MARKETOVERVIEW

 
Finland

 

General Information

Demographics
Land area
338 145
km2
Total population
5 350 427
Households
2 487 000
 
 
Economics
GDP
180 295
Millions EUR
GDP per capita
33 691
EUR
PPS
150 873
Millions of PPS
PPS per capita
28 193
PPS
GDP/PPS
119.5
 %
Inflation rate 2008
3.90
 %
Inflation rate 2009
1.60
 %
Inflation rate 2010
1.70
 %
Inflation rate 2011 (forecast)
3.40
 %
Currency
Euro
 €
Exchange rate 2010 EUR/EUR
1.000
 €
Exchange rate 2009 EUR/EUR
1.000
 €
Rate 2010/2009
1.0
 %
Equipment/household

General

% of HH

Cars
N/A
TV
90.8%
Terrestrial TV
43.5%
Cabled Households
43.3%
Satellite Households
4.0%
PC with Internet at home
70.4%
   

Radio

% of HH

Any type
99.6%
Alarm clock
34.0%
Car set
76.0%
mp3 player/iPod
N/A
Mobile phone
57.0%

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Radio Landscape

Market Structure: Stations
No. of stations/networks in country
88
No. of stations/networks that sell advertising
49
No. of sales houses (excluding direct sales)
None
No. of sales houses that collect 80% of the radio adspend
None
Total number of spots broadcast
N/A
Average spot length
25.0 sec
Daily Average Listening Time
Reference Popluation
4 798 000
 
% Daily Coverage
78.20%
 %
Individual Listening Time
03:10:00
 hh:mm:ss
Listener Listening Time
04:02:00
 hh:mm:ss

 

Radio Advertising (NET Data)
NET Radio adspend (Euros)
52 000 000
Radio adspend in % of GDP
0.03%
Radio adspend in % of PPS
0.03%
Radio adspend per capita (Euros)
9.72€
Total number of advertisers
approx 2 000
Total number of radio advertisers
approx 800
Number of national radio advertisers
approx 350
Number of local radio advertisers
approx 450
Audience share per location

 

Listening Curve 2010


Source: radiocontrol

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Advertising Expenditures

NET Advertising Spend Per Media (Millions of EUR)

2008

2009

2010

Adspend

% Total

Adspend

% Total

Adspend

% Total
Sponsorship TV incl.   incl.   incl  
Public TV 0.0 0.0% 0.0 0.0% 0.0 0.0%
Private TV 268.1 20.1% 237.0 21.5% 265.7 22.7%
Total TV 268.1 20.1% 237.0 21.5% 265.7 22.7%
             
Sponsorship Radio incl.   incl.   incl.  
Public Radio 0.0 0.0% 0.0 0.0% 0.0 0.0%
Private Radio 50.5 3.8% 50.0 4.5% 52.0 4.4%
Total radio 50.5 3.8% 50.0 4.5% 52.0 4.4%
             
Cinema 3.1 0.2% 2.4 0.2% 2.9 0.2%
             
Newspapers 687.0 51.5% 542.0 49.2% 558.7 47.7%
Magazines 203.0 15.2% 157.0 14.3% 153.6 13.1%
Other Periodicals            
Total Press 890.0 66.7% 599.0 63.5% 712.3 60.8%
             
Outdoor/Transport 43.8 3.3% 36.0 3.3% 38.5 3.3%
             
Internet 78.1 5.9% 77.0 7.0% 100.0 8.5%
             
Total
 1 333.6 100.0% 1 101.4 100.0% 1 171.7 100.0%

Share of Media Expenditure - NET 2010


Weight of 12 global actors = amount of GROSS radio spend (in EUR)
Company 2006 2007 2008 2009 2010 2010
% radio inv.=		 2010
Weight of radio in the media mix
Procter&Gamble Data not available
24 000
18 000
0
0.00%
0.0%
Unilever
137 000
208 000
229 000
0.44%
1.4%
Henkel
45 000
87 000
44 000
0.08%
2.1%
MARS
0
173 000
188 000
0.36%
5.5%
Nestlé
138 000
155 000
124 000
0.24%
2.5%
Kraft
0
9 000
67 000
0.13%
2.6%
Ferrero
N/A
N/A
0
0.00%
0.0%
Coca Cola
26 000
159 000
107 000
0.21%
4.7%
L'Oreal
9 000
0
19 000
0.04%
0.2%
Danone
0
31 000
0
0.00%
0.0%
Reckitt Benckiser
0
0
0
0.0%
0.0%
Mc Donalds
189 000
215 000
20 000
0.04%
0.5%

 

Comment % represented by 12 actors in the total radio spend
798 000
1.53%

 

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Market Structure

Market Structure: Players

NET Radio Adspend 2010

Name of Station/Network

Sales House

% Audience Share

EURO (sponsorship incl)

% Market Share

Radio Rock Nelonen Media 4.70% Data not available
Radio Aalto Nelonen Media 1.20%
Radio Nova Nova 11.40%
NRJ NRJ 3.60%
Groove FM Metroradio 1.00%
SuomiPOP Metroradio 5.10%
The Voice SBS Media 2.80%
SBS Iskelmäradios SBS Media 6.80

For a more detailed Market Structure that includes radio adspend figures from 2008 & 2009 (in Excel format) click here.

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Audience Measurement & Legal Restraints

 
Audience Measurement: Quick Facts
Institute
Finnpanel Ltd
Universe
9+
People represented
4 798 000
In percentage of the total market population
89%
Methodology
Diary
Sample
approx 18 000 diaries/year
Reference measurement unit (audience base)
weekly reach
 
Advertising Placement Legislation: Quick Facts (PSB)
Advertising
Not authorised
Max amount of advertising time per day
None
Max amount of advertising time per hour
None
Min interval between two advertising breaks
None
Max number of spots per break
None

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Price of Advertising

Peak Times Nelonen
Peak times

06:00 - 18:00
focus 6:00-9:00 & 15:00 - 18:00

Percentage of inventory booked during those times data not available
Rate Cards
Nelonen
Publication frequency
Once
Publication times
November
Rate card base - standard “time unit”
30"

Reference Cost per Thousand Per Media

Media

Target group

GROSS C/000 (Euros)

Relative price to Radio

Calculation Basis

Source
Various media sales houses
Radio 15+ 12.00€ 100 30 " 10+ c/000 Nelonen, Jim, Liv, MTV3 and Sub. Channel split based on 2010 viewing shares
TV 4.20€ 286 30 " 9+ target audience
Cinema 112.00€ 933 30 "  
Internet 6.00€ 143 1000-click based on impressions, 140 x 600 px
Dailies 41.90€ 998 1 A4 B&W 30*20 cm 12+, 1 page (not all papers allow A4 sizes)
Magazines 19.20€ 457 1 page 4-colour 12+

Monthly Radio Adspend

Month

Monthly breakdown of the total radio adspend in %

January 6.2%
February 6.6%
March 8.2%
April 8.0%
May 9.6%
June 10.7%
July 9.0%
August 6.8%
September 7.8%
October 8.7%
November 9.8%
December 8.5%

Seasonality

Month

 Nelonen

Seasonal variations as index of average annual rate

January 80
February week 5-6 80
February week 7-8 100
March 100
April 100
May 100
June weeks 22-25 100
June week 26 83
July 83
August week 31-32 83
August week 33-34 100
September 100
October 100
November 100
December week 48-51 100
December week 52 80

 
Pricing

Price index (or price modulation) for commercial advertising proposed in relation with the price of a 30” spot

 Nelonen

Price Index 30" = 100

Less than 5 sec 28.83
05 sec 28.83
10 sec 49.33
15 sec 66.50
20 sec 80.33
25 sec 91.97
30 sec 100
35 sec 113.33
40 sec 126.67
45 sec 140.00
50 sec 153.33
55 sec 166.67
60 sec 180.00
More than 60 sec /
Other /

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For any enquiries regarding these figures, please contact Cécile Benedetti, Research & Marketing Manager

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