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Television viewing in Finland 2015Tennispalatsi 21.1.2016Lena Sandell
TELEVISION?
A piece of electrical equipment with a screen
(Oxford Advanced Learner's
Dictionary)
THE NUMBER OF DEVICES IN FINNISH HOUSEHOLDS
SmartphoneTabletTV set PC
Finnpanel Oy, Establishment Survey.
4600
3400
1500
3400
0
1 000 000
2 000 000
3 000 000
4 000 000
5 000 0001000
2014 August 2015 February 2015 August
84%
39%
20% 19%
88%
34%
16%12%
96%
18%
8%3%
9-24 yrs. 25-44 yrs. 45+ yrs.
REACH OF TV PROGRAMMES BY DIFFERENT DEVICES (%)
Finnpanel Oy, National Radio Survey, Feb/Sept 2015.
SmartphoneTabletTV set PC
57
124 5
86
9 3 1
157
5 1 00
60
120
1809-24 yrs. 25-44 yrs. 45+ yrs.
minutes/day
Finnpanel Oy, National Radio Survey, Feb/Sept 2015.
DAILY VIEWING TIME OF TV PROGRAMMES (MINUTES/DAY)
SmartphoneTabletTV-set PC
TELEVISION?
on which you can watch programs with moving pictures and sounds
(Oxford Advanced Learner's
Dictionary)
CONSUMPTION OF TV PROGRAMMES AND VIDEO
TV PROGRAMMES VIA DIFFERENT
DEVICES
VIDEO SERVICES(NETFLIX, HBO, etc.)
YOUTUBEVIDEO
CONSUMPTION OF TV PROGRAMMES AND VIDEO
59 %
8 %3 %
3 %
13 %
14 %
94 %3 %
0 %
catch-up video
youtube
Finnpanel Oy, National Radio Survey, Feb/Sept 2015.
9-44 yrs. 45+ yrs.
1%
TV programmesTv setPC/laptoptabletsmartphone
SHARE OF TOTAL VIDEO ADVERTISING EXPENDITURE..?
TV ADVERTISINGQ1-Q3/2015
185million €
INSTREAM VIDEO ADVERTISINGQ1-Q3/2015
11million €
YOUTUBE ADVERTISINGQ1-Q3/2015
~4,4million €
-3,7% change
+15-20% change
+100% change
(IAB Finland) (IAB Finland)(TNS Ad Intelligence)
92,5%share of video
advertising5,5%
share of videoadvertising
2%share of video
advertising
TELEVISION VIEWING IN FINLAND 2015
DATA SOURCES: • Television Audience Measurement• comScore Digital Analytix (Areena, Katsomo, Ruutu)
AVERAGE DAILY VIEWING TIME
0
30
60
90
120
150
180
210
1990 1995 2000 2005 2010 2014 2015
minutes/day
1h
2h
3h2h 59min3h 4min
Source: Finnpanel Oy, TAM (population: 10+ years, timeshift and guest viewing included since 2008). Yle Areena, MTV Katsomo and Ruutu linear-TV programmes (free-to-air).
Areena, Katsomo and
Ruutu total+3 minutes
AVERAGE DAILY VIEWING2008 AND 2015
Finnpanel Oy, TV-mittaritutkimus (10+), vuodesta 2008 lähtien mukana vieraat ja ajassa siirretty katselu
0
500 000
1 000 000
1 500 000
2 000 000
2:00 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
Audience per time band
2008 2015
Source: Finnpanel Oy, TAM (population: 10+ years).
VIEWING BY AGE GROUPS2014 AND 2015
0
60
120
180
240
300
4-14 15-24 25-44 45-54 55-64 65+
Minutes/day
2014 2015
3h 44min
2h 21min
3h 21min
1h 7min1h 2min
Source: Finnpanel Oy, TAM
4h 40min
MONTHLY VIEWING2014 AND 2015
210 206 198182 177
152140 148
166179
192 197
0
60
120
180
240
January February March April May June July August September October November December
Minutes/day
2014 2015
February 2014Sochi Winter
Olympics
June 2014FIFA World Cup
Source: Finnpanel Oy, TAM (population: 10+ years).
CHANNEL SHARES, %
28,5%
18,0%
10,5%
8,0%
4,2% 3,5% 3,5% 3,2% 2,8% 2,6% 2,5% 2,3% 1,8% 1,5% 0,9% 0,8% 0,7% 0,4% 0,3% 0,3%
2014 2015
Frii fromApril 1st
2015
Source: Finnpanel Oy, TAM (population: 10+ years). Hero from November 2014.
Frii aloitti 1.4.2015
Source: Finnpanel Oy, TAM (population: 10+ years).
Loirinuotiolla
Average minute rating933 000
Ensitreffitalttarilla
Average minute rating515 000
Elokuva: Taken
Average minute rating125 000
Elokuva:Inside Man
Average minuterating93 000
Paula Zahn ja murhien motiivit
Average minuterating57 000
Geordie Shore
Average minuterating 33 000
Overhaulin’Vera’s 1962 Porche 356
Average minuterating 28 000
Elokuva: Tähtien sota
Average minute rating189 000
Typerät videot
Average minuterating 18 000
Elokuva:Varasto
Average minute rating444 000
Solsidan –Onnea Onkimassa
Average minute rating367 000
Koomikot
Average minute rating351 000
Temptation Island Suomi
Average minute rating319 000
Kaukasia 30 päivässä
Average minute rating457 000
Jääkiekon MM-kisat: Puolivälierä / Suomi – Tsekki, 2. erä
Average minute rating1 613 000
Hiihdon MM: Miesten 50 km (p)
Average minute rating1 086 000
Poliisit
Average minute rating210 000
Itsenäisyyspäivä:Linnanjuhlat
Average minute rating2 486 000+2 000 000
viewers
+900 000viewers
+300 000viewers
0
TOP PROGRAMMES BY CHANNEL IN 2015
CHANNEL SHARE, %OVER/UNDER 45 YRS.
Finnpanel Oy, TAM . Fox figures incl. National Geographic.
31 %
25 %
22 %
10 %
7 %
4 % 1 %
25 %
51 %
12 %
5 %
3 %4 %
(incl. National Geographic.)
OTHER(incl. National Geographic)
OTHER
4-44 yrs. 45+ yrs.
AREENA, KATSOMO AND RUUTU 2015: 47 MILLION STARTS MONTHLY
0
10 000 000
20 000 000
30 000 000
40 000 000
50 000 000
60 000 000
January February March April May June July August September October November December
2015
2014
2013
2012
2011
comScore Digital Analytix
VIEWER PROFILES
86 %
14 %miehet
naiset
71 %
29 %miehet
naiset
15 %
85 %
miehet
naiset
A2 PAKOLAISILTA
NAURUN TASAPAINO
DOC MARTIN
GENDER AGE
TNS Metrix panel October 2015
53% 27% 20%
3% 55% 42%
53% 23% 25%
31% 47% 21%
VAIN ELÄMÄÄ:ANTTI TUISKUN PÄIVÄ
VAIN ELÄMÄÄ:VIRVE ROSTIN PÄIVÄ
HOTTIKSET
TNS Metrix panel October 2015
45 %55 %men
women
20 %
80 %
men
women
17 %
83 %
men
women
GENDER AGE
17% 24% 60%
59% 26% 15%
VIEWER PROFILES
49% 30% 20%
Audience Report, December 2015
SALATUT ELÄMÄT
PUTOUS
EMMERDALE
45 %55 %men
women
49 %51 %men
women
24 %
76 %
men
women
GENDER
30% 30% 40%
11% 30% 59%
VIEWER PROFILESAGE
(For recurring programs, only the highest rated episode is listed.)
AREENA, KATSOMO AND RUUTU 2015:TOP PROGRAMMES
SERVICEPREMIER
BROADCAST IN TV WEB-TV RATINGWEB-TV SHARE OF
AUDIENCE
Ryhmä Hau Yle Areena 28.2. 214 000 54 %
Vain elämää: Anssi Kelan päivä Ruutu 16.10. 184 000 12 %
Hullu - hullumpi - yläaste Yle Areena 29.7. 167 000 78 %
Syke Yle Areena 11.3. 165 000 18 %
Aatami etsii Eevaa Ruutu 6.4. 127 000 13 %
Joulukalenteri: Kadonneiden lahjojen tapaus Yle Areena 1.12. 124 000 25 %
Posse MTV Katsomo 25.9. 110 000 13 %
Salatut elämät MTV Katsomo 30.1. 108 000 13 %
Hottikset Ruutu 8.9. 108 000 17 %
Siskonpeti Yle Areena 22.10. 106 000 15 %
comScore Digital Analytix
AREENAN, KATSOMON JA RUUDUN
KATSELU GENREITTÄIN (%) SYKSYLLÄ 2015
Foreign fiction29 %
Children programmes21 %
Factural/cultural/lifestyle 16 %
Domestic Fiction13 %
Movies8 %
Entertainment3 %
News3 %
Current Affairs3 % Sport
2 %
Popular culture2 %
Foreign fiction 31 %
Factural/cultural/lifestyle 3 %
Domestic fiction 23 %
Movies 2 %
Entertainment 38 %
News 1 %Current affairs 1 %
Sport 1 %
Foreign fiction 6 %
Children programmes 2 %
Factural/cultural/lifestyle 1 %Entertainment 90 %
Sport 1 %
comScore (AE) fall 2015, excl. web only & simulcast - Yle, JH
Areena, Katsomo and Ruutu
share of viewing by genres
TOP PROGRAMMES 2015
Source: Finnpanel Oy, TAM (population: 10+ years).
CHANNEL WEEKDAY DATE TIME AVE. MINUTE RATINGAVE. MINUTE
RATING %
Itsenäisyyspäivä: Linnan juhlat YLE 1 su 6.12. 18:55 2 486 000 52 %
Yle Uutiset YLE 1 su 6.12. 20:30 2 376 000 49 %
Jääkiekon MM-kisat: Puolivälierä / Suomi-Tsekki, 2. erä MTV3 to 14.5. 21:57 1 613 000 33 %
Pääministerin puhe YLE 1 ke 16.9. 21:06 1 564 000 32 %
Itsenäisyyspäivä: Kohti Linnan juhlia YLE 1 su 6.12. 18:15 1 561 000 32 %
Kymmenen Uutiset MTV3 to 14.5. 21:51 1 509 000 31 %
Urheiluruutu YLE 1 su 6.12. 18:10 1 377 000 29 %
Päivän sää MTV3 to 14.5. 22:44 1 360 000 28 %
Eduskuntavaalit 2015 - tulosilta YLE 1 su 19.4. 20:44 1 316 000 27 %
Jääkiekon MM-kisat: Suomi - Venäjä MTV3 ti 12.5. 22:01 1 314 000 27 %
TOP SERIES 2015
AVE. MINUTE RATINGLINEAR-TV (10+)
AVE. MINUTE RATINGTIME-SHIFTED ON WEB-TV
Kingi MTV3 1 271 000 48 000
Vain elämää Nelonen, Liv 1 139 000 159 000
Putous MTV3, Sub 1 123 000 59 000
YleLeaks Yle TV1 1 011 000 8 000
Uutisvuoto Yle TV1 944 000 14 000
Tähdet, tähdet MTV3 884 000 12 000
Suomen huutokauppakeisari Nelonen, Jim 859 000 25 000
Doc Martin Yle TV1 844 000 32 000
Loirinuotiolla Nelonen 800 000 34 000
The Voice of Finland Nelonen 763 000 32 000
Source: Finnpanel Oy, TAM (population: 10+ years). Sum of premiere broadcast and its reruns 7 d after the premiere broadcast. Recurrent programmes(excl. news, sports events, sport news, events, programmes aired less than 3 times, programmes shorter than 5 minutes). Web-tv (Yle Areena, MTV
Katsomo, Nelonen Ruutu) comScore, episode average.
CHILDREN’S PROGRAMMES most
popular on web-tvNO. OF STREAM
STARTS
+15%
TV YEAR 2015:DIVERSE AND ENTERTAINING TELEVISION
viewing3 hrs/day
21 hrs/week
TV YEAR2015
Music, news, events and domesticfiction were popular
content on TV
behind big numbers there are thousands of
viewers and stories
Areena, Katsomo and RuutuSHARE OF TOTAL
VIEWING3%
Lisää tietoa osoitteesta
www.finnpanel.fi
TV VIEWING IN 2015
WEEKLY REACH– TV REACHES WEEKLY 92 % (10+ POPULATION)
Source: Finnpanel Oy, TAM (population: 10+ years).
0,0
10,0
20,0
30,0
40,0
50,0
60,0
70,0
80,0
90,0
100,0
week 1 5 10 15 20 25 30 35 40 45 50 53
%
45+ yrs.10+ yrs.
4-44 yrs.
AVERAGE NUMBER OF CHANNELS VIEWED
6,16,9 6,8
10
11,610,6
10,1
4-9 10-14 15-24 25-44 45-64 65+ 10+
2,83,4 3,4
4,7
5,9 5,75,2
4-9 10-14 15-24 25-44 45-64 65+ 10+
Source: Finnpanel Oy, TAM.
2014 2015
DailyWeekly
79,8 % 76,1 % 73,1 % 72,1 %59 %
50 % 49,3 % 48 % 47,3 % 45,2 % 43,8 % 41,9 % 37,2 %23,8 % 21,9 %
6,8 % 4,3 %
WEEKLY REACH (%), 10+
Source: Finnpanel Oy, TAM. Average reach (1 min) weeks 1-53/2015. Frii ave. reach weeks 14-53/2015.
93,3 %89,4 %
85,8 %80,7 %
66,2 %63,1 %
59 % 56,1 % 53,4 % 50,8 % 50,7 %47,2 %
40,4 %
28,8 % 26,3 %
5 % 4,7 %
67,2 %60,8 % 60,5 %
54,4 %50,7 %
42,8 % 41,4 % 40,1 % 39,9 %33 % 31 %
25,5 %22,3 %
16,3 % 15,5 %8,2 %
3,3 %
WEEKLY REACH, % OVER/UNDER 45 YRS.
Source: Finnpanel Oy, TAM. Average reach (1 min) weeks 1-53/2015. Frii ave. reach weeks 14-53/2015.
4-44 yrs. 45+ yrs.
43,1 %
27,3 %
15,1 %
6,6 %
3,8 %
0,4 %
3,7 %
Yle total
MTV total
Nelonen Media total
Discovery Networks Finland
Fox (incl. National Geographic)
MusicTV
Others
CHANNEL SHARE (%), 10+
Source: Finnpanel Oy, TAM (population: 10+ years).
MOST TV PROGRAMMES ARE BEING WATCHED LIVE
11
2h 45minutes
9minutes5minutes
live
Other time shiftedviewing vosdal
11
2h 17min
14min8min
live
vosdalOther time shifted
/day
10+ yrs. HH’s with DVR or IPTV
Source: Finnpanel Oy, TAM. Vosdal = viewed same day as live. TSV= time shifted viewing.
Liveviewing
92 %
Liveviewing
86 %
34,9
15,5
8,26,9 6,8 6,2
4,8 4,53,5 2,8
1,7 1,6 0,7 0,7 0,6 0,6
41,3
15,4
6,6 6,1 5,7 5,24 4,5
3,1 31,7 1,6
0,1 0,5 0,6 0,5
25,1
15,7
10,4
7,89,5
7,55,8
4,5 3,92,9
1,6 1,4 1,5 0,9 0,6 0,7
%
COMMERCIAL CHANNEL SHARE 2015, %
Pay Pay
Source: Finnpanel Oy, TAM. Commercial channels = selling air time in Finland, (2015: 19 channels): MTV3, Nelonen, Sub, MusicTV, Kutonen, TV5, JIM, MTV Pay (MAX, Fakta, Juniori), AVA, Nelonen Pay :Nelonen Pro 1, 2), The Discovery Channel, Liv, FOX, National Geographic, Hero, Frii.
10+ yrs. 4-44 yrs. 45+ v
DAILY VIEWING TIME FOR COMMERCIAL CHANNELS IS OVER 1,5 HRS.
0
30
60
90
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Average viewing time for commercial channels
2005
2007
2009
2012
2013
2014
2015
2008
1h 24min 1h 21min 1h 19min1h 24min
1h 28min 1h 28min 1h 29min1h 35min 1h 36min
1h 32min 1h 32min
Source: Finnpanel Oy, TAM. Commercial channels = selling air time in Finland, (24 channels (2013), 18 channels (2014), 19 channels (2015).
M25-44
W25-44
45+
25-44
15-24
10+
spots/day
FINNS WATCH DAILY 30 ADS IN AVERAGE
Source: Finnpanel Oy, TAM 2015.Commercial 19 channels selling airtime in Finland (national spots).
30 spots
18 spots
32 spots
34 spots
34 spots
30 spots
VIEWING BY GENRE ON LINEAR TV 2015, %
Foreign Fiction19,4%
Entertainment/light music/reality18,8%
Finnpanel Oy, TAM (4+), other programtypes and uncoded programmes excluded.
Factural/cultural/lifestyle13,3%
Movies12,3%
Sport10,7%
News9,8%
Current Affairs8,4%
Domestic Fiction3,8%
Children's programmes2,1%
Educational programmes
Popular Culture0,4%
25 %
35,3 %
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Feb2015
Aug2015
% tv-households
Pay-tv-channels Pay-tv-channels and services
PAY TV SERVICES IN 1998-2015
Finnpanel, Establishment Survey. August 2015, n= 3315.
7 % 5 % 10 %
18 % 13 % 10 %
9 %
7 %
5 %
10 %
6 %
17 %
0
60
120
180
240
Other Pay-tv
Minutes/day
PAY TV SHARE OF TOTAL LINEAR TV VIEWING 2015 (10+ YRS.)
Finnpanel Oy, TAM. Pay-tv-channels: Animal Planet, BBC Brit, BBC Earth, BBC Lifestyle, BBC World, C More Movie channels, Digiviihde, The Discovery Channel, Disney Channel, Disney XD, Eurosport, For Satellite -channel group, MTV Fakta, MTV Juniori, MTV Leffa, MTV Max, MTV Sport 1 ja 2, National Geographic, Nelonen Maailma, Nelonen Nappula, Nelonen Prime, Nelonen Pro 1-8, SVT Eu, SVT1 (Sweden), SVT2
(Sweden), TV4 (Sweden), Viasat pay channels