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.• 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
95 97 98 98 99 97 97 96 95 97 97 97 97 97 96 96 96 95 95 96
82 83 84 85 8582 81 81 79 81 82 83 82 80 79 79 79 78 78 78
50
60
70
80
90
100
Daily and weekly reach during 1991-2010total population (9+)
%
0
10
20
30
40
50
1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
weekly daily
Reach = listened at least a quarter-hour
Source: Finnpanel, National Radio Listening Survey
Listed channels in diary : 7 7 7 8 10 10 11 14 15 16 17 18 17 17 17 18 17 18(on average)
3
95 97 98 98 99 97 97 96 95 97 97 97 97 97 96 96 96 95 95 96
50
60
70
80
90
100
Weekly reach during 1991-2010Total population (9+)
%
Radio Suomi 2397000Radio Nova 1598000Radiomafia 1269000Kiss Fm 673000Yle ruotsinkieliset 193000
YLE Radio Suomi 2091000Radio Nova 1564000SBS-iskelmäradiot 1055000YLE Radio 1 919000SuomiPOP 905000NRJ 768000Radio Rock 759000
0
10
20
30
40
50
1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
weekly reach
Radio Rock 759000YleX 741000The Voice 741000Radio Aalto 362000Yle ruotsinkieliset 294000Groove FM 291000YLE Puhe 285000
Reach = listened at least a quarter-hour during the week
Source: Finnpanel, National Radio Listening Survey
4
On a daily basis radio reach four out of five FinnsTotal population, 9+
50
75
Private radio
weekly reachdaily reach
44
63
0 20 40 60 80 100
Public radio
%
daily reach
Source: Finnpanel, National Radio Listening Survey
5National Radio Listening Survey (KRT)
The universe consist of 9 year old Finnish and Swedish speaking population
20 regional listening diaries● 15-25 listed channels and ”other listening”
Survey of 7 days = one week diary● Fieldwork once a month (one sample week per month)● Fieldwork once a month (one sample week per month)
Monthy sample size ca 1500 � National summary figures for 2010 based on a sample of 18.067
Subscribers: Yleisradio Oy, RadioMedia and MTL� The subscriber pool represent almost all Finnish radio stations and media agencies
6
Most listening is to FM-radiosTotal population, 9+
96 95 95 96
60
80
100
radio listening intotal
%
Mobile phone listening surveyed in May-June, Web-listening in November
Weekly reach
6 7 6 66 9 9 10
0
20
40
60
2007 2008 2009 2010
listening via mobilephones
listening via web
Mobile phone with radio : 36 % 46 % 55 % 57 %
Source: Finnpanel, National Radio Listening Survey
7
Average daily listening time 1991-2010 Total population (9+)
3:26
3:50 3:45 3:43 3:39
3:25 3:273:19
3:103:21
3:283:37
3:26 3:22 3:17 3:14 3:16 3:15 3:11 3:10
3:00
4:00
(h:min)
0:00
1:00
2:00
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
Listed channels in diary : 7 7 7 8 10 10 11 14 15 16 17 18 17 17 17 18 17 18(on average)
Source: Finnpanel, National Radio Listening Survey
8
Average daily listening time 1991-2010 Total population (9+)
3:26
3:50 3:45 3:43 3:39
3:25 3:273:19
3:103:21
3:283:37
3:26 3:22 3:17 3:14 3:16 3:15 3:11 3:10
3:00
4:00
(h:min)
2007: Launch of Radio Rock, Radio Aalto
2003: Yle Radio Suomi, YLE Radio 1, YleX
0:00
1:00
2:00
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2003: Yle Radio Suomi, YLE Radio 1, YleX
1999-2000: New private radios (Iskelmä, Sävelradio, G roove, SuomiPop),broadcast area for NRJ:n increases
1997: Launch of nationwide private radio (Radio Nova)
1994-95: Launch of private seminational radios (Classic , KissFM)
1990: Radio Suomi, Radiomafia, YLE:n Ykkönen
Source: Finnpanel, National Radio Listening Survey
9
3:00
4:00
5:00
65+ y
55-64 y
45-54 y
35-44 y
Average daily listening time per age
group 1999-2010h:min
2010
4:22
4:12
3:28
2:55
(h:min)
0:00
1:00
2:00
199
9
200
0
200
1
200
2
200
3
200
4200
5
200
6
200
7
200
8
200
9
201
0
25-34 y
15-24 y
9-14 y
2:33
2:02
0:58
Source: Finnpanel, National Radio Listening Survey
10Listening to audio by age group 2010
17
10
64
200
250
300
Min/day
58
122153
175
208
252 262
24
54
35
17
0
50
100
150
9-14y 15-24y 25-34y 35-44y 45-54y 55-64y 65+ years
recordings
radio
Source: Finnpanel, National Radio Listening Survey
11
Average daily listening by month 2010Total population (9+)
2:593:233:03
3:083:123:173:203:073:13 3:093:07
3:03
3:00
4:00
(h:min)
0:00
1:00
2:00
Janu
ary
Febr
uary
Mar
ch
Apr
il
May
June
July
Aug
ust
Sep
tem
ber
Oct
ober
Nov
embe
r
Dec
embe
r
Source: Finnpanel, National Radio Listening Survey
12
44
60
80
100
Weekly reach (%) of radios 2008-2010Total population 9+ (2008 sample based on Finnish-speaking population only)
%
Reach = listened at least a quarter-hour during the week
1915
6 6 6
16
8
33
1622
1915
30
0
20
40
YLE
Rad
io 1
Yle
X
YLE
Rad
ioS
uom
i
YLE
Puh
e
YLE
ruot
s.
Gro
ove
FM
NR
J
Rad
io A
alto
Rad
io N
ova
Rad
io R
ock
SB
S-Is
kelm
ä
Suo
miP
OP
The
Voi
ce
Oth
ers
2008 2009 2010
Source: Finnpanel, National Radio Listening Survey
13
44
60
80
100
Weekly reach (%) of radios 2008-2010Total population 9+ (2008 sample based on Finnish-speaking population only)
%Reach = listened at least a quarter-hour during the week ?
1915
6 6 6
16
8
33
1622
1915
30
0
20
40
YLE
Rad
io 1
Yle
X
YLE
Rad
ioS
uom
i
YLE
Puh
e
YLE
ruot
s.
Gro
ove
FM
NR
J
Rad
io A
alto
Rad
io N
ova
Rad
io R
ock
SB
S-Is
kelm
ä
Suo
miP
OP
The
Voi
ce
Oth
ers
2008 2009 2010
Source: Finnpanel, National Radio Listening Survey
14What’s included in ”others”?
• Local radios
• Radios that were not aired continously
• Other radios (= not FM)
Source: Finnpanel, National Radio Listening Survey
15What’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 Mega 18 %
• Radio 957 14,7 %
• 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 %
Source: Finnpanel, National Radio Listening Survey,regional reports 2010 (based on transmission areas)
16
2091
15641449
2000
3000(000)
Weekly reach (000) of radios 2008-2010Total population 9+ (2008 sample based on Finnish-speaking population only)
Reach = listened at least a quarter-hour during the week
919741
285 294 291
768
362
759
1055905
741
0
1000
YLE
Rad
io 1
Yle
X
YLE
Rad
ioS
uom
i
YLE
Puh
e
YLE
ruot
s.
Gro
ove
FM
NR
J
Rad
io A
alto
Rad
io N
ova
Rad
io R
ock
SB
S-Is
kelm
ä
Suo
miP
OP
The
Voi
ce
Oth
ers
2008 2009 2010
Source: Finnpanel, National Radio Listening Survey
17
Weekly reach by age group 2010
(000)Total 9+ 9-14 y 15-24 y 25-34 y 35-44 y 45-54 y 55-64 y 65 + y
n=18067 n=1702 n=2391 n=2501 n=2805 n=2648 n=2695 n=3325
Total radio 4581 332 613 649 642 727 755 863
Total Yle radios 3013 142 274 339 321 494 634 809
Total private radios 3595 307 573 601 599 626 508 382
YLE Radio 1 919 44 41 54 71 138 207 364
YleX 741 50 166 201 100 89 73 60
YLE Radio Suomi 2091 65 96 146 205 397 531 652
YLE Puhe 285 13 15 26 35 46 55 95YLE Puhe 285 13 15 26 35 46 55 95
Yle ruotsinkieliset 294 20 34 34 31 37 59 78
Groove FM 291 15 34 49 54 76 40 23
NRJ 768 129 252 157 116 81 25 8
Radio Aalto 362 30 47 64 76 73 47 25
Radio Nova 1564 145 210 234 310 335 217 113
Radio Rock 759 57 196 230 157 79 29 11
SBS-iskelmäradiot 1055 69 99 115 157 252 237 125
SuomiPOP 905 72 166 194 205 177 70 21
The Voice 741 117 217 168 127 76 27 10
Others 1449 84 174 209 222 272 246 242
Source: Finnpanel, National Radio Listening Survey
18
Channel shares 2010 Total population, 9+(% of total listening minutes during an average day )
YLE Radio 17 % YleX
4 %
SBS-iskelmäradiot
SuomiPOP5 %
The Voice3 %
Others10 %
Radio Rock5 %
SBS-iskelmäradiot7 %
YLE Radio Suomi37 %
Radio Nova11 %
YLE ruots.3 %Groove FM
1 %YLE Puhe
2 %
Radio Aalto1 %
NRJ4 %
Source: Finnpanel, National Radio Listening Survey
19
Channel shares during 2008-2010Total population 9+, 2008 sample based on Finnish-s peaking population only
(% of total listening minutes during an average da y)
37
20
30
40
74
2 31
41
11
57
53
10
0
10
20
YLE
Rad
io 1
Yle
X
YLE
Rad
ioS
uom
i
YLE
Puh
e
YLE
ruot
s.
Gro
ove
FM
NR
J
Rad
io A
alto
Rad
io N
ova
Rad
io R
ock
SB
S-
iske
lmär
adio
t
Suo
miP
OP
The
Voi
ce
Oth
ers
2008 2009 2010
Source: Finnpanel, National Radio Listening Survey
20
Channel share by age group 2010(% of total listening minutes during an average day )
%Total 9+ 9-14 y 15-24 y 25-34 y 35-44 y 45-54 y 55-64 y 65 + y
n=18067 n=1702 n=2391 n=2501 n=2805 n=2648 n=2695 n=3325
Total radio 100 100 100 100 100 100 100 100
Total Yle radios 53 19 22 26 27 44 68 85
Total private radios 47 81 78 74 73 56 32 15
YLE Radio 1 7 3 1 2 2 5 8 16
YleX 4 5 13 14 6 2 1 1
YLE Radio Suomi 37 8 5 7 16 35 54 60
YLE Puhe 2 1 1 1 1 1 1 2
Yle ruotsinkieliset 3 3 3 2 2 2 3 5
Groove FM 1 1 1 1 2 2 1 0
NRJ 4 21 15 8 4 2 0 0
Radio Aalto 1 2 1 2 2 2 1 0
Radio Nova 11 19 12 15 21 17 9 2
Radio Rock 5 5 13 14 9 2 1 0
SBS-iskelmäradiot 7 6 5 5 9 11 8 3
SuomiPOP 5 6 10 11 11 6 1 0
The Voice 3 14 10 6 4 2 0 0
Others 10 8 10 12 11 12 11 9
Source: Finnpanel, National Radio Listening Survey
21
Radio receivers owned by the Finns Total population 9+, n=1376, N= 4,8 million
50
61
62
65
65
76
Mobile phone with radio
TV/set-top box
Stereo equipment
PC/internet
Classic radio receiver
Car radio
0
3
12
2
3
13
34
0 20 40 60 80 100
No radio
Other radio
Other portable radio
Digital radio
iPod with radio
mp3-player wih radio
clock radio
%
Source: Finnpanel, National Radio Listening Survey
22
Radio receivers in Finnish households Total Population 9+, n=1376, N= 2,5 million households
12
3
1-2
No radio/na
On average 6 pieces/household
10
39
37
0 20 40 60 80 100
More than 10 pieces
6-10
3-5
%Obs: Weighted on households
Source: Finnpanel, National Radio Listening Survey
23
Location of radio receivers in Finnish householdsTotal population 9+, n=1376, N= 2,5 million households
33
51
58
72
81
Portable receiver
Kitchen
Sleeping room
In the car
Living room
0
16
20
23
28
0 20 40 60 80 100
No radio
Childrens room
Other room
Summer house
Working room
%
Source: Finnpanel, National Radio Listening Survey
Obs: Weighted on households
24
Listening share by listening place 2010Total population, 9+
47
40
50
%
20 18
59
0
10
20
30
at home at work in car other place na
Source: Finnpanel, National Radio Listening Survey
25
Listening by quarter-hours on weekdays 2010Total population, 9+
750
1000
1250
1500(000)
0
250
500
5:30
6:30
7:30
8:30
9:30
10:3
0
11:3
0
12:3
0
13:3
0
14:3
0
15:3
0
16:3
0
17:3
0
18:3
0
19:3
0
20:3
0
21:3
0
22:3
0
23:3
0
0:30
1:30
2:30
3:30
4:30
Radio ‘prime time’ during more 9,5 hours on weekday s
At least one million listeners between 7:00 – 16:30.
Source: Finnpanel, National Radio Listening Survey
26
300
400
500
65+55-6445-5435-44
Listening by quarter-hours on weekdays in different age groups 2010
(000)
0
100
200
5:3
0
6:3
0
7:3
0
8:3
0
9:3
0
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
0:3
0
1:3
0
2:3
0
3:3
0
4:3
0
35-4425-34 15-24 9-14
Source: Finnpanel, National Radio Listening Survey
27
300
400
500
Recordigs
Listening to audio on weekdays 2010: 15-24-years
(000)
0
100
200
5:3
0
6:3
0
7:3
0
8:3
0
9:3
0
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
0:3
0
1:3
0
2:3
0
3:3
0
4:3
0
Radio
Source: Finnpanel, National Radio Listening Survey
28
1000
1500
Recordings
Listening to audion on weekdays 2010: Total population 9+
(000)
0
500
5:3
0
6:3
0
7:3
0
8:3
0
9:3
0
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
0:3
0
1:3
0
2:3
0
3:3
0
4:3
0
RecordingsRadio
Source: Finnpanel, National Radio Listening Survey
29
Average amount of channels listened to in 2010
• 1,5 channels during an average day
• 2,8 channels during the week1,5
1,5
2,6
3
3
W 45+
W 25-44
W 9-24
During
• Depending on place of living, the Finns can listen to 12-23 different FM radios.
1,5
1,6
1,5
1,5
2,6
3
2,8
2,6
M 45+
M 25-44
M 9-24
W 45+
kpl
Duringthe weekAverageday
Source: Finnpanel, National Radio Listening Survey
30
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