Radio listening in Finland 2010

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1 1 Radio listening in Finland 2010 The Finns have 15 Million radios in use (6 per household). 3,7 million Finns (9+) listen to radio on a daily basis (78 %). Daily listening time is 3 hours and 10 minutes. Radio listeners can choose ca 20 FM radios per region and thousands of alternative web-based radios

2 2 Daily and weekly reach during total population (9+) % Listed channels in diary: (on average) weekly daily Reach = listened at least a quarter-hour

3 3 Weekly reach during Total population (9+) % Radio Suomi Radio Nova Radiomafia Kiss Fm Yle ruotsinkieliset YLE Radio Suomi Radio Nova SBS-iskelmäradiot YLE Radio SuomiPOP NRJ Radio Rock YleX The Voice Radio Aalto Yle ruotsinkieliset Groove FM YLE Puhe weekly reach Reach = listened at least a quarter-hour during the week

4 4 On a daily basis radio reach four out of five Finns Total population, Private radio 50 weekly reach daily reach 63 Public radio %

5 5 National Radio Listening Survey (KRT) The universe consist of 9 year old Finnish and Swedish speaking population 20 regional listening diaries listed channels and other listening Survey of 7 days = one week diary Fieldwork once a month (one sample week per month) Monthy sample size ca 1500 National summary figures for 2010 based on a sample of Subscribers: Yleisradio Oy, RadioMedia and MTL The subscriber pool represent almost all Finnish radio stations and media agencies

6 Most listening is to FM-radios Total population, 9+ 6 Weekly reach % Mobile phone listening surveyed in May-June, Web-listening in November radio listening in total listening via mobile phones listening via web Mobile phone with radio: 36 % 46 % 55 % 57 %

7 7 Average daily listening time Total population (9+) (h:min) 4:00 3:26 3:50 3:45 3:43 3:39 3:25 3:27 3:19 3:10 3:21 3:28 3:37 3:26 3:22 3:17 3:14 3:16 3:15 3:11 3:10 3:00 2:00 1:00 0: Listed channels in diary: (on average)

8 8 Average daily listening time Total population (9+) (h:min) 4:00 3:26 3:50 3:45 3:43 3:39 3:25 3:27 3:19 3:10 3:21 3:28 3:37 3:26 3:22 3:17 3:14 3:16 3:15 3:11 3:10 3: : Launch of Radio Rock, Radio Aalto 2003: Yle Radio Suomi, YLE Radio 1, YleX 2: : New private radios (Iskelmä, Sävelradio, Groove, SuomiPop), broadcast area for NRJ:n increases 1: : Launch of nationwide private radio (Radio Nova) : Launch of private seminational radios (Classic, KissFM) 1990: Radio Suomi, Radiomafia, YLE:n Ykkönen 0:

9 (h:min) 9 5:00 4:00 Average daily listening time per age group y y h:min :22 4:12 3:00 2:00 1: y y y y 9-14 y 3:28 2:55 2:33 2:02 0:58 0:

10 10 Listening to audio by age group 2010 Min/day y 15-24y 25-34y 35-44y 45-54y 55-64y 65+ years recordings radio

11 11 Average daily listening by month 2010 Total population (9+) (h:min) 4:00 3:07 3:03 3:13 3:09 3:07 3:20 3:17 3:12 3:08 3:03 3:23 2:59 3:00 2:00 1:00 0:00 January February March April May June July August September October November December

12 % Weekly reach (%) of radios Total population 9+ (2008 sample based on Finnish-speaking population only) Reach = listened at least a quarter-hour during the week YLE Radio 1 YleX YLE Radio Suomi YLE Puhe YLE ruots. Groove FM NRJ Radio Aalto Radio Nova Radio Rock SBS-Iskelmä SuomiPOP The Voice Others

13 % Weekly reach (%) of radios Total population 9+ (2008 sample based on Finnish-speaking population only) Reach = listened at least a quarter-hour during the week? YLE Radio 1 YleX YLE Radio Suomi YLE Puhe YLE ruots. Groove FM NRJ Radio Aalto Radio Nova Radio Rock SBS-Iskelmä SuomiPOP The Voice Others

14 14 What s included in others? Local radios Radios that were not aired continously Other radios (= not FM)

15 15 What s included in others? Local radios (weekly reach-% in transmission area): Radio Pori 32,7 % Radio Ramona 25,9 % Radio Pooki 22 % Radio Jyväskylä 18,1 % Radio Mega 18 % Radio ,7 % Radio Auran Aallot 12 % Radio SUN 11,3 % Radio Voima 10,2 % Radio Melodia 9,3 % Radio Sata 9 % Radio Helsinki 6,6 % Metro FM 6,5 %, regional reports 2010 (based on transmission areas)

16 Weekly reach (000) of radios Total population 9+ (2008 sample based on Finnish-speaking population only) (000) Reach = listened at least a quarter-hour during the week YLE Radio 1 YleX YLE Radio Suomi YLE Puhe YLE ruots. Groove FM NRJ Radio Aalto Radio Nova Radio Rock SBS-Iskelmä SuomiPOP The Voice Others

17 Weekly reach by age group (000) Total y y y y y y 65+ y n=18067 n=1702 n=2391 n=2501 n=2805 n=2648 n=2695 n=3325 Total radio Total Yle radios Total private radios YLE Radio YleX YLE Radio Suomi YLE Puhe Yle ruotsinkieliset Groove FM NRJ Radio Aalto Radio Nova Radio Rock SBS-iskelmäradiot SuomiPOP The Voice Others

18 18 Channel shares 2010 Total population, 9+ (% of total listening minutes during an average day) The Voice 3 % SuomiPOP 5 % Others 10 % YLE Radio 1 7 % YleX 4 % SBS-iskelmäradiot 7 % Radio Rock 5 % YLE Radio Suomi 37 % Radio Nova 11 % Radio Aalto 1 % NRJ 4 % Groove FM 1 % YLE ruots. 3 % YLE Puhe 2 %

19 19 Channel shares during Total population 9+, 2008 sample based on Finnish-speaking population only (% of total listening minutes during an average day) YLE Radio 1 YleX YLE Radio Suomi YLE Puhe YLE ruots. Groove FM NRJ Radio Aalto Radio Nova Radio Rock SBSiskelmäradiot SuomiPOP The Voice Others

20 Channel share by age group 2010 (% of total listening minutes during an average day) 20 % Total y y y y y y 65+ y n=18067 n=1702 n=2391 n=2501 n=2805 n=2648 n=2695 n=3325 Total radio Total Yle radios Total private radios YLE Radio YleX YLE Radio Suomi YLE Puhe Yle ruotsinkieliset Groove FM NRJ Radio Aalto Radio Nova Radio Rock SBS-iskelmäradiot SuomiPOP The Voice Others

21 21 Radio receivers owned by the Finns Total population 9+, n=1376, N= 4,8 million Car radio Classic radio receiver PC/internet Stereo equipment TV/set-top box Mobile phone with radio clock radio mp3-player wih radio ipod with radio Digital radio Other portable radio Other radio No radio %

22 22 Radio receivers in Finnish households Total Population 9+, n=1376, N= 2,5 million households No radio/na 3 On average 6 pieces/household More than 10 pieces Obs: Weighted on households %

23 23 Location of radio receivers in Finnish households Total population 9+, n=1376, N= 2,5 million households Living room 81 In the car 72 Sleeping room 58 Kitchen 51 Portable receiver 33 Working room 28 Summer house Other room Childrens room 16 No radio Obs: Weighted on households %

24 Listening share by listening place 2010 Total population, % at home at work in car other place na

25 25 Listening by quarter-hours on weekdays 2010 Total population, 9+ (000) :30 6:30 7:30 8:30 9:30 10:30 11:30 12:30 13:30 14:30 15:30 16:30 17:30 18:30 19:30 20:30 21:30 22:30 23:30 0:30 1:30 2:30 3:30 4:30 Radio prime time during more 9,5 hours on weekdays At least one million listeners between 7:00 16:30.

26 26 (000) 500 Listening by quarter-hours on weekdays in different age groups :30 6:30 7:30 8:30 9:30 10:30 11:30 12:30 13:30 14:30 15:30 16:30 17:30 18:30 19:30 20:30 21:30 22:30 23:30 0:30 1:30 2:30 3:30 4:30

27 27 (000) 500 Listening to audio on weekdays 2010: years Recordigs Radio :30 6:30 7:30 8:30 9:30 10:30 11:30 12:30 13:30 14:30 15:30 16:30 17:30 18:30 19:30 20:30 21:30 22:30 23:30 0:30 1:30 2:30 3:30 4:30

28 28 (000) Listening to audion on weekdays 2010: Total population Recordings Radio :30 6:30 7:30 8:30 9:30 10:30 11:30 12:30 13:30 14:30 15:30 16:30 17:30 18:30 19:30 20:30 21:30 22:30 23:30 0:30 1:30 2:30 3:30 4:30

29 29 Average amount of channels listened to in ,5 channels during an average day 2,8 channels during the week Depending on place of living, the Finns can listen to different FM radios. W 9-24 W W 45+ M 9-24 M ,5 1,5 1,5 1,5 1, ,6 2,8 3 During the week Average day M 45+ 1,5 2,6 kpl

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