radio listening in finland 2010 - finnpanel.fi · 1 Radio listening in Finland 2010 ... Yle ruotsinkieliset 193000 ... The universe consist of 9 year old Finnish and Swedish speaking

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


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


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 %


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)


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


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


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


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


12

44

60

80

100

Weekly reach (%) of radios 2008-2010Total population 9+ (2008 sample based on Finnish-speaking population only)

%


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


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


14What’s included in ”others”?

• Local radios

• Radios that were not aired continously

• Other radios (= not FM)


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)


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


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


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 %


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


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


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

%


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


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

%


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


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.


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


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


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


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


30

More information on

www.finnpanel.fiwww.finnpanel.fi

Documents

radio listening in finland 2010 - finnpanel.fi · 1 Radio listening in Finland 2010 ... Yle ruotsinkieliset 193000 ... The universe consist of 9 year old Finnish and Swedish speaking