The TV advertising market continues to grow in the early months of this year and increased demand for TV advertising space persists. This is shown both by the available advertising investment monitoring data and by the statements of representatives of the TV market.
According to Nielsen Admosphere's monitoring data for the period January to February 2022, the year-on-year growth of gross investment directed to TV advertising was 15% higher. The TV market is also growing in terms of the number of GRPs delivered. Here, too, Nielsen Admosphere data show year-on-year growth, but this is lower than in gross investment (+3%). However, in the general target group 15+, the increase is highest for the commercial TV groups Nova Group (+14%) and Prima Group (together with TV Óčko +6%).
On the other hand, however, with the continued growth of deferred TV viewing, the viewership (rating) in live linear TV is decreasing year-on-year. This puts additional pressure on the TV advertising space.
"We see that the market is growing, but PUT (persons using television, ed.) is declining, so there is an outflow of viewers from linear TV. The combination of these two components is creating double-digit pressure on inventory,"
says Prima Group's commercial director Vladimír Pořízek. He also confirms that the strong demand for TV advertising placements that accompanied last autumn continues in this year's first quarter. "Yes, we are still registering increased demand," he adds.
TV Nova is also registering growth this year. "In the first quarter of this year, the Nova Group recorded a year-on-year increase in TV advertising compared to last year. This growth is mainly driven by January and February," says Jan Vlček, CEO of TV Nova. He describes the situation on the TV market as stable, the current political situation in the world has not yet made any impact. "Television is a key medium for clients and interest in it is not decreasing," he adds.
TV Nova is also optimistic about further developments. "We expect that the market will grow, we have signed clients and we assume that the campaigns will be implemented without any changes. And we expect the highest demand in the autumn," says Jan Vlček.
However, the war in Ukraine, whose impact on the TV market is difficult to predict in the long term, makes the forecast difficult. "Due to the war in Ukraine, no one can predict the development in the second quarter," says Vladimír Pořízek.
Source: mediaguru.cz
