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.

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.

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.

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.

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).

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.