Finnpanel KRT Radio Audience in Finland
Michael Hedges December 6, 2004
YLE Radio Suomi leads national audience poll, Radio City up 60% one year after becoming a national channel.
The gap between national commercial channels and those of public broadcaster YLE widened slightly in the Q4 audience results from the Finnpanel KRT survey. Commercial channels lead YLE channels by 7%; 53% vs 46%. In Q1 the commercial channels lead by 4%; 52% vs 48%.
YLE Radio Suomi, the general interest channel of the pubic broadcaster, continues to dominate with over 2 million listeners and a 30% market share. Commercial channel Radio Nova follows with 1.6m listeners, though trending lower. Radio Nova is Finland's only licensed national commercial channel, launched in 1997. Other “semi-national” channels operate with varying coverage levels. SävelRadio and SBS-owned IskelmäRadio are both challengers to Radio Nova’s adult audience.
Radio City posted an impressive 60% audience increase over its debut as a “semi-national” station  just over one year ago, though it is the oldest commercial station in Finland. According to station program director Jussi Suvanto Radio City is “masculine, youthful, brisk and good-humored.” The station combines hard rock (Ozzy, Metallica, Iron Maiden) with the Finnish national sport - ice hockey.
Finnpanel KRT reports radio listening to national channels monthly and quarterly, measuring persons over 9 years of age.
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