Market and Reputation
Mari Bjørnsdatter Knudsen presented the Easter Morning Show for children. Atrattractive content for young people is a targeted work for NRK.Foto: Marius Fiskum
NRK is Norway's largest media house. Every day almost nine out of ten Norwegians use one or more of NRK's offerings, whether on TV, radio, internet or other plattforms.
Publisert 13.11.2007 14:08. Oppdatert 25.01.2012 15:22.
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Usage of online and mobile services saw the greatest increase in 2010, but the TV and radio are still responsible for the bulk of NRK’s daily viewing/listening statistics.
The website nrk.no now are Norways second biggest site for media content. The increase in online usage among young people means that nrk.no is important for reaching young target groups.
In 2010 almost 10 percent of 20-29 year-olds used just NRK’s online services and no other NRK services.
Read more: A gigantic Small Broadcaster
TV viewing stabilised in 2010. After several years of marked increases in TV viewing in Norway, this trend came to end with 183 minutes of daily TV viewing in 2010, which is a drop of one minute when compared to the previous year.
Average TV viewers generally watch channels intended for the Norwegian TV market. 87 percent of all TV viewing is divided between the four large Norwegian TV channels, i.e. NRK1, TV2, TV Norge and TV3, and their eight smaller channels (NRK2, NRK3/ Super, FEM, Viasat 4, TV2 Zebra and TV2 Nyheter, Max and TV2 Bliss.
More radio listening
Radio listening increased by two minutes per day in 2010, up from 98 minutes in 2009 to 100 minutes in 2010. This increase was particularly prevalent among the under 30s and over 60s.
Several countries in Europe are experiencing a reduction in the amount of time people spend listening to the radio, but this trend has seen a reverse in Norway.
The increase in radio listeners was due to more young people listening to the commercial stations, but also to the increased strength of NRK which was able to stave off the competition and increase its share of the market on all its main channels in 2010.