing

• Average daily viewing time almost 3 hours – weekly viewing time exceeds 20 hours

• Many top programmes with ratings higher than 20 %

• Familiar TV companies launch new channels

• Finns are still buying new receivers

• Web-TV and timeshift viewing via DVR’s complement traditional viewing More information on www.finnpanel.fi