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Radio still popular in Finnish media market

Around one-third of people under the age of 45 - but only a tenth of those older than that - regularly listen to radio streams on mobile devices.

Pinkit kuulokkeet.
Image: Hanna Lumme / Yle

During the final quarter of last year, radio reached 71 percent of the population on a daily basis, with 92 percent saying that they listen to radio broadcasts at least weekly, according to the latest survey by TV and radio market research company Finnpanel.

On average, listeners consumed 2 hours and 48 minutes of radio a day.

The Finnpanel survey found peak listening time to be at 8:00 am on weekdays when radio broadcasts reached an average audience of 1.2 million people.

The most listened to radio channel was Yle's Radio Suomi, with nearly one-third of audience listenership. The second most popular was the commercial station Radio Nova, followed by Yle Radio 1.

For the most part, audiences still rely on traditional radio receivers.

Finnpanel measures radio using diaries to measure radio listening, with an annual national sample size of about 21,000 listeners.

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