ADVERTISING INVESTMENT IN MEDIA HOLDS DOUBLE-DIGIT GROWTH FOR EIGHT MONTHS

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.

Source: mediaguru.cz

GROSS INVESTMENT IN ADVERTISING GREW BY 13% IN SEVEN MONTHS

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.

Source: mediaguru.cz

MEDIA INVESTMENTS WERE HIGHER IN MAY, BUT GROWTH SLOWED DOWN

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.

Source: mediaguru.cz

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.

Source: mediaguru.cz

MONITORING: ADVERTISING INVESTMENTS IN MEDIA ARE GROWING RAPIDLY THIS YEAR

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.

Source: mediaguru.cz

ADVERTISING INVESTMENTS IN MEDIA GREW IN THE FIRST QUARTER

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.

Source: mediaguru.cz

AKA: COMMUNICATION INVESTMENTS TO SEE A DOUBLE DIGIT GROWTH THIS YEAR

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.

INVESTMENTS IN MARKETING COMMUNICATION

(expert estimate of net marketing investments)

in CZK billion

Source: AKA, Nielsen Admosphere

DYNAMICS OF INVESTMENTS IN MEDIA AND NON-MEDIA CHANNELS IN 2021 AND ESTIMATE FOR 2022

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.

Source: mediaguru.cz

ADVERTISING INVESTMENT IN MEDIA TO INCREASE BY 8% IN 2021

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.).

Source: mediaguru.cz

ADVERTISING INVESTMENT IN MEDIA GROWS IN DOUBLE DIGITS THIS YEAR

According to data from Nielsen Admosphere monitoring, the first two months of this year are significantly better than January and February 2021 in terms of total advertising investment in media.

Nielsen Admosphere’s advertising investment monitoring records a year-on-year increase of almost 17% in gross investment for the purchase of advertising space in the first two months of this year. The increase applies to all monitored media types – most notably in outdoor advertising, radio and print. However, television advertising also posted double-digit increases.
The data for February also show double-digit growth. This may also be related to the comparative period, when strict anti-retroviral measures were in force in January and February last year, which may have weakened the investment activity of advertisers.

Source: mediaguru.cz / AC Nielsen

Investments in Internet advertising do not appear in the overview because the Internet is represented in the monitoring only in some formats and thus does not cover the complete expenditure on online advertising.

Again, we note that the monitored investments do not correspond to the actual investments that flow into the media for the purchase of advertising. However, they do indicate a trend.

Source: mediaguru.cz

TELEVISION DELIVERED MORE ADVERTISING GRPS IN 2021

TV stations delivered 3% more ad GRPs in the TV market last year than in 2020.

Czech TV stations delivered 3% more advertising GRPs in the TV market in 2021 than in 2020. Media Club and Nova Group remain the strongest commercial networks in terms of GRPs delivered, with Czech Television and Atmedia posting the highest year-on-year increases last year. Data from the Nielsen Admopshere monitoring shows this.

Investment in TV advertising grew last year despite the ongoing pandemic. The monitoring of advertising investments captured a comparable year-on-year increase in TV advertising of 3-4%. Since last summer, most TV stations have been coping with increased demand and the filling of advertising space.

From an individual station perspective, the strongest stations in terms of GRPs delivered were Nova, Prima, Nova Cinema, Prima Max, Prima Krimi, Prima Cool, Nova Fun and ČT1.

Share of commercial networks in delivered GRPs in 2021

Source: ATO-Nielsen Admosphere, 1 January-31 December 2021, TV spots and sponsorship, calculated for the CS buying of the listed entities, i.e. ČT 15+, Media Club, Atmedia 15-69 and Nova Group 15-54

In terms of viewership, Czech Television enters the top two commercial players. In its case, the volume of advertising is severely limited by law, which is why its share of delivered GRPs is low.

Media Club (the stations of the Prima group, Barrandov, Óčko, some thematic stations and Atmedia, which it also represents) has become the strongest entity in terms of day and evening viewership in the 15+ and 15-69 target groups. Nova Group stations were strongest in the 15-54 category (both all-day and prime-time).

Source: ATO-Nielsen Admosphere, Jan. 1-Dec. 31, 2021, live TV+TS0-3 as of Jan. 19, 2022, prime-time = 7:00-11:00 p.m.

Source: mediaguru.cz

MEDIA INVESTMENTS SURPASSED LAST YEAR’S VOLUMES IN NOVEMBER

In this year’s eleven months, all media types show higher volumes of ad investments than in the comparable period last year.  

This November, the monitored volume of ad investments in the media remains above the level of the same month last year. As the AdIntel data provided by Nielsen Admosphere shows, investments in print, radio and OOH increased by nearly 40% in the eleventh month of this year, which does not apply to TV.

The monitored volume of TV investments was two percent lower. However, TV receives nearly two thirds of ad investments out of all media available for comparison.

In the period from January to November 2021, the monitored volume of media ad investments is higher by more than 5%. All media types report better results than in the comparable period last year.

Source: Nielsen Admosphere (TV costs by viewership, source: ATO-Nielsen Admosphere) Without own advertising

The media overview by monitored investments excludes the internet as the monitoring only covers display advertising, thus omitting other online ad formats.

We reiterate that the volumes monitored do not correspond to the actual investments; they are prepared based on list prices.

Source: mediaguru.cz