Regional Campaigning 2015

MTV3 has 17 viewing regions in Finland. This provides many opportunities for targeting and tailoring your message.

About regional advertising

With MTV3's 17 viewing regions you can target your message to the most relevant region for your business. It is also possible to tailor your message according to the location.

Design a campaign that mixes national and regional aspects. For example, a nationwide brand campaign coupled with local dealership campaigns will be noticed throughout the country and geographically targeted call-to-actions will encourage your audience go to the stores.

On the other hand, if your market does not extend to all corners of Finland, it is possible to introduce consumers to your points of business affordably.

The maximum length for an advertisement showing in local advertising is 30 seconds. For advertisements placed to the same break with break connection spots, the total time limit is 45 seconds.

MTV3 Viewing regions

Methods of purchase

Both local advertising and national campaigning follow the same principles in program-specific buying and targeted RBS buying.

Season indexes, commercial break integration and contact guarantees are applied to local campaigns in the same way as they are to national campaigns.

Specific placement option that apply to national programme purchases is not included in the regional advertising product range.

Prices

Each viewing region has its own price coefficient, which is used to determine the regional advertising price.

In case of program-specific buying, the pricing coefficient is used to multiply the valid gross price of a national 30-second programme-specific ad.

In targeted RBS buying (gross) CPP price of a national 30-second ad for a specific target-group is multiplied by the price coefficient.

Region

Price coefficient

Uusimaa

41,0 %

Pirkanmaa

13,0 %

Varsinais-Suomi

11,5 %

Päijät-Häme

9,5 %

Kymenlaakso

7,0 %

Keski-Suomi

7,0 %

Oulu

9,5 %

Kainuu

4,0 %

Pohjois-Savo

8,5 %

Pohjois-Karjala

6,5 %

Pohjanmaa

9,0 %

Keski-Pohjanmaa

6,0 %

Etelä-Savo

6,0 %

Etelä-Karjala

6,0 %

Satakunta

5,5 %

Lappi

4,5 %

Kemi-Tornio

4,0 %

Regional population proportions 1.1.2015

Local advertising contacts are calculated by multiplying the commercial break's national contacts with the regional population share, which is determined by Statistics Finland.

Region

Population proportion

Uusimaa

29,9 %

Pirkanmaa

10,1 %

Varsinais-Suomi

8,7 %

Päijät-Häme

5,4 %

Kymenlaakso

3,5 %

Keski-Suomi

5,2 %

Oulu

5,1 %

Kainuu

1,6 %

Pohjois-Savo

5,2 %

Pohjois-Karjala

3,1 %

Pohjanmaa

6,4 %

Keski-Pohjanmaa

3,4 %

Etelä-Savo

2,3 %

Etelä-Karjala

2,3 %

Satakunta

4,1 %

Lappi

2,5 %

Kemi-Tornio

1,2 %

Source: Statistics Finland, Population 31.12.2013.

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