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Blogg | Mediavision | Affärsutveckling och strategi för medieindustrin

Sveriges bästa företagsbloggar 2017
2018-03-14

Melodifestivalen: Beloved “campfire” minimally affected by digital transformation

Another season of Swedish public service broadcaster SVT’s Melodifestivalen has come to an end. We congratulate the favorite Benjamin Ingrosso that will compete for Sweden with the winning song Dance You Off at the Eurovision Song Contest in Lisbon in May.

The six broadcasted programs 2018 (four qualifying rounds, a semifinal and final) attracted 3 million viewers on average (OV; 3 042’), which is the lowest viewing since the format was introduced 2002 (excluding 2010 which was marginally lower; 3 017’ on average). The entirety was weighed down by this year’s semifinal, which dipped to all time low ratings. The final, however, acted counter-weight with an audience of 3 500’. Comparing the average of this year’s six shows to overall viewing 2018 so far (-6% YOY), Mello-viewing declined more; -9%.

In addition, average age of the Melodifestivalen audience is basically unchanged at 45 since 2002, in contrast to traditional TV in general where the average age has increased from 47 to 55 since 2002 to 2017 (and 2018 YTD). Despite decreasing ratings for all target groups, Melodifestivalen manages to retain a fairly homogeneous audience. The show still attracts a significant portion of younger viewers yet to leave traditional TV; the final 2018 attracted an audience share of over 90% among 15-24 year-olds.

SVT Play however noted an increase in viewership for the Melodifestivalen finals, compared to 2017. Saturday’s web audience amounted to 110’, twice the amount of 2017. But despite the hefty increase, web audience remains insignificant compared to traditional. Melodifestivalen is without a doubt biggest on large screen and linear viewing. In other words, Melodifestivalen is not affected by the digital migration in the same way as apparent elsewhere in media. It is rather the opposite – Melodifestivalen is a highly reliable tent-pole in a time when interest for TV is in decline and the audience aging.

SVT has furthermore expanded its content offering with Melodifestivalen peripherals; back-stage-reportage, interviews, panel discussions, artists and performance curiosity etc. Viewing on this content has however been modest. The most started program or show during Saturday (the day of the final) was the actual program; 500’ starts. Succeeding was the clip of Ingrossos winning performance with close to 60’ starts. The same clip was also distributed through the Melodifestivalen channel on Youtube, which after two days almost reached 500’ views. Clip interested target groups thereby don’t turn, despite improved content offering, to SVT Play but to global giants such as Youtube.

For more information, contact Sixten Ekström, Communicator at Mediavision.

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