Despite the surge in electronic media, radio retains its position as Finns’ favourite media. According to the latest National Radio Survey carried out by Finnpanel, radio reaches 95 percent of Finns on a weekly basis.
The most popular channel remains YLE’s middle-of-the-road Radio Suomi. With a market share of 36 percent, it reaches more than two million people a week. The number-two channel is the commercial Radio Nova, with an 11 percent market share. This nationwide Adult Contemporary channel is owned by the Swedish companies Bonnier and Proventus. Overall public broadcaster YLE’s channels held a 52 percent market share.
The poll indicates that the average Finn listens to the radio for just over three hours a day. The survey indicates that most people still listen to the radio through traditional devices. However just over one third listen to radio via Internet at least occasionally. Only about six percent regularly listen to the radio over their mobile phones.
Radio is most often listened to during the day and at home. More than a million people - or roughly one fifth of the population - listen between 7 am and 4.30 pm every day. One surprising finding was that youngsters aged 15 to 24 listen to the radio more now than a decade ago.
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