TV IS THE MEDIA MARKET LEADER



  • OFFERS UNBEATABLE REACH ACROSS TARGET GROUPS
  • CAN PROVOKE A FAST RESPONSE
  • PROVIDES A HIGH ROI
  • DELIVERS TOP-QUALITY VIDEO CONTENT
  • IS THE KEY TO LONG-TERM BRAND SUCCESS
  • IS TRUSTWORTHY
  • AROUSES STRONG EMOTIONS
  • PROVIDES A SAFE ENVIRONMENT FOR BRAND COMMUNICATION
  • INSPIRES AND KEEPS UP WITH THE DIGITAL AGE
  • COVERS ALL TOPICS AND GENRES

 

 

TV AND REACH

TV is always everywhere and for everyone. TV broadcasting reaches on average 95% of viewers aged 15+ in the Czech Republic.

 

Source: ATO-Nielsen Admosphere, live + TS0-3, from 1 January to 31 August 2020, as of 5 September 2020

 

TV AND ATS

We do not have to worry about TV’s end. The daily average time spent in front of a TV screen has grown by 25 minutes in the largest target group since 2008.

Source: ATO-Nielsen Admosphere, live + TS0-3, from 1 January to 31 August 2020, as of 5 September 2020

 

ATS DEVELOPMENT IN CONNECTION WITH THE INTERNET EXPANSION

Despite the massive development of internet services and the doubling of the number of users since 2006, we can see that ATS has been growing since 2007.
41% of online users
81% of online users

Source: ATO-Nielsen Admosphere, live + TS0-3, from 1 January to 31 August 2020, as of 5 September 2020; Czech Statistical Office (ČSÚ) (https://www.czso.cz/csu/czso/3-pouzivani-pocitace-a-jinych-zarizeni-k-pristupu-na-internet)

 

TIME SPENT ON DEVICES

The Czechs over the age of 15 most often choose the time-proven TV screen to watch audio-visual content.

Source: ATO-Nielsen Admosphere. The time spent on TV is from the data measured as part of the Project of Cross-Platform Electronic Measurement (PCEM). Basis: individuals 15+, n = 542 (LSS 2019)
Question: How much time do you spend on activities on the following devices on an average day (including time at work or at school)?

 

SHARE OF MEDIA TYPES

The Czechs spend on average nearly seven hours per day in the company of the media with TV still holding the largest share of 43%.

Source: ATO-Nielsen Admosphere. TV viewing time only includes live broadcasting and viewing shows from TV archives on a TV set.
The time on the Internet is calculated as a sum of individual devices. The Continual research for 2019, an average day, CS 4+

 

DEVELOPMENT OF ADVERTISING INVESTMENTS BY MEDIA TYPE

Apart from the Internet, TV has been the only media type with regularly growing investments in advertising over the recent five years.

Prices without self-promotion; TV, print media, OOH and radio: pricelist costs (gross); Internet: until 2015, a mix of pricelist and actual costs; since 2016, pricelist costs; 2010-2012 excluding regional sales. Source: http://www.inzertnivykony.cz/.

 

TV AND BRAND

TV works through the funnel.
Funnel top
  • Brand awareness
  • Brand building
  • Interest/intent to buy

Funnel bottom
  • TV activates viewers through ads
  • TV ads inspire to browse the Internet
  • Thanks to digitisation, you can literally shop online while watching TV ads



https://www.millwardbrown.com/Insights/Point-of-View/How_Consumers_Buy_Brands_The_new_decision_journey/