PRESSURE ON TV AD PLACEMENT IS GROWING, PRICES ARE LIKELY TO GO UP

According to Nielsen Admosphere's AdIntel monitoring, the volume of television advertising reached its highest level in May. The initial caution of clients is disappearing and the television advertising fall could be strong, suggest estimates of developments in the television market.

GRPS INCREASED IN MAY, THE DEMAND FOR TV ADVERTISING IS GROWING

The volume of television advertising on Czech tv screens increased by a quarter year-on-year in total (+ 25% compared to 05/2020, expressed in the number of delivered advertising GRPs). The data refers to the volume of GRP delivered through TV spots and sponsorship.

PANDEMIC HAS CHANGED VIEWING BEHAVIOUR

Nicole A. Berbel, director of distribution at ProSiebenSat.1, said, that the actual way of watching television varies dramatically with age. "Nevertheless, the numbers show that in the target group of young people, 112 minutes fall on the TV screen, while watching on smartphones takes only about 50 minutes." Susanne Aigner of Discovery rejected that linear television and online services compete.

TV DRIVES BUSINESS OUTCOMES

Global TV Group brings the latest evidence about the effectiveness of television from around the world. The results of the research show how television proves itself in all markets for all customer goals and clearly shows how television supports business results and adds visible strength to marketing activities.

CONSUMERS REVEAL A PREFERENCE FOR TV ADVERTISING OVER SOCIAL MEDIA

Around a third of consumers say TV advertising is ‘entertaining’ (34 %) and ‘informative’ (30 %) – far more than the equivalent figures for social media advertising (17 % and 19 % respectively).

WHY TV ADS ARE STILL KING

Continued strong levels of consumption and an audience preference for its advertising means that diversifying media habits aren’t killing broadcast TV, says GWI’s Jason Mander.

About us

The Association of Commercial Television (AKTV) was formed in 2017 as an association of terrestrial television broadcasting operators with the goal of defending, supporting and promoting the common interests of commercial broadcasters in the Czech Republic.

The founding members of the Association are the Nova, Prima and Óčko television networks.

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News

MEDIA CLUB AND NOVA CONFIRMED THEIR POSITIONS IN THEIR TARGET GROUPS

In terms of audience share, both of the leading networks have kept their positions in their key audience groups in the first half of the year. The largest TV market networks, Media Club and Nova Group, maintained the lead in their primary target groups by audience share in the first ...
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OVER-THE-TOP AND CONNECTED TV ARE HAVING A MOMENT

During a time when adtech is experiencing tectonic shifts in how it handles consumer data privacy and obtains information about its audiences, the over-the-top (OTT) and connected TV (CTV) channels bring welcomed new opportunities to marketers. They are some of the biggest marketing channels at the moment, and they have ...
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FIVE STREAMING VIDEO TRENDS SHAPED 2021’S FIRST HALF, AND WILL SHAPE ITS FUTURE

Halfway through a relatively momentous 2021, with the pandemic ebbing in at least some parts of the planet, several major trends have emerged, or re-emerged, and will help shape where the streaming-video industry heads going forward. The conflicts between those sometimes contradictory trends will shape the next stage of development ...
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