Television Viewing In Finland 2016 Tennispalatsi 7.2.2017 Lena Sandell
TV VIEWING AND HOUSEHOLDS IN FINLAND 2016 4 650 000 TV SETS (out of which 730 000 in second homes /summer cottages) Areena MTV Katsomo and Ruutu starts total average 50 million per month 91 % TV YEAR 2016 9weekly reach Daily viewing time 2 hours 52 minutes Weekly commercial reach 87 % The most watched hour at 8.30 9.30 pm (2 million Finns watch TV, half of them with someone else) Source: TAM 4+), comscore and Establishment Survey 2016
THE HISTORY OF TV REPORTING MONDAY MARCH 2ND 1987 VIEWING FIGURES
TV AUDIENCE MEASUREMENT WAS LAUNCHED 30 YRS AGO MARCH 2ND 1987 Start time TV1 Rating 10:10 Koulu-tv 18 000 11:15 På Skattjakt 7 000 Start time TV2 Rating 12:25 Aakkosten synty 10 000 17:15 TV:n viritysohjelma 34 000 17:30 Lasten TV 139 000 17:55 Sähkeuutiset 323 000 18:00 TV-nytt 325 000 18:15 Leipäpuu 445 000 18:30 Bill Cosby Show (MTV) 1 001 000 19:00 Veijaritarinoita (MTV) 1 067 000 19:30 Vaalit 87 1 124 000 20:30 Uutiset ja sää 1 653 000 21:00 Kotimaan katsaus 1 469 000 17:30 Vilbert 18:00 TV-nytt 13 000 18:15 Inför riksdagasvalet 33 000 18:45 Sportmagasinet 16 000 19:15 Pakka sekaisin 48 000 19:45 Veckans puls 30 000 20:30 Uutiset, sää, tietoisku 51 000 21:00 Den osynliga spela 30 000 21:55 TV-nytt 41 000 21:20 Kummisetä (MTV) 1 373 000 22:00 Kymmenen uutiset (MTV) 121 000 22:20 En man på resa 22 000 23:30 Teksti-tv:n uutiset 508 000 23:10 Teksti-tv:n uutiset 7 000 MTV = commercial tv
TOP PROGRAMMES IN 2016 Channel's peak Channel's peak 5.1. Jääkiekon Nuorten MM: RUS FIN Rating 1 981 000 30.1. Volga 30 päivässä Rating 687 000 26.1. The X-Files Salaiset kansiot Rating 279 000 6.2. Itsenäisyyspäivä: Linnanjuhlat, 1st part Channel's peak Channel's peak 5.12. Beck: Tyttö maakellarissa Rating 233 000 Rating 2 618 000 7.8. Rion olympialaiset: Pyöräily, ratsastus Rating 418 000 30.12. Elokuva: Kummisetä II Rating 209 000 11.2. X Factor UK Rating 1 335 000 Channel's peak Channel's peak 13.9. Ensitreffit alttarilla Rating 385 000 15.2. 100 tunnin haaste Rating 115 000 Channel's peak 10.4. Hinnalla millä hyvänsä Rating 71 000 22.5. Jääkiekon MM-kisat: Finaali FIN-Kanada (period 2) Channel's peak Rating 2 305 000 27.2. Haluatko miljonääriksi? Rating 1 222 000 5.9. Kuokkavieras Kataja Rating 340 000 27.12. Hengenvaarallisesti lihava Rating 35 000 Channel's peak 22.8. Chasing Classic Cars S8 Big Brass Ones Rating 27 000 10.2. Mertaranta ja legendat Rating 311 000 27.3. Ridiculousness Rating 26 000 25.5. Syke Rating 177 000 30.9. Vain Elämää Rating 161 000 10.1. Salatut Elämät Rating 98 000 Source: TAM (4+, Rating), TLC started in Dec 1st 2016. comscore: Areena, MTV Katsomo and Ruutu. Big Screen excluded.
Vuoden katsotuin viihdeohjelma suorana Subilla X Factor UK finaali 11.12.
Vuoden katsotuin viihdeohjelma suorana Subilla X Factor UK finaali 11.12. Subin ennätys! 4+ v. live X Factor UK syksy 2016: tavoittavuus Subilla 3,8 milj. 1,3 milj. 1,9 milj. 75% MTV Katsomo käynnistyksiä mtv.fi artikkelit lukukertoja 1,0 milj. 8,9 milj. Keski-Rating tavoittavuus katseluosuus Facebook kokonaiskontaktit 10 milj. Lähde: Finnpanel TV-mittaritutkimus, MTV Katsomo comscore, Facebook Big Data Solutions
% total hh s HOW DO YOU WATCH RECORDED TV CONTENT/VIDEO STREAMING SERVICES? 40 30 20 40 % 35 % 33 % 33 % 10 22 % 16 % 15 % 17 % 0 TV companies web tv services Set-top box / tv with hard disk Video services (Netflix, HBO, Filmnet, Viaplay etc.) Elisa/Sonera/DNA/Welho/ Watson Viihde services 2015 2016 Source: Finnpanel, Establisment Survey.
% total HH s What kind of equipment do you use to watch TV programmes? 100 90 94 % 80 TV set 70 60 50 40 45 % PC Tablet Smartphone 30 27 % 20 22 % 10 0 2010 2011 2012 2013 2014 2015 2016 Source: Finnpanel, Establisment Survey.
2 HOURS 52 MINUTES DAILY VIEWING 2 h 50 min 2 h 49 min 2 h 52 min 2 h 52 min 2 h 55 min 2 h 54 min 2 h 56 min 2 h 51 min 2 h 52 min 2008 2009 2010 2011 2012 2013 2014 2015 2016 Source: TAM (4+)
VIEWING BY AGE GROUP 4 h 40 min 4 h 52 min 2015 2016 3 h 33 min 3 h 37 min 2 h 21 min 2 h 15 min 1 h 2 min 1 h 1 h 3 min 53 min 1 h 7 min 1 h 5 min 4 9 yrs 10 24 yrs 15 24 yrs 25 44 yrs 45 64 yrs 65+ yrs Source: TAM
VIEWING BY AGE GROUP 4 h 48 min 6 min 2 min 5 h 2 min 8 min 2 min Linear TV and time shifted viewing DVD/Blu-Ray/VHS Other TV screen usage 2 h 51 min 2 h 54 min 26 min 34 min 4 min 5 min 3 h 58 min 3 h 51 min 18 min 15 min 3 min 3 min 4 h 40 min 4 h 52 min 3 h 11 min 3 h 17 min 16 min 21 min 4 min 4 min 1 h 29 min 1 h 28 min 1 h 27 min 1 h 26 min 15 min 20 min 17 min 22 min 12 min 8 min 4 min 3 min 2 h 21 min 2 h 15 min 3 h 33 min 3 h 37 min 2 h 51 min 2 h 52 min 1 h 2 min 1 h 1 h 6 min 1 h 1 min 2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 4 9 yrs 10 24 yrs 25 44 yrs 45 64 yrs 65+ yrs 4+ yrs. Source: TAM
% DAILY REACH 100 90 80 70 81 % 81 % 82 % 83 % 83 % 83 % 83 % 83 % 84 % 73 % 73 % 71 % 72 % 72 % 72 % 70 % 69 % 69 % 45+ yrs. 25 44 yrs 60 50 57 % 56 % 56 % 56 % 55 % 53 % 51 % 48 % 46 % Under 25 yrs 40 30 20 10 0 2008 2009 2010 2011 2012 2013 2014 2015 2016 Source: TAM.
WEB TV MEASUREMENT ON EXTENSION TO TAM A meter that recognizes other viewing devices will be installed in TAM households Continuous web tv player measurement: total no. of starts and duration of viewing by device level Data calibration Web tv viewing reported together with linear tv
AREENA, MTV KATSOMO AND RUUTU: VIEWING TIME BY DEVICE 40 % 30 % 17 % 11 % 2 % tietokone PC tabletti Tablet Smartphone älypuhelin big Big screen Other muu Source: comscoren, viewing time by device during March 14th Dec 31st 2016 (only includes programmes broadcasted on linear TV).
AREENA, MTV KATSOMO AND RUUTU VIEWING BY PROGRAMME GENRE 2016 Domestic fiction Children programmes Foreign fiction Entertainment, light music, reality 21 % Asiaohjelmat/ kulttuuri/ lifestyle 11 % Movies 4 % Sports 4 % News 2 % Current Affairs 2 % Educational and science programs 1 % Popular culture 0 % Source: comscore, Areena, MTV Katsomo and Ruutu viewing in 2016 (only includes programmes broadcasted on linear TV)
Sorjonen AREENA & TV Keskimäärin 951 000 katsojaa Neljällä jaksolla yli miljoona katsojaa KOLME KULTAISTA VENLAA PARAS KOTIMAINEN POLIISISARJA RAIDIN JÄLKEEN (HS-äänestys 11/16) AREENA Yhteensä 2,7 milj. käynnistystä Keskimäärin 152 000 katsojaa 2/3 katselusta ennakkona Neljännes katselusta isolta ruudulta SOME Ostettu FB Rch 173 000 Useita orgaanisia nostoja somessa Yle Julkaisut, JH
MOST POPULAS WEB TV PROGRAMMES AREENA, MTV KATSOMO AND RUUTU 2016 Viewing on TV company's web tv service (Rating) 25.5. Syke (12) 177 000 30.9. Vain elämää 161 000 24.12. Luottomies (12) 142 000 2.7. Ryhmä Hau (S) 129 000 19.4. Arman Pohjantähden alla 126 000 25.12. Kotikatsomo: Sorjonen (16) 123 000 1.12. Joulukalenteri: Jäätävä seikkailu (S) 104 000 10.1. Salatut elämät (4. es.) 98 000 25.5. Uusi Päivä 87 000 14.12. Downshiftaajat (12) 84 000 Source: comscore and Finnpanel. For recurring programs, only the highest rated episode is listed. Big Screen excluded.
WEB TV STREAM STARTS 2016 50 million starts monthly 70 000 000 60 000 000 50 000 000 40 000 000 30 000 000 20 000 000 10 000 000 2014 2015 2016 0 Jan Feb March April May June July August Sept Oct Nov Dec Source: comscore (Areena, MTV Katsomo and Ruutu)
Minutes/day MONTHLY VIEWING 250 200 204 min 189 min 180 min 175 min 164 min 153 min 139 min Rio Olympics 160 min 157 min 171 min 183 min 191 min 150 100 2015 2016 50 0 Jan Feb March April May June July August Sept Oct Nov Dec Source: TAM (4+)
55 % WATCH TOGETHER WITH SOMEONE ELSE THE TOP CO-VIEWING EVENTS IN 2016: News Christmas Eve Independence Day Ice Hockey World Championships 12 % of 15 24 y.o. s viewing happens at friend s house Saara Aalto UK X-Factor Do you want to be a millionaire? Vain Elämää Source: TAM. Co-viewing among two or more viewers in households with at least 2 inhabitants.
Haluatko miljonääriksi? Haluatko miljonääriksi - postaukset suositulla FINpopin Instagram-tilillä (seuraajia 122 000) Ohjelma tavoitti vuonna 2016 4,2 MILJOONAA (4+) (tuotantokausi 1 ja 2) 81 % 3,8 miljoonaa videostarttia vuodessa (tuotantokausi 1 ja 2 jaksot ja klipit) Päälähetyksen keskirating vuonna 2016 4+ (tuotantokausi 1 ja 2) 884 000 #haluatkomiljonääriksi twiitit tavoittivat 2,7 MILJOONAA käyttäjää vuonna 2016
% CHANNEL SHARES 50 40 44,8 % 2015 2016 total total 16,6 % 24,2 % total 44,8 % 30 28,1 % 24,2 % 20 16,3 % 16,6 % 10 0 12,4 % 2,6 % 1,7 % 3,4 % 2,1 % 2,4 % 9,6 % 2,9 % 2,5 % 1 % 0,6 % 6,6 % 3,1 % 1,7 % 1,4 % 0,4 % 0,1 % 3 % 0,3 % 3,3 0,3 4,1 Source: TAM (4+), TLC started Dec 1st 2016.
SHARE OF VIEWING BY TV COMPANY 6 % 1 % Others 5 % Under 45 yrs. 9 % total 28 % total 24 % total 26 % Source: TAM 2016
SHARE OF VIEWING BY TV COMPANY 0 % 2 % 6 % Others 4 % Over 45 yrs. total 13 % total 52 % total 23 % Source: TAM 2016
TOP PROGRAMMES 2016 Under 25 yrs. 22.5. Ice Hockey WC: Final FIN CAN (2. period) 441 000 22.5. Ten o clock news 409 000 5.1. Ice Hockey u20 WC: RUS-FIN 346 000 25 44 yrs. 22.5. Ice Hockey WC: Final FIN CAN (2. period) 679 000 22.5. Ten o clock news 674 000 6.12. Independence Day: Linnan juhlat, 1. part 610 000 45+ yrs. 6.12. Independence Day: Linnan juhlat, 1. part 1 690 000 6.12. Yle News 1 584 000 22.5. Ice Hockey WC: Final FIN CAN (2. period) 1 186 000 Source: TAM, rating. For recurring programs, only the highest rated episode/part of the event or game is listed.
TOP PROGRAMMES 2016 Channel Programme Day Date Time Rating Independence Day: Linnan juhlat, 1. part tue 6.12. 18:55 2 618 000 Yle news tue 6.12. 20:30 2 467 000 Ice Hockey WC: Final FIN Canada, 2. period sun 22.5. 21:31 2 305 000 Teno clock news sun 22.5. 22:10 2 153 000 Ice Hockey u20 WC: RUS - FIN tue 5.1. 19:43 1 981 000 Ice Hockey WC: CAN FIN, 3. period tue 17.5. 21:47 1 792 000 Ice Hockey WC: Slovakia FIN, 2. period sun 15.5. 20:49 1 606 000 Ice Hockey WC: FIN USA, 3. period mon 9.5. 21:44 1 565 000 Ice Hockey WC: FIN RUS, 3. period sat 21.5. 17:49 1 553 000 Independence Day: Kohti linnan juhlia tue 6.12. 18:08 1 426 000 Source: TAM (4+). For recurring programs, only the highest rated episode/part of the event or game is listed
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TV viewing time (h:min) Total TV 2:41 2:40 2:43 2:45 2:40 2:42 2:42 2:40 2:50 2:49 2:52 2:52 2:55 2:54 2:56 2:51 2:52 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Source: TAM (4+)
Viewing via TV screen 100 % 90 % 80 % 70 % 60 % 50 % 40 % 30 % 20 % 10 % 0 % 5% 7% 8% 3% 8% 11% 4% 3% 2% 2% 4% 4% 2% 3% 4% 2% 3% 3% 4% 3% 86% 84% 84% 83% 81% 2012 2013 2014 2015 2016 Other TV screen usage Dvd/Blu-ray/Vhs TSV 1-7 days Vosdal Live Source: TAM (4+)
Viewing on tv screen by age group 0 % 10 % 20 % 30 % 40 % 50 % 60 % 70 % 80 % 90 % 100 % 4+ 81% 7% 2% 11% 4-9 64% 5% 9% 23% 10-14 66% 5% 7% 22% 15-24 65% 5% 2% 27% 25-34 65% 8% 3% 24% 35-44 75% 8% 2% 15% 45-54 81% 8% 2% 9% 55-64 87% 7% 0% 6% 65+ 91% 5% 1% 3% Live Time shifted viewing Dvd/Blu-ray/Vhs Other TV screen usage Source: TAM 2016.
Change in viewing time (minutes/day) Change in viewing time 2015 vs. 2016 25 20 20 15 10 5 0-5 -10-15 4-7 -9 1-5 8 6-1 -1 0 2-20 -25 Jan Feb March April May June July Aug Sept Oct Nov Dec 4+ Source: TAM (4+)
% time shifted viewing Time shifted viewing (%) 12% 10% 8% 6% 4% 9% 8% 8% 7% 7% 4-44 W4+ 4+ M4+ 45+ 2% 0% 2008 2009 2010 2011 2012 2013 2014 2015 2016 Source: TAM.
Minutes/day Guest viewing 350 300 250 200 150 100 50 0 3 % 9 3 % 4 % 6 7 4 % 6 283 166 210 12 % 8 % 129 4 8 53 57 4+ 4-14 15-24 25-44 45-64 65+ household's viewing guest viewing Source: TAM (4+) 2016.
% total viewing time Co-viewing 100 90 80 70 60 50 40 30 20 10 0 61 62 62 61 63 57 58 60 57 53 55 55 54 53 55 48 50 49 2008 2009 2010 2011 2012 2013 2014 2015 2016 total day prime time (18-23) Source: TAM (4+), Co-viewing among two or more viewers in households with at least 2 inhabitants.
H:min Daily average time spent (total viewing individuals) 4:43 4:42 4:43 4:45 4:50 4:53 4:53 4:48 4:56 45+ 3:20 3:20 3:21 3:19 3:20 3:21 3:31 3:24 3:15 25-44 2:40 2:34 2:35 2:27 2:28 2:22 2:23 2:15 2:13 4-24 2008 2009 2010 2011 2012 2013 2014 2015 2016 Source: TAM (4+)
People watch 10 channels weekly No. of weekly watched channels 14 No. of daily watched channels 14 12 10 8 6 4 6 6,6 6,4 9,7 11,7 10,8 10 12 10 8 6 4 2,8 3,3 3,3 4,5 5,9 5,8 5,2 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+ 2015 2016 2015 2016 Source: TAM.
TV company viewing shares, 4+ % 0 5 10 15 20 25 30 35 40 45 50 YLE total MTV total 24,2 44,8 2015 2016 Nelonen Media total 16,6 Discovery Networks Finland 6,6 Fox Networks Group 3,3 MusicTV 0,3 Others 4,1 Source: TAM (4+)
TV company viewing shares, persons under 45 yrs. % 0 5 10 15 20 25 30 35 40 45 50 YLE total MTV total Nelonen Media total 24,4 26,4 28,2 2015 2016 Discovery Networks Finland 9,3 Fox Networks Group 5,9 MusicTV 0,7 Others 5 Source: TAM.
% Domestic commercial channels weekly and daily reach 100 90 80 70 60 50 40 30 20 10 0 89 93 93 87 78 76 76 72 67 61 61 38 38 35 4-9 10-14 15-24 25-44 45-64 65+ 4+ Daily reach Weekly Reach Source: TAM 2016, 20 commercial channels.
Commercial share 0 % 10 % 20 % 30 % 40 % 50 % 60 % 70 % 80 % 90 % 100 % 4+ 33 19 7 6 6 6 5 4 4 3 2 2 4-14 21 28 9 5 17 4 3 2 2 1 4 1 15-24 23 21 10 7 7 8 6 4 3 2 2 2 2 25-44 24 20 9 7 7 7 6 4 4 3 2 2 45-64 33 19 7 7 6 6 5 4 4 3 2 3 65+ 47 17 4 4 3 4 4 4 2 3 3 1 MTV3 Nelonen Sub TV5 FOX Jim Liv Ava Kutonen Frii MTV Pay Hero Discovery National Geographic MusicTV Nelonen Pay TLC Source: TAM (4+) 2016, 20 commercial channels. TLC started Dec 1st 2016.
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Feb 2015 Aug 2015 Feb 2016 Aug 2016 % TV HH s Pay TV penetration 100 90 80 70 60 50 40 30 20 10 0 Paid TV content (incl. Pay-tv-channels and in addition svod Netflix, HBO, C More, Viaplay etc.) Pay TV channels (incl. cable, antenna, IPTV and satellite operators, TV-companies services MTV Katsomo and Ruutu+, internet and other) 5 4 5 4 4 5 6 7 11 20 27 28 27 28 28 29 29 36 35 38 37 26 25 27 25 Source: Finnpanel, Establisment Survey.
Minutes/day Pay TV viewing is stable 7 % of total TV viewing 350 300 250 200 150 100 50 0 Top Pay TV channels (4+) 2016: MTV Max, Eurosport, MTV Sport 1 7 % 9 % 5 % 12 16 8 160 156 164 17 % 10 % 9 % 10 5 6 50 48 59 8 % 11 124 7 % 15 202 5 % 15 276 16 % 30 153 Free to air viewing Pay TV viewing Source: TAM 2016. Channels: Animal Planet, BBC Brit, BBC Earth, BBC World, C More Other Channels, C More Sports Channels, Digiviihde, Discovery, Disney Channel, Disney XD, Eurosport, MTV Fakta, MTV Juniori, MTV Leffa, MTV Max, MTV Sport 1&2, National Geographic, Nelonen Maailma, Nelonen Nappula, Nelonen Prime, Nelonen Pro 1-8, SVT Eu, SVT1&2, TV4 (Sweden), Viasat Jalkapallo, Viasat Jääkiekko, Viasat Movie channels, Viasat Other channels, Viasat Urheilu, Foreign Satellite channel group.