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Channel Four Finland Focus Points

• Strong reach abilities, especially when campaigns are created to catch city-dwellers attention

• 99,9 % of Finns live in Channel Four Finland's (digital) reception area, nearly 70 % of viewers live in cities

• Of Finland's population, 62 % are urban dwellers and 38 % reside in the countryside

• City-dwellers represent an important target group for advertisers, since buying, consumption, culture and services are more heavily weighted on cities and towns

• Rapid, early adopters who have a greater desire and potential to consume are more pronounced in urban centres

• Focused programming for the commercially interesting target audiences: fast and early adopters (Rogers typology)

• 50 % of Finnish population (1,8 million 15-65yrs. people) are fast or early adopters, who have substantial interest in TV advertising, find suitable brand names for themselves through TV advertising and want information about product features from TV advertising

• They also usually have great many social contacts and are they are trendsetters, the ones who recommend new things to other people around them

Fast And Early Adopters Are Of All Ages

• Fast and early adopters are of all ages: 40 % of 45-54-year olds and 30 % of 55-65year olds are in the target group

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