Regional TV campaigns on MTV3 channel in 2017

MTV3's 17 viewing regions in Finland offer advertisers numerous options. The maximum length for an advertisement showing in a specific region is 30 seconds.  For advertisements placed to the same break with break connection spots, the total time limit is also 30 seconds. There can only be one break connection spot in the region connected to a national break connection spot per campaign.

Methods of purchase

In local regional TV-campaigns, both program-specific buying and targeted RBS buying follow the same principles as in national campaigns. 

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

The specific position option that applies to national program purchases is not included in the regional advertising product.

Price

Each 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, the (gross) CPP price of a national 30-second ad for a specific target-group is multiplied by the price coefficient.

Price coefficients

Region

Abbreviation

Price coefficient

Uusimaa

HE

43,5 %

Pirkanmaa

TA

13,5 %

Varsinais-Suomi

TU

12,0 %

Päijät-Häme

LA

9,5 %

Kymenlaakso

KK

7,0 %

Keski-Suomi

JY

7,0 %

Oulu

OU

9,5 %

Kainuu

KA

4,0 %

Pohjois-Savo

KU

8,5 %

Pohjois-Karjala

JO

6,5 %

Pohjanmaa

VS

9,0 %

Keski-Pohjanmaa

KP

6,0 %

Etelä-Savo

MS

6,0 %

Etelä-Karjala

LR

6,0 %

Satakunta

PO

5,5 %

Lappi

RO

4,5 %

Kemi-Tornio

KT

4,0 %

 

Regional population proportions 1.1.2017

Local advertising contacts are calculated by multiplying the commercial break's national contacts with the regional population share (Source: Statistics Finland).

Region

Proportion of population

Uusimaa

30,3 %

Pirkanmaa

10,1 %

Varsinais-Suomi

8,7 %

Päijät-Häme

5,4 %

Kymenlaakso

3,4 %

Keski-Suomi

5,2 %

Oulu

5,2 %

Kainuu

1,5 %

Pohjois-Savo

5,1 %

Pohjois-Karjala

3,0 %

Pohjanmaa

6,3 %

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 31.12.2015.

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