DON’T STOP CAMPAIGNS AND INCREASE MARKET SHARE

Despite deteriorated conditions, Ritson recommends continuing marketing communication, predominantly in a recession. He considers the excess share of voice (ESOV) to be the key indicator representing the difference between the share of voice and the share of market. If advertisers do not stop their communication, they may increase their market share.

MEDIA ADVERTISING INCREASED YEAR-ON-YEAR IN JULY

After seven months of this year, only TV reports advertising growth of 4 % year-on-year in the Czech Republic. All other media types showed a year-on-year decline in July; specifically, radio decreased by 12%, press by 16% and outdoor advertising even by 27%. Advertising spend in the three media types represents less than half of what goes to TV advertising.

REACH IS THE MOST IMPORTANT ELEMENT OF AN AD CAMPAIGN

An open letter to the ad community from Nielsen’s Brad Kelly: For all the talk of traditional media being put out to pasture, good old AM/FM radio and broadcast TV continue to deliver shockingly large audiences. The Nielsen ratings validate the audience reach and targetability.

TV ADs STILL REIGNS SUPREME WHEN INFLUENCING BUYERS

The study was done by UK digital marketing platform Adzooma and interviewed 2000 participants on the value of TV advertising. Some 56 per cent of respondents agreed they were more likely to buy something as a result of seeing a TV commercial over any other type of marketing. According to the study, TV ads were in front of celebrity endorsements and online video adverts for effectiveness.

IN UNCERTAIN TIMES BE TV CERTAIN

Now, more than ever before, marketing budgets are under pressure and the battle for market share is hard fought. But the more things change the more they stay the same. When you invest in TV you know exactly what you will get – mass reach, attention, memorability and sales.

ADVERTISING OUT OF CV-19

What are the benefits, short and long term, of remaining on air during and out of CV-19? What considerations or adjustments that need to be made to brand advertising out of CV-19? What media channels to cut and what media channels to keep out of CV-19? Find the answers in the article.

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

ASA DATA REVEALS UNPRECEDENTED LOCKDOWN BOOST TO TV AD EXPOSURE

A lockdown fuelled television boom has brought an unprecedented boost to TV ad exposure according to the Advertising Standards Authority (ASA). The regulators figures – sourced from the Broadcasters Audience Research Board (BARB) – reflect the rapid evolution of advertising and advertisers to respond to our needs and wants in ...
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TV PERCEPTIONS SHIFTING, BUT VIEWERS TRUST BROADCASTERS MORE THAN STREAMING

A new report has found that most viewers believe their perception of what TV is has shifted over the past five years amid the march of digital, but ads from broadcasters are still more trusted than their streaming equivalents. Thinking Inside the Box was commissioned by addressable TV finder Finecast, ...
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SIGNALLING SUCCESS: HOW ADVERTISING ON TV SIGNALS A BRAND’S SUPERIORITY

• Major new study reveals that media channels differ widely in their ability to communicate vital brand signals• TV consistently delivered the strongest signals across all categories and audiences• Social media and video sharing sites performed significantly below average• Advertising on TV will deliver double the perceived level of quality ...
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