Mobility of Listening and Audience Measurement in Finland

Erja Ruohomaa

This paper concerns a new approach to both radio audience behavior and its measurement in Finland. Finland has earned a recent reputation as a front-runner of new communication technology, yet radio listening in Finland is high (in terms of time spent listening per day) compared to other European countries.

Mobility of Listening and Audience Measurement in Finland

Erja RuohomaaThe Finnish Broadcasting Company andJuha OurilaFinnpanel Oy, Finland.

RADIO AUDIENCES IN FINLAND

There are both public service Finnish Broadcasting Company (YLE) and commercial radio functioning in Finland. YLE started as early as 1926 but the commercial market was not launched until 1985 in the form of local stations. During the 1990s the volume of radio programming has increased dramatically (including the first national commercial channel since 1997) which has meant tougher competition, but for radio audiences a wider range of choice.

The National Radio Audience Measurement Survey...

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