The Nova TV group will increase the cost of TV advertising for 2022 by 12.5 %, says its CEO, Jan Vlček.
Nova is going to increase its advertising cost for 2022 by 12.5 %. As part of GRPs of campaigns, the adjustment of monthly coefficients will be reflected in the increased price for the months outside of the standard season. Specifically, this includes February, March, June, September and the first half of December. Footage coefficients remain at the same level as this year, said Jan Vlček, the Sales Director and one of the two Co-CEOs of TV Nova, for MediaGuru.cz.
The price increase will also affect sponsoring campaigns where coefficients for individual months will be adjusted. Apart from March (which remains at 1.00), all months from January to August will be more expensive.
Jan Vlček justified the price increase by the TV market being impacted, same as the remaining economic sectors, by a significant growth in input prices. “Moreover, the TV market is specifically affected by an extreme growth in demand,” repeated Vlček, adding that Nova has substantially increased its investments in programming. In October, it launched its new channel Nova Lady and adjusted the focus of some of its thematic stations.
The launch of a new station will result is a moderate adjustment to the distribution of the Nova group’s channels in the advertising bundle. Thematic stations will grow 2% to the detriment of the main Nova channel. Another change is the off prime time slot that will see a slight increase. In respect of other media channels (i.e. internet, pay stations, sponsoring and product placement), clients will have the option to use higher discounts on CPP on Nova Sport and product placement, which newly includes Voyo.
“We feel that the demand for advertising is high and we expect the increased interest to continue next year. At the same time, we are not making any substantial changes. The business policy structure has been stable for several years. It is built on pillars that proved well with our clients. They include high-quality content and more effective addressing of the target groups that are attractive to our clients. Primarily, this comprises a younger target group, which is interesting for most of our clients. Last but not least, a significant fact is the length of ad breaks. It should be comfortable for viewers and convenient for advertisers who are not lost in a huge ad package and are easier to remember,“ explained Jan Vlček.
Nova’s outlook for 2022 is also optimistic. “We continue to expect strong demand, which is evidenced by the volumes already agreed for 2022,” he added. In his opinion, during the Covid-19 pandemic and beyond, TV has demonstrated that it is the most powerful media type and is able to deliver the most reliable and the most cost-effective outcomes.
Source: mediaguru.cz
