Nelonen - Viihde on hyväksi

Nelonen Media

• Channel Four Finland – Nelonen Nationwide commercial tv-channel Offers second-highest reach and is the third-largest advertising medium in Finland

• JIM Main focus on adults Programming profile will be male-oriented 65% male and 35% female audiences

• Radio Aalto (Radio Wave) Soft AC Urban 25-44s, 60% of listeners women

• Radio Rock Urban 25-44s 70% of listeners men

Nelonen Media reaches the messengers

• P50% of population, 1.8m people (15–65s.)

• Receptive to change

High interest in TV advertising Find brands that suit them from TV advertising A lot of social contacts, opinion leaders Product image important in the purchase situation Higher education level More than 50% women, 1 in 5 single Eat/party outside the home every week

Advisers Information providers Guarantee product success -> sufficient mass 1 in 3 is a 15–24-yo 25% are students (university)

Lowest interest in TV advertising Never the first to act (no risk-taking ability) Stick to the familiar Price significant in a purchase situation. More than 50% men More than 1 in 3 live in rural areas Lower education level

Source: Channel Four Adopter Study, Marketing Radar Ltd. (15-65-yos, N = 1000)

• Increases efficiency Present in the consumer’s life from morning to night

• Electronic media dominate media consumption (almost 80%)

• Reaches consumers who are receptive to change more quickly and extensively

• Increases impact

• Facilitates message targetability

• Increases efficiency