All monitored media types showed year-on-year growth in monitored media investment in this year’s eighth month. To date, advertising investment in media is up 12 per cent on last year.

In the first eight months of this year, monitored advertising investment in media has increased by 12 per cent year-on-year. Television is the strongest by volume of the monitored media. Outdoor advertising showing the highest year-on-year growth this year. This is according to data from Nielsen Admosphere’s AdIntel monitoring.

The monitoring data also confirms a slowdown in growth during the summer holidays, although all monitored media were in growth in August compared to July.

Source: Nielsen Admosphere

Investment in Internet advertising does not appear in the summary of monitored investments, and this is because the Internet is represented in the monitoring only by some formats and thus does not cover the complete Internet advertising spending. However, the AdMonitoring project shows that the year-on-year development of banner advertising on the Internet this year is also higher than for the period January to August last year.

Please note that the monitored investments do not correspond to the actual investments that flow into the media for buying advertising. However, they do indicate a trend.



Media Club is satisfied with the introduction of ad skipping restrictions in the return view of IPTV operators, according to the first month results. According to Prima Group commercial director Vladimír Pořízek, about two first of GRPS ad returns have been made.

Since June, the Prima TV group has restricted the possibilities for skipping ads in the backview of IPTV operators. The introduction was justified by the need to protect advertising space following the growing share of video-on-demand viewership and the increasing popularity of internet TV, which, thanks to its back-viewing functionality, allows the viewer to watch programmes according to his or her time options, as well as skipping broadcast programmes, including ad breaks. Prima said that this trend would further weaken its advertising capacity in the future. After the first month of experience, commercial director Vladimír Pořízek says the restrictions have prevented the outflow of about two-thirds of advertising GRPs, thanks to the Media Club’s representation.

There is a growing concern about the future development of inflation, the impact on the cost of living and consumer behaviour. Are these developments having an impact on TV autumn campaign bookings? Are you registering reduced demand compared to the pre-holiday period?

We are not seeing a drop in demand yet. Commissioning companies learned to live with the fact that despite the restrictions, people had saved up and so the impact of these measures was not felt in sales. Consumer confidence may be down now and people are getting worried, but we are not seeing big changes in the behaviour of the sponsors yet. There are concerns and it looks like the crisis is knocking on the door. Yes, we are all preparing for it. But still, we saw it during the period of covid, when there was no crisis at all. Clients have the money so far and are planning their autumn campaigns. People still have savings and unemployment is still almost zero. The attitude of the government will be important. If it helps people financially and sort out energy prices, it is quite possible, in the most positive scenario, that there will be no major crisis. On the other hand, we do not know what will happen next, when people start receiving new bills or factories really start closing down as a result of the gas shortage, and it is premature to draw a picture for 2023. It depends on a lot of factors. We are working with different scenarios, but at the moment we do not know exactly what will happen from January.

Do you at least have an idea of what the price of TV advertising might look like for 2023, given that advertiser interest is high and advertising space is full?

Demand is strong, ad space is filled, and most importantly, GRPs are dwindling in linear TV, thanks to more competition from VOD services. In addition, our cost of entry is rising. All of these circumstances then translate into our pricing, which is why we plan to increase advertising prices for 2023.

And by how much? ASMEA estimates inflation in TV for this year at 10-15%, with general inflation at 20%…

I believe it will be at a similar level to last year (increases in the range of 11-16%, ed.). However, we are still monitoring market developments and will decide accordingly. Clients have the money so far and are planning their autumn campaigns. We will increase advertising prices for 2023.

When you presented the AdCross cross-platform measurements this spring, you outlined the trends for the next few years, which showed, among other things, that the GRP volume in linear TV broadcasting will decrease. Did you register a reduction in GRPs in the first half of 2022 compared to the first half of last year?

Yes, of course. Moreover, the trend has also intensified due to the fact that in the past years, TV viewership has increased due to the covid, while after the covid measures were lifted, it has declined steeply, and this is reflected in the lower number of linear GRPs. We cannot yet say how the launch of the additional pay video platform Disney+ in June has affected the number of GRPs. We have been helped by the introduction of restrictions on ad skipping in rewind viewing by IPTV operators from June. As a result, an interesting proportion of our GRPs have returned. But the trend is clear: we expect GRPs in linear TV to continue to decline in the future. It’s just a matter of how fast it will be and how it will be reflected in different audience groups. The more VOD services on the market, the more time people will spend on them, which will amplify the decline in linear GRPs. People have learned to pay for VOD services during covid, which is also a new thing, as there has long been scepticism about whether Czechs would be willing to pay for video content on the internet.

In June, you introduced restrictions on skipping adverts in rewatching for IPTV operators. So how many GRPs did you get back in July?

Two-thirds of the GRPs came back. Most operators are able to take advantage of not having to run full length ad spots as on linear TV, but shortened to about 3 minutes during the break. However, not all operators have been able to adapt their systems and implement these measures in this way. Two thirds of the returned GRPs represent over 2 thousand GRPs per month.

The trend is clear: we expect GRPs in linear TV broadcasting to continue to decline in the future. It’s just a matter of how fast it will be and how it will affect different audience groups.

Will there be any more changes to the functionality to limit ad skipping?

The functionalities remain the same for 2023. Our aim is to integrate operators into cross-platform viewership measurement. We are now inserting online advertising with three operators: betterTV (GoNet), and Grape. Crossplatform measurement will allow us to better target viewers and deliver better affinity to our clients on their campaigns.

And that should happen when?

We are working hard on the implementation now with BetterTV and and hope to deploy crossplatform measurement in the next 3-6 months.

During the last few years, the advertising market has been affected not only by covid, this spring the war in Ukraine has started. Have these events affected the behaviour of advertisers in different segments?

There were two problems during the covid era: some advertisers couldn’t sell and so had nothing to advertise, and the other group that could sell stopped needing advertising because people had nowhere else to spend their money and so their sales skyrocketed. Moreover, people also saved a lot of money during covid and started to spend it as the restrictions loosened up, even though inflation was flying upwards.

When it comes to Ukraine, advertisers did not want to place ads next to war programmes. So we had to withdraw selected programmes from the Prima Zoom channel, where we regularly include war documentaries in the programming schedule. It also affected news websites, which of course covered the war a lot, and not many advertisers wanted to be associated with that. As a group, however, we did not see a decline in overall advertising volume in the first half of the year.

Given the expected trends we’ve talked about, you’re trying to push eGRP sales into the market. What is their current share in the 15-69 target group?

So far, it’s only units of percentages. We are still at the beginning, we have to teach the market to trust eGRPs. We now have data that confirms that with eGRPs we can target younger target groups, women in particular, well and increase the affinity of campaigns.

One last question on the commercial policy for 2023. In the spring you talked about putting some of the advertising space up for auction. Is that still valid?

We will only auction part of the TV advertising space if there is excess demand. We process agency negotiations through special software in which each media agency can see the agreed terms and their parameters. The targets are set there for each client. If there is an excess of demand, it could happen that agreements with the lowest CPP value fall into the auction if they are not concluded in time. Absolutely every client will have the opportunity to close the deal in the standard way, but they must respond in a timely manner. However, if clients or agencies are speculating and there is an excess of demand over supply, it may be that they will overbid. We have already turned down several clients in the past year because their price was extremely low. However, this may not happen at all. In addition, we sell a very small portion of our GRPs in the so-called monthly auction if we are not sold out in a given month.



Gross investment in the purchase of advertising space in the media increased by almost 13% in the first seven months of the year.

Gross investment in media ad space increased by almost 13% in the first seven months of the year, according to AdIntel’s monitoring of Nielsen Admopshere. Television advertising remains the strongest in terms of volume, with outdoor advertising posting the highest year-on-year growth so far this year (+27%). However, all monitored media types show double-digit growth.

In July, however, year-on-year increases were lower and in the case of outdoor advertising, investment even fell slightly. Kaufland, Simply You and Lidl were the strongest advertisers in July.

Investment in internet advertising does not appear in the overview of monitored investments, because the internet is represented in the monitoring only by some formats and thus does not cover the complete expenditure in internet advertising.

Again, we would like to point out that the monitored investments do not correspond to the actual investments that flow into the media for buying advertising. However, they do indicate a trend.



The advertising autumn on TV Nova has been promising so far. The investments the TV group has made in the preparation of the programme should bear fruit not only this autumn, but especially next year, says Jan Vlček, CEO of TV Nova.

Last week, the Nova Television Group presented its autumn scheme, from which it hopes to increase its viewership. It has even greater expectations for 2023, when it will introduce a number of new shows, which are now in production, to its linear broadcasting and to the paid offer of the Voyo video platform. Specifically, dozens of original feature projects, including TV Nova’s first ever period drama with the working title Obchodní dům, the return of Kriminálka Anděl, and the family series Jedna rodina from the pen of Lucie Konečná. CEO Jan Vlček, one of two CEOs of the Nova Group who is also its Chief Commercial Officer, therefore expects 2023 to push the group further in terms of ratings.

He also has optimistic news in his interim outlook for this autumn. In terms of advertiser activity, Nova does not observe that clients are putting the brakes on their plans for TV advertising campaigns under the influence of economic developments. “Most clients are closing larger volumes than last year,” he describes in an interview after the press conference on the autumn scheme.

With the start of the TV autumn just around the corner, it is impossible not to ask how you perceive the advertising market situation and how clients’ interest in advertising in the autumn months is developing. Do you see a caution in the outlook for advertising clients in the wake of economic developments?

We are watching very carefully for any signs of potential caution and in our discussions with clients we are interested in how their business is developing and whether they are planning any adjustments in their communications. So far, however, we are finding that the trend is rather the opposite and most clients are closing larger volumes than last year. So we do not observe any slowdown. It’s not that we don’t see caution as clients are making it clear that they are preparing for various eventualities so that they are ready if their demand is negatively impacted. But so far they have not felt the impact on their business and so far the current economic situation has not had a negative effect on the size of communication budgets, quite the opposite.

Do you have any justification for this?

I think a lot of clients have learnt their lessons during the time of covid. They have got used to living with a certain degree of uncertainty and are able to prepare alternative scenarios and switch to them when they see fit. Thus they do not create for themselves a panic of uncertainty.

ASMEA, the professional grouping of media agencies, estimates that the rate of TV inflation will be between 10-15% this year. Do you have any idea how Nova Group’s TV advertising prices may change for 2023?

We don’t have anything approved yet, but we can all see how prices are evolving. The impact that inflation has on our inputs must be reflected in the price level for next year. We will also see how the demand for TV advertising develops for next year. Of course, if it were higher, it would push the price further up.

“So far, the current economic situation has not had a negative effect on the size of communication budgets, quite the opposite.”

If we go back to the same period a year ago, at the press conference for last autumn you announced your plan to launch a female channel Nova Lady. Did it fulfil what you expected from it in your portfolio of stations?

With the launch of Nova Lady, we achieved the stratification of our channels that we needed from a socio-demographic perspective. Now we are still working on its stronger distribution. But the new channel is so far meeting expectations given the level of current distribution. Alongside the launch of Nova Lady, we have also redesigned the Nova Action and Nova Fun channels. We are also working on Nova Gold. We are continuing to work on these four channels so that they are more complementary and overlap as little as possible. Nova Lady is intended primarily as a channel for working-age women, Nova Fun as a channel for a younger female audience, Nova Action is aimed at men and Nova Gold primarily at middle-aged women.

What exactly do you want to improve about the distribution of Nova Lady?

We want Nova Lady to be distributed like our other free-to-air channels. So we are in talks with operators to include the channel in their offer.

And are you planning to launch another new thematic channel?

We are not working on another free-to-air channel project at the moment.

Do you see the Voyo paid streaming service and its tie-up with linear channels as strategically important now?

Our primary intention is to capitalise on the large amount of content we are producing and developing in the coming year. We’ve currently unveiled our autumn line-up and also announced a number of shows we’re preparing for 2023. It’s in the next year that the major influx of new content will come. That’s a key priority. This autumn will be a strong one, we expect to see an increase in viewership, and we want to move even higher in viewership in 2023.

“This autumn will be a strong one, we expect to see an increase in viewership, and we want to move even higher in viewership in 2023.”

Won’t both platforms be “eating” each others’ viewers?

We clearly see that Voyo and linear TV are not competing, but complementing each other. We see linear TV acting as a driver of new subscribers for Voyo. These are shows that viewers watch on TV and like so much that they want to see them in their own mode. Or, conversely, linear TV acts as a way of promoting formats that can only be watched on Voyo.

The question is whether you will incorporate the shows you plan for Voyo into linear broadcasting…

Our idea is that projects that are exclusive to Voyo will stay on Voyo. We don’t rule out that they won’t be on linear TV in a few years, but we don’t foresee them being on linear TV after, say, one year.

You’ve indicated several times that Voyo has more subscribers than you’ve projected for this time period. What is the current state of play?

We recently disclosed that Voyo has more than 350,000 subscribers. The number is gradually increasing, plus now the autumn season is starting, which is an incentive for new subscribers. We estimate that Voyo is now the number two in the market after Netflix, although we don’t know the exact numbers on Netflix and are basing them on our calculations. Local content is key, and it’s hard for any foreign player to compete with us there.

“We estimate that Voyo is now number two in the market after Netflix.”

And in terms of investment? Is the money invested in building the Voyo platform coming back?

We have set a five-year plan that is calculated to be profitable when we reach one million subscribers. I believe that target is realistic. If we look at the penetration of paid streaming video services (SVOD, ed.) in the Czech market, we are at around 25%. In the West, however, the level of this penetration is at least double, so there is still room for growth in our SVOD market.

Is it still true that the biggest draw on Voyo is Ordinace v růžové zahradě?

I think that’s an oversimplification. You can hardly compare a series that runs for a long time with a series of three or four episodes. Obviously, Ordinace v růžové zahradě delivers very valuable content with a loyal audience, continuously forming the backbone of a stable subscriber base. However, building Voyo on Ordinace v růžové zahradě alone would not work. In fact, viewers gradually get used to the exclusive material Voyo offers, which then becomes an attraction for other new subscribers.

So, are you thinking of returning Ordinace v růžové zahradě to linear broadcasting?

No, that’s not on the cards.

In terms of selling advertising and adding target audiences on the internet and in linear TV, we are faced with the fact that we still don’t have a single currency for measuring video content…

As for Voyo, we don’t want to sell advertising there. In the case of ad-supported video, i.e. AVOD, which is represented in our offer by, there are projects in the works within the ATO that would be able to measure the total reach of video. However, we are already trading incremental reach with clients that can attribute video views to a TV campaign.

Looking at the Nova Group as a whole over a number of years, how much of the turnover can SVOD, represented by the Voyo service, bring to the Group?

It is difficult to express a percentage share because we do not know how revenues from other sources will develop. But SVOD should be one of the pillars on which we want to stand in the future. It certainly won’t be key in the foreseeable future, as advertising revenue will still be the foundation. However, alongside advertising and SVOD, distribution revenues are also developing interestingly and it is our task to diversify our revenue sources in the future.



Year-on-year growth in advertising investment in media continued in May, but was lower than in the previous month.

The monitored volume of advertising investment in media reached a 7% year-on-year increase in May this year. This also marks the fifth month this year that the advertising market has improved, according to Ad Intel data from Nielsen Admosphere. However, compared to April, which showed an increase of almost a quarter (+23%), May’s growth is lower. This may be related to last spring’s relaxation of anti-video measures and the associated noticeable increase in ad investment.

For the first five months of this year, the year-on-year increase in monitored advertising investment is 13%, with the strongest growth in outdoor advertising (+40%), followed by radio (+21%). Television advertising remains the strongest.


Investment in internet advertising is not included in the reported overview, as the monitoring only covers display advertising.

Again, we remind you that the volumes monitored do not reflect the actual volumes invested in media advertising, but describe the trend.



Monitored media advertising investments grew by almost a quarter year-on-year in April. Then for the first four months of 2022 they were up 15 percent, Nielsen Admosphere monitoring shows.

Total monitored advertising investments in the media for the first four months of this year are up 15 percent year-on-year, according to AdIntel’s monitoring by Nielsen Admosphere. Their total gross volume exceeded CZK 30.5 billion for the period. The most significant increase in monitored advertising investments in the media was in April this year, when they showed a 23% growth.

Last year, the covid-19 pandemic knocked down advertising spending mainly in outdoor advertising, which is now the media type with the highest year-on-year growth in April (+77%). Radio (+35%) and television (+22%) also posted high increases in April, while the volume of investments in print also increased by double digits (+15%), according to the monitoring.

Thus, the monitoring data for the first four months of 2022 do not even suggest a slowdown or decline in investment in connection with the war in Ukraine, as some representatives of media operators have pointed out.

Comparison of price list value of advertising space January – April 2022 Comparison of total value of advertising space (Media type – TV, Print, Radio, OOH)

The Internet is not included in the overview because the monitoring of advertising investments only covers display advertising and video advertising and thus does not include all forms of Internet advertising. However, according to AdMonitoring data for the first quarter of this year, growth is registered in this media type as well, especially in programmatic display advertising.

Again, we would like to remind you that the data from the investment monitoring does not reflect the actual financial volume devoted to the purchase of advertising time and space. They are primarily an indicator of the development trend.



For the first quarter of this year, the volume of TV advertising GRPs was almost unchanged compared to the same period last year.

The total volume of TV advertising GRPs delivered during the first quarter of this year remained almost at the same level as in the comparable period last year. It was down 0.5% in the first quarter of this year, according to Nielsen Admosphere monitoring data. The result applies to both TV spots and sponsorships.

The TV market thus did not experience any significant fluctuations in the first quarter. As we have already reported, the volume of monitored TV advertising investment then increased by 9% year-on-year.

Media Club (Prima, Óčko, Barrandov and several other thematic stations) and Nova Group (Nova Group stations) continue to hold the highest shares of the number of GRPs delivered. Atmedia’s representation improved the most year-on-year.

Share of business networks in GRP deliveries, 1Q/2022

Source: / Nielsen



Most media types posted double-digit increases in the first quarter, according to Nielsen Admosphere monitoring.

The volume of monitored investments in Czech media in the first three months of this year exceeded CZK 21 billion, which is 12 % up  year-on-year. The majority of media types posted double-digit increases in the first quarter, Nielsen Admosphere monitoring further shows.

Outdoor advertising (+35 %) and radio advertising (+23 %) recorded the highest increases compared to Q1 2021. However, print advertising (+15 %) and TV advertising (+9 %) also thrived.

Internet advertising is not included in the overview because the monitoring only takes into account some forms of internet advertising.

Source: Nielsen Admosphere

The data for March does not yet indicate lower advertiser activity in response to the war conflict in Ukraine. However, it is likely that the suspension of advertising activity will be reflected in next month’s data.



The Association of Communication Agencies (AKA) expects marketing communication investments to grow by 12% this year. The investment dynamics is going to accelerate compared to previous years.

Despite the ongoing presence of Covid-19, the advertising market in the Czech Republic was doing relatively well in 2021. According to data from the Activation Research, which was carried out by Nielsen Admosphere for the Association of Communication Agencies, the market achieved a volume of CZK 124.7 billion (a year-on-year growth of 4.2 %).

“The research results indicate that advertisers have become optimistic again when it comes to investment volumes. Deferred household consumption also played its role,”

says AKA’s director Marek Hlavica.

The research expects that in 2022, the total volume of the market will grow to CZK 139.4 billion, going up by 12% compared to 2021. The advertising market comprises media and non-media channels. In 2022, media investments are expected to grow 6.1% to a total of 77.1 billion, non-media 19.7% to a total of 62.3 billion.

“With the end of the pandemic, we can expect a strong growth in activation campaigns, be it in sales support, or relationship and event marketing. Advertisers’ pressure on meeting their business objectives will be enormous this year, which is supported by the total numbers of the non-media market growth. The market significantly exceeds the expected inflation for 2022,” says David Čermák from AKA’s activation agency section.


(expert estimate of net marketing investments)

in CZK billion

Source: AKA, Nielsen Admosphere


media                                                    non-media                                 

Source: AKA, Nielsen Admosphere

According to Nielsen Admosphere’s data from spring 2022, retail channels have long been in the top 10 largest advertisers in terms of the volume of invested funds. Lidl, Kaufland and Albert took the top three places again last year. However, compared to 2020, their investments did not see a rapid increase. “Retail chains have maintained their dominant positions. At the same time, it is evident that on one hand, households again started caring for their equipment, and on the other, consumers started taking more care of themselves. Simply, “bread and circuses” is what applies at all times,“ describes the director of the Association of Media Agencies (ASMEA), Ondřej Novák.

Growing online and mobile support

The largest space among non-media channels is taken by online and mobile support, up 27%. It accounts for one fifth of the non-media channel spend. This trend may be expected also in the following years. Marketers expect the largest negative impact in gifts and presents while events and direct marketing have not fully recovered yet. Production of advertising and sponsorship are the main areas that have seen return on investments.

Hourly rates evolve with inflation

The average growth in hourly rates of ad and marketing agencies grew 5.5% year-on-year in January 2022. The reason is the inflation rate in the second half of 2021 and its continued rising trend. As expected, the ad market is growing especially in areas with higher rates of inflation-prone inputs (cost of labour, cost of energy and material needed for advertising production). This is based on the regular annual research of industry hourly rates, showing the average costs on the communication agency market.

State’s communication with people was insufficient

The data from the annual analysis prepared by CEEC Research for AKA and the PR Association (APRA) indicate that the volume of last year’s public contracts accounted for just 1.5% of the total communication market. In total, 686 contracts were awarded in 2021 in the total amount of 1.8 billion. According to AKA, the Czech Republic lags behind West European countries where these contracts represent 15-20% of the market.



The advertising market has recovered from the effects of the covid-19 pandemic and will see an 8% growth in above-the-line media investment in 2021 compared to 2020, according to AdIntel monitoring.

Nielsen Ad Intel’s Admosphere monitoring data for 2021 shows that TV was again the strongest media type last year. The entire above-the-line advertising market was worth almost CZK 141 billion in gross prices last year. This is an 8% year-on-year increase. At the same time, all media types showed a year-on-year increase in the list price value of advertising space compared to 2020, which was then fundamentally affected by the situation surrounding the covid-19 pandemic.

All media types monitored in the monitoring have seen an increase in the price value of advertising space in the past year. Print and radio advertising scored the highest, while TV advertising also showed a growth trend. Outdoor advertising, which was affected slightly by restrictions against the spread of covid-19, also showed a growth trend. For example, print, thanks to this, also grew year-on-year, even by 11 %, but compared to the values in the period before the covid-19 pandemic, we are seeing more of a confirmation of the trend of stagnation or even a slight decline in the price of its advertising space,” said Tomas Hynčica, AdIntel’s Chief Commercial Officer.

Source: Nielsen Admosphere, **The total price reflects all media types including the internet, the value of which is based on published SPIR data for 2020 and has been expertly adjusted for 2021 based on the SPIR estimate for 2021.

Last year, the Lidl, Kaufland and Albert chains were the strongest advertisers, and the grocery and food chains segment was again the sector with the highest advertising investment. More in an earlier article.

The report does not include monitored spending on online advertising as it does not cover all types of advertising. Last year’s figures for the internet are traditionally published by the Internet Development Association (SPIR) in the coming weeks. However, internet advertising is included in the 2021 total reported here because it is the SPIR expert estimate that has been taken into account.

The list value is not equivalent to the real (net) investment in the purchase of advertising space (a number of factors such as the total volume of space purchased, the application of discounts, barter cooperation, etc., influence the real price that companies actually pay for the purchase of advertising space). However, the reporting of list values for advertising space captures the development and trends of the current advertising market (e.g. it allows for comparison of individual advertisers, media or sectors with each other, etc.).