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Published: 10 December 2010

Mass media market 2009

The media market contracted by five per cent in 2009. The drop remained somewhat smaller than estimated in Statistics Finland's preliminary data (of 17 June 2010). Nevertheless, this represents the biggest annual drop in post-war time. For example, during the recession in the early 1990s annual changes ranged around -3 to -4 per cent.

The fall particularly concerned printed media (-8%) and recorded media (-6%). Electronic mass media remained on level with the previous year. The turnover from Internet media contents grew by as much as five per cent.

Changes in mass media markets 2008 - 2009 (%)

The value of the Finnish mass media market was in 2009 around EUR 4.2 billion, which is EUR 240 million less than in 2008. The majority of this sum, EUR 225 million, disappeared from printed media, or in other words, publishing of magazines, books and directories.

For the first time in decades, the share of advertising revenue from daily newspapers dropped under 50 per cent. The share of revenue from advertising fell considerably for magazines as well.

The share of printed mass media in the value of the mass media market contracted by 1.5 percentage points to 65 per cent. The relative share of electronic mass media in the mass media market correspondingly grew to 28 per cent.

Mass media market in Finland 2008 - 2009

	2008	2009	2009
	EUR million	EUR million	%
Daily newspapers (7-4 times a week)	1 056	946	23
Other newspapers (3-1 times a week)	135	131	3
Free-distribution papers	100	81	2
Magazines and periodicals	760	700	17
Books1)	566	570	14
Directories & direct mail	340	304	7
Printed media, total	2 956	2 731	65
Television**	948	944	23
Radio	53	52	1
Internet	158	167	4
Electronic media, total	1 159	1 163	28
Phonograms	98	85	2
Videos	153	145	3
Cinemas	58	60	1
Recorded media, total	309	290	7
All total	4 424	4 184	100
1) Also includes the sales of multimedia recordings (CD-ROMs, etc.) by members of the Finnish Book Publishers Association. 2) Also includes YLE public service radio.

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

Director in charge: Riitta Harala

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Last updated 10.12.2010