Television viewing in Finland 2011

(1)

(2)

2 Daily viewing time (hrs;min)

_{Timeshift and guest viwing included since 2008}

2:58

2:56

2:57

2:21

2:30 2:30 2:30

2:41

2:48 2:47 2:51

2:53

2:47 2:49 2:49 2:46

140

160

180

200

0

20

40

60

80

100

120

140

1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

(3)

3 Daily viewing time (hrs;min) by age groups

2010

2011

2:15

2:32

3:35

4:30

2:58

2:52

3:05

4-9 y.

10-14 y 15-24 y 25-34 y 35-44 y 45-64 y

65+ y.

10+

Male

10+y

Female

10+ y.

Weekly reach

2011: 92 90 80 90 95 96 96 92

92 93

Source: Finnpanel Oy, TAM

(4)

4 Average weekly reach (%) 2011

84

79

75

65

52 ₅₁

45 ₄₄

42

50

60

70

80

90

100 (%

)

2 000 000

2 500 000

3 000 000

3 500 000

4 000 000

4 500 000

42

25 ₂₃

13 ₁₂

10

7

0

10

20

30

40 M

TV

3 Y

LE

T

V

2 Y

LE

T

V

1 N

el

on

en

S

ub

JI

M

Y

LE

T

ee

m

a

Y

LE

F

S

T5

LI

V

_TV

5 S

uo

m

i T

V

M

TV

3 pa

y-

tv

*

Th

e

V

oi

ce

M

us

ic

TV

N

el

on

en

p

ay

-tv

Th

e

D

is

co

ve

ry

C

ha

nn

el

0 500 000

1 000 000

1 500 000

2 000 000

Source: Finnpanel Oy, TAM, 10+ -*incl. AVA

(5)

5

84 ₈₃ ₈₂ 77 ₇₅ 70 ₆₈ 65 60 57 ₅₅ 57 62 66 67 67 70 70 70 80

60

80

100

% of TV hslds

Development of ownership of TV sets since

analogue switch-off

57 54 55 ₅₃ 51 ₄₉ 43 29 33 34 40 49 51 52 57 26 27 28 30 35 36 37 40 42 45 45 50 1 1 1 1 2 2 2 1 1 1 1 1 1 1 1 1

0

20

40

60

CRT-TV Flatscreen HD-TV Videoprojector

(6)

6 Development of ownership of HD-TV

60

80

100

% of tv-hslds

HD-TV-sets (Full HD or HD Ready) in 1 100 000 households,

75 000 households subscribe to HD-channels

50 %

0

20

40

60

HD ready HD MPEG4 Subscripes HD-ch.

Source: Finnpanel, Establishment survey

50 %

20 %

(7)

7 94 % of viewing time through traditional TV-sets

Weekly reach on other platforms:

• 19 % watches TV-programmes via PC

• 2 % watches TV-programmes via mobile phones

• 1 % watches TV-programmes via tablets

(8)

8 In your household, is anyone watching web-TV

content produced by the national TV stations?

% hslds

60

80

100

Source: Finnpanel, Establishment survey 4/2011

14

15

0

20

40 Videoclips

Whole programmes

(9)

9 Watching TV-programmes via PC

50

60

70

80

90

100 %

h

s

ld

s

20

22

20

24

23

27

24

27

33 ₃₂

30

32

0

10

20

30

40 feb. 09

may 09

aug 09

nov 09

feb 10

may 10

aug 10

nov 10

feb 11

may 11

aug 11

nov 11

800 000 hslds

*

(10)

10 Uutiset, SM-liiga, Poliisit, Talent Suomi, Matkaoppaat,

Neljän tähden illallinen, Maria!, Kiinteistökuningatar Kaisa,

Kauneusklinikka Tiina Jylhä, Lentokenttä

Salatut elämät, MTV3 uutiset ja uutisextrat

Putous, Idols, Tanssii Tähtien Kanssa, Vedetään

hatusta, Subilla mm. Duudsonit, Big Brother

Most popular web-TV content on national TV 2011

On average 19 million starts/month

Kauneusklinikka Tiina Jylhä, Lentokenttä

Uutiset, Taivaan tulet, Kotikatu, Uusi päivä, Satuhäät, Pirunpelto, Moska,

Silminnäkijä, Erikoisrajajääkärit, Euroviisut, Urheilu (erit. MM-lätkä),

Provinssirock, lastenohjelmat (Muumit, Oktonautit, Hirveä Henri)

hatusta, Subilla mm. Duudsonit, Big Brother

(11)

11 Average viewing time to commercial channels

89

88

84

81 ₇₉

80

100

120 m

in

/d

a

y

(

1

0 +

y

.)

Average weekly reach 2005:

Average weekly reach 2011: MTV3 84 %

0

20

40

60 2005

2006

2007

2008

2009

2010

2011

m

in

/d

a

y

(

1

0 +

y

.)

Average weekly reach 2005: MTV3 90 % Nelonen 76 % Sub 40 % MusicTV 16 % Urheilukanava 14 % The Voice 7 %

The Discovery Channel 2 %

Nelonen 75 % Sub 65 % JIM 52 % Liv 44 % TV5 42% SuomiTV 25 % The Voice 13% MusicTV 12 %

The Discovery Channel 7 % MTV Oy pay-tv 23 % Nelonen pay-tv 10 %

Source: Finnpanel TAM, 10+ y.

(12)

12 Average number of viewed spots

26

22

25

28

26

22

28

25

28

21

29

31

27

25

30

35

40 2008

2010

2011

spots/day

22 22 21

0

5

10

15

20 10+ years

15-24 y.

25-44 y.

45+ y.

DVR hslds

Source: Finnpanel TAM, DVR=Digital Video Recorder

(13)

13 Top-10 programmes 2011

Title/channel

Date

Rating

Rating-%

Independence day gala, TV1

Tue 6.12.2011

2.324.000 (49)

TV-News, TV1

Tue 6.12.2011

2.166.000 (46)

Ice Hockey W Ch: SWE-FIN, TV2

Sun 15.5.2011

2.080.000 (44)

TV-News, TV2

Sun 15.5.2011

1.992.000 (42)

Ice Hockey W Ch: FIN-RUS, TV2

Fri 13.5.2011

1.703.000 (36)

Ice Hockey W Ch: FIN-RUS, TV2

Fri 13.5.2011

1.703.000 (36)

Strictly Come Dancing, MTV3

Sun 4.12.2011

1.399.000 (30)

Parliament election 2011, TV1

Sun 17.4.2011

1.371.000 (29)

Torilla tavataan – MM-kultajuhlat, TV2

Mon 16.5.2011

1.338.000 (28)

Putous, MTV3

Sat 26.2.2011

1.327.000 (28)

Eurovision 2011: Final, TV2

Sat14.5.2011

1.323.000 (28)

Idols, MTV3

Sun 20.2.2011

1.176.000 (25)

Best performance / programme

(14)

14 Top programmes (recurrent programmes) 2011

Title/Channel

Average rating

Rating

Number

of all episodes

(best episode)

of episodes

Strictly come dancing , MTV3

1 182 000

1 399 000

12 Putous, MTV3

1 013 000

1 327000

8 Taivaan tulet, TV2

989 000

1 033 000

6 Idols, MTV3

902 000

1 176 000

22 Farmer Wants a Wife, MTV3

830 000

916 000

13 Salatut Elämät, MTV3

810 000

940 000

180 Pirunpelto, TV2

708 000

947 000

13 Alavilla mailla hallanvaara, TV1

697 000

734 000

3 TV-News 20.30, TV1

693 000

2 166 000

365 Enon opetukset, TV1

647 000

744 000

2

(15)

15 Top-5 programmes 2011 by age groups (rating-%)

10-14 y

1. Putous 26.2

38 %

2. TV-News 15.5

36 %

3. Ice Hockey W.Ch. 15.5

35 %

4. Salatut elämät 12.10

26 %

5. Idols 6.2

26 %

25-44 y

45-64 y

15-24 y

1. Ice Hockey W.Ch FIN-RUS 13.5 36 %

2. Ice Hockey W.Ch SWE-FIN 15.5 36 %

3. TV-News 15.5

34 %

4. Independece day gala. 6.12

24 %

5. Putous 26.2

22 %

25-44 y

1. Ice Hockey W.Ch SWE-FIN 15.5

55 %

2. TV-News 15.5

48 %

3. Ice Hockey W.Ch FIN-RUS 13.5

46 %

4. Independence day gala. 6.12

44 %

5. TV-News 6.12

39 %

45-64 y

1. Independence day gala 6.12 55 %

2. Tv-News, 6.12.

52 %

3. Ice Hockey W.Ch SWE-FIN 15.5

47 %

4. TV-News 15.5.

45 %

5. Strictly come dancing

37 %

65 + y

1. Independence day gala 6.12

74 %

2. TV-News 6.12

72 %

3. Linnan jatkot 6.12

50 %

4. Strictly come dancing 27.4.

52 %

5. Parliament election 2011 17.4

47 %

46 %

(16)

16

22

23

17 2010

Channel shares (%) 2011, total viewing

Year 2011

YLE total: 44 %

MTV Media total. (excl. Canal+): 30 %

Nelonen Media total.: 15 %

2 0,4

0,5

_0,5

6

3

2

9

3

2

6 YL

E

TV

1 YL

E

TV

2 YL

E

Te

em

a

YL

E

FS

T5

_M

TV

3 Su

b

M

TV

3 pa

y-

tv

N

el

on

en

JI

M

_Li

v

N

el

on

en

p

ay

-tv

TV

5 Th

e

Vo

ic

e

M

us

ic

TV

D

is

co

ve

ry

Su

om

iT

V

O

th

er

s

2010

2011

Source: Finnpanel Oy, TAM, (population10+ y.) * incl. AVA

(17)

17

22

16

24

10 2010

2011

Channel shares (%), prime time viewing 18-23

Year 2011

YLE total: 43 %

MTV Media total (excl. Canal+): 33 %

Nelonen Media total: 16 %

3

2

7

2

10

3 ₂

0,4

3 0,2

0,7

0,4

0,3

4

Source: Finnpanel Oy, TAM, (popultion 10+ y.) * incl. AVA

(18)

18 Channel shares (%) 2011

23 22 17 9

45 %

10 %

30 %

Others

YLE total

MTV Oy total

Nelonen Media total

6

3 3 3

2 2 2,0

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

15 %

(19)

19 Channel shares by age groups 2011

21

18

22

14

10

14

16

15

13

9

4

9

11

9

6

8

13

4

3

5

6 60 %

80 %

100 %

Others

Discovery Ch.

SuomiTV

MusicTV

The Voice TV

TV5

Nelonen pay-tv

Liv

JIM

5

7

6

9

16

25

35

23

33

15

10

12

14

18

21

17

23

20

23

22

14 0 %

20 %

40 %

4-9 v

10-14 v

15-24v

25-34v

35-44v

45-64v

65+v

10+v

JIM

Nelonen

MTV3 pay-tv

Sub

MTV3

FST5

YLE Teema

YLE TV2

YLE TV1

Min/day

1:18 1:19 1:27 2:15 2:32 3:35 4:30

2:58

(20)

20 Channel share of commercial viewing 2011

44%

6%

5%

1%

5%

1%

1%1%

MTV3

Sub

MTV3 pay-tv *

Nelonen

JIM

Liv

12%

5%

18%

Liv

Nelonen pay-tv

TV5

VoiceTV

SuomiTV

MusicTV

Discovery

Source: TAM 2011, 10+ years

Commercial channels = selling air time in Finland * incl. AVA

(21)

21 % of TV-hslds

November 2011: 700 000 hslds

Pay-TV in every third TV-household

26 27 27

28

27

28 27 27

28

27

29

27 ₂₆

28 29 29

32

25

30

35

40

5 ₄

₄

5

6

7

9 12 12

10

11 16 17

21

0

5

10

15

20

(22)

22 Pay-TV viewing share by age group 2011

10 %

7 %

4 %

5 %

10 %

7 %

160

200

240

280

320 Pay-tv channels

Min/day

23 %

13 %

9 %

10 %

0

40

80

120

160 10+

Male

10+y

Female

10+y

4-9 y.

10-14 y 15-24 y 25-44 y 45-64 y

65+ y.

Source: TAM 2011

Pay-TV channels: MTV3 pay-tv (MAX, Leffa, Fakta, Juniori, Scifi, Sarja, Komedia) , Nelonen pay-tv (Kino, Perhe, Maailma, Nelonen Pro 1, Nelonen Pro 2), Urhotv, Canal+ movie channels, Canal+ sport channels, TV1000 movie channels, TV1000 others, Eurosport, Disney Channel, Discovery Channel, SVT World, SVT1, SVT2, TV4 Sweden , BBC Entertainment, BBC Lifestyle, Animal Planet, Digiviihde

(23)

23 Most viewing is still "live”, even in DVR-hslds

5 %

8 %

Live

VOSDAL*

Timeshift 1-7 days

Source: Finnpanel Oy, TAM, 10+y. excl. guests in DVR-hslds, 2011

* VOSDAL = Viewed on

same day as live

(24)

24

18

19

26 Popular culture

Movies

Children prog.

Domestic fiction

Foreign fiction

DVR-hslds, population 4+ years

Share of timeshifted viewing - by genre

2

3

5

12

15

17

18

0

5

10

15

20

25

30 News

Current affairs

Sport

Factual/lifestyle

Entertainment/reality

Educational

Popular culture

(25)

25 Timeshifted viewing by months 2011

6 %

7 %

6 %

7 %

6 %

_{6 %}

6 %

7 %

125

150

175

200

225 (m

in

/d

a

y

Live

Timeshifted

Source: Finnpanel Oy, TAM, Population 10+ years

0

25

50

75

100

125 J

a

n

.

F

e

b

.

M

a

rc

h

A

p

ri

l

M

a

y

J

u

n

e

J

u

ly

A

u

g

.

S

e

p

t.

O

c

t.

N

o

v

.

D

e

c

.

(m

in

/d

a

y

(26)

26 Share of timeshifted viewing by weekday

7 %

6 %

7 %

6 %

100

125

150

175

200

225 (m

in

/d

a

y

)

Live

Timeshifted

Source: Finnpanel Oy, TAM (population10+ years)

0

25

50

75

100 M

o

n

d

a

y

T

u

e

s

d

a

y

W

e

d

n

e

s

d

a

y

T

h

u

rs

d

a

y

F

ri

d

a

y

S

a

tu

rd

a

y

S

u

n

d

a

y

(m

in

/d

a

y

)

(27)

27 Share of timeshifted viewing - by agegroup 2011

10 %

6 %

11 %

6 %

4 %

125

150

175

200

225

250

275 (m

in

/d

a

y

)

Timeshifted

Live

Source: Finnpanel Oy, TAM 2011

9 %

_{7 %}

10 %

0

25

50

75

100

125

1

0 +

y

4 -9

y

.

1

0 -1

4 y

.

1

5 -2

4 y

.

2

5 -3

4 y

3

5 -4

4 y

4

5 -6

4 y

6

5 +

y

(m

in

/d

a

y

)

(28)

28 Share of timeshifted viewing - by channel

4 %

5 %

7 %

25

30

35

40

45

50 (m

in

/d

a

y

)

Timeshifted

Live

Source: Finnpanel Oy, TAM, 10+ years 2011

1 %

5 %

6 %

7 %

9 %

7 %

2 %

11 %

12 %

0

5

10

15

20

25 T

V

1 T

V

2 M

T

V

3 N

e

lo

n

e

n

S

u

b

M

u

s

ic

T

V

J

IM

Y

L

E

T

e

m

a

Y

L

E

F

S

T

5 T

V

ii

s

i

T

h

e

D

is

c

o

v

e

ry

C

h

a

n

e

l

L

iv

T

h

e

V

o

ic

e

(m

in

/d

a

y

)

(29)

29 Top 20 timeshifted programmes 2011:

Channel

Title

Date

Starting

time

Rating (000)

Live+timeshifted

Timeshifted share of

consolidated

MTV3

Putous

Sat 26.2.

19:30

1150 + 177

13 %

MTV3

Idols

Thu 24.2

20:00

825 + 132

14 %

TV2

Taivaan tulet

Wed19.1

21:00

893 + 120

12 %

MTV3

Helppo elämä

Sun 15.5

21:02

187 + 119

39 %

Nelonen

The Voice of Finland

Fri 30.12

20:01

703 + 116

14 %

Source: Finnpanel Oy, TAM 2011, Population 10+y.

Nelonen

The Voice of Finland

Fri 30.12

20:01

703 + 116

14 %

TV1

Hercule Poirot

Sun 4.9.

18:55

527 + 114

18 %

MTV3

Salatut elämät

Wed 14.9 19:30

740 + 111

13 %

TV2

Pirunpelto

Wed 27.4 21:11

787 + 108

12 %

MTV3

Mentalist

Thu 20.1

21:01

392 + 106

21 %

MTV3

Farmer Wants a Wife

Thu

(30)

30 Social television – 35 % of TV-viewing is co-viewing

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

Source: Finnpanel TAM, on average day 2011 (4+ population)

Total viewing

(31)

31 2 075 000

3 888 900

2 500 000

3 000 000

3 500 000

4 000 000

4 500 000

Rating 10+y.

Reach 10+ y. (at least 5 min. cont.)

IIHF Ice Hockey World Championship 2011 –

Finland’s matches reached 82 % of the Finns

761 000

869 000

957 000

_{711 000}

994 000

_{891 000}

_{955 000}

1 600 000

2 075 000

0 500 000

1 000 000

1 500 000

2 000 000

2 500 000

FIN-DEN

FIN-Latvia

FIN-Czech

FIN-GER FIN-Slovakia FIN-RUS

FIN-Norway

FIN-RUS

FIN-SWE

(32)

32

• Television viewing almost 3 hours a day – more than 20 hours of

weekly viewing

• Most viewed content attracts more than a third of the population

• Web-TV and DVR-timeshift complement traditional viewing

Summary

(33)