Q1 Nordic TV ratings plunging across the board | Ratings/Measurement | News | Rapid TV News
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As local Swedish online video services keep growing and increased digital viewing brings greater commercial opportunities for advertising video-on-demand (AVOD) players, there has been a commensurate strong downturn for traditional TV all Nordic countries, says Mediavision.

TV4group 13Nov2017In its latest round-up of the region, the Stockholm-based analyst regards the steep decline in viewing in young age groups as hardly surprising. In its survey, all Nordic countries showed a similar pattern of approximately a 20% fall in viewing among those aged ten to 25 years old.

Yet it also stressed that somewhat more of an eye opener was the drop in more commercial age groups, also taking into consideration the Winter Olympics in Q1. In Norway, viewing among the 35-49 age group dropped 17%, in Sweden by 9% and in Finland, the average viewing time in those aged 25 to 44 declined by 4%. Denmark defied the trend, with a stable viewing time in those aged 35 to 49 compared to Q1 2017.

Despite the falls, Mediavision noted that traditional TV still had the power to obtain a larger reach - such as through live audiences - than most other media. It used the examples of Let's Dance on Swedish TV4 which recently attracted an audience of over 1.5 million and the Swedish/Norwegian format Mästarnas Mästare which on 15 April attracted an audience of more than two million on SVT, not including online viewing.