Television Viewing In Finland 2016 Tennispalatsi 7.2.2017Lena Sandell

Weekly

commercial

reach 87 %

TV VIEWING AND HOUSEHOLDS IN FINLAND 2016

9weekly reach

Daily viewing time2 hours 52 minutes

TV YEAR

2016Areena

MTV Katsomo and Ruutu starts total average

50 millionper month

4 650 000 TV SETS

(out of which 730 000 in secondhomes /summer cottages)

The most watchedhour 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 #TVvuosi2017

91 %

#TVvuosi2017

THE HISTORY OF TV REPORTINGMONDAY MARCH 2ND 1987 VIEWING FIGURES

MTV = commercial tv

#TVvuosi2017

Start time TV1 Rating

10:10 Koulu-tv 18 000

11:15 På Skattjakt 7 000

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

21:20 Kummisetä (MTV) 1 373 000

23:30 Teksti-tv:n uutiset 508 000

Start time TV2 Rating

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

22:00 Kymmenen uutiset (MTV) 121 000

22:20 En man på resa 22 000

23:10 Teksti-tv:n uutiset 7 000

TV AUDIENCE MEASUREMENT WAS LAUNCHED

30 YRS AGO – MARCH 2ND 1987

TOP PROGRAMMES IN 2016

Source: TAM (4+, Rating), TLC started in Dec 1st 2016. comScore: Areena, MTV Katsomo and Ruutu. Big Screenexcluded.

6.2. Itsenäisyyspäivä: Linnanjuhlat, 1st part

Rating2 618 000

22.5.Jääkiekon MM-kisat: Finaali FIN-Kanada (period 2)

Rating2 305 000

27.2.Haluatko miljonääriksi?

Rating1 222 000

26.1.The X-Files – Salaiset kansiot

Rating279 000

13.9.Ensitreffit alttarilla

Rating385 000

27.3.Ridiculousness

Rating26 000

5.1.Jääkiekon Nuorten MM: RUS – FIN

Rating1 981 000

30.1.Volga 30 päivässä

Rating687 000

7.8.Rion olympialaiset: Pyöräily, ratsastus

Rating418 000

11.2.X Factor UK

Rating1 335 000

15.2.100 tunnin haaste

Rating115 000

10.4.Hinnalla millä hyvänsä

Rating71 000

30.12.Elokuva: Kummisetä II

Rating209 000

5.12.Beck: Tyttö maakellarissa

Rating233 000

5.9.Kuokkavieras Kataja

Rating340 000

10.2.Mertaranta ja legendatRating311 000

22.8.Chasing Classic Cars S8 BigBrass Ones

Rating27 000

27.12.Hengenvaarallisesti lihava

Rating35 000

#TVvuosi2017

25.5.Syke

Rating177 000

10.1.Salatut Elämät

Rating98 000

30.9.Vain Elämää

Rating161 000

Channel'speak

Channel'speak

Channel'speak

Channel'speak

Channel'speak

Channel'speak

Channel'speak

Channel'speak

Channel'speak

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.

• MTV Katsomo käynnistyksiä 1,0 milj.

• mtv.fi artikkelit lukukertoja 8,9 milj.

• Facebook kokonaiskontaktit 10 milj.

Lähde: Finnpanel TV-mittaritutkimus, MTV Katsomo comScore, Facebook Big Data Solutions

Keski-Rating

1,3 milj. 1,9 milj.75%

tavoittavuus katseluosuus

Vuoden katsotuin viihdeohjelma – suorana Subilla

X Factor UK finaali 11.12.

HOW DO YOU WATCH RECORDED TV CONTENT/VIDEO STREAMING SERVICES ?

35 % 33 %

16 % 15 %

40 %

33 %

22 %17 %

0

10

20

30

40

% t

ota

lhh’s

2015 2016

Source: Finnpanel, Establisment Survey.

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

#TVvuosi2017

Source: Finnpanel, Establisment Survey.

What kind of equipment do you use to watch TV programmes?

94 %

45 %

27 %

22 %

0

10

20

30

40

50

60

70

80

90

100

2010 2011 2012 2013 2014 2015 2016

% t

ota

lHH’s

TV set

PC

Tablet

Smartphone

#TVvuosi2017

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 min2 h 51 min 2 h 52 min

2008 2009 2010 2011 2012 2013 2014 2015 2016

Source: TAM (4+) #TVvuosi2017

VIEWING BY AGE GROUP

1 h2 min

1 h3 min

1 h7 min

2 h21 min

3 h33 min

4 h40 min

1 h53 min

1 h5 min

2 h15 min

3 h37 min

4 h52 min

4–9 yrs 10–24 yrs 15–24 yrs 25–44 yrs 45–64 yrs 65+ yrs

2015 2016

#TVvuosi2017Source: TAM

VIEWING BY AGE GROUP

4–9 yrs 10–24 yrs 25–44 yrs 45–64 yrs 65+ yrs 4+ yrs.

1 h2 min 1 h

1 h6 min

1 h1 min

2 h21 min

2 h15 min

3 h33 min

3 h37 min

4 h40 min

4 h52 min

2 h51 min

2 h52 min

12 min 8 min 4 min3 min

4 min5 min

3 min 3 min

2 min

2 min

4 min 4 min

15 min 20 min 17 min 22 min

26 min 34 min

15 min18 min

6 min

8 min

16 min 21 min

1 h 29 min 1 h 28 min 1 h 27 min 1 h 26 min

2 h 51 min 2 h 54 min

3 h 51 min3 h 58 min

4 h 48 min

5 h 2 min

3 h 11 min3 h 17 min

2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 2015 2016

Linear TV and time shifted viewing

DVD/Blu-Ray/VHS

Other TV screen usage

Source: TAM #TVvuosi2017

DAILY REACH

81 % 81 % 82 % 83 % 83 % 83 % 83 % 83 % 84 %

71 %73 % 73 % 72 % 72 % 72 %

70 % 69 % 69 %

57 % 56 % 56 % 56 % 55 %53 %

51 %48 %

46 %

0

10

20

30

40

50

60

70

80

90

100

2008 2009 2010 2011 2012 2013 2014 2015 2016

%

45+ yrs.

25–44 yrs

Under 25 yrs

#TVvuosi2017Source: TAM.

WEB TV MEASUREMENT ON EXTENSION TO TAM

#TVvuosi2017

Continuous web tv player measurement: total no. of starts andduration of viewingby device level

Web tv viewingreported together with

linear tvData calibration

A meter thatrecognizes otherviewingdevices will beinstalled in TAM households

AREENA, MTV KATSOMO AND RUUTU: VIEWING TIME BY DEVICE

40 %

30 %

17 %11 % 2 %

tietokone tabletti älypuhelin big screen muu

Source: comScoren, viewing time by device during March 14th – Dec 31st 2016 (only includes programmesbroadcasted on linear TV).

#TVvuosi2017

PC Tablet Smartphone Big screen Other

AREENA, MTV KATSOMO AND RUUTU VIEWING BY PROGRAMME GENRE 2016

Source: comScore, Areena, MTV Katsomo and Ruutu viewing in 2016 (only includes programmes broadcasted on linear TV) #TVvuosi2017

Movies4 %Asiaohjelmat/

kulttuuri/lifestyle11 %

Sports4 %

Popular culture 0 %

Educational and science programs 1 %

Current Affairs2 %

News2 %Entertain-

ment, lightmusic, reality21 %

Foreign fiction

Domesticfiction

Childrenprogrammes

Sorjonen

Yle Julkaisut, JH

AREENA & TVKeskimäärin 951 000 katsojaa Neljällä jaksolla yli miljoona katsojaa

AREENAYhteensä 2,7 milj. käynnistystä Keskimäärin 152 000 katsojaa2/3 katselusta ennakkonaNeljännes katselusta isolta ruudulta

KOLMEKULTAISTA

VENLAAPARAS

KOTIMAINENPOLIISISARJA

RAIDIN JÄLKEEN(HS-äänestys 11/16)

SOMEOstettu FB Rch 173 000Useita orgaanisia nostoja somessa

MOST POPULAS WEB TV PROGRAMMESAREENA, MTV KATSOMO AND RUUTU 2016

Source: comScore and Finnpanel. For recurring programs, only the highest rated episode is listed. Big Screenexcluded. #TVvuosi2017

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

Viewing on TV company's web tv service

(Rating)

WEB TV STREAM STARTS 2016 – 50 million starts monthly

0

10 000 000

20 000 000

30 000 000

40 000 000

50 000 000

60 000 000

70 000 000

Jan Feb March April May June July August Sept Oct Nov Dec

2014 2015 2016

Source: comScore (Areena, MTV Katsomo and Ruutu) #TVvuosi2017

MONTHLY VIEWING

204 min

189 min180 min 175 min

164 min153 min

139 min

160 min 157 min

171 min183 min

191 min

0

50

100

150

200

250

Jan Feb March April May June July August Sept Oct Nov Dec

Min

ute

s/d

ay

2015 2016

RioOlympics

Source: TAM (4+) #TVvuosi2017

55 % WATCH TOGETHER WITH SOMEONE ELSE

THE TOP CO-VIEWING EVENTS IN 2016:

Christmas Eve

Saara Aalto UK X-Factor

#TVvuosi2017Source: TAM. Co-viewing among two or more viewers in households with at least 2 inhabitants.

Ice Hockey World Championships

News

Vain Elämää

Independence Day

Do you want to be a millionaire?

12 % of 15–24 y.o.’s viewing

happens at friend’shouse

81 %

Haluatko miljonääriksi?Ohjelma tavoitti vuonna

2016

4,2 MILJOONAA (4+)

(tuotantokausi 1 ja 2)

3,8 miljoonaavideostarttia 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

Haluatko miljonääriksi -

postaukset suositulla

FINpopin Instagram-tilillä

(seuraajia 122 000)

CHANNEL SHARES

28,1 %

12,4 %

2,6 % 1,7 %

44,8 %

16,3 %

3,4 %2,1 % 2,4 %

24,2 %

9,6 %

2,9 % 2,5 %1 % 0,6 %

16,6 %

3,1 %1,7 % 1,4 % 0,4 % 0,1 %

6,6 %

3 %0,3 %

3,3

0,3

4,1

0

10

20

30

40

50

%

2015 2016

Source: TAM (4+), TLC started Dec 1st 2016. #TVvuosi2017

total

total

total 44,8 %

24,2 %

16,6 %

Under 45 yrs.

SHARE OF VIEWING BY TV COMPANY

Source: TAM 2016 #TVvuosi2017

Others5 %

total28 %

total26 %

total24 %

9 %

6 %

1 %

Over 45 yrs.

SHARE OF VIEWING BY TV COMPANY

Source: TAM 2016 #TVvuosi2017

Others4 %

total52 %

total23 %

total13 %

0 %

2 %

6 %

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

TOP PROGRAMMES 2016

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

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

Under 25 yrs.

Source: TAM, rating. For recurring programs, only the highest rated episode/part of the event or game is listed. #TVvuosi2017

25–44 yrs.

45+ yrs.

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

Ten o’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 #TVvuosi2017

More information at

www.finnpanel.fi

TV viewing time (h:min)

2:41 2:40 2:43 2:45 2:40 2:42 2:42 2:402:50 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

Total TV

Source: TAM (4+)

Viewing via TV screen

86% 84% 84% 83% 81%

2% 3% 3% 3% 3%

4% 4% 4% 4% 4%

3% 3% 2% 2% 2%

5% 7% 8% 8% 11%

0 %

10 %

20 %

30 %

40 %

50 %

60 %

70 %

80 %

90 %

100 %

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

81%

64%

66%

65%

65%

75%

81%

87%

91%

7%

5%

5%

5%

8%

8%

8%

7%

5%

2%

9%

7%

2%

3%

2%

2%

0%

1%

11%

23%

22%

27%

24%

15%

9%

6%

3%

0 % 10 % 20 % 30 % 40 % 50 % 60 % 70 % 80 % 90 % 100 %

4+

4-9

10-14

15-24

25-34

35-44

45-54

55-64

65+

Live Time shifted viewing Dvd/Blu-ray/Vhs Other TV screen usage

Source: TAM 2016.

Change in viewing time 2015 vs. 2016

4

-7 -9

1

-5

86

20

-1 -1

02

4+

-25

-20

-15

-10

-5

0

5

10

15

20

25

Ch

an

ge

in v

iew

ing

tim

e(m

inu

tes/

da

y)

Jan Feb March April May June July Aug Sept Oct Nov Dec

Source: TAM (4+)

Time shifted viewing (%)

9%

8%

8%7%

7%

0%

2%

4%

6%

8%

10%

12%

2008 2009 2010 2011 2012 2013 2014 2015 2016

% t

ime

shif

ted

vie

win

g

4-44

W4+

4+

M4+

45+

Source: TAM.

Guest viewing

166

53 57

129

210

283

7

4 8

6

6

9

0

50

100

150

200

250

300

350

4+ 4-14 15-24 25-44 45-64 65+

Min

ute

s/d

ay

household's viewing guest viewing

4 %

8 %12 %

4 %

3 %

3 %

Source: TAM (4+) 2016.

Co-viewing

48 50 4953 55 55 54 53 55

57 58 5761 62 62 61 60

63

0

10

20

30

40

50

60

70

80

90

100

2008 2009 2010 2011 2012 2013 2014 2015 2016

% t

ota

lv

iew

ing

tim

e

total day prime time (18-23)

Source: TAM (4+), Co-viewing among two or more viewers in households with at least 2 inhabitants.

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

3:20 3:20 3:21 3:19 3:20 3:213:31 3:24

3:15

2:40 2:34 2:35 2:27 2:28 2:22 2:23 2:15 2:13

2008 2009 2010 2011 2012 2013 2014 2015 2016

H:m

in

45+

25-44

4-24

Source: TAM (4+)

People watch 10 channels weekly

66,6 6,4

9,7

11,710,8

10

0

2

4

6

8

10

12

14

4-9 10-14 15-24 25-44 45-64 65+ 10+

No. of weekly watchedchannels

2015 2016

2,83,3 3,3

4,5

5,9 5,85,2

0

2

4

6

8

10

12

14

4-9 10-14 15-24 25-44 45-64 65+ 10+

No. of daily watched channels

2015 2016

Source: TAM.

TV company viewing shares, 4+

44,8

24,2

16,6

6,6

3,3

0,3

4,1

0 5 10 15 20 25 30 35 40 45 50

YLE total

MTV total

Nelonen Media total

Discovery Networks Finland

Fox Networks Group

MusicTV

Others

%

2015

2016

Source: TAM (4+)

TV company viewing shares, persons under 45 yrs.

28,2

26,4

24,4

9,3

5,9

0,7

5

0 5 10 15 20 25 30 35 40 45 50

YLE total

MTV total

Nelonen Media total

Discovery Networks Finland

Fox Networks Group

MusicTV

Others

%

2015

2016

Source: TAM.

Domestic commercial channels’ weekly and daily reach

38 3835

61

7276

61

78 76

67

8993 93

87

0

10

20

30

40

50

60

70

80

90

100

4-9 10-14 15-24 25-44 45-64 65+ 4+

%

Daily reach Weekly Reach

Source: TAM 2016, 20 commercial channels.

Commercial share

33

21

23

24

33

47

19

28

21

20

19

17

7

9

10

9

7

4

6

5

7

7

7

4

6

17

7

7

6

3

6

4

8

7

6

4

5

3

6

6

5

4

4

2

4

4

4

4

4

2

3

4

4

2

3

1

2

3

3

3

2

4

2

2

2

3

2

1

2

2

3

1

2

0 % 10 % 20 % 30 % 40 % 50 % 60 % 70 % 80 % 90 % 100 %

4+

4-14

15-24

25-44

45-64

65+

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.

Pay TV penetration

36 35 38 37

5 4 5 4 4 5 6 711

20

27 28 27 28 28 29 29 26 25 27 25

0

10

20

30

40

50

60

70

80

90

10019

98

199

9

20

00

20

01

20

02

20

03

20

04

20

05

20

06

20

07

20

08

20

09

20

10

20

11

20

12

20

13

20

14

Feb

20

15

Au

g 2

015

Feb

20

16

Au

g 2

016

% T

V H

H’s

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 Katsomoand Ruutu+, internet and other)

Source: Finnpanel, Establisment Survey.

Pay TV viewing is stable – 7 % of total TV viewing

160 156 164

50 48 59

124

202

276

153

12 16 8

10 56

11

15

15

30

0

50

100

150

200

250

300

350

Min

ute

s/d

ay

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.

7 % 9 % 5 %

17 % 10 % 9 %

8 %

7 %

5 %

16 %

Top Pay TV channels(4+) 2016:

MTV Max, Eurosport, MTV Sport 1