Television viewing in Finland 2012 Tennispalatsi 6.2.2013 Lena Sandell Daily viewing time (hrs;min) Timeshift and guest viewing included since 2008 3:03 2:57 2:56 2:58 2:58 2:51 2:53 2:48 2:47 2:47 2:49 2:49 2:46 2:41 2:30 2:30 2:30 2:21 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Source: Finnpanel Oy, TAM (population: 10+ years) Daily viewing time (hrs;min) by age groups 4:41 3:39 3:07 3:03 2:58 2:32 2:15 2011 2012 1:26 1:13 1:18 4-9y 10-14y 15-24y 25-34y 35-44y 45-64y 65+y 10+ 10+y Male 10+y Female Source: Finnpanel Oy, TAM, incl. timeshift and guest viewing Average weekly reach (%) 2012 Source: Finnpanel Oy, TAM, 10+ y incl. timeshift viewing 100 90 83 79 78 80 76 70 65 60 54 51 47 47 50 45 43 40 37 30 27 21 20 11 10 10 8 0 *AVA expanded to terrestrial 1.2. -12. FOX launched 16.4.-12 at SuomiTV’s channel frequency. Television reach by main media companies 21 SBS TV total 53 46 Nelonen Media total 81 daily reach % 60 weekly reach % MTV Oy total 87 60 YLE total 87 0 20 40 60 80 100 Source: Finnpanel Oy, TAM, incl. timeshift viewing Channel shares (%) of total viewing 2012: YLE total 42 % 2011 24,8 % MTV Oy total 31 % Nelonen Media total 15 % 2012 20,0 % SBS TV total 4 % 13,2 % 9,0 % 5,7 % 4,4 % 3,5 % 3,3 % 3,3 % 2,6 % 2,3 % 2,2 % 1,7 % 1,5 % 0,5 % 0,8 % 0,5 % 0,7 % *AVA expanded to terrestrial 1.2. -12. FOX launched 16.4.-12 at SuomiTV’s channel frequency. Daily commercial viewing time 1,5 hours 1:35 Min/day (10+) 1:24 Average weekly reach 2012: Average weekly reach 2005: MTV3 83 % Nelonen 76 % Sub 65 % MTV3 90 % JIM 54 % Nelonen 76 % Liv 47 % Sub 40 % TV5 47% Fox (16.4.-31.12.) 45 % MusicTV 16 % AVA 37 % Urheilukanava 14 % Kutonen 27 % The Voice 7 % MusicTV 11 % The Discovery Channel 8 % The Discovery Channel 2 % MTV3 Total pay-tv 22 % Nelosen pay-tv 10 % 2005 2006 2007 2008 2009 2010 2011 2012 Source Finnpanel Oy, TAM (population: 10+ years) Timeshift and guest viewing included since 2008 Commercial channels = selling air time in Finland In average 30 TV ads per day 40 35 34 30 30 30 27 25 21 20 2012 spots/day 15 10 5 0 10+ years 15-24 years 25-44 years 45+ years DVR- and IPTV- hslds 10+ Source: Finnpanel Oy, TAM 2012. Commercial national spots in Finland. DVR (Digital Video Recorder), IPTV (IPTV-reception) Pay-TV viewing share by age group 2012 300 5% Pay-tv 250 8% 200 8% 11% 5% 11% 11% 150 Min/day 100 9% 28% 16% 50 0 10+ Male Female 4-9y. 10-14y. 15-24y. 25-34y. 35-44y. 45-64y. 65+y. 10+y 10+y Source: Finnpanel Oy, TAM 2012, incl. timeshift and guest viewing Top programmes (recurrent programmes) 2012 Average rating of all Number of Title Channel episodes (10+) episodes Putous MTV3 1 210 000 8 StrictlyComeDancing MTV3 1 173 000 10 Presidential election 2012 YLE 1 909 000 14 Farmer Wants a Wife MTV3 877 000 12 Roba MTV3 832 000 12 Salatut elämät MTV3 805 000 180 Idols MTV3 783 000 20 Vain elämää Nelonen 727 000 8 Yle TV-News 20.30 YLE 1 714 000 363 The Voice of Finland Nelonen 693 000 16 Source: Finnpanel Oy, TAM, incl. timeshift and guest viewing. Recurrent programmes (excl. Reruns, sports events, programmes aired less than 3 times, programmes shorter than 3 minutes). Besides TV, what other devices do you use to watch TV programmes? mobile phone 2 7 93 weekly tablets 3 5 92 rarely never PC 18 33 49 0 % 20 % 40 % 60 % 80 % 100 % Source: Finnpanel, National Radio Survey, December 2012 11 Web -TV services Areena, Katsomo and Ruutu.fi : in average 24 million web-tv starts monthly 35 Million starts 31,5 30 28,5 26,7 26,1 25,2 26,4 25,0 25 24,2 21,6 17,7 17,8 20 15,2 15 2011 2012 10 5 Source: YLE, MTV Oy and Nelonen Media (free to air content from TV1, TV2, Teema, Fem, MTV3, Sub, AVA, Nelonen, JIM and Liv) 12 When was the newest TV-set in your household bought? 2 % 17 % 23 % Less than a year ago 1-2 years ago 3-5 years ago More than 5 years ago 25 % NA 33 % HD tuner 24 % Subscribes to HD Channels 5 % DVR (box/tv) 43 % Finnpanel Oy: Establishment Survey 2012 13 Most of the TV-programmes are watched live even in households with DVR or IPTV 100 90 80 70 60 timeshifted 50 93% live 87% 40 30 20 10 0 Population Households with DVR or IPTV Source: Finnpanel Oy, TAM 2012, Population 10+y. excl. guests in DVR- or IPTV-households, year 2012 Top 10 timeshifted programmes 2012: Starting Rating (000) Timeshift share of Channel Title Date time Live+timeshift consolidated MTV3 Putous Sat 18.2. 19:28 1026 + 219 18 % MTV3 Roba Mon17.2. 21:00 727 + 151 17 % Nelonen Vain elämää Fri 9.11. 20:00 498 + 137 22 % MTV3 Putous-UNICEF Sat 3.3. 19:27 668 + 125 16 % MTV3 Helsingin herra Tue 7.2. 21:03 762 + 125 14 % MTV3 Terra Nova Sat 28.1. 20:59 502 + 124 20 % Nelonen The Voice of Finland Fri 9.3. 19:57 578 + 120 17 % YLE 1 Uutisvuoto Sat 28.1. 21:30 714 + 116 14 % YLE 1 Midsomerin murhat Sat 25.2. 19:40 434 + 112 21 % YLE 2 Pirunpelto Wed 19.12. 21:00 853 + 112 12 % Source: Finnpanel Oy, TAM 2012, 10+y. incl. guests For recurring programs, only the best broadcast is listed. Top-10 programmes 2012: Title Channel Date Rating Rating-% Independencedaygala YLE 1 Thu6.12. 2 189 000 46 Yle TV-News YLE 1 Thu 6.12. 2 185 000 46 London Olympics: Day 15 YLE 2 Sat 11.8. 1 672 000 35 Putous MTV3 Sat25.2. 1 397 000 29 London Olympics: Day 12 YLE 2 Wed 8.8. 1 354 000 28 Presidentialelection2012 YLE 1 Sun 22.1. 1 315 000 28 StrictlyComeDancing MTV3 Sun 21.10. 1 284 000 27 Ice Hockey W. Ch.: Quarterfinal / Ava Thu17.5. 1 248 000 26 USA – FIN Jääkiekon MM-kisat: FIN – CAN Ava Fri 11.5. 1 228 000 26 London Olympics: Day 9 YLE 2 Sun 5.8. 1 143 000 24 Source: Finnpanel Oy, TAM, Population 10+y. Best performance / programme www.finnpanel.fi : 2012 was a good year for TV … • In average, Finns watch approximately three hours of television every day – 21 hours of weekly viewing • Web-TV starts increased 50 % • Wide choice for TV viewers - Finns watch 10 different channels weekly • Popular TV-content attract millions of viewers Variation of viewing by weekdays 2012 250 215 200 194 176 173 171 175 174 150 100 Average viewing time/day 50 0 Monday Tuesday Wednesday Thursday Friday Saturday Sunday Source: Finnpanel Oy, TAM 2012 (10+), incl. timeshift and guest viewing Weekly reach 2012, % by age group 96 96 100 94 93 90 90 90 92 91 90 79 80 70 60 % 50 40 30 20 10 0 4-9 10-14 15-24 25-34 35-44 45-64 65+ 10+ Male Female 10+ 10+ Source: Finnpanel Oy, TAM 2012, incl. timeshift. At leas 1 minute weekly viewing. 20 Channel shares (%), prime time viewing 18-23 45% 2011 40% 2012 35% 30% 25% 20% 15% 10% 5% 0% Source Finnpanel Oy, TAM, 10+ y. incl. timeshift and guest viewing. *incl. AVA in 2011. AVA expanded to terrestrial 1.2. -12.. *FOX started 16.4.-12 (includes SuomiTV viewing during 1.1.-15.4.). Channel shares (%) 2012 30% 4 % Others 8 % 25% 15 % YLE total 20% MTV Oy total 42 % 15% 31 % Nelonen Media total SBS TV 10% 5% 0% Source Finnpanel Oy, TAM, 10+ y. incl. timeshift and guest viewing. *incl. AVA in 2011. AVA expanded to terrestrial 1.2. -12.. *FOX started 16.4.-12 (includes SuomiTV viewing during 1.1.-15.4.). Channel shares (%) by age groups 2012 100 % Others 4% 4% 4% 5% 4% 4% 9% 10% The Discovery Channel 90 % 5% *FOX 1% 3% TV5 80 % 10% 9% 9% Kutonen 4% 70 % 13% 20% 3% Music TV 13% 14% 5% 17% 6% Nelonen pay-tv 60 % 14% 6% 5% 6% JIM 3% 8% 20% 20% 50 % 4% LIV 12% 14% 10% 16% Nelonen 12% 40 % 20% MTV3 Total (MTV pay-tv) 13% *AVA 30 % 20% 19% 13% 18% Sub 20 % 31% 11% 38% MTV3 13% 11% 26% 25% YLE FST5 10 % 8% 15% YLE Teema 9% 4% 6% 7% 0 % YLE TV2 4-9 10-14 15-24 25-34 35-44 45-64 65+ 10+ YLE TV1 Source: TAM, 10+ years incl. timeshift and guest viewing. *AVA expanded to terrestrial 1.2. -12 . *FOX started 16.4.-12 at SuomiTV’s frequency (includes SuomiTV viewing during 1.1.-15.4.). Channel share of commercial viewing 2012 (%) 1 1 2 4 MTV3 Sub 1 6 AVA MTV3 pay-tv 4 38 Nelonen JIM 6 Liv Nelonen pay-tv TV5 Kutonen *FOX 17 Music TV 11 4 3 The Discovery Channel Source: TAM 2012, 10+ years incl.