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All-time high for Finnish commercial radio

By James Cridland for media.info
Posted 29 January 2015, 3.38pm est

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Finnish commercial radio had a record 2014, according to Finnish trade organisation RadioMedia.

While advertising in general was down 2.6%, radio saw a growth of 9.4% in revenue.

Ten years ago, the organisation says, print media commanded 75% of all advertising spend. Now it is 46%, with electronic media (radio, TV and online) gaining the lion's share of revenues for the first time in the country's history.

In 2014, radio grew from a 4.4% share to a 5% share.

The commercial radio market is worth €57.2m euro (£43m, $65m) a year, say the association.

Commercial radio in Finland, a country with around 5m people, is just 30 years old. More than two-thirds of the country tune in to radio every day. Published figures from 2011 show a 44% reach for YLE, the public service broadcaster, and a 49% reach for commercial radio, which is the market leader for under 35s.

RadioMedia launched a Radioplayer-like mobile app and website last year, offering all Finnish radio stations in one app.

James Cridland — James is the Managing Director of media.info, and a radio futurologist: a consultant, writer and public speaker who concentrates on the effect that new platforms and technology are having on the radio business. His website is at james.cridland.net, where you can subscribe to his weekly newsletter.

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