RADIO LISTENING IN 2020

Lena Brun 2020 Radio reaches Daily listening weekly 89 % time 4.4 million 2 h 34 min Finns

Source: National Radio Survey, annual report 2020 (total population, 9+) #Radiovuosi2021 2020 3 h 57 min/day 2 h 4 min/day

Daily listening 52 min/day time

2 h 34 min 9-24 -yrs 25-54 -yrs 55+ -yrs

Source: National Radio Survey, annual report 2020 (total population, 9+) #Radiovuosi2021 % 100 90 Lockdown in spring 80 affected the weekly 70 reach of radio only 60 slightly 50 40 30 20 2019 10 2020 0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Source: National Radio Survey, monthly reports 2019 and 2020 (total population, 9+) #Radiovuosi2021 min/day

Listening minutes: 180

After the dip at the 150 beginning of 2020 radio listening 120 returned to normal 90 60

2019 30 2020 0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Source: National Radio Survey, monthly reports 2019 and 2020 (total population, 9+) #Radiovuosi2021 Home listening increased while car listening decreased in the spring and at the end of the year 2020

min/day 120

90 Home 2020

60 Car 2020

30

0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

#Radiovuosi2021 Source: National Radio Survey, monthly reports 2019 and 2020 (total population, 9+) Radio listening locations 2020: Share of home listening grew from the previous year

Other 6 %

Car 23 %

Home 54 %

Work 17 %

Source: National Radio Survey, annual report 2020 (total population, 9+) #Radiovuosi2021 Radio listening locations 2020: Share of home listening grew from the previous year in every age group

6 %

6 % 30 % 6 % 22 % 15 % 33 % 38 % 9-24 -yrs 25-54 -yrs 7 % 55+ -yrs

72 % 34 %

31 %

Home Work Car Other

Source: National Radio Survey, annual report 2020 (total population, 9+) #Radiovuosi2021 In addition to nationally reported radio stations local radio stations are also measured in the radio survey

#Radiovuosi2021 Radio Suomipop (6 %) Radio Rock (5 %) Radio Suomi (34 %) Aito Iskelmä (2 %) Other Yle Radio 1 (9 %) LOOP (1 %) 10 % YleX (4 %) HitMix (1 %) (3 %) Helmiradio (1 %) Yle Puhe (2 %) Radio Aalto (1 %) (0,4 %) Radio listening Groove FM (0,1 %) 16 % 51 % shares on Radio Nova (10 %) Radio Nostalgia (3 %) an average day Iskelmä (2 %) All 9+ in 2020 Radio City (2 %) Radio Pooki (2 %) Kasari (1 %) 23 % Basso (1 %) NRJ (1 %) Classic (1 %) SuomiRock (1 %) Ysäri (1 %) Radio Suomi Räp (0,2 %)

Source: National Radio Survey, annual report 2020 #Radiovuosi2021 Radio Suomipop (12%) Radio Rock (11 %) Hitmix (2 %) Other (15 %) 6 % YleX (7 %)

31 % Yle Puhe (3 %) Radio listening shares on 29 % an average day 25-54 yrs in 2020 Radio Nova (15 %) Radio City (3 %)

Iskelmä (3 %) 34 %

Source: National Radio Survey, annual report 2020 #Radiovuosi2021 Quiz: 2020: How many people (9+) listened to radio on an average weekday at noon?

a) 780 000 people

b) 996 000 people

c) 1 102 000 people

#Radiovuosi2021 Commercial radio stations have a higher weekly reach…

Weekly reach %

80 % 70 % 68 % 61 %

0 % 0 % 0 % 0 %

All 9+ 9-24 yrs 25-54 yrs 55+ yrs

Commercial radio stations

Source: National Radio Survey, annual report 2020, weekly reach #Radiovuosi2021 Commercial radio stations have a higher weekly reach…

Weekly reach %

80 % 70 % 68 % 74 % 61 % 51 % 40 % 26 %

All 9+ 9-24 yrs 25-54 yrs 55+ yrs

Commercial radio stations Yle

Source: National Radio Survey, annual report 2020, weekly reach #Radiovuosi2021 …but Yle’s audience listen to radio an hour more on an average day

h:min

4:24 3:52 3:19 2:54 2:52 2:48 2:03 2:04

All 9+ 9-24 yrs 25-54 yrs 55+ yrs

Commercial radios Yle

Source: National Radio Survey, annual report 2020, minutes per listener #Radiovuosi2021 Radio listening device during the week

79 %

24 % 12 %

Radio Mobile phone Computer

All 9+ -yrs

Source: National Radio Survey, annual report 2020, weekly extra questions #Radiovuosi2021 Radio listening device during the week

88 % 79 %

62 %

38 % 79 % 30 %

16 % 11 % 14 % 24 % 7 % 12 %

Radio Mobile phone Computer

All 9+ -yrs 9-24 -yrs 25-54 -yrs 55+ -yrs

Source: National Radio Survey, annual report 2020, weekly extra questions #Radiovuosi2021 Radio and other audio listening with headphones during the week

All 9+ 30 %

9-24 yrs 46 %

25-54 yrs 36 %

55+ yrs 15 %

Source: National Radio Survey, annual report 2020, extra question May 2020 #Radiovuosi2021 Other listening The majority of audio YouTube music 5 % 4 % listening minutes is radio Spotify listening 11 %

Podcasts 3 %

All 9+ 60 % Radio of Spotify listeners use 77 % Spotify Premium (Extra question September 2020)

Source: National Radio Survey, annual report 2020. Audio shares on an average day. #Radiovuosi2021 Shares of audio listening vary by age group

Radio Other listening

5 %

31 % 36 %

64 % 70 % 95 %

9-24 yrs 25-54 yrs 55+ yrs 2 h 23 min 2 h 56 min 4 h 9 min

Source: National Radio Survey, annual report 2020. Audio shares on an average day. #Radiovuosi2021 Quiz 2020: How many people (9+) listened to radio on an average weekday at noon?

c) 1 102 000 people Highest rating at RADIO IN FINLAND 09:00 on weekdays almost 1.2 million Finns 2020 listen to radio

Finland has Daily radio Radio listeners: 100+ FM radio listening time is daily stations 2 hours 34 minutes 67 % of the population 90 % of car drivers listen to FM-radio Weekly reach weekly of commercial radio 70 % of the population 89 % Areena has 640 000 of the More choice with Radiot.fi, listeners weekly population Areena, Supla ja RadioPlay –radio services Source: National Radio Survey, annual report 2020 #Radiovuosi2021 More information about radio listening finnpanel.fi