Tennispalatsi, Lena Sandell ja Anna-Leena Lamberg

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1 Television viewing in Finland 2009 Tennispalatsi, Lena Sandell ja Anna-Leena Lamberg

2 Comparison between 2002 and 2009 Source: Finnpanel Establisment survey and TAM Free TV Channels 4 => 12 Average viewing time/day 2:51 => 2:56 TOP4-channel share 95 % => 73 %* Pay-TV penetration 4 % => 28 % DVR penetration 0 % => 43 % Non TV-households 5 % => 9 % * MTV Media-, Nelonen Media- and YLE channels share = 91 % in 2009

3 Facts about Television in Finland Source: Finnpanel Establishment Survey TV receivers in total 4,2 Million -> 3,9 Million -> 4,1 Million at home 3,6 Million -> 3,4 Million -> 3,5 Million 2009: The newest TV-set was bought 50 % of total hh:s less than 1 year ago 1-2 years 3-5 years more than 5 years ago don't know/no TV

4 4 Establisment Survey: Type of TV-set % TV-hslds May 08 Nov CRT-TV Flat screen-tv HD-TV Video projector Other Source: Finnpanel, Establishment survey

5 5 Establishment Survey: Penetration of HD-TV % TV-households HD TV-sets (Full HD or HD Ready) in hslds household subscribe to HD-channels HD ready HD MPEG4 Subscribes HD Channels 20 0 Feb 08 May 08 Aug 08 N ov 08 Feb 09 May 09 Aug 09 N ov 09 Source: Finnpanel, Establishment survey

6 6 Establishment Survey Internet connection 49 % -> 68 % TV card or receiver in PC 6 % -> 9 % IP-TV 0,5 % % Hslds 100 Households using PC as a receiver Views national-tv videoclips Views other TV video clips Views international videoclips /programmes Views national-tv programmes Downloads programmes Source: Finnpanel, Establishment Survey

7 7 Average viewing time / day Total population, 10+ y :57 2:56 2:48 2:47 2:41 2:51 2:53 2:47 2:49 2:49 2:46 2:21 2:30 2:30 2: Source: Finnpanel Oy, TAM

8 Television viewing by age groups on an average day y y y y y y 65+ y male 10+ female Weekly reach,% 2009: Source: Finnpanel Oy, TAM

9 Quarter hour viewing by age groups % Rating 50 % 45 % 40 % 35 % 30 % 25 % 20 % 15 % 10 % 5 % 0 % 4-9 y y. 02:00:00-02:14:59 03:00:00-03:14:59 04:00:00-04:14:59 05:00:00-05:14:59 06:00:00-06:14:59 07:00:00-07:14:59 08:00:00-08:14:59 09:00:00-09:14:59 10:00:00-10:14:59 11:00:00-11:14:59 12:00:00-12:14:59 13:00:00-13:14:59 14:00:00-14:14:59 15:00:00-15:14:59 16:00:00-16:14:59 17:00:00-17:14:59 18:00:00-18:14:59 19:00:00-19:14:59 20:00:00-20:14:59 21:00:00-21:14:59 22:00:00-22:14:59 23:00:00-23:14:59 24:00:00-24:14:59 25:00:00-25:14:59 Source: Finnpanel Oy, TAM

10 10 Quarter hour viewing by age groups 2009 Rating-% 50 % 45 % 40 % 35 % 30 % 25 % 20 % 15 % 10 % 5 % 0 % y y. 02:00:00-02:14:59 03:00:00-03:14:59 04:00:00-04:14:59 05:00:00-05:14:59 06:00:00-06:14:59 07:00:00-07:14:59 08:00:00-08:14:59 09:00:00-09:14:59 10:00:00-10:14:59 11:00:00-11:14:59 12:00:00-12:14:59 13:00:00-13:14:59 14:00:00-14:14:59 15:00:00-15:14:59 16:00:00-16:14:59 17:00:00-17:14:59 18:00:00-18:14:59 19:00:00-19:14:59 20:00:00-20:14:59 21:00:00-21:14:59 22:00:00-22:14:59 23:00:00-23:14:59 24:00:00-24:14:59 25:00:00-25:14:59 Source: Finnpanel Oy, TAM

11 11 Quarter hour viewing by age groups 2009 Rating-% 70 % 60 % 50 % 40 % 30 % 20 % 10 % 0 % y 65+ y 02:00:00-02:14:59 02:45:00-02:59:59 03:30:00-03:44:59 04:15:00-04:29:59 05:00:00-05:14:59 05:45:00-05:59:59 06:30:00-06:44:59 07:15:00-07:29:59 08:00:00-08:14:59 08:45:00-08:59:59 09:30:00-09:44:59 10:15:00-10:29:59 11:00:00-11:14:59 11:45:00-11:59:59 12:30:00-12:44:59 13:15:00-13:29:59 14:00:00-14:14:59 14:45:00-14:59:59 15:30:00-15:44:59 16:15:00-16:29:59 17:00:00-17:14:59 17:45:00-17:59:59 18:30:00-18:44:59 19:15:00-19:29:59 20:00:00-20:14:59 20:45:00-20:59:59 21:30:00-21:44:59 22:15:00-22:29:59 23:00:00-23:14:59 23:45:00-23:59:59 24:30:00-24:44:59 25:15:00-25:29:59 Source: Finnpanel Oy, TAM

12 12 Television viewing 2009 weekends and weekdays Rating Between o clock rating over 1.9 million Sat-Sun : Rating 1,9 mil Weekends Weekdays Weekday mornings rating :00:00-02:14:59 03:00:00-03:14:59 04:00:00-04:14:59 05:00:00-05:14:59 06:00:00-06:14:59 07:00:00-07:14:59 08:00:00-08:14:59 09:00:00-09:14:59 10:00:00-10:14:59 11:00:00-11:14:59 12:00:00-12:14:59 13:00:00-13:14:59 14:00:00-14:14:59 15:00:00-15:14:59 16:00:00-16:14:59 17:00:00-17:14:59 18:00:00-18:14:59 19:00:00-19:14:59 20:00:00-20:14:59 21:00:00-21:14:59 22:00:00-22:14:59 23:00:00-23:14:59 24:00:00-24:14:59 25:00:00-25:14:59 0 Source: Finnpanel Oy, TAM

13 13 The most viewed day / the least viewed day 2009 Rating :00:00-02:14:59 03:00:00-03:14:59 04:00:00-04:14:59 05:00:00-05:14:59 06:00:00-06:14:59 07:00:00-07:14:59 08:00:00-08:14:59 09:00:00-09:14:59 10:00:00-10:14:59 11:00:00-11:14:59 12:00:00-12:14:59 13:00:00-13:14:59 14:00:00-14:14:59 15:00:00-15:14:59 16:00:00-16:14:59 17:00:00-17:14:59 18:00:00-18:14:59 19:00:00-19:14:59 20:00:00-20:14:59 21:00:00-21:14:59 22:00:00-22:14:59 23:00:00-23:14:59 24:00:00-24:14:59 25:00:00-25:14:59 0 Source: Finnpanel Oy, TAM

14 TOP-10 programmes 2009 Title/Channel Date Rating Rating-% 14 Independence day gala, TV1 Sat (47) TV-News, TV1 Sat (43) TV-News, TV2 Wed (30) Ice Hockey W.Ch.: Can-FIN, TV2 Mon (30) Amazing Race, MTV3 Sun (29) Ice Hockey W.Ch.: FIN-USA, TV2 Wed (29) Strictly Come Dancing, MTV3 Sun (29) Eurovision 2009: Final, TV2 Sat (26) IAAF World Ch., TV2 Sun (26) Talent Finland, Nelonen Sun (23) Population: 10+ y. Source: Finnpanel Oy, TAM

15 Top-5 programmes by age groups years Rating 1. Talent Finland 39 % 2. Eurovision 2009 final 33 % 3. Amazing Race 32 % 4. Salatut elämät 29 % 5. Wipeout 27 % years Rating 1. TV-News 27 % 2. Ice Hockey W.Ch.Can-FIN 25 % 3. Ice Hoceky W.Ch. FIN-USA 24 % 4. Eurovision 2009 final 24 % 5. Independence Day Gala 24 % years Rating Independence Day Gala 42 % TV-News 37 % Amazing Race 35 % Ice Hockey W.Ch. FIN-USA 34 % Ice Hockey W.Ch. CAN-FIN 32 % years Rating 1. Independence Day Gala 54 % 2. Tv-News 51 % 3. Ice Hockey W.Ch. CAN-FIN 39 % 4. Strictly Come Dancing 34 % 5. IAAF W.Chapionships Berlin 33 % 65 + years Rating 1. Independence Day Gala 70 % 2. Tv-news 64 % 3. Strictly Come Dancing 50 % 4. Inauguration of Barack Obama 45 % 5. W.Ch.:Cross Country Skiing 44 % Source: Finnpanel, TAM

16 Top Title Date Rating Rating-% 1. Independence Day Gala Sat (47) 2. TV-News Sat (43) 3. Linnan jatkot Sat (22) 4. Inauguration of Barack Obama Tue (20) 5. Suomen Turku julistaa Joulurauhan Wed (20) 6. Sport News Thu (19) 7. Eurovaalit 2009 Sun (18) 8. Kotikatu Fri (17) 9. Kotikatsomo: Joulukuusivarkaat Mon (16) 10. Kotikatsomo: Musta jää Mon (16) Source: Finnpanel Oy, TAM

17 Top Title Date Rating Rating-% TV-News Wed (30) 2. Ice Hockey W. Ch.2009: CAN-FIN Mon (30) 3. Ice Hockey W. Ch.2009: FIN-USA Wed (29) 4. Eurovision 2009: Final Sat (28) 5. IIAF 2009 W. Championships,Berlin Sun (26) 6. Ice Hockey W. Ch. 2009: FIN-SK Fri (23) 7. Ice Hockey W.Ch. 2009: FIN-CZ Wed (22) 8. Ice Hockey W. Ch. 2009: FIN-BY Sat (22) 9. Pirunpelto ke (20) 10. Ice-Hockey W.Ch.2009: FIN-DEN Mon (20) Source: Finnpanel Oy, TAM

18 Top Title Date Rating- Rating-% 1. Amazing Race Sun (29) 2. Strictly Come Dancing Sun (29) 3. Salatut elämät Mon (23) 4. Miss Finland 2009 Sun (20) 5. Helppo elämä Mon (19) 6. The Apprentice Mon (19) 7. Seven O clock News Tue (18) 8. Farmer wants a wife Sun (18) 9. Ten O clock News Sun (17) 10. Linnan Juhlat 2009 Mon (17) Source: Finnpanel Oy, TAM

19 Top Title Date Rating Rating-% 1. Talent Finland Sun (23) 2. Ice Hockey SM-league: 4. final Tue (14) 3. Kuorosota Sun (13) 4. Movie: Ganes Sun (11) 5. Jussi Gaala 2009 Sun (11) 6. Wipeout Sun (11) 7. Nelonen News Tue (10) 8. Movie: Mr. & Mrs. Smith Sun (10) 9. Ice Hockey SM-league 1. final Wed (10) 10. Funniest Home Videos Fri (10) Source: Finnpanel Oy, TAM

20 Top Title Date Rating Rating-% 1. Big Brother final Sun (17) 2. Big Brother Wed (14) 3. Big Brother 2009 starts Wed (14) 4. Big Brother Talk Show Sun (13) 5. Big Brother: Wedding Ceremony Sun (8) 6. Movie: Liar, Liar Mon (8) 7. Movie: Police Academy 3 Wed (7) 8. Movie: Ocean s Eleven Mon (7) 9. Movie: United 93 Tue (7) 10. Movie: Poseidon Mon (7) Source: Finnpanel Oy, TAM Vain paras esityskerta huomioitu (koko väestö, 10+)

21 21 YLE Teema ja YLE FST5 Top Lähde: Finnpanel, TV-mittaritutkimus Rating 1. Movie: Gone with the wind Movie: Onnellinen mies Movie: Some like it hot Suomen historian myytit: Talvisota Movie: Maa on syntinen laulu Kainuu Marilynin viimeiset sessiot Siunattu hulluus Part Document: Wehrmacht Movie: Sotaerakko Rating 1. Nordic Ski W.Ch.: Compined Nordic Ski W.Ch.: Ski Jumping IAAF World Ch. Berlin Nordic Ski W.Ch.: Nordic compined Atheletics Games GP-final Strömsö TV-News Inkerinmaa Movie: Kasvoton kuolema UEFA Women s E. Championships Source: Finnpanel/ TAM

22 Urheilukanava, JIM, Liv Top Rating Rating 1. Ice Hockey SM-league Volley Ball World League Jälkipeli LIVE liigakarsinta Jälkipeli LIVE Mestis MotoGP Malesia Mestis: VaasanSport-Jokip Ice Hockey: Jokerit-Florida Path Ice Hockey SM-league: JYP-HIFK HHL: Chicago B.-Florida P Ice Hockey SM-league: HIFK-Ilves JIM D: Tsunami Poliisit Speeders JIM D Grime: Josef Fritzl Kill Arman Amerikan tunarit JIM D Crime: Lähes täydellinen rikos JIM D Crime: Lapsimissi JonBenetin m JIM D: Marihuanan tarina Most Shocking Rating 1. Kumman kaa It s me or the dog Sex and the city Sisustustiimi Nuorennusleikkaus Pienten perhe Dawn Porterin seikkailut LIV D: Lapsisuorittajat Lemmikkieläinten ABC Nätti nakuna Source: Finnpanel, TAM

23 23 TV Viisi, Discovery Top Rating Rating 1. Mythbusters Wheeler Dealers How Do They Do It? How It s Made American Chopper Football W.Cup Q. 2010: FIN-RUS Half time studio: FIN-RUS Football W.CupQ. 2010: Liecht.-FIN Under 21 E.Football: ENG-FIN Football W.Cup Q.2010 : GER-FIN Source: Finnpanel, TAM

24 24 MusicTV:n, The VoiceTV:n Top Rating Rating 1. The City X effect The Hills Jackass MADE Killer Karaoke Deja Voice Latauslista Voice Heräämö Purple The Voice Special Source: Finnpanel, TAM

25 Weekly reach (%) (%) Eurosport The Discovery Channel MusicTV LIV MTV3 MAX Urheilukanava MTV3 YLE TV 1 YLE TV 2 Nelonen Sub YLE Teema JIM YLE FST5 The Voice/TV Viisi Source: Finnpanel Oy, TAM, 10+ y.

26 Channel shares (%) ,0 0,7 0,7 0,7 0,7 0,6 0,6 0,4 0,4 0,3 0,2 0,2 0,2 0,2 0,1 0,2 0,2 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,0 YLE TV 1 YLE TV 2 Nelonen Sub JIM YLE Teema YLE FST5 The Voice/TV Viisi Urheilukanava MTV3 MAX LIV MusicTV Eurosport The Discovery Channel Canal+ Movie channels MTV3 Fakta Sub Leffa TV1000 Movie channels Disney channels Sub Juniori Canal+ Sport1 TV4 Sweden SVT1 Sweden SVT World KinoTV Harju&Pöntinen SVT2 Swe Toon Disney MTV3 Sarja URHEILU+KANAVA MTV3 Ava MTV3 Scifi TV1000 Other channels Animal Planet Digiviihde Source: TAM, population 10 y. MTV3

27 Channel shares (24 hours) % ,2 0, YLE total: 44 % MTV Media total: 32 % Nelonen Media total: 15 % MusicTV Discovery* Others YLE TV1 YLE TV2 YLE Teema YLE FST5 MTV3 Sub MTV3 pay-tv channels Nelonen JIM Urheilukanava Nelonen pay-tv channels The Voice/TV Viisi Source: Finnpanel Oy, TAM, population 10+ y.

28 Channel shares (%) 2009 prime time YLE total: 43 % MTV Media total: 34 % Nelonen Media total: 16 % ,2 1 0,4 5 YLE TV1 YLE TV2 YLE Teema YLE FST5 MTV3 Sub MTV3 pay-tv channels Nelonen JIM Urheilukanava Nelonen paytv channels The Voice/TV Viisi 24 hours:: , MusicTV Discovery Others Source: Finnpanel Oy, TAM, 10+ y. )

29 Channel shares by age groups % % 60 % 40 % 20 % 0 % y y y y y y 65+ y 10+ y Others Discovery Ch. MusicTV The Voice TV Nelonen pay-tv channels Urheilukanava JIM Nelonen MTV3 pay-tv channels Sub MTV3 FST5 YLE Teema YLE TV2 YLE TV1 Min/day 1:14 1:29 1:33 2:20 2:32 3:29 4:22 2:56 Source: Finnpanel Oy, TAM 10 + y.

30 30 The number of channels viewed / av. day Channels/day October 2001 October 2005 October y. 4-9 y y y y y. 65+ y. Source: Finnpanel Oy, TAM

31 Penetration of Pay-TV and DVR Pay-TV channels DVR 43 % 28 % May 08 Nov 08 May 09 Nov 09 Nov 07 % of TV hslds May 03 Nov 03 May 04 Nov 04 May 05 Nov 05 May 06 Nov 06 May 07 Source:: Finnpanel, Establishment Survey

32 32 Pay-TV Pay-TV: Top-5 Pay-TV channels 2009 share of Pay-TV viewing 7 % more common in hslds with kids 2/3 of the viewing minutes from males 1. MTV3 Max 2. Eurosport 3. The Discovery Channel 4. Canal+ Movie Channels 5. MTV3 Fakta Source: TAM 2009, population 4+ y. Pay-TV Channels: MTV3 pay-tv (Max, Leffa, Fakta, Sub Juniori, Ava, Scifi, Sarja), Nelonen pay-tv (Kino, Urheilu+kanava), Urhotv, Canal+ Movie, Canal+ Sport, TV1000 movie,tv1000 muu, Eurosport, Disney Channel, Discovery Channel, SVT World, SVT1, SVT2, TV4 Ruotsi, BBC Prime, BBC Food, Animal Planet, Toon Disney, Jetix, Digiviihde

33 33 Digital Video Recorder (DVR): 43 % of TV hslds All households: timeshifted viewing share 5 % in age group 10+ y. timeshifted viewing share 11 % in age group y. More common among females Households (10+ y.), with DVR: timeshifted viewing share 13 % timeshifted viewing share in breaks 4 % Source: Finnpanel, TAM 2009

34 DVR-households: Weekdays viewing (live and timeshifted) 34 Consolidated = + 7 days rating,% PVR hslds/consolidated PVR-hsld / live Between timeshifted viewing share: DVR-hslds: 14 %. All hslds: 6 % :00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 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 0:00 1:00 DVR-hsld = Hsld with DVR Sourec: Finnpanel Oy, TAM 2009

35 Timeshifted viewing by genre 35 The increase of timeshifted viewing 0 % 5 % 10 % 15 % 20 % 25 % 30 % Foreign fiction Domestic fiction Movies Kids programmes Culture Documentary Entertainment/reality Factual/lifestyle Sports Current affairs News 7 % 7 % 7 % 6 % 5 % 5 % 4 % 1 % 3 % 1 % 2 % 0 % 1 % 10 % 18 % 16 % 16 % 15 % 15 % 13 % 11 % 24 % All hslds 4+ y. DVR-hsld 4 y. Source: Finnpanel Oy, TAM 2009

36 Timeshifted viewing share min/day % 4 % 5 % 5 % 5 % 5 % 5 % 5 % 5 % Live 6 % Timeshifted 5 % 5 % Jan Feb March April May June July Aug Sept Oct Nov Dec Source: Finnpanel Oy, TAM, 10+ y.

37 37 Timeshifted viewing share by age groups 2009 min/day % 6 % 5 % 5 % 11 % Timeshifted Live 7 % 4 % 3 % y 4-9 y y y y y y 65+ y Source: Finnpanel Oy, TAM

38 Timeshifted viewing share by channels % 4 % 6 % 8 % Timeshifted Live min/day % 1 % 2 % 5 % 6 % 6 % 3 % YLE TV1 YLE TV2 MTV3 Nelonen Sub MusicTV Urheilukanava JIM YLE Teema YLE FST5 The Voice/TV Viisi Source: Finnpanel Oy, TAM

39 Top 20, timeshifted programmes Channel Programme Date Starttime Rating (000) Live+timeshifted MTV3 Salatut elämät Ma : % MTV3 Amazing Race Su : % MTV3 Mentalist To : % MTV3 Emmerdale Pe : % TV 1 Kotikatu To : % MTV3 Helppo elämä Ma : % TV 2 Karjalan kunnailla Ke : % MTV3 24 Ma : % Nelonen Desperate housewifes Ma : % MTV3 Life Ma : % TV 1 Heartbeat Pe : % JIM Poliisit Ke : % Nelonen Harper's Island To : % TV 1 Lewis Su : % Sub Big Brother La : % Nelonen Fear Factor La : % Sub Madventures III Su : % MTV3 The Apprentice Ma : % MTV3 C.S.I. Ke : % Nelonen Finland s Next Top Mod. Ma : % Timeshifted share of consolidated Source:Finnpanel Oy, TAM, 10+ years. Only the best episode

40 DVR-households: Most of the viewing is still live viewing 40 5 % 8 % Live VOSDAL 1-7 days 87 % VOSDAL = Viewed on same day as live Source: Finnpanel Oy, TAM, 10+ years, 2009,

41 41

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