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Published: 11 May 2009

Mass media market 2008 - Preliminary data

The value of the mass media market grew by three per cent in 2008. As in the previous year, the growth was again fastest in Internet (+34 %) and television (+9 %) activities. The overall growth of the electronic mass media market totalled 12 per cent. In printed media the growth was around zero and even in recorded media it only amounted to barely two per cent.

The share of electronic media of the mass media market grew by two percentage points while that of printed media contracted by corresponding two percentage points.

Revenue from subscriptions to pay-TV channels has tripled in television activity since 2005. On the other hand the number of subscriber households to pay television appeared to be settling at around 600,000 in 2008. Consumer spending on pay television amounted to approximately EUR 190 to 200, in other words, almost equalling their combined spending on video recordings and cinema tickets.

According to TNS Gallup, the growth in Internet activity was fastest in online catalogue and search advertising from which advertising revenue went up by 45 per cent.

In printed media the growth figures for newspaper and periodical sales remained modest. The steep decline in advertising that had started in November 2008 could already be seen in the figure on market growth for the whole year. The growth in the revenue of daily newspapers only amounted to around 0.5 per cent while that of magazines of periodicals increased by one per cent. The sales of books at consumer prices declined by a couple of per cent.

Table 1. Mass media market in Finland 2007 - 2008

	2007 EUR	2007	2008 EUR	2008	Muutos %
	Million	%	Million	%	2007-08
Daily newspapers (7-4 times a week)	1 061	24,7	1 065	24,1	0,4
Other newspapers (3-1 times a week)	127	3,0	130	2,9	2,0
Free-distribution papers	103	2,4	100	2,3	-2,7
Magazines and periodicals	752	17,5	760	17,2	1,1
Books*	564	13,2	555	12,6	-1,7
Printed advertising material	350	8,2	350	7,9	0,0
Printed media, total	2 958	69,0	2 960	67,0	0,1
Television**	860	20,1	938	21,2	9,1
Radio	49	1,2	53	1,2	7,1
Internet	118	2,8	158	3,6	33,9
Electronic media, total	1 027	24,0	1 149	26,0	11,8
Phonograms	100	2,3	98	2,2	-2,0
Videos (DVD, Blu-ray & VHS)	150	3,5	153	3,5	2,0
Cinemas	53	1,2	58	1,3	8,5
Recorded media, total	303	7,1	309	7,0	1,8
All total	4 288	100	4 418	100	3,0
* Includes also the sales of multimedia recordings (CD-ROMs, etc.) of members of the Organization of the Booksellers' Association of Finland. ** Includes also public service radio.
Source: Statistics Finland, Mass media and cultural statistics

The calculations presented here describe the mass media market at the end user level: for example, the figure on the newspaper market is comprised of retail priced subscription and single copy sales of newspapers, and their revenue from advertising. Overlaps have been eliminated. The figures cover domestic production and imports but not exports.

Source: Mass media and cultural statistics. Statistics Finland

Inquiries: Mr Tuomo Sauri +358 9 1734 3449, joukkoviestimet.tilastokeskus@stat.fi

Director in charge: Ms Riitta Harala

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Last updated 11.5.2009