TV rating, which is measured electronically using so called peoplemeters in the Czech Republic, celebrates its 23rd anniversary today. This method started to be applied in 1997. Since that time, it has been subject to a number of changes and it ranks among the most advanced methods across the globe today. Research for the Association of Television Organisations (ATO), the client and project owner, is carried out by Nielsen Admosphere.
What do the measurement data tell us?
We know from the peoplemeter project data, for example, that TV is the strongest medium. On average, we dedicate more daily time to watching TV than to listening to the radio, reading the print media or browsing the Internet. Last year, TV was watched 3 hours and 42 minutes per day on average (category 15+).
During the state of emergency resulting from the coronavirus pandemic, TV became the main and extremely important source of information for the Czechs. Namely TV rating of news programmes more than doubled against regular times. “Data in our measurement show that TV has still been a very important part of our lives and has been capable of addressing all generations today. The recent several weeks have revealed that in times of crisis its role becomes even bigger,” says Tereza Šimečková, Chairwoman of the Board of Directors of Nielsen Admosphere, commenting on the rating results.
Looking at history and the last year’s data
Compared to 1997 when the peoplemeter measuring commenced in the Czech Republic, the composition of TV stations changed – at that time, there were only four main Czech channels to choose from while today, their number has multiplied. The shows we like watching most have also changed: for example, in 1997, Miss of the Decade was top-rated while last year, 22 years later, a new fairy-tale called The Princess and Half the Kingdom earned the highest rating.
Within the largest TV groups, TV series also scored well in 2019 with MOST! being at the top in Česká televize and Policie Modrava and Černé vdovy being most successful in Nova and Prima, respectively. In time-shifted viewing, the series with the highest ratings included MOST! (Česká televize), Temný kraj II (Prima) and Policie Modrava (Nova).
“Upon ATO’s instruction, TV rating on the Internet has been measured through digital devices, such as PCs and notebooks, tablets, mobile phones or smart TVs with the HbbTV platform since January 2018. The data collected are analysed together with peoplemeter data, providing information on changes in audience behaviour. Peoplemeters do not lose their key role in the current digital age,” says Vlasta Roškotová, ATO’s Statutory Executive, noting that “peoplemeter measuring has still been the most extensive and costly media project in the Czech Republic.”