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

The clients’ initial cautiousness disappears and TV ad autumn might be strong as indicated by the estimates of TV market development.

According to Nielsen Admosphere’s AdIntel monitoring, the volume of TV advertising got to its high this year in May and increased by nearly a third compared to last May. It was one tenth higher than monitored investments in TV ads in May 2019. In the first months of this year, TV ad investments were affected by TV advertisers’ cautiousness due to the pandemic situation, which was also seen in April. On the other hand, as mentioned above, this May was favourable to investments and could signal increased interest in the coming summer and autumn months.

“The first months of this year were significantly impacted by the pandemic and government measures that complicated sales of products and services of a number of advertisers. As a result, they had to redirect their communication to other goods or offerings, or postpone their investments to a later period after restrictions are relaxed. In spring, we also witnessed more frequent ad hoc campaign purchases than before. The structure of advertisers has also changed in part,“ says Jan Vlček, CEO of TV Nova, describing this year’s development.

In the first half of this year, the largest TV advertisers include retail chains, which have strengthened their positions, and some producers of fast-moving goods. The pandemic has brought a certain change in the structure of advertisers. Investments were increased by advertisers from the e-commerce and financial services sectors and for a number of them, it was their first step into TV.

The highest interest from advertisers is expected in autumn. It has traditionally been the key period for TV advertising and this year, it is likely to attract a portion of investments missed in the spring. “Moreover, a number of new clients appear in the market who have used other media so far that have no longer been sufficient. That is why we expect high levels of sold out inventory in the market, which will drive the advertising costs up,“ estimates Jan Vlček and adds that due to high demand for advertising, price increases can be expected next year. “The clients’ initial cautiousness slowly disappears and we think that with the expected strong autumn, we can also anticipate a year-on-year growth in TV investments,” said Vlček, estimating the overall development this year.

A strong May also raises expectations for summer months of this year. “We can see that an increased interest in TV advertising has been going on in June and we expect that summer will be no less successful. We notice a rather high portion of the TV market being sold out at the moment and we want to be ready to accommodate all market demand that other providers are no longer able to satisfy. For this reason, we have decided to enhance our programme in June and over the summer holidays in order to maximise our ad space and provide clients with exclusive ad breaks,” comments Nova’s head of sales on the forthcoming period. Unusually, Nova has launched a brand-new TV series “Co ste hasiči” and premiere episodes of the Kameňák TV series in summer, seeking to boost its summer programme.

Please note, that the significant year-on-year growth only applied to May. In the period from June to May 2021, the monitored increase in TV advertising is at 6%. In April, the volume was at a standstill (+0,3%), in May up 6%, in February down 7% and in January down 2% year-on-year.

The strongest entities by delivered GRPs for the first five months are Media Club (TV Prima, Óčko, Barrandov Group) with 51% (TG 15-54) followed by Nova Group (41%) and, falling behind, Atmedia (4%) and Česká televize (4%). 

Source: mediaguru.cz

TV WITH OR WITHOUT ADS? IT DEPENDS ON DELIVERY: STUDY

When it comes to ad-supported TV platforms and networks versus ad-free TV services, one study says the decision is still mixed — essentially a hung jury.

More than half (57%) of respondents of a recent poll say they can tolerate “some ads,” with 17% saying they can’t tolerate any advertising. Another 26% say “content matters more than ads.”

This is according to a June 2021 Hub Entertainment Research study of 3,001 U.S. consumers age 14-74, who watch at least one hour of TV per week.

The picture is cloudier when considering price: 58% of respondents say they would switch to an ad-supported platform if they could save $4 to $5 a month. The other 42% say that even with a $4 to $5-a-month saving, they rather pay more to avoid advertising.

The research also indicated a mixed result for leading streamer Netflix.

When asked whether Netflix offered a new ad-supported tier with pre-roll ads, 54% of the respondents said they would keep the “ad-free” plan, while 46% said they would switch.

Results were not substantially different when more advertising time was added — with mid-roll messaging to pre-roll ads, 61% said they would keep the ad-free version, while 39% would switch to ad-supported platforms..

Still, Hub says it depends on the service: “What’s clear from these findings is that what matters to consumers is not whether ads are included in the content they watch, but how ads are delivered.”

The study notes while nearly all TV consumers (95%) watch at least one ad-supported source, a majority (79%) also watch at least one ad-free TV source.

Surce: mediapost.com

NOVA TO MAKE A GREAT CHANGE IN ITS NEWS SERVICE

In early May, TV Nova presented a new studio for its online news, now it is planning changes in its main TV news programme.

TV Nova’s main news programme, Televizní noviny, underwent a change in content in the last six years. Now, additional big changes are prepared, focusing namely on the news “design” this time. Nova has already dismantled its recent studio from where Televizní noviny is broadcast and plans a new design for its flagship news programme. “We are completely changing the graphics and jingles, our news presenters will be dressed differently,” says Kamil Houska, News and Journalism Director of TV Nova, announcing some changes being prepared.

You took responsibility for TV Nova’s news management in winter 2018, until that time you had been in the management together with Martin Švehlák. You had started adjusting the design of Televizní noviny before the staff change. What was the core of the change?

Yes, we started making thematic changes in Televizní noviny five, six years ago. We wanted to have more relevant news items and let people know that we will keep them informed of all substantial issues. We started a slow process of our news transformation with the aim to remove prejudice connected to Nova’s beginnings. We show less car accidents and crime issues and, on the contrary, we have introduced more political and serious topics. We know from experience that people want information and we seek to provide it in an understandable form. Televizní noviny is a programme for a wide range of viewers and thus should be understandable for people of different educational, age and professional backgrounds.

Despite of that, I have a feeling that your news coverage is still associated with Nova’s beginnings and the opinion that the news on Nova means car crashes is embedded…

It is true that we are facing it all the time, predominantly with media experts rather than viewers. When the Biden-Putin summit was held last week, it was one of the key events for us and we dedicated several reports to the event within one evening. We had our crew in Geneva and monitored the summit all day on the internet and in all our programmes. This is no longer Nova that is only interested in accidents and crashes. Another thing is that we want to have the package of news we select most diverse, which includes showing crime reports, information about accidents or some “light” shots sometimes. We are reproached for this in general but we cannot broadcast 42 minutes of serious topics only. If I return to the transformation, the proportion of topics we cover in Televizní noviny has changed completely over the last six years. When I started my professional career in Nova 18 years ago as a political reporter, there were just two of us and each of us provided at most one shot per day. At that time, we had just two political and economic contributions in the news. Today, they account for half of the news. The change is really huge and is attributable not only to our changes but also to the changes in society. The predictions that people will not be interested in information have not been confirmed.  A year ago, we started changing our morning show Snídaně s Novou and everyone was telling us that as soon as we start inviting politicians to Snídaně and discuss serious topics, the show will suffer from the change. But we can see that our figures are better when we offer a mix of entertainment, which is expected from us, plus interviews with ministers or other politicians on the current affairs. The form of providing information is key. We want to provide it in a more entertaining and understandable form.

What is the entertaining form based on?

First of all, our coverage should be understandable and should include an entertaining element in addition to the serious message. But this does not mean that we have to laugh when watching the news, the term “entertaining” is not precise, the news should bring some light topics from backstage or focus on an interesting but not necessarily substantial detail that is part of an event’s background. In our opinion, this is also part of everyday affairs as are opinions of common people, not just experts and politicians.

Can you say how the steps in adjusting the programme content were reflected in the share of Televizní noviny’s viewer ratings

When we started changing the news six years ago, the shares were declining year-on-year, I have to admit. But this did not apply just to our news. Two years ago, the trend started turning for the better and then there was covid that supported interest in the news. It is difficult to say what exactly caused the declining trend – whether it was because we had changed the structure of the news or because new websites emerged and competition was thus growing. I personally think that the gradual change in our news had no direct impact on viewership. The changes were very small and gradual and in my opinion, they did not effected ratings directly.

This spring, you informed several times that Televizní noviny exceeded 40% in TV ratings, which is a big share and it is not likely to be kept continuously. What share is optimal for you to be achieved by Televizní noviny?

I am not naive and do not expect that our share will exceed 40% 365 days a year but our goal is a rating ranging around this level. I consider 38-39% to be success, but we would not like to fall below 35%. The trend is also important. Even in the period when the news has a lower viewership – for example during the Ice Hockey World Championship – it is important to keep figures stronger than we had during sports broadcasts in previous years. 

At the beginning of May, you expanded online news on your TN.cz website to include a live stream TN Live. How does this live stream effect the selection of topics for Televizní noviny aired in the evening? Are you working with the assumption of what events viewers noticed during the day or is it irrelevant to you?

In making the final structure of the evening programme we have to take into consideration that most viewers come across the basic information during the day. Our task is to show a complete summary of what happened that day and show viewers what is worth paying attention to. The internet is the appropriate medium whenever anything happens. The evening TV news allows us to show the whole picture of events and provide their context. The evening programme does not reinvent the wheel but puts global events into the context and selects what is important.

The selection of your news headlines in Televizní noviny with which you draw viewers’ attention to three major news items often does not match the order in which the news is shown in the programme. What is the reason?

It relates to what I have already mentioned. We seek to provide the news as a big mix. When we tried and ordered the news to provide local political news first and then foreign news followed by crime news we discovered that if viewers are not interested in something from the menu they have no reason to watch the news. But on the contrary, if the topics take turns it is better for the flow and it makes the news more interesting. At least this is the feedback we get from our viewers. If there are two political events announced in the news headlines we do not keep their order in the programme. Another thing is that when selecting the key headlines, we always want to have one local and one foreign event and something of interest to add. 

Televizní noviny starts at 7.30 pm, it is the last of the major news programmes shown in the evening. Is the order of contributions in Televizní noviny affected by the order of the news in Události on ČT and Hlavní zprávy on Prima?

Several years ago, we tried to analyse the approach to information and news openers in Česká televize and Prima. We tested alternatives, going against the tide. Our news opener was not the most important event of the day at that time, we selected our original piece of news. Then we tried to show just the most important events and as a result we had the same news at the beginning as our competitors. These experiments resulted in the finding that our ratings are not impacted by our selecting the same news openers as Česká televize or Prima. Today, we select teasers of which we are convinced that they are the most important although we know that competitive programmes may put similar emphasis on them. In addition, we know that some of our viewers combine our news with ČT or Prima and they are interested in how we approach an event and what interesting information we add.  

Do you know from research what your viewers expect from Televizní noviny?

We make continuous research and monitor responses we get directly from viewers. We really deal with them and take them into consideration. I cannot reveal everything but I can give you an example. When we made a survey of what the Czechs were interested in in foreign news we found out that they wanted to know what was going on in the US, Russia, UK, Germany or Austria.

Who is a typical viewer of Televizní noviny?

The research shows that typical viewers are middle-aged adults, from the provinces, smaller cities and towns. On the other hand, many young viewers were writing to us during the covid time – I mean people about 18 years old – to tell us what they liked and disliked in our news. It is not true that we are not able to address younger groups, we even seek to adjust our news to them to have the largest possible reach and address people aged 20 as well as 60 with the same success.

Last autumn, when PPF acquired CME TV stations, the issue of the new owner’s possible influence over the news content was discussed. Was there any impact?

Having a clear conscience, I can say that not at all. We address technical issues with the new owner’s representatives, such as investments in a new studio, but content is not impacted by the new owner. We are not told what to broadcast or what not to broadcast. Discussions with the owner’s representatives are very professional, we talk about investments, budget but not about content.

You have mentioned investments in the new studio you are preparing. What innovations can we expect?

We are preparing a substantial change in the news and reporting to occur within weeks. We have already dismantled the recent studio and broadcast from a temporary one. We are building a new studio with completely new technological equipment. The design of the new studio is delivered by a famous foreign architect. We completely change the graphics, jingles, we will dress our presenters differently. TV news will be visually entirely different and the same applies to the internet. It will be considerably upgraded.

Will the new design of the news impact what we have mentioned at the beginning, i.e. your selection of content?

The changes relate to the cover, the news concept remains the same. We assess based on reactions that the concept is successful. I believe that through this change we will move to the 21st century. We are not changing just a single screen or a jingle, we are changing everything.

Are you going to change the composition of the presenter’s teams?

We do not expect to change presenters. We reduced the team to have two couples to host Televizní noviny – Lucie Borhyová and Rey Koranteng, and Kristina Kloubková and Martin Pouva. In general, we want any programme to have as few hosts as possible to make them the faces of the shows that are easy to remember. In the West, it is usual that the news are hosted by two couples, and sometimes there is even a single couple. If someone falls ill or is on holiday we have a number of presenters that may substitute them but the stable two couples for the evening news are the two I have mentioned. We build on them. The TV news broadcast in the afternoon and at noon continues to be hosted by Petra Svoboda, Renáta Czadernová and Veronika Petruchová.

Is there any plan for nightly news?

We are not planning that. We used to broadcast nightly news but we cannot see much space here. It did not prove successful. On the contrary, we want to boost the daily news, especially on the website through TN Live. We can see more sense in doing this than in having nightly news.

Despite of expanding the continuous online news, you are not willing to launch a TV news channel. Is it still true?

Yes, it is. We are not going in this direction.

Although you have funds to do so…

It is not a matter of funds, we have a range of opportunities for live items, we have regional editors. It is not a problem to make the news but if we want to have a news channel, we would have to increase our staff. We think that a news channel makes no sense at the moment. We are investing in online news and the new design of our TV news.

What is the future of TV news? We can see that TV and digital blend, can it be a threat for TV news?

At the beginning I mentioned that a TV summary is still important for viewers to be well informed. In TV broadcasting, our viewers know that there are fixed times when they get a summary – at 12 pm, 5 pm and 7.30 pm. Czech viewers are conservative in a positive sense and these fixed times are important for them. There is a continuous flow of new items on the internet. That is why I think digital and TV news may complement well and I am not worried that digital would ruin the TV news. It reminds me of previous concerns and ideas that the internet will dislodge printed newspapers. It did not happen. People keep reading newspapers, magazines and books.

Source: mediaguru.cz

RESEARCH: VIEWERS MORE WILLING TO WATCH ADS

Conventional wisdom says that TV viewers will do anything to avoid ads, but viewer behavior says something different, the Hub reports

BOSTON—While the popularity of ad-free SVOD services like Netflix and Disney Plus has caused worries that marketers will have a harder time reaching consumers, new research from Hub suggests that viewers are relatively tolerant of ads and that their attitudes toward ad-supported services has a lot to do with cost and how the ads are delivered. 

The first wave of Hub’s “TV Advertising: Fact vs. Fiction” study found that consumers view both ad-free and ad-supported content and that it is not an either or choice for them. 

The survey found that nearly all TV consumers (95%) watch from at least one ad-supported source and a large majority (79%) also report that they watch at least one ad-free TV source. 

Nearly one in five consumers (17%) reported that they can’t tolerate them and won’t sign up for a service with ads while another group (26%) says the content is more important than ads. 

But 57% fall between these two statements agreeing with the statement that “I can tolerate a certain number of ads, but if there are too many I’ll go elsewhere.”

Consumers are also more willing to view ads when the cost of the services is added to the mix. 

Given the choice between a lower-cost ad-supported service and a higher-cost ad-free service—assuming the same content—most would be willing to watch ads, with 58% saying they’d prefer an ad-supported service that costs $4-$5 less per month than an ad-free service. About 42% said they would pay more to avoid ads.

Interestingly, the proportion who would choose a less expensive, ad-supported service over an ad-free service actually includes one-third of those who initially said that, on principle, they’d “never consider” a TV service with ads.

“What’s clear from these findings is that what matters to consumers is not whether ads are included in the content they watch, but how ads are delivered,” said Mark Loughney, Hub senior consultant and co-author of the study. “Even consumers who say they’re categorically opposed to ads will use an ad-supported platform if the price and ad delivery are right.”

The data comes from the first wave of Hub’s “TV Advertising: Fact Vs. Fiction” study, conducted among 3,0001 US consumers aged 14-74, who watch at least 1 hour of TV per week. The data were collected in June 2021. 

Zdroj: tvtechnology.com

PRIMA TV CELEBRATES ITS 28TH BIRTHDAY. ITS RATINGS HAVE BEEN UP SINCE THE BEGINNING OF THE YEAR

Prima TV has its 28th birthday on Sunday, 20 June. The first Czech commercial TV is doing well this year, which is evidenced by the growing audience share of Prima’s main channel. This year, Prima’s original TV series, namely three of them: Slunečná, Polda IV and Einstein – Případy nesnesitelného génia, have won the greatest popularity among viewers. They attracted over a million of viewers. Prima will celebrate its birthday by a fairytale (Zakleté pírko) premiering on TV, and viewers were given a new channel, Prima STAR, this week offering the best shows shot by Prima over the 28 years.

“We are very happy that our production is still popular with our viewers. The most popular shows include the TV series Slunečná together with new episodes of Polda and a new series Einstein – Případy nesnesitelného génia. All of the three TV series have attracted over a million of viewers,“ says Marek Singer, CEO of Prima Group, and adds that Prima TV has prepared a busy schedule for the ‘star autumn’ after the summer holidays.

The audience share of the main Prima channel in the prime time in May was 15.93% in the 15+ target group, all day share for the same target group was 13.41%. In addition to TV series, viewers liked watching the show Máme rádi Česko with the record episode being watched by 868,000 viewers on 7 May (share of 21.52 %, TG 15+). The iPrima website was visited by 5,139,108 real users in May and ranks among the top 4 domains on the Czech internet. Prima’s Facebook profile has 183,698 followers and its posts achieve above 10 million organic impressions per month. Prima’s Instagram account has 83,540 followers and achieves over 4.5 million organic impressions per month.

As a birthday gift, Prima is going to premiere the fairytale called Zakleté pírko directed by Zdeněk Troška on TV on Sunday at 8.15 pm. Earlier, it gave its viewers a new channel Prima STAR that was launched on Monday, 14 June. The channel offers to its viewers the best from its 28-year history, including popular TV series such as Rodinná pouta, shows including  Carusošou or Nikdo není dokonalý as well as the reality shows Křižovatky života or Ženy na cestách.

Prima’s main channel is a digitally distributed full-format programme intended for all viewers who like original Czech production, want to have fun with TV and enjoy the best entertainment for the entire family. The broadcast schedule includes news, journalism, films, original and foreign series, documents, TV shows and shows for children. Prima’s history dates back to 1993 when it was the first commercial station that started broadcasting in Prague and Central Bohemia under the name of FTV Premiéra. In its first years, Prima TV’s own production concentrated on talk shows and news formats, such as Talkshow Mirky Všetečkové, Rychlá kola, Vaříme s…, Svět 1995 or S. O. S. In 1997, its target group changed to the whole family and Prima’s own production intensified. There was a higher number of popular shows, such as Prima jízda, Nikdo není dokonalý, Carusošou and Svět 2000. In 2004, Prima addressed its viewers with its first series Rodinná pouta, followed by Velmi křehké vztahy in 2007. Years 2005 and 2006 were distinguished by a number of reality shows, including VyVolení (Való Világ), Chůva v akci (Nanny 911), Bar (Baren) or Trosečník (Survivor).

In 2008, Prima offered its viewers the first Czech soap opera Ošklivka Katka (Yo soy Betty, la fea – Ugly Betty). 2009 brought lifestyle shows, such as Nahá jsi krásná (How to Look Good Naked), Souboj v těžké váze, Ano, šéfe! (inspired by Ramsay’s Kitchen Nightmares). In 2010, Prima launched the show Prostřeno! (Come Dine With Me) and its new series Cesty domů; in cooperation with TV JOJ, it produced the talent show Česko Slovensko má talent (Czechia Slovakia’s Got Talent). In 2012, Prima showed the series Obchoďák. In 2014, Prima started broadcasting two successful TV series – Vinaři and Svatby v Benátkách. Together with the change of the strategic target group to adults aged 15–69, there was a significant boom of original shows – series, cooking shows (formats with Zdeněk Pohlreich, Karolína, domácí kuchařka) and DIY shows (Vychytávky Ládi Hrušky, RECEPTÁŘ PRIMA NÁPADŮ). In recent years, Prima has shot a number of iconic TV series, such as Přístav (2015), Ohnivý kuře (2016), V.I.P. vraždy (2016), Polda (2016), Kapitán Exner (2017), TEMNÝ KRAJ (2017) and Modrý kód (spring 2017). In 2019, new shows included the series Černé vdovy (Mustat Lesket – Black Widows), the mini-series Linka and the DIY show Libovky Pepy Libického. At the beginning of 2020, the TV series Slunečná launched and became a viewer phenomenon being watched regularly by 1.2 million viewers. In the autumn, the new series Sestřičky was broadcast as a loose sequel building on the stories of characters from Modrý kód. This year, viewers enjoyed the series Einstein – Případy nesnesitelného génia starring Vojtěch Kotek.

Since the end of 2019, Prima has been seated in the renovated premises of VINICE in Prague-Strašnice having an area of 12,500 m2 on six floors. The newsroom of CNN Prima NEWS has an area of about 300 m2 and ranks among the most modern in Europe. Prima’s other achievements include several prizes and nominations for the PROMAX/BDA Europe prize and the award of Czech Superbrands granted to Prima by the Brand Council in 2014, 2017, 2018, 2019, 2020 and 2021. In 2016, the award was granted to the thematic channel Prima COOL.

Since its origination, Prima has supported charity projects both financially and through media space, cooperation with famous faces or volunteering of its staff and business partners. In the last five years, Prima provided media space and funds in the amount exceeding CZK 0.5 billion. It has developed long-term cooperation with the Czech Committee for UNICEF, the Czech Red Cross, SOS dětské vesničky, Kapka naděje Endowment Fund and Kolečko Endowment Fund. It participated in the launch of Tereza Maxová Foundation’s project “Teribear hýbe Prahou or Prima den s medvědem Nadace Terezy Maxové dětem”. Last year, Prima started cooperating with the Food Bank.

Given the extraordinary situation caused by covid-19, the Prima group joined a number of campaigns and activities last year. In the spring, it launched an awareness campaign together with the Czech Red Cross instructing the public to follow hygienic measures. The campaign featured popular characters from the series Sestřičky Modrý kód. ÚAMK in cooperation with Prima provided its special number 1234 and a team of experienced operators for information assistance to the public in matters relating to the coronavirus. Under the CNN Prima NEWS brand in cooperation with the Czech Red Cross, the Prima group supported non-remunerated blood donation. The collection called Sestřičky sestřičkám (Nurses to nurses) was an imaginary culmination of its CSR activities in 2020. As part of this collection, Prima raised more than CZK 3 million with the help of its partners and the public. This initiative also fostered awareness of a long-term problem – lack of nurses. 

This year, Prima does not stop helping. In cooperation with the above-mentioned series Sestřičky Modrý kód and the leading Czech producer of hospital beds, LINET, Prima will donate fifteen hospital beds worth CZK 2 million to Thomayer University Hospital in Prague. The cooperation is accompanied by an awareness campaign with the faces of the TV series.

As part of the Prima SVĚT community programme, Prima has completed six community projects since 2018 in which it invested both funds and media support. It also provided volunteers including its staff, associates and business partners. The latest projects of the Prima SVĚT programme include Bedřich Smetana Avenue in Obříství and the Prima ZOOM entertaining natural trail in Zahrádky near Česká Lípa. It has also built a playground (Primáčkovo dětské hřiště) in Řevnice, the Prima ZOOM entertaining natural trail in Skalka – the baroque centre in Mníšek pod Brdy, and children’s playrooms in the Department of Burns Medicine of University Hospital Královské Vinohrady and in the Department of Paediatric Surgery and Traumatology of Thomayer Hospital. Another project will be a children’s playroom in the University Hospital in Ostrava.

Source: ATO – Nielsen Admosphere, live + TS0-3 TV, series average from the beginning to 31 May 2021, as of 14 June 2021, NetMonitor – SPIR – Gemius, May 2021

Source: iprima.cz

PAID TV WILL GROW IN THE CZECH REPUBLIC, VIDEO AND TV WILL BLEND

An increasing share of video on demand and online video and TV blending may be expected as one of the directions of TV broadcasting development.

Payments for TV content viewing will increase in the Czech Republic, and TV and video content will blend at the same time. While TV operators gradually enter the field of video on demand (VOD) and subscription video on demand (SVOD), streaming operators seek to offer linear services. This is one of the observations made in the discussion on the future of TV broadcasting held on Wednesday as part of the Contagious Re-starter conference.

Daniel Grunt, Head of Digital of CME and TV Nova, estimates that at present, about half of the Czech population pays for TV (in addition to the licence fees, i.e. payments to operators for TV programme subscription). He expects that in future, majority of population will pay for TV broadcasting and the difference between linear TV and video on demand or timeshift will fade away. “People will watch what they enjoy. The TV and online worlds are approaching each other and their boundaries will merge,” he said, outlining the development.

Covid-19 accelerated the development of paid market by 2-3 years

The Covid-19 pandemic has driven higher interest in video on demand in the Czech market according to the discussion participants. “It started the development of SVOD as people were not used to paying for content. Every month we can see that on Voyo where the number of subscribers has been increasing,” said Grunt, expecting that the share of VOD and SVOD in the Czech market will keep growing. In his opinion, the pandemic has accelerated the paid video content market by 2-3 years. Linear TV will not dampen although we may expect that its share will not be growing. Tomáš Búřil, Sales Director of Seznam.cz, under which Televize Seznam operates, notices changes in viewers’ needs. “In the morning, they immediately search for news content, they do not wait till the evening. TV will be more passive, but on the other hand, we no longer make any distinction between TV and the internet in Seznam, it is just one video content,” he described.   

Seznam.cz wants GRP metrics for online video

Merging TV and online video content is reflected in business as well. Operators strive to provide clients with aggregate reach of video content that is equal to GRP. Seznam.cz wants to go in this direction, following Media Club and Óčko TV Group. “We are close to the combination of GRPs on TV and on the web; some clients have invested more in online video than in TV,” specified Búřil. He is also convinced that the internet market may be twice as large as the TV market in the Czech Republic (annual turnovers of TV operators of about CZK 9 billion, turnover of Seznam.cz of about CZK 5 billion; according to the estimate made by Tomáš Búřil, Seznam’s share in the internet is 30%, Google and Facebook account for 30% each).

CNC prepares a premium product

Juraj Felix, co-CEO of Czech News Center (CNC) and CEO of Mall.TV can also see the trend towards paid content. For CNC, video is one of several channels to address users and create space for advertisers. “CNC has invested much in content creation. In terms of video, the time spent with video is more crucial for us than the number of clicks. We are betting on a smart TV application,” he said. According to him,  CNC is testing how to design a premium product that would contain all media types. “We will have a more clear strategy at the end of the year, it will be cross-media and will contain video,” he added.

Voyo will not go against Netflix

With the expected increase in the number of VOD users, segmentation of audiences for various video services should be taken into consideration. For example, Voyo on which Nova’s digital strategy is based targets viewers between 25 and 50 years searching for the Czech original (TV series) programmes. “We are fishing in waters of Czech TV series. SVOD is not for young people, it is no longer true. We will educate older people. It will require more work but the potential is greater because the number of these people is higher,“ he outlined Nova’s plans. According to him, Voyo will not want to compete directly with Netflix whose estimated primary target group is up to 29 years.

Source: mediaguru.cz

AD INVESTMENTS IN MEDIA GREW SIGNIFICANTLY IN MAY

Monitoring for this May reports an almost one-third year-on-year growth in investments in media ad space.

The volume of gross monitored investments directed at media ad space purchases in May shows a significant year-on-year growth. On average, it exceeds 30% in the monitored ATL offline media. In gross figures, it is two billion Czech crowns more than last May. This is the outcome of AdIntel monitoring by Nielsen Admosphere.

A two-digit growth was reported by all monitored media with the highest values being achieved in print, OOH advertising and TV. Last May suffered from lower investments due to the first wave of the pandemic; compared to that period, this May shows that advertisers’ interest has recovered.

For the period of the first five month of this year (January to May), the monitored volume of ad investments is five percent higher than in the same period last year. Print and TV ads show the most favourable development while OOH advertising has lagged behind the last year’s volume.

Source: ATO-Nielsen Admosphere

The summary does not include investments in internet advertising as the monitoring only covers display advertising.

Please note that the volumes monitored do not express real volumes invested in media advertising, they rather show development trends.

Source: mediaguru.cz

ÓČKO CONVERTS HBBTV VIDEO ADS INTO GRP

Óčko and Hybrid convert video advertising delivered on the HbbTV platform into the GRP equivalent.

The TV group Óčko and the tech company Hybrid use data from the official audience measurement of the non-linear digital video content (PEM-D) to calculate advertising GRPs. They measure the delivery of non-linear video ads using the HbbTV platform (the red button). It is a solution connecting linear and non-linear video advertising that is assessed in the online equivalent of the GRP TV currency.

“This innovation is another step leading to the symbiosis of the ‘classic’ linear TV and non-linear TV services that will be even more effective and efficient for advertisers,” said Štěpán Wolde, CEO of Óčko.

“In the development, we fully respected the standards of official TV audience measurement using the PEM-D method. We modify the resulting data by coefficients of our station’s official viewer rating and report campaign results to clients through GRP analogy,” said Hana Dolečková, Head of Data & Research of Óčko.

“We are at the beginning of the digital revolution of the TV market, fighting with global streaming platforms when broadcasters are transformed into data-driven companies. And that is just the beginning of the journey. Another fundamental shift will occur after the launch of Afterspot, our technology and data service, which will deliver video ads to viewers who have not seen linear spots or have seen them with low frequency. This will result in an additional incremental reach of campaign with the help of video advertising, which is an equivalent of the incremental GRP. For now, we call is simply SuperGRP,” outlined Lukáš Hnilička, CEO of Hybrid.

The Óčko TV group sells its advertising space also as part of a package of stations represented by Media Club, which is also seeking to report delivered video ads to clients in a manner equal to the TV ad GRP. This means that eGRP is part of Media Club’s business policy. The company expects that the space for creating TV GRPs will decline in future. “We can hardly expect that viewers’ behaviour will go back two years before the pandemic and people will start cancelling their subscriptions to Netflix or HBO. It is an outlook with which we have to work – that is why we seek to create an adequate space for online advertising communication, working with GRPs in digital as well,” explained Petr Hatlapatka, Head of Online Sales of Media Club, in a recent interview.

Source: mediaguru.cz

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

The volume of TV ads expressed as the number of delivered advertising GRPs on Czech TV screens increased in May this year.

The volume of TV ads expressed as the number of delivered advertising GRPs on Czech TV screens increased this May. Compared to last May, it has grown by a quarter in aggregate year-on-year (+25%). The figure relates to the volume of GRPs delivered through TV spots and sponsoring. Although last May was affected by the first wave of the coronavirus pandemic, the comparison of this April and May shows that there is a growth in demand for TV space.

The highest increase in GRP as of this May is seen in the stations of Česká televize, which may only sell standard ad spots on ČT2 and ČT sport. Sports events, specifically the Ice Hockey World Championship, are one of the drivers of demand for TV advertising on public TV. A high year-on-year increase in GRP is also experienced by stations sold by Atmedia, and a two-digit growth was reported by the key players on the TV advertising market – Media Club (Prima, Óčko, Barrandov and other players excluding Atmedia) and TV Nova in May. 

Share of business networks in delivered GRPs (%), May 2021

Source: Nielsen Admosphere, TV spots and sponsoring

May developments indicate advertisers’ interest in using TV ads, which is expected to continue over this year’s autumn season. The two strongest commercial TV companies have announced preparation of several new programmes for this TV autumn. Given the statutory limits of time that may be used by operators for ad broadcasting, the pressure on TV ad space is likely to grow.  

Source: mediaguru.cz

PANDEMIC HAS CHANGED VIEWING BEHAVIOUR

The content landscape has changed dramatically as a result of the global pandemic.

Speaking at ANGA COM’s online International Content Summit, Nicole Agudo Berbel, chief distribution officer of ProSiebenSat.1, said that while it was really true that everyone was watching TV, how this was actually taking place varied dramatically according to age. “We have lots of young target groups watching our channels and the young target groups give you figures that show they’re using the smartphone, they spend more than 50 minutes on the smartphone, but 112 minutes still apply to the TV screen.”

Agudo Berbel said ProSieben was using the information to run 360 degree campaigns to help combine the two platforms.

The German broadcaster has also been taking advantage of the demand for local content, developing new shows for its most popular personalities.

Discovery’s Susanne Aigner agreed, adding that premium content was crucial for the competitive positioning of platforms. “It has a massive impact on production and the market of audiovisual content providers in general and is leading to some far reaching changes and upheavals here, especially in the consolidations that we’re currently experiencing”.

Aigner also dismissed the argument that there was competition between linear and digital. “It’s a coexistence of linear usage and digital usage. So we’re providing offers for different customers in different situations, in different usage situations. And when you look at the how things are being used by different target groups and the cohorts, you will see that that the tiniest number, tiniest number are the ones that are using linear exclusively. I think it’s like 15% between 20 and 29 year olds that are saying I’m not using linear at all anymore”.

David Bouchier, Chief TV and Entertainment Officer, Virgin Media, told online delegates that the move away from linear had accelerated during the UK lockdown, while at the same time viewing time was increasing.

“They’re watching those new services. So from our point of view, it’s finding that audiences that I think is the key challenging content. That audience, as we’ve heard from the previous speakers, particularly the younger audience, when we do research up to half of the subs, 35 year olds in the UK do not connect on a regular basis with the national networks, preferring instead to do it with YouTube.

Bouchier said this meant that more viewers were watching user generated content.

Source: broadbandtvnews.com