Regional advertising on MTV3 2019

MTV3's 17 viewing regions in Finland offer advertisers numerous options. For example, a chain store may choose a combination of national and regional campaigns: a brand campaign covering the whole country, and a local dealer-campaigning connected to it. Adding the power of locality in campaigning speeds up the sales to a new level.

If the market is smaller than the whole country, it’s convenient to familiarize customers with your trade spot in that specific region only

In regional advertising, the maximum spot length for an advertisement is 30 seconds.  For advertisements placed to the same break with break connection spots, total duration is also 30 seconds. Per each campaign there can only be one break connection spot in the region connected to a national break connection spot.

Methods of purchase

In regional TV campaigns, program-specific buying, fixed target group buying and targeted RBS buying follow the same principles as in national campaigning.

Seasonal indexes, commercial break connection and contact guarantees are the same in local campaigns as they are in national campaigns. Specific position or specific break options are not available in the regional advertising product.

Price

Each region has its pricing factor, which is used to determine the price for local advertising.

In program-specific buying, the pricing factor is used to multiply the valid gross price of a national 30-second program-specific ad. In targeted RBS buying and fixed target group buying, the gross CPP price of a national 30-second ad for a specific target-group is multiplied by the pricing factor.

 

Regional population and price factors

Region

Abbreviation

Proportion

Pricing factor

Uusimaa (Helsinki)

HE

30,8 %

44,0

Pirkanmaa (Tampere)

TA

10,2 %

14,0

Varsinais-Suomi (Turku)

TU

8,7 %

12,0

Pohjanmaa (Vaasa-Seinäjoki)

VS

6,2 %

9,0

Päijät-Häme (Lahti)

LA

5,3 %

9,5

Oulu

OU

5,3 %

9,8

Keski-Suomi (Jyväskylä)

JY

5,1 %

7,5

Pohjois-Savo (Kuopio)

KU

5,0 %

8,0

Satakunta (Pori)

PO

4,0 %

6,0

Keski-Pohjanmaa (Kokkola-Pietarsaari)

KP

3,4 %

6,0

Kymenlaakso (Kotka-Kouvola)

KK

3,4 %

7,0

Pohjois-Karjala (Joensuu)

JO

3,0 %

6,5

Lappi (Rovaniemi)

RO

2,4 %

4,5

Etelä-Savo (Mikkeli-Savonlinna)

MS

2,4 %

5,5

Etelä-Karjala (Lappeenranta)

LR

2,2 %

5,5

Kainuu (Kajaani)

KA

1,5 %

4,0

Kemi (Tornio)

KT

1,1 %

4,0

 

Source: Statistics Finland, population 31.12.2017

 

MTV3 viewing regions                                   

MTV3 viewing regions

Abbreviation

Uusimaa

HE

Pirkanmaa

TA

Varsinais-Suomi

TU

Päijät-Häme

LA

Kymenlaakso

KK

Keski-Suomi

JY

Oulu

OU

Kainuu

KA

Pohjois-Savo

KU

Pohjois-Karjala

JO

Pohjanmaa

VS

Keski-Pohjanmaa

KP

Etelä-Savo

MS

Etelä-Karjala

LR

Satakunta

PO

Kemi-Tornio

KT

Lappi

RO

 

 

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