Last year, an average of 68 per cent of Czech viewers aged 15 turned on TV every day and spent an average of 3 hours and 36 minutes a day watching it.
"As many as 86 per cent of viewers, or more than seven million people, watched TV at least once a week. Television thus remains a medium with a huge reach and an effective tool for reaching a wide audience," says Michaela Suráková, director of Atmedia, which commercially represents thematic TV stations from the media groups Canal , The Walt Disney Company, Warner Bros. Discovery or JOJ.
TV viewing outside the home can account for up to 10 percent of total viewing
High TV viewing figures are a common denominator in all the countries of the so-called Visegrad Four. Hungary has long held the top spot, where viewers aged 18 spent 5 hours and 15 minutes a day watching TV last year. This is followed by Poland, where last year viewing time reached 4 hours and 25 minutes a day.
Slovak viewers are the closest to the media behaviour of Czechs, spending an average of 3 hours and 55 minutes a day watching TV last year. In all V4 countries, TV viewing remains stable year-on-year, with only a slight decline in the Czech Republic and Slovakia (a year earlier, Czechs spent on average three minutes more per day watching TV).
An interesting example is Poland, where, on the other hand, viewership increased by seven minutes a day last year. "The Polish market differs in that part of the official TV currency is out-of-home viewing. Moreover, last year the definition of this type of viewership was refined, which led to its overall year-on-year growth," Michaela Suráková points out.
She also adds that it will be interesting to see if TV viewership will increase in the Czech Republic if the project to measure TV viewership outside the home is launched. "In Poland, for example, in January this year, out-of-home viewing accounted for 10.45 percent of the total number of GRPs filmed in the 16-59 age group. This is already quite an interesting figure," concludes Suráková.
Source: mam.cz
