Television viewing in Finland 2012 Tennispalatsi 6.2.2013 Lena Sandell
Daily viewing time(hrs;min) Timeshift and guest viewing included since 2008 2:41 2:48 2:47 2:51 2:53 2:47 2:49 2:49 2:46 2:57 2:56 2:58 2:58 3:03 2:21 2:30 2:30 2:30 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 3:03 2:58 3:07 1:13 1:18 1:26 2:15 2:32 2011 2012 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 100 Source: Finnpanel Oy, TAM, 10+ y incl. timeshift viewing 90 80 83 79 78 76 70 65 60 50 40 30 20 10 54 51 47 47 45 43 37 27 21 11 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 SBS TV total 21 53 Nelonen Media total 46 81 daily reach % MTV Oy total 60 87 weekly reach % YLE total 60 87 Source: Finnpanel Oy, TAM, incl. timeshift viewing 0 20 40 60 80 100
Channel shares(%) of total viewing 24,8 % 20,0 % 2012: YLE total 42 % MTV Oy total 31 % Nelonen Media total 15 % SBS TV total 4 % 2011 2012 13,2 % 9,0 % 2,6 % 1,7 % 5,7 % 1,5 % 3,5 % 3,3 % 2,3 % 0,5 % 3,3 % 0,8 % 0,5 % 0,7 % 2,2 % 4,4 % *AVA expanded to terrestrial 1.2. -12. FOX launched 16.4.-12 at SuomiTV s channel frequency.
Daily commercial viewing time 1,5 hours Min/day (10+) 1:35 1:24 Average weekly reach 2005: MTV3 90 % Nelonen 76 % Sub40 % MusicTV 16 % Urheilukanava 14 % The Voice 7 % The Discovery Channel 2 % Average weekly reach 2012: MTV3 83 % Nelonen 76 % Sub 65 % JIM 54 % Liv 47 % TV5 47% Fox (16.4.-31.12.) 45 % AVA 37 % Kutonen 27 % MusicTV 11 % The Discovery Channel 8 % 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 average30 TV adsper day 40 35 34 30 30 30 27 spots/day 25 20 15 21 2012 10 5 0 10+ years 15-24 years 25-44 years 45+ years DVR- and IPTVhslds 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 Pay-tv 5% 250 8% 200 8% 11% 5% Min/day 150 11% 11% 100 50 28% 16% 9% 0 10+ Male 10+y Female 10+y 4-9y. 10-14y. 15-24y. 25-34y. 35-44y. 45-64y. 65+y. Source: Finnpanel Oy, TAM 2012, incl. timeshift and guest viewing
Top programmes (recurrent programmes) 2012 Title Channel Average rating of all episodes(10+) Number of episodes Putous MTV3 1 210 000 8 Strictly Come Dancing 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. Recurrentprogrammes(excl. Reruns, sports events, programmesairedless than3 times, programmesshorterthan3 minutes).
BesidesTV, whatotherdevicesdoyouuseto watchtv programmes? mobile phone 2 7 93 tablets 3 5 92 weekly rarely never PC 18 33 49 0 % 20 % 40 % 60 % 80 % 100 % Source: Finnpanel, National Radio Survey, December 2012 11
Web-TVservicesAreena, Katsomo and Ruutu.fi: in average24 million web-tv starts monthly 35 Million starts 31,5 30 25 26,1 25,0 26,7 24,2 21,6 17,7 25,2 28,5 26,4 20 17,8 15,2 15 10 2011 2012 5 Source: YLE, MTV Oy and Nelonen Media (freeto air contentfrom 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 % 25 % Less than a year ago 1-2 years ago 3-5 years ago More than 5 years ago NA 33 % Finnpanel Oy: Establishment Survey 2012 HD tuner24 % Subscribes to HD Channels5 % DVR (box/tv) 43 % 13
Most of the TV-programmes are watched live even in households with DVR oriptv 100 90 80 70 60 timeshifted 50 40 93% 87% live 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: Channel Title Date Starting time Rating (000) Live+timeshift Timeshiftshareof consolidated MTV3 Putous Sat 18.2. 19:28 1026 + 219 18 % MTV3 Roba Mon 17.2. 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-% Independence day gala YLE 1 Thu 6.12. 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 Sat 25.2. 1 397 000 29 London Olympics: Day 12 YLE 2 Wed 8.8. 1 354 000 28 Presidential election 2012 YLE 1 Sun 22.1. 1 315 000 28 Strictly Come Dancing MTV3 Sun 21.10. 1 284 000 27 Ice Hockey W. Ch.: Quarterfinal/ USA FIN Ava Thu 17.5. 1 248 000 26 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 wasa goodyearfor TV In average, Finns watch approximately three hours of television every day 21 hoursof 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 Average viewing time/day 200 150 100 50 176 173 171 175 174 194 215 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 100 94 96 96 90 90 90 90 79 80 92 91 93 70 60 % 50 40 30 20 10 0 4-9 10-14 15-24 25-34 35-44 45-64 65+ 10+ Male 10+ Female 10+ Source: Finnpanel Oy, TAM 2012, incl. timeshift. At leas 1 minute weekly viewing. 20
Channel shares(%), prime time viewing 18-23 45% 40% 35% 2011 2012 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% 25% 20% 4 % Others 8 % 15 % YLE total MTV Oy total 15% 10% 31 % 42 % Nelonen Media total SBS TV 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 % 90 % 80 % 70 % 60 % 50 % 40 % 30 % 20 % 10 % 0 % 9% 10% 10% 17% 3% 14% 31% 13% 5% 12% 20% 14% 4% 12% 18% 13% 8% 14% 6% 10% 19% 11% 4% 6% 7% 9% 4% 4% 4% 5% 4% 4% 13% 6% 8% 20% 11% 15% 9% 4% 5% 20% 13% 26% 5% 1% 3% 20% 16% 38% 9% 3% 6% 20% 13% 25% 4-9 10-14 15-24 25-34 35-44 45-64 65+ 10+ Source: TAM, 10+ years incl. timeshiftand 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.). Others The Discovery Channel *FOX TV5 Kutonen Music TV Nelonen pay-tv JIM LIV Nelonen MTV3 Total (MTV pay-tv) *AVA Sub MTV3 YLE FST5 YLE Teema YLE TV2 YLE TV1
Channel share of commercial viewing 2012 (%) 1 6 4 6 17 2 4 11 MTV3 Sub AVA MTV3 pay-tv 38 Nelonen JIM Liv Nelonen pay-tv TV5 Kutonen *FOX Music TV 4 3 11 The Discovery Channel Source: TAM 2012, 10+ years incl. timeshift and guest viewing. Commercial channels = selling air time in Finland (23 channels) *FOX started 16.4.-12 (includes SuomiTV viewing during 1.1.-15.4.).
Number of channels viewed Weekly Daily 12 12 10 10,4 11,0 9,6 10,0 10 8 6 4 6,5 7,8 8,0 8 6 4 3,0 3,7 4,2 5,2 5,8 5,3 5,3 2 2 0 4-9 10-14 15-24 25-44 45-64 65+ 10+ 0 4-9 10-14 15-24 25-44 45-64 65+ 10+ Source: Finnpanel Oy, TAM 2012
Most viewing is still live 5 % 8 % Live VOSDAL* Timeshift 1-7 days 87 % Source: Finnpanel Oy, TAM, 10+y. excl. guests in DVR- and IPTV-hslds, 2012 * VOSDAL = Viewed on same dayas live
Mosttimeshiftedviewingfor Foreignfiction leastfor News and Current affairs Share of timeshifted viewing - by genre in DVR- and IPTV-households (%) Foreign fiction Domestic fiction Popular culture Movies Entertainment/reality Children prog. Educational Factual/lifestyle Sport Current affairs News 2 4 5 11 13 17 17 16 16 20 24 0 5 10 15 20 25 30 Source: Finnpanel Oy, TAM, 4+y. excl. guests in DVR- and IPTV-hslds, 2012
Share of timeshifted viewing is stable during the year 250 200 6% 6% 7% 7% 7% 6% 6% 7% 7% 7% 6% (min/day) 150 100 6% Timeshifted Live 50 0 Source: Finnpanel Oy, TAM, 10+ years incl. guests, 2012
Share of timeshifted viewing during weekdays is stable 250 200 7% 7% 7% 7% 7% 7% 6% (min/day) 150 100 50 Timeshifted Live 0 Source: Finnpanel Oy, TAM, 10+ years incl. guests, 2012
Share of timeshifted viewing - by agegroup 2012 300 3% 250 6% 200 7% (min/day) 150 11% 11% Timeshifted Live 100 50 10% 7% 7% 0 10+ 4-9 y 10-14y 15-24y 25-34y 35-44y 45-64y 65+ Source: Finnpanel Oy, TAM, 10+ years incl. guests
Share of timeshifted viewing - by channel 50 45 3,9 % 40 35 7,0 % (min/day) 30 25 20 15 10 5,1 % 9,9 % 11,6 % Timeshifted 5 0 7,9 % 7,0 % 9,6 % 10,9 % 5,6 % 6,6 % 11,0 % 6,5 % 5,6 % 2,2 % Share of timeshifted viewing on average 6,6 %. Source: Finnpanel Oy, TAM, 10+ years incl. guests FOX started 16.4.-12 at SuomiTV s frequency.
Top-5 programmes 2012 by age groups (rating-%) 10-14y 1. Putous 4.2. 44 % 2. Duudsonit tuli taloon 19.1. 31 % 3. Putous-Unicef 3.3. 28 % 4. Ice Hockey W.Ch. FIN-CAN 11.5. 24 % 5. Salatut elämät 12.11. 24 % 15-24y 1. Yle TV-News 6.12. 26 % 2. Independence day gala 6.12. 25 % 3. Ice Hockey W.Ch. USA-FIN 17.5. 23 % 4. Ice Hockey W.Ch. FRA-FIN 10.5. 22 % 5. Ice Hockey W.Ch. FIN-CAN 11.5. 22 % 25-44y 1. Putous 25.2. 36 % 2. Independence day gala. 6.12. 35 % 3. Yle TV-News 6.12. 34 % 4. London Olympic games 11.8. 32 % 5. London Olympic games 8.8. 27 % 45-64y 1. Yle TV-News 6.12. 56 % 2. Independence day gala 6.12. 54 % 3. London Olympic games 11.8. 41 % 4. TV-News and weather 22.1. 38 % 5. London Olympic games 8.8. 36 % 65+ 1. Independence day gala 6.12. 73 % 2. Yle TV-News 6.12. 71 % 3. Strictly come dancing 21.10. 53 % 4. Presidential election 2012 22.1. 49 % 5. Tangomarkkinat final 14.7. 49 % Source: Finnpanel Oy, TAM, incl. guests Best performance / programme