Television in Finland 2007

Television in Finland 2007

2 Television Year 2007 - Agenda Terrestrial analogue switch-off 1.9.2007 The whole country at the same time Television viewing in autumn 2007 More channel choices Changes in TV landscape Pay-TV and PVR penetration is growing Summary of year 2007 Basic statistics

Amount of TV-hslds % 100 The penetration of Digital TV in January 2008: 2.000.000 hslds (89% of total) -> 990.000 hslds 2+ set-top-boxes 3 80 60 40 56 50 51 44 36 38 27 31 69 7173 66 61 44 40 40 27 20 4 7 9 12 17 19 21 24 2 2 3 3 4 6 6 7 11 13 14 15 22 19 20 20 0 80 84 88 89 Feb 03 May 03 Aug 03 Nov 03 Feb 04 May 04 Aug 04 Nov 04 feb 05 May 05 Aug 05 Nov 05 Feb 06 May 06 Aug 06 Nov 06 Jan 07 Feb 07 Apr 07 June 07 July 07 Aug 07 Sep 07 Nov 07 Jan 08 Digibox 2+ digibox Source: Finnpanel TV households in Finland

Television viewing by month 2006 and 2007 4 min/day 300 2007 2006 250 February 06: Torino Olympics 200 1.9.2007 analogue sswitch off (T-hslds) Sep-Dec 2007: + 3 % 150 100 50 0 Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Source: Finnpanel / TAM, target: 10+ years

Television average weekly reach by month 2006/ 2007 5 % 100 90 80 2007 2006 70 1.9.2007 analogue switch off / Terrestrial-hslds 60 50 40 30 20 10 0 Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec Source: Finnpanel Oy, TAM, 10+ years (size of popuilation: 4 676 000)

6 Channel audience shares 1.9.-31.12.2007 Share % 30 25 24,8 24,4 20 15 15,5 10 9,8 7 5 0 1,8 1,6 1,2 1,1 0,8 0,8 0,8 0,7 0,7 0,6 0,6 0,5 0,4 0,4 0,2 0,2 0,2 0,2 0,2 0,1 0,1 0,1 0,1 0,1 0,1 0,1 TV1 MTV3 TV2 Nelonen Subtv Teema JIM FST5 Urheilukanava MTV3 MAX The Voice TV MusicTV YLE Extra Canal+Movie Eurosport TV1000 Movie Discovery Disney Canal+Sport Subtv Juniori TV4 Swe MTV3 Fakta Subtv Leffa SVT1 SVT2 SVT Europa KinoTV TurkuTV Digiviihde TV1000 other Urheilu+kanava Source: TAM, Target:10 years

Television trends in autumn 2007 (1.9 31.12.2007) 7 During* 2007 about 750.000 hslds from analogue to digital The coverge of YLE Teema, YLE FST5 Subtv, Urheilukanava and VoiceTV:n increased Television viewing increased 3 % compared with autumn 2006 Average viewing time 2 h 58 min ( y. 2006 2 h 52 min) More choice for viewers The number of viewed channels/week: 9 channels ( autumn 2006: 6) Big** channels still big, small channels are growing Small channels share 2007 = 19 % (2006 share = 12 %) * TV establisment survey, Finnpanel : Nov. 06 Nov. 07 ** Big = YLE TV1, YLETV2, MTV3, Nelonen ja Subtv

Digital households (11/2007) In 1 600 000 hslds set-top box, with Pay-TV option (72 % of TV hslds) In 600 000 hslds DVR (26 % of TV hslds) 8 % of tv-hslds 100 90 80 70 60 50 40 30 20 10 0 Feb 03 May 03 Aug 03 Nov 03 Feb 04 May 04 Auf 04 Nov 04 Feb 05 May 05 Aug 05 Nov 05 Feb 06 May 06 Aug 06 Nov 06 Feb 07 May 07 Aug 07 Nov 07 Source:: Finnpanel, Establishment survey

9 From the beginning of 2008 TV-ratings will include timeshift viewing (+7 days timeshift) Timeshift viewing in December 2007 timeshift adds viewing to programmes: + 3 % (target, 10+y.) 25-34-years + 8 % female are using timeshift more than male In households with DVR, timeshift adds viewing to programmes + 12 % In every fourth TV-hsld there is DVR, in families with childen ( 25-44 years) it is more common

Week 1/2008: TOP programmes (timeshift viewing) 10 Programme Rating of timeshft (+7 days) Increase to live viewing (%) 1. C.S.I. 16 000 6.0 2. Prison break 15 000 2,9 3. Grey s Anatomy 14 000 6,2 4. Emmerdale 14 000 2,6 5. Kotikatu 13 000 1,6 6. C.S.I 13 000 3,8 7. The Bold and the Beautiful 12 000 2,9 8. X-files 12 000 35,7 9. Wallander: Innan Frosten 11 000 4,9 10. Hearthbeat 11 000 2,3 11. Hearthbeat 11 000 7,6 12. Lost 11 000 4,5 13. America s Next Top Model 10 000 4,1 Source: Finnpanel, TAM

Penetration of Pay-TV in Finland 1998-2007 11 November 2007: 600 000 hslds 50 % tv-hslds 40 30 20 16 17 21 10 0 12 12 10 11 9 7 5 4 5 6 4 5 5 4 4 4 5 6 7 7 7 26 1998 1999 2000 2001 2002 Feb 03 May 03 Aug 03 Nov 03 Feb 04 May 04 Aug 04 Nov 04 Feb 05 May 05 Aug 05 Nov 05 Feb 06 May 06 Aug 06 Nov 06 Feb 07 May 07 Aug 07 Nov 07 Source: Finnpanel Establishment survey

The amount of Pay-TV subscibers have doubled in one years time 12 Pay-TV more common in families with children (25-44 years) Most viewed Pay-TV channels (about 5 % share of all TV-viewing)* 1. MTV3 Pay-TV channels total 2. Canal+ total 3. Disney Channel 4. TV1000 total 5. Discovery Channel 2/3 of viewing from male * Sourve:Finnpanel TAM Sep-Dec 2007, 4+ years Analyzed channels: Canal+channels, Discovery, Disney, KinoTV, MTV3 Max&Fakta, Subtv Juniori&Leffa, TV1000 channels, Urheilu+channel, Digiviihde

13 Children (4-9y.): The share of Pay-TV is 22 % Children 4-9 years TOP5-channels, Sep-Dec 2007 1. TV2 24 % 2. MTV3 20 % 3. Subtv Juniori 11 % 4. Nelonen 10 % 5. Disney Channel 8 % * Source: TAM Sep-Dec 2007, 4-9 years

Facts about Digital Television in Finland 14 Digital-TV started 27.8.2001 2002 2003 2004 2005 2006 2007 Penetration of 0 % 12 % 24 % 38 % 56 % 88 % digital tv Share of digital viewing 0 % 5 % 7 % 25 % 42 % 87 % Share of Top4 channels 95 % 93 % 92 % 88 % 85 % 77 % Pay-Tv subscribers 110 000 120 000 130 000 200 000 250 000 600 000 DVR hslds 80 000 200 000 600 000 Non TV-hslds 5% 6% 7% 7% 7% 7%

15 Peoplemeter technology: Viewing data every day minute by minute data collection using meters, connected to all tv sets in the panel household 1100 households, ca 2300 persons measured on contious basis yearly turnover ca 20 % All channels are measured

16 Weekly reach 2007 2007* (2006) TV1 82 % 83 % (84 %) TV2 81 % 81 % (85 %) MTV3 86 % 87 % (89 %) Nelonen 77 % 78 % (77 %) Subtv 60 % 67 % (48 %) Yle Teema 34 % 44 % (18%) JIM (starting 1.3.2007) 31 % 38 % Urheilukanava 30 % 34 % (19%) Yle24/Extra 27 % 32 % (18%) Yle FST5 1.1.-31.8.2007 24 % (14%) 1.9.-31.12.2007 40 % 2007* = September-December 2007 Spurce: Finnpanel Oy, TAM, 10+ years (population 4 653 000)

Weekly reach 2007 2007* (2006) 17 Voice TV 19 % 24 % (12 %) Music TV 16 % 15 % (17 %) MTV3MAX 12 % 14 % Eurosport 11 % 11 % (12 %) Canal+ 10 % 11 % (8%) Urheilu+ Kanava (starting 1.9.2007) 6 % Subtv Juniori 6 % 8 % Subtv Leffa 6 % 9 % Discovery 4 % 8 % SVT1 tai SVT2 4 % 1 % MTV3 Fakta 3 % 7 % KinoTV (starting 1.9.2007) 3 % 2007* = September-December 2007 Source: Finnpanel Oy TAM,10+ years (population 4 653 000)

18 Television viewing time on an average day 200 180 160 140 120 100 80 60 40 20 0 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 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 Share of digital viewing 63% Source: Finnpanel Oy, TAM Population, 10+ years

19 Television viewing time by age groups on an average day (min/day) 4:07 3:17 2:09 2:23 2:46 2:44 2:48 2006 2007 1:11 1:24 1:35 4-9v 10-14v 15-24v 25-34v 35-44v 45-64v Yli 65 v 10+ 10+ M 10+ N Weekly reach,% of target group 2007: 93 91 86 94 95 95 95 93 92 94 Source: Finnpanel Oy, TAM

Channel audience shares % 2007 20 Year 2007 YLE total: 44 % 24 24 29 26 MTV Media total: 33 % Nelonen Media total:12 % 20 17 3 2 5 6 1 12 10 1 1 1 1 1 1 6 9 2006 2007 YLE TV1 YLE TV2 YLE others MTV3 Subtv MTV Pay-TV Nelonen JIM Urheilukanava The Voice MusicTV Others Source:Finnpanel Oy, TAM, target group 10+ years

Channel audience share by age groups 2007 21 100 % 90 % 80 % 70 % 60 % 50 % 40 % 30 % 20 % 10 % 0 % 10 10 10 10 6 9 19 16 5 9 2 10 13 10 17 17 4 24 6 16 7 26 4 14 26 11 17 27 23 21 26 28 19 28 17 14 26 35 12 11 8 26 24 19 6 7 7 10 4-9 v 10-14 v 15-24v 25-34v 35-44v 45-64v 65+v 10+v Others MusicTV The Voice TV Urheilukanava JIM Nelonen MTV Pay-TV Subtv MTV3 YLE others YLE TV2 YLE TV1 Min/day 1:11 1:24 1:35 2:09 2:23 3:17 4:07 2:46 Source: Finnpanel Oy, TAM

Channel audience share by age groups 2007 22 100 % 90 % 80 % 70 % 60 % 50 % 40 % 30 % 20 % 10 % 0 % 10 6 9 5 17 24 17 2 23 28 17 35 8 24 7 15-24v 65+v 10+v 10 6 26 Others MusicTV The Voice TV Urheilukanava JIM Nelonen MTV-Pay-TV Subtv MTV3 YLE others YLE TV2 YLE TV1 Min/day 1:35 4:07 2:46 Source: Finnpanel Oy, TAM

Average viewing by quarter hour, Monday-Friday 2006 ja 2007 23 Rating 2006 Mon-Fri 2007 Mon-Fri 2000000 1800000 1600000 Mon-Fri 20.30-21.45: 1,8 mil. viewers 1400000 1200000 1000000 800000 600000 400000 During morning at it s best over 400.000 tv-viewers 200000 0 2:00:0-02:15 5:00:0-05:15 8:00:0-08:15 11:00:-11:15 14:00:-14:15 17:00:-17:15 20:00:-20:15 23:00:-23:15 Source: Finnpanel Oy, TAM

Average viewing by quarter hour, Saturday-Sunday 2006 ja 2007 24 katsojaa 2006 Sat-Sun 2007 Sat-Sun 2000000 Sat-Sun 20.30-21.30: 1,9 mil. viewers 1800000 1600000 1400000 1200000 1000000 800000 600000 400000 200000 0 2:00:0-02:15 5:00:0-05:15 8:00:0-08:15 11:00:-11:15 14:00:-14:15 17:00:-17:15 20:00:-20:15 23:00:-23:15 Source: Finnpanel Oy, TAM

25 TOP-5 2007 by age groups 10-24 y share 25-44 y Share 1. Idols, 28.1. 30 % 2. Eurovision 2007: Final 27 % 3. Prison Break, 13.2. 23 % 4. Talent Finland - results 21 % 5. Salatut elämät, 8.2. 21 % 1. Eurovision 2007: Final 41 % 2. Idols, 28.1. 36 % 3. Ice Hockey W.Cup 2007 31 % 4. Independence Day Gala 31 % 5. Tv-News, 6.12. 29 % 45-64 y. Share 65 + : Share 1. Independence Day Gala 46 % 2. Tv-News, 6.12. 43 % 3. Eurovision 2007: Final 37 % 4. Strictly come Dancing, final 35 % 5. Election of the Parliament 2007 34 % 1. Independence Day Gala 65 % 2. Tv-News, 6.12. 57 % 3. Strictly Come Dancing, 4.3. 48 % 4. Election fo the Parliament 2007 48 % 5. Seven O clock News, 18.3. 47 % Source: Finnpanel, TAM

TOP programmes 2007 26 Programme, channel Date Rating Rating-% Indenpendence Day Gala, TV1 to 6.12.2007 1.943.000 (42) Eurovision 2007: Final, TV2 la 12.5.2007 1.905.000 (41) Tv-News (time:20.30), TV1 to 6.12.2007 1.744.000 (38) Strictly Come Dancing, MTV3 su 22.4.2007 1.480.000 (32) Ice Hockey World Cup2007: Final, TV2 su 13.5.2007 1.469.000 (32) Idols, MTV3 su 28.1.2007 1.437.000 (31) TV-News, TV2 la 12.5.2007 1.318.000 (28) Election of the parliament 2007, TV1 su 18.3.2007 1.280.000 (28) Idols results, MTV3 pe 6.4.2007 1.257.000 (27) Seven o clock news, MTV3 ma 1.1.2007 1.155.000 (25) Salatut elämät, MTV3 ma 19.2.2007 1.105.000 (24) Movie: Uuno Turhapuro armeijan leiv, MTV3 ma 1.1.2007 1.078.000 (23) World Ch.ships Athletics, Osaka TV2 su 2.9.2007 1.056.000 (23) Maajussille morsian, MTV3 su 9.12.2007 1.047.000 (23) Ski jumping WC: Bischofshofen, MTV3 su 7.1.2007 1.044.000 (22) Source: Finnpanel Oy, TAM

27 TOP-5: Nelonen, Subtv, Urheilukanavan and JIM 2007 Rating 1. Talent Finland - results 868 000 2. Talent Finland, 9.12. 541 000 3. Deal or No Deal, 7.2. 524 000 4. Ice Hoceky SM-liiga: 3. final 497 000 5. Movie: Entrapment 491 000 Rating 1. Big Brother final 638 000 2. Idols Extra 475 000 3. Big Brother 2007 starts 465 000 4. Big Brother Talk Show 440 000 5. Big Brother 406 000 1. Football: La Liga 135 000 2. Boxing: Mayweather-Hatton 96 000 3. Athletics IAAF Grand Prix 95 000 4. DTM GP 79 000 5. Champions League 75 000 1. Amazing videos 108 000 2. Amazing Police videos 102 000 3. JIM D: X-mas rubbish 99 000 4. JIM D: New York terrorist-attack 93 000 5. JIM D: Vaarallinen suhde 86 000 Source:: Finnpanel, TAM

28 TOP-5 YLE Teema, YLE FST5 and YLE24/Extra 2007 Raing 1. Maa on syntinen laulu 224 000 2. Täällä Pohjantähden alla 224 000 3. Komisario Palmun erehdys 151 000 4. Rautatie 145 000 5. Movie: Gone with the wind 119 000 Rating 1. Framom främsta linjen 258 000 2. Strömsö 193 000 3. Emil och griseknoen 118 000 4. Stormskärs Maja 114 000 5. Strömsö Mat med Michael och Matias 113 000 Rating 1. Nordic Ski Ch.ships, Sapporo 324 000 2. Ice Hockey W.CUp2007 282 300 3. Volleyball European Ch.ships 155 000 4. Tennis 118 000 5. Eurovision 2006: Final Athens 108 000 Source: Finnpanel, TAM

29 TOP-5 MusicTV and The VoiceTV 2007 Rating 1. Pimp my Ride UK 36 000 2. Pimp my Ride US 33 000 3. EMA spotlight 30 000 4. Strutter 30 000 5. Totally Jodie Marsh 29 000 Rating 1. Latauslista 24 000 2. Voicela Thursday 24 000 3. TOP 10 Thursday 24 000 4. We Love Music 22 000 5. TOP 107 22 000 Source: Finnpanel, TAM

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