The Market
Sweden’s TV market currently comprises four major and several minor players. The big four are the TV4 Group with a viewing share of 29.9% (in the 12-59 agegroup), the public service broadcaster SVT with 26.1% divided between its two main channels, MTG with 22.2% and ProSiebenSat.1 with 11.9%. The minor players have an aggregate 9.9% of the viewing market.
Between 2007 and 2008, total daily viewing rates continued to rise from 144 minutes to 145 minutes in the 12–59 age group. 70% of the Swedish people, that’s just over 6.2 million people, watch at least 15 minutes of one of the TV4 Group’s channels in the average week. 91.8% of viewers in the 12–59 age group stay seated to watch the commercials during prime time.
In this increasingly competitive market, the TV4 Group has notched up some gratifying statistics:
Its main channel, TV4, has grown to become the largest channel in Sweden. Sjuan (former TV4 Plus) is one of Sweden’s fastest growing TV channels, increasing its share of the viewing market between 2003 and 2008 by 424 %. TV4 Sport continues to grow rapidly, and is now Sweden’s largest sports channel.
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