DANIEL GRUNT: THE DEMAND FOR ADVERTISING ON NOVA DID NOT DECREASE AFTER THE PRICE INCREASE, QUITE THE OPPOSITE
Advertising in linear broadcasting will continue to account for more than half of the Nova Group's revenue in 2030, says TV Nova CEO Daniel Grunt in an interview published in the current issue of MAM 06/2024.
He is in his first year at the helm of the Nova Group, which is now celebrating 30 years of broadcasting. This is the first time he has been responsible not only for the digital part of the medium, but for the strategy of the entire media house. And setting it with an eye to 2030 has been Daniel Grunt's most important job in the past year. "The way video is consumed is changing fundamentally and it was necessary to set a path for how to maintain continuous growth and how to balance the traditional linear business with the digital one. That is, how to set up brand positioning, content and distribution strategies, and monetisation to cannibalise these two main revenue streams as little as possible and instead achieve the greatest reach across the population," he described.
Nova's projections for 2030 made some interesting predictions. Advertising revenues from linear broadcasting, which today account for about 75 per cent of the group's total revenues, are expected to account for more than half of the total in six years' time. And total viewership in the 15-54 target group, which fell six percent last year, will decline two to four percent a year through 2030. "So inventory will steadily decline. But what's important: even when we went beyond the edge of reality in negative projections, TV still held the lead in fast maximum reach," Daniel Grunt revealed.
Read about how advertisers are reacting to this year's increase in the price of TV advertising space, whether the SVOD platform Voyo is already earning its keep and why Daniel Grunt thinks the CZK 25 increase in the fee for Czech TV is unreasonably high here.