50 years of TV advertising in Finland

The 50th anniversary of MTV Oy also marked 50 years of TV advertising in Finland. Among the company’s first shareholders were the Association of Finnish Advertisers and the Finnish Association of Advertising Agencies.

In autumn 1957 the first TV advertisements appeared on the screens of Finland’s 7,500 TV sets. Broadcast live, the first adverts promoted the sales of products such as soap, stockings, fizzy drinks and tea. In its first operating year MTV had around 40 advertisers and more than 200 ad transmissions. Approaching its 50th anniversary in 2006, MTV Oy had more than 1,000 advertisers and aired more 100,000 national spots and more than 150,000 regional spots in 11 Finnish regions.

MTV Oy creates success stories

- Over the 50 years MTV3 has helped construct brands, boost sales, launch new products and recruit new people. Products seen on TV end up in shopping trolleys. As a pioneer in commercial TV, MTV has played a major role in the creation of many commercial success stories in Finland, says Heikki Rotko, MTV Oy’s Executive Vice President, Sales and Marketing.

TV advertising has changed radically in recent years. The spots aired in commercial breaks are only one way of advertising on TV. Today TV can be employed in cost-efficient and versatile ways that meet advertisers' growing needs.

What is the best TV ad of all times?

MTV’s 50th anniversary celebrations included a competition with viewers voting for the best ever TV ad. In early 2007 nostalgic adverts spanning the decades were shown on MTV3 and the mtv3.fi website. The winner was announced on 28 April 2007.

Milestones of the history of Finnish TV advertising

1950s

- TV advertising became more common all over the world and Finnish advertisers also became interested in the opportunities it could provide.

- MTV Oy was founded in cooperation with advertisers, advertising agencies and film producers.

- Adverts aired in autumn 1957 were live broadcasts and products advertised included soap, stockings, fizzy drinks, tea and cigarettes.

- By the end of October 1957 in all 40 advertisers had bought airtime on TV, with the number of ad transmissions totalling 120.

- In 1958 a total of 175 advertisers had tried TV advertising and by the end of the decade the number had reached 245.

- There was very little advertising airtime available and it sold out quickly.

1960s

- Both production companies and advertising agencies were learning how to make TV adverts.

- The technical quality of adverts began to receive increased attention.

- MTV drew up the principles of TV advertising, and the general rules of advertising were renewed.

- The press campaigned against TV advertising.

- TV advertising was seen as too efficient and a ban was called for.

- Viewer surveys started in the form of diary research, with the Finnish Association of Advertising Agencies and MTV commissioning the surveys.

- Adverts featured a lot of celebrities, with a popular singer advertising cigarettes, another one a bank and the nation’s favourite actors promoting coffee.

- A Finnair advertisement won the Golden Lion at Cannes.

1970s

- The National Advertising Advisory Committee was established. The Committee's stand was that advertisers should promote an educational approach and produce informative advertising.

- The Committee presented the annual Advertisement of the Year awards.

- Branded products arrived in Finland, with advertising creating brands that are still alive today.

1980s

- The economic boom was obvious in advertising, but traditional Finnish values were also in favour.

- Music had a strong role in TV ads.

- Instead of being informative, the entertainment value of adverts was emphasised.

1990s

- The economic recession experienced by Finland in the early years of the decade was reflected in the advertising industry as a major wave of bankruptcies.

- The recession was also visible in the look of contemporary advertising.

- After the high-flying and somewhat superficial style of the 1980s, Finnish advertising followed the wider trend of seeking comfort in more homely and traditional themes.

2000s

- The early years of the new millennium have been characterised by a great deal of diversity.

- Stories have returned to advertising. Traditional values and good dialogue are in vogue.