Lenka Hrivnáková, Author at The Association of Commercial Television

MEDIA LITERACY OF CZECHS IS INCREASING, ACCORDING TO RESEARCH

The level of media literacy is generally increasing in Czech society. This is according to research by the Department of Media and Cultural Studies and Journalism at Palacký University in Olomouc and the STEM/MARK agency.

The level of media literacy in Czech society is generally increasing (39/100 points in 2018, 49/100 in 2021). This is according to a survey conducted by the Department of Media and Cultural Studies and Journalism at Palacký University in Olomouc and STEM/MARK for RRTV, which focused on the media literacy of Czechs. According to the researchers, the fact that the current younger generation has already grown up with new media, that the generation of the current forty-somethings has already grown up with the Internet, and that a wider range of media activities can be found among the oldest generation may have an influence.

Source: Univerzita Palackého, STEM/MARK

The majority of media (as sources of information) are still trusted by the public (50 % or more). The exceptions are social media (35 % trust) and chain emails.

According to the survey, Czechs overwhelmingly support the view that the key issue (in terms of media use in general) is the safety of users and information about them. Nevertheless, they share the view that all information should be made public on the internet (59 %) rather than any regulation by law (35 %). Thus, the more liberal view of users, who still see the internet as a free sea, wins out in this respect. Liberality was also evident in the education of children and young people, where few parents restricted their children’s use of mobile phones, tablets or the internet.

The Czech population is mostly aware of what the public media are doing, and they can also recognise it. Only some considered Lidové noviny or Parlamentní listy to be public service media. The reason for this is likely to be the name of the media itself, which may refer to public service (this was shown in the aforementioned 2018 research).

Overall, university students, Prague residents and daily internet users performed significantly better in this area.

Source: Univerzita Palackého, STEM/MARK

According to the research, there are also more and more people who can identify fake news. Younger people under 30, university graduates, people from larger cities with over 100,000 inhabitants and people from Prague do better in recognizing fake news. In terms of preference for the type of news, preference is given to those that work with more verified sources and ideally contain commentary by an expert on the subject.

“The scope for improving the recognition of fake news is still greater among the elderly, who are often more trusting due to their different life experiences. However, thanks also to the work of many organisations, this situation has gradually improved over the last few years. The relatively positive result is probably related to the reaction to the increasing amount of fake news in the media space, where society, faced with the challenges of the epidemic or the Ukrainian crisis, is making efforts to ensure that the news about these events are accurate,” comments Jan Burianec from STEM/MARK on the results of the survey.

Source: Univerzita Palackého, STEM/MARK

Another measured area of research was self-production, i.e. the frequency and ways of contributing to the media space. Almost a quarter (23 %) of people consider themselves active media users (more often young people under 30 and students), while 71 % consider themselves passive (the remaining 6 % could not classify themselves). The most frequent activities include production on social media or other online platforms (sharing photos, stories or texts). The next one is writing user reviews of products or services (e.g. Heureka or Booking).

Self-media activity can also be helped by the perception that media offer sufficient opportunities for feedback to their consumers (in 2018, only a third of the population thought so). In parallel research with children and adolescents aged 5 to 15, it was found that own media creation is a frequent and popular activity from a relatively young age. “Teens from good socio-economic backgrounds manage their parents’ work profiles on Facebook or Instagram, for example, while those with lower socio-economic status present themselves on TikTok and look up to those who have a lot of followers and likes,” said Zdeněk Sloboda, the head of the entire research project from Palacký University.

The research divided the investigation of media literacy into four areas. One of them was technological literacy and user skills. Here the Czech population (15+) achieved the highest score (70 out of 100). The average score in this area was significantly higher for people under 45, slightly more often for men, people with higher education (high school diploma or university degree) and those who use the Internet on a daily basis. In general, people who use or combine multiple media types (media sources) do better. Conversely, the lowest scores were reported by those aged over 60 and non-users of the internet – these two groups overlap for the most part.

“There is still room for improving skills, especially among the elderly, where the epidemic crisis is leading to an increasing level of familiarity with modern technologies and the Internet,”

commented Jan Burianec.

A comparison of measured media literacy with its subjective assessment by the respondents themselves showed that in terms of socio-demographic profile, more men than women, more younger than older people and people who use the Internet more actively are considered to be more media literate. Although some of the respondents (with rather lower measured levels of media literacy) tended to overestimate or underestimate themselves in some cases (rather women and people with higher media literacy), for most people the extent of their knowledge and thinking about media corresponded with the measured values.

“We expected some variation; this is a classic example of cognitive bias. In practice, this means that people who perform poorly in a particular area, for example, tend to significantly overestimate their achievement when compared to others. This is known professionally as the Dunning-Kruger effect,” adds Jan Burianec.

Source: Univerzita Palackého, STEM/MARK

About the research

~~Media literacy is understood in research as a concept that consists of four key components combining media and digital knowledge, skills and abilities:~~

■ Access to media technologies and how to use them in everyday life
■ Analysis and evaluation of media messages (critical thinking and reading)
■ Media production: understanding the processes of media production and the actual production of media content
■ Reflection on the functioning of the media and the perception of the role of the media in society (together with the ideas and values associated with the media and its use and products)

The research on the population aged 15 years and older was carried out using a questionnaire. For each area, scores (pass/fail, know/not know) were assigned to respondents through scored (knowledge or skill) questions. For a better comparison of the results, the total score by domain was budgeted into a 0-100 index, where 100 is equivalent to the maximum possible score in a given domain, and the minimum 0 is fixed. The research on the population under the age of 15 was conducted through a series of group interviews that took the form of workshops with various activities of a receptive, creative and discussion nature. The data was analyzed qualitatively in the four respective areas.

Passport – population over 15 years of age: The research conducted by STEM/MARK and Palacký University in Olomouc (KMKSŽ) for the Broadcasting Council was carried out by a combination of face-to-face (CAPI) and online interviewing (CAWI) and involved 1240 respondents from the Czech population over 15 years of age. The sample is representative in terms of quota selection by gender, age, education, size of place of residence and region. Data collection took place during September and October 2021.

Passport – population under 15 years of age: Palacký University, Department of Media and Cultural Studies and Journalism for RRTV conducted a series of 90-minute group workshops using the focus group method, involving various thematic and age-appropriate activities (media reception – watching a programme, production – producing one’s own media image, discussion – about media activities, over magazine advertisements or social media profiles). In the 5-7 age group, four group sessions were carried out with 38 children participating, in the 8-10 age group there were also four groups with 32 children and in the 11-14 age group three workshops were organised with 13 teenagers. In total, 83 children from different areas of the country and with different socio-economic backgrounds participated. Data collection took place during June to August 2021.

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

OPERATORS AND TV NOVA WANT TO TACKLE “AD SKIPPING” TOGETHER

IPTV operators consider it necessary that the change in the offer relating to skipping ads in the backview is discussed in the light of customer needs and that the discussion takes place across the market. TV Nova agrees with this.

IPTV operators consider it necessary to have a cross-market discussion about a possible change in their offer, consisting in adjusting the possibility of skipping ads in the backview, in order to be better prepared for such changes. This emerged from a meeting of operators and broadcasters at the Czech Chamber of Commerce on Wednesday, which is now looking to join the discussion with Nova TV, which, although it did not call for a ban on skipping ads in the backview, believes it would be good to find consensus on a single market standard. This should protect the interests of operators and broadcasters at the same time.

The meeting at the Chamber of Commerce was convened following the recent actions of TV Prima, which announced in February that it had not agreed new distribution terms with O2 because of the ban on rewinding advertising, and since the beginning of March threatened that its channels would not appear on O2 TV’s offer. However, Prima announced this week that it was pushing back the deadline for the introduction of new conditions for skipping ads in the backview to the beginning of June. Representatives of TV Prima did not attend Wednesday’s meeting. They had announced in advance that the TV group’s lawyers considered the meeting highly problematic “particularly with regard to the possibility of such conduct being considered a coordinated practice between competitors, which is one of the market practices prohibited by law”. However, the Chamber of Commerce, through its president Vladimír Dlouhy, said that the Chamber of Commerce’s lawyers did not share this view.

The discussion also revealed that the subject of possible adjustments to skipping advertising has been discussed on the market for about two years, but more on a theoretical and technical level and less on the issue of product monetisation. Moreover, the operators allegedly lacked a clear brief from Prima, the preparation was chaotic and communication was slow.

Although some operators welcomed the postponement of the deadline to June, the prevailing opinion in the discussion was that even a three-month postponement would not solve much and that the problem would resurface at the end of May. “Broadcasters have the right to adjust their business model, but we have a problem with the way it has been and is being done. It’s a reprieve, not a solution. Unless something fundamental happens, it will be the same,” Vodafone’s Jan Klouda said in the discussion. “We should discuss and find a compromised solution (acceptable to operators and broadcasters, ed.) and not let just one side win. The needs of broadcasters and our consumers must not be ignored,” he added.

“We want the discussion to continue and we want to look for a direction so that the product remains preserved, correct and we don’t destroy what our customers want,” added Anna Lenerova of O2.

The concern that viewers will start to move away from the services of the broadcasters due to disputes between broadcasters and operators and the deterioration in the quality of the product also resonated in the debate. This was also in the context that the domestic market is facing increased competition this year with the arrival of new paid video streaming (SVOD) players and that viewers may also flee to them due to dissatisfaction.

According to Štěpán Peichl, director of the legal section, TV Nova, which did not demand a ban on skipping ads in backview from operators, is aware that technological development is moving forward and that viewers use TV in a way that suits them. Therefore, he agrees to use the resulting time space to discuss a standard that will allow TV broadcasters to maintain a business model built primarily on advertising revenue, while at the same time allowing operators to maintain a product in delayed viewing in a form that is sufficiently attractive to them and leads them not to look for other alternatives. “TV and operator representatives should establish some basic parameters of what we want to agree on – whether technical or product standardisation – and we would consult these with the CAO and explain that without finding an industry standard, a number of solutions will emerge that will harm the industry and customers,” he said. He also added that while Nova has not yet built its business model on monetising ad views, it sees the growth in delayed viewership share and knows that “sooner or later” there will be a situation where GRP leakage will be borderline. He also stressed that Nova sees operators as its partners.

Representatives of the smaller operators, who have prepared themselves for the new conditions from March 1 despite their opposition to the changes in their offer, do not think that the shift to June will solve anything. They are also concerned that in the run up to June, there will be yet more standards which may be confusing for viewers.

However, the meeting made it sound like the operators will now try to find a technical solution with the broadcasters, with the approval of the Office for the Protection of Competition.

Source: mediaguru.cz

THE 10TH HBBTV SYMPOSIUM AND AWARDS WILL TAKE PLACE IN PRAGUE

The 10th HbbTV Symposium and Awards will take place in Prague, Czech Republic, on November 9 and 10, 2022. This was announced today by the HbbTV Association, a global initiative dedicated to providing open standards for the delivery of advanced interactive TV services through broadcast and broadband networks for connected TV sets and set-top boxes.

The annual key summit of the connected TV industry, targeting platform operators, broadcasters, advertisers and adtechs, standards organisations and technology companies, will be co-hosted with the Czech Association of Commercial Television (AKTV).

“After last year’s very successful 9th HbbTV Symposium and Awards in Paris, attended by around 180 visitors, we are excited about holding our next event in Prague, reflecting the important role and increasing significance of the HbbTV standard in Central and Eastern European countries. The move also values the strong engagement of local market players in launching large-scale, innovative HbbTV services,”

said Vincent Grivet, Chair of the HbbTV Association.

Information on the conference agenda, the Awards categories and participation and the opportunities for sponsorship and commercial support will be provided in due course.

GRUNT: VOYO EXCEEDED THOUSANDS OF 350 SUBSCRIBERS

The number of Voyo video subscribers was to exceed 350,000. Another milestone is reaching 500,000 subscribers.

The number of Voyo subscribers should have exceeded number of 350,000. This was stated on the social network LinkedIn by Daniel Grunt, the director of new media TV Nova and CME. This is the first officially published number of Voyo video subscribers since the television group put Voyo at the heart of its new digital strategy.

“… 350 thousand subscribers for us, another meta, 500 thousand ahead :),”

wrote Daniel Grunt on his profile, following Friday’s published TV Scheme and Voyo platform for this spring.

In an January interview with Forbes magazine, CME CEO Didier Stoessel already indicated, that the number of Voya subscribers was around 300,000 at the end of last year. Although he did not specifically mention the number, he stated that Voyo is in the third of its plan to gain one million subscribers in the Czech Republic and Slovakia within five years. In the interview, he also confirmed that next year Voyo will broadcast twelve original series according to the original plan, in the next year 23 and in 2024 it should be 33 original series. “We really believe that the growth of video content consumption worldwide, and especially here in the Czech Republic, will remain for a very long time. The only limit is how many hours we can spend, “he told Forbes.

In the first half of this year, Voyo will present five premiere projects filmed under the Voyo Original brand. In addition to the new season of Surgery in the Rose Garden 2, which starts on February 3, and the three-part miniseries Guru, which were published during January, there will be the comedy series National Handball, the family drama Morning Glow and a three-part miniseries about Iveta Bartošová called Iveta.

Estimates of the number of streaming video subscribers (SVOD) vary in the Czech market. According to the CZSO, there are 1.3 million people over the age of 16. The Atmedia Index data shows almost two million people and the MML-TGI research data 1.8 million people.

Source: mediaguru.cz

NEW INITIATIVE AIMS TO SUPPORT DEVELOPMENT OF ADDRESSABLE MEDIA IN EUROPEAN MARKETS

The 2020s are set to be the decade of addressable media as consumption continues to shift toward connected platforms, opening up new possibilities for audience targeting, measurement, attribution and optimization – not just in digital, but in TV, audio, out-of-home (OOH), games and newer media formats and platforms.

For many industry participants, addressability – as well as using authenticated datasets and identity solutions to support ad buys – is the foundation of the new advertising ecosystem, facilitating the delivery of more relevant and effective marketing communications to attention-short consumers and helping media owners to future-proof their businesses.

However, new privacy and data protection regulations, anti-tracking safeguards and the deprecation of some of the established digital identifiers have resulted in a proliferation of new rules, different frameworks and competing offerings, leading to growing complexity and confusion in many European markets – for ad buyers and sellers alike.

The situation across Europe varies country-by-country. Solutions developed to meet the needs of publishers in one market may not necessarily work in the same way in other markets, and publisher needs vary widely.

Cross-media addressability adds an additional layer of complexity, with significant variations across different media channels – for example, in terms of pricing models, the range and quality of inventory in programmatic buying platforms, and the availability of identifiers at the user, device or household level. The infrastructure required to support cross-media addressability is still taking shape.

Now the European Addressable Media Initiative (EAMI), led by founding members Amobee, Carbon, Comscore, Finecast, LiveRamp, Lotame, Neustar and PubMatic, is aiming to help advertisers, agencies and media owners navigate the new landscape of identity resolution and addressability solutions in Europe.

Working with The Project X Institute (PXI), a brand-new think tank and strategic advisory collective for the media and advertising industries, the EAMI aims to develop practical guidelines to support the development of a positive and sustainable future for addressable media in Europe’s major advertising markets. These will be presented at an industry summit later in the year.

For Dr Daniel Knapp, an advisor-in-residence at PXI, the initiative comes as the industry enters a critical stage in its development: “Macro-changes in the advertising market and a tightening regulatory environment provide significant potential for media owners to differentiate themselves through addressability solutions that satisfy consumers, compel advertisers and marry privacy and targeting in a regulatory-compliant manner. In theory, this is a new dawn for advertising. But the avalanche of technologies, approaches, regulations and market cultures in Europe means that success requires collaboration and standardization.”

Rich Astley, global chief product officer at Finecast, agrees: “We’re at an inflection point in the industry where the next chapter of addressability is just starting to be written. Dialogue and collaboration in the ecosystem are key to ensuring that we establish sound principles that balance the emerging capabilities of technology solutions with respect for consumer privacy and great advertising experiences.”

For Hugh Stevens, head of strategic growth at LiveRamp, getting addressable right has to be a priority for the industry, bringing opportunities for improved consumer trust and future growth: “Addressability helps to build consumer trust, puts the consumer and the broadcaster in control, and creates an environment where advertisers and broadcasters can work closer together to deliver meaningful outcomes for brands. And, ultimately, better audience definitions will bring more advertisers and budgets into a growing digital TV market.”

The new initiative isn’t just focused on digital, but plans to adopt a broad cross-media scope, looking at the intersections between different media platforms, as advertisers seek to leverage data across different channels. Emma Newman, chief revenue officer, EMEA, at PubMatic (one of the founding members of the new initiative) says: “The media landscape is undergoing a fundamental shift toward a privacy-first world, with consumer privacy and consent at its heart. Publishers, buyers and the ecosystem more broadly need to rethink data-driven advertising. It takes a true industry effort and collaboration to create a standardized approach to audience addressability, which will allow companies to operate seamlessly.”

Jamie West, advisor-in-residence at PXI and former head of advanced advertising at Sky Media, agrees that cross-media addressability is a critical priority for the 2020s: “Addressable TV advertising is critical for the future of the European market, but increasingly needs to be seen in the context of the wider addressable media market – advertisers are clearly looking to integrate and align their campaigns across TV, digital and other media. We have to think more about cross-media addressability during the 2020s – the connected decade.”

Overseen by industry veterans Ian Maude and Jon Watts, the initiative will be supported by a team of highly experienced advisors, including Knapp, West, Joy Baer, Fiona McKinnon, Ashley MacKenzie, Tomas Salfischberger and Benedict Evans.

Baer, advisor-in-residence at PXI and previously general manager at Freewheel Advertisers, commented: “Cross industry collaborations such as this are essential to provide clarity and help marketers and publishers drive meaningful business outcomes with addressable media.”

The new initiative is being carefully positioned to build on work already under way across the industry, according to Watts, executive director of PXI: “As a first step, we want to take stock of what’s out there, across the buy- and sell-sides of the market, providing a diagnostic assessment of the European landscape for identity resolution and addressable media, with a clear taxonomy of definitions and frameworks. We’ll be consulting across the industry to form a clear view of what’s in place – and what work still needs to be done.”

Maude, executive director at PXI, added that the initiative will be focused on identifying practical solutions: “We are very much looking forward to working with our partners and the wider industry to develop practical recommendations to help ad buyers and sellers in Europe develop a sustainable future for their businesses in a privacy-first world.”

Source: thedrum.com

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

WHAT MAKES TODAY’S TV THE MEDIUM OF THE FUTURE, AND WHAT DOES TOMORROW’S TV HAVE IN STORE FOR BRANDS?

TV has evolved, innovated and proven its resilience. But what makes today’s TV the medium of the future, and what does tomorrow’s TV have in store for brands?

egta and The Global TV Group asked 23 CEOs, Director-Generals and Presidents of TV companies and sales houses around the world to share their view on the many facets – some widely recognised and others to be valued – of today’s TV. These collected insights from these respected voices of the TV industry were compiled in a 10-minute video, which you can discover here.

The compilation video, as well as all the individual messages from the contributing CEOs and Presidents, which can be found here, is but one of the ways in which The Global TV Group aims to remind advertisers, journalists, tech gurus, agencies and industry peers about the effectiveness and popularity of TV.

“It is truly the DNA of our medium to continuously transform and meet the needs of our time, providing viewers, TV companies and marketers alike with new platforms, new possibilities and new ideas.” – Katty Roberfroid, Director General egta

For more information and argumentation about the power of TV advertising, we invite you to have a look at the Global TV Group website.

Here you can find the latest update of the Global TV Deck on how Direct-to-Consumer brands embrace TV advertising, and the recent Online Talk on “Tomorrow’s TV, created today“, with speakers from Channel 4, NBCU and RTL Germany.

As you discover the many messages from TV industry leaders, how do you see today’s TV, or better yet, the future of this medium?

Source: linkedin.com

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

AKTV LAUNCHED A SPOT TO CELEBRATE THE 25TH WORLD TELEVISION DAY

AKTV joined in the commemoration of World Television Day with a special spot.

Television companies around the world celebrate World Television Day on 21 November. As part of an annual UN initiative, a 30-second spot commemorating the day was broadcasted and shared globally this year. Commercial television groups Nova, Prima and Óčko, which are affiliated to the Association of Commercial Television (AKTV), included the spot in their broadcasts and the social media feeds.

Source: mediaguru.cz

IN OCTOBER, MEDIA AD INVESTMENTS WERE HIGHER THAN LAST YEAR

The volume of monitored ad investments in the media was higher this October than in the same period last year.

The monitored volume of ad investments in the media for the first ten months of this year is CZK 3.5 billion higher compared to the same period last year. This is a year-on-year growth of about 5%, according to Nielsen Admosphere’s monitoring data.

The data shows that print, radio and TV are the media types reporting the best ad performance in the period from January to October 2021 compared to the last year.

According to the data for October 2021, the growth in gross ad investments in the media is approximately three percent higher than in October 2020. Print media, radio and OOH saw a double-digit improvement. On the contrary, the volume of TV advertising experienced a one-digit decline. As we have already informed, the monitoring does not cover the demand that was not placed, which was the issue faced by TV companies this autumn.

The overview does not cover the development in online advertising because the monitoring only covers a portion of investments made in online advertising. We repeatedly note that the presented values do not express the actual amount of money placed in the media. The figures show price list values that do not reflect discounts or barters.

Source: mediaguru.cz