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Mass media statistics: documentation of statistics

24.11.2022 valid documentation

Basic data of the statistics

Data description

The statistics describe the various sectors of mass media and the entirety they form. Mass media has been divided as follows: mass media economy and consumption, newspapers, magazines and periodicals, radio, television and digital media services. Books as well as audio and visual recordings are described briefly in connection to the overview on mass media economy and consumption.

The statistics describe mass media from several different perspectives, including the economy, enterprise structures, imports and exports, labour force, contents as well as supply, use and consumption.
The data describe the whole of Finland. The statistics do not include regional reviews.
The statistics also include international reference data.

The mass media statistics are based on a number of different sources. A majority of the primary sources are statistics, surveys and other data produced by external parties (including trade associations in the media sector and market research institutions). Some of the sources are surveys and other data of Statistics Finland (including the Business Register, Household Budget Survey, international trade statistics, Time Use Survey and Leisure Survey). No separate data collection has been carried out for the purpose of the statistics.

The statistics have been compiled for the use of many different operators, such as administration, researchers, businesses, educational institutions in the field, organisations and mass media.
Calculations estimating the size of the media market are released in connection to the statistics’ annual release. Other data are released in the regularly updated Mass media statistics’ table service on the website of Statistics Finland. The table service is available in Finnish and English.

The data content of the mass media statistics is assessed and renewed on a continuous basis.

Statistical population

The mass media statistics describe the economy, enterprise structures, contents, consumption, audiences, internationalisation and labour force of the different sectors of mass media. The statistics’ data content is broad and abstract, making the exact definition of the statistical population challenging. No separate data collection, based on which the statistics would be produced, has been carried out for the purpose of the statistics. The data are collected from several different sources, some of which are data released elsewhere and the data of others obtained through separate surveys. Some are data collected from the other statistics of Statistics Finland, while some of the data derive from external sources.

Statistical unit

The mass media statistics are based on data collected from Finnish media industry companies, as well as data on the use of media by individuals and data on the media consumption of households. Data on some of these are available annually while on some less frequently.

Unit of measure

Numerous units of measure are used in the released data, including EUR million, million pcs, percentage, etc. The mass media statistics release more than 200 different tables and graphs, and the unit of measure used varies according to the topic addressed.

Reference period

The size of the mass media market is calculated on the annual level. In most other tables in the mass media statistics, the reference period is also a year.

Reference area

The mass media statistics mainly describe Finland’s media market and data on how individuals in Finland use and consume media. The statistical release on the mass media market assesses the value of Finland’s mass media market in euros.

Sector coverage

The data of the statistics are based on various types of sources concerning the operations of Finland’s press, radio, television and digital media services. Some are total data based on administrative and other registers. Some of the sources, on the other hand, are sample surveys.

The primary source data are primarily released elsewhere. However, external parties produce some of the data from their own registers upon request.

A significant portion of the tables on the mass media statistics have undergone further processing.

Time coverage

The statistics on the mass media market in Finland have been released since 1997. Some parts of the mass media statistics extend even further back, however. For example, data on the number of magazine and periodical titles go as far back as 1938. A majority of the data are annual time series data. The data are final data. If an item of data is preliminary, this is indicated in a footnote.

Frequency of dissemination

The annual statistics on the mass media market are released annually in November to December and the Mass media statistics’ table service is updated four times a year.

Accuracy, reliability and timeliness

Overall accuracy

The mass media statistics are statistics derived from other statistics and data sources. Therefore, the quality of the source statistics is crucial for the reliability of the statistics. Because there are different types of source statistics, there are also various uncertainty factors. Factors related to the accuracy and reliability of the statistics are described in the footnotes of the tables and the source sections of the reviews.

Any possible errors are corrected and the users are informed about them as quickly as possible. Statistics Finland informs about significant errors to the same extent and through the same channels as in the releasing of the original data.

Notations about corrections and their points of time are added to the corrected releases. If possible, the original, erroneous data are also left visible.

Typographical and other form errors in statistics are corrected as fast and flexibly as possible and no separate notifications are made of them on the web pages.

Information about changes made to statistical databases is posted on the ‘Revisions in the database’ page. Only the latest data are updated in databases.

Deviations from timetables are also regarded as errors. If the release of statistical data is significantly delayed from the announced point of time, information about the delay is posted on Statistics Finland’s home page.

Timeliness

The annual release of the mass media statistics in November to December describe the media market of the previous calendar year.

Punctuality

There are no delays between the release calendar and the actual release date.

Comparability

Comparability - geographical

The mass media statistics cooperate with the operators in charge of the media statistics of other Nordic countries. However, the Nordic countries do not have coherent data collection in the field of mass media statistics and the data of the countries are not entirely comparable.

Comparability - over time

The time series data of the mass media statistics are mainly comparable from one year to the next. Any breaks in the time series are indicated in the footnotes of the tables.

Coherence - cross domain

The mass media statistics consist of data from many different source statistics. Statistics corresponding to the media market calculation in the mass media statistics are nevertheless not produced elsewhere.

Coherence - internal

The data content of the mass media statistics is assessed and renewed on a continuous basis while retaining a balanced overall picture of the topic. The statistics describe mass media from established perspectives, such as the economy, enterprise structures, imports and exports, labour force, contents as well as supply, use and consumption.

Source data and data collections

Source data

The statistics are compiled from a number of sources and do not involve actual data collection.

Data collection

No separate data collection has been carried out for the purpose of the statistics.

Frequency of data collection

The data in the mass media statistics are collected on a continuous basis.

Methods

Data validation

The data gathered by Statistics Finland and used in the mass media statistics are validated at many stages during the statistical process. During the processing of the data, the quality of the data is ensured through various statistical verification programs, data requests addressed to data providers and/or by comparing the data with previous comparable statistics and other data sources.

Principles and outlines

Contact organisation

Statistics Finland

Contact organisation unit

Social Statistics

Legal acts and other agreements

The compilation of statistics is guided by the Statistics Act. The Statistics Act contains provisions on collection of data, processing of data and the obligation to provide data. Besides the Statistics Act, the Data Protection Act and the Act on the Openness of Government Activities are applied to processing of data when producing statistics. 

Statistics Finland compiles statistics in line with the EU’s regulations applicable to statistics, which steer the statistical agencies of all EU Member States.  

Further information: Statistical legislation 

Confidentiality - policy

The data protection of data collected for statistical purposes is guaranteed in accordance with the requirements of the Statistics Act (280/2004), the Act on the Openness of Government Activities (621/1999), the EU's General Data Protection Regulation (EU) 2016/679 and the Data Protection Act (1050/2018). The data materials are protected at all stages of processing with the necessary physical and technical solutions. Statistics Finland has compiled detailed directions and instructions for confidential processing of the data. Employees have access only to the data essential for their duties. The premises where unit-level data are processed are not accessible to outsiders. Members of the personnel have signed a pledge of secrecy upon entering the service. Violation of data protection is punishable. 

Confidentiality - data treatment

The data in the mass media statistics are mostly based on data which are already in the public domain.

Release policy

Statistics Finland publishes new statistical data at 8 am on weekdays in its web service. The release times of statistics are given in advance in the release calendar available in the web service. The data are public after they have been updated in the web service. 

Data sharing

The data of the mass media statistics are released in connection to the updating of the mass media market statistics in November and December, as well as in the Mass media statistics’ table service, which can be found on the website of Statistics Finland. The table service provides tables, graphs and reviews describing the media industry.

Accessibility and clarity

Statistical data are published as database tables in the StatFin database. The database is the primary publishing site of data, and new data are updated first there. When releasing statistical data, existing database tables can be updated with new data or completely new database tables can be published.   

In addition to statistical data published in the StatFin database, a release on the key data is usually published in the web service. If the release contains data concerning several reference periods (e.g. monthly and annual data), a review bringing together these data is published in the web service. Database tables updated at the time of publication are listed both in the release and in the review. In some cases, statistical data can also be published as mere database releases in the StatFin database. No release or review is published in connection with these database releases. 

Releases and database tables are published in three languages, in Finnish, Swedish and English. The language versions of releases may have more limited content than in Finnish.   

Information about changes in the publication schedules of releases and database tables and about corrections are given as change releases in the web service. 

Data revision - policy

Revisions – i.e. improvements in the accuracy of statistical data already published – are a normal feature of statistical production and result in improved quality of statistics. The principle is that statistical data are based on the best available data and information concerning the statistical phenomenon. On the other hand, the revisions are communicated as transparently as possible in advance. Advance communication ensures that the users can prepare for the data revisions. 

The reason why data in statistical releases become revised is often caused by the data becoming supplemented. Then the new, revised statistical figure is based on a wider information basis and describes the phenomenon more accurately than before. 

Revisions of statistical data may also be caused by the calculation method used, such as annual benchmarking or updating of weight structures. Changes of base years and used classifications may also cause revisions to data. 

Quality assessment

The source data of the mass media statistics are largely composed of data already released elsewhere and subject to their own quality assurance process. In the statistics, quality assurance is carried out in cooperation with the experts of other statistics and, if necessary, external experts. Factors and uncertainties with an impact on the reliability of the statistics are mentioned in the footnotes of the tables in the mass media statistics. Further details on such information can be found in the metadata of the original sources. The quality of the mass media statistics is assessed in several different stages of the statistical process.

Quality assurance

Quality management requires comprehensive guidance of activities. The quality management framework of the field of statistics is the European Statistics Code of Practice (CoP). The frameworks complement each other. The quality criteria of Official Statistics of Finland are also compatible with the European Statistics Code of Practice. 

 

User access

Data are released to all users at the same time. Statistical data may only be handled at Statistics Finland and information on them may be given before release only by persons involved in the production of the statistics concerned or who need the data of the statistics concerned in their own work before the data are published. 

Unless otherwise separately stated in connection with the product, data or service concerned, Statistics Finland is the producer of the data and the owner of the copyright. The terms of use for statistical data. 

Statistical experts

Service email
joukkoviestimet.tilastokeskus@stat.fi
Kaisa Saarenmaa
Senior Statistician
029 551 3517