MTV 2018: the Evenings are all Finnish campaign continues to be successful and Total Video arrives
In 2018 we will introduce new commercially interesting target groups to our price packages. We will also be the first company in Finland to launch the Total Video product.
In 2017, MTV continued its Evenings are all Finnish campaign, which was successfully launched in autumn 2016. The company also retained its position as market leader by a clear margin among Finns with the most purchasing power.
The investment in Finnish content has also sparked huge growth in audience figures on Katsomo, MTV's video-on-demand service. In addition to Finnish entertainment, MTV's news programming, unique on Finnish commercial TV channels, and Finnish drama attract to MTV the decision-maker audiences, who are otherwise difficult to reach.
The Finnish population is ageing, and wealth is more concentrated to the baby boomers: those aged 45 and over account for more than 60% of consumption. This is very much in line with MTV's content strategy, which focuses on reaching those Finns with the most purchasing power – every day of the year.
For advertisers, this is the best way to ensure that their campaigns reach their target audiences by a sufficient reach, right from the launch of the campaign, as this achieves the best results in commercial terms. We have reacted to the age group-specific changes in the time spent watching television in our pricing for 2018.
MTV also wants to be the most important partner in the industry for our customers in 2018. We will meet these expectations by investing in high-quality Finnish content and by further developing our Katsomo and C More services. It is still important for us to continue to offer our customers measurable contacts of the highest quality in Finland as well as the widest reach to Finns of all ages.
For us, in terms of content planning and our commercial solutions, television has not meant a flat black screen on the living-room wall for a long time, but the Total Video product. For consumers, this has been evident in the different versions of our core content, which takes into account the strengths of each distribution channel.
We are now the first company in Finland to offer advertisers the Total Video (The Bundle) product; it combines Sub, AVA, and MTV Video Premium products in one easy-to-purchase and cost-effective video solution.
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