MEDIA CLUB AND NOVA DELIVERED THE MOST GRP LAST YEAR, INCREASED BY ČT AND ATMEDIA

The position on the TV advertising market remains unchanged, with the overwhelming part of GRPs going to the Media Club and TV Nova networks. However, commercial TV channels are coping with the declining number of GRPs in linear broadcasting.

Almost 86% of all TV advertising GRPs in 2024 were accounted for by the Media Club representation and Nova stations. In a year-on-year comparison, Atmedia and Czech Television stations improved the most in the number of GRPs delivered. But in aggregate, TV stations delivered 3% fewer GRPs last year than in 2023, according to ATO-Nielsen monitoring.

The Media Club (the Prima, Barrandov, Óčko groups, as well as the Nickelodeon, Nick Jr., Nick Toons, Paramount Network, Retro channels) has the highest share of GRPs delivered. All of these channels accounted for half of all TV GRPs delivered last year. However, Media Club registered a reduction of around 6% in the number of GRPs last year.

Almost 36% of the share of GRPs delivered last year belonged to the channels of the Nova group (comparable share as in 2023), while Atmedia and Czech Television took around 7% of the share. The latter benefited from rich sporting events last year, which it was able to build on - albeit to a limited extent - with advertising sales. Atmedia, on the other hand, increased the number of GRPs delivered thanks to a higher share of viewership.

Sales networks' share of GRPs delivered in 2024

However, last year too, commercial TV stations faced an overhang of demand and all the GRPs in demand could not be placed on air. In the case of Atmedia, it was roughly one-fifth of the GRPs in demand, as managing director Michaela Suráková noted. In the case of Media Club, it was about a tenth of the GRPs in demand, according to former commercial director Vladimir Pořízek.

The TV advertising market grew at about five per cent last year, according to representatives of TV groups, but there will be an increase of about 14 per cent in gross investment in TV advertising, given the increase in list prices, which increased significantly last year.

The share of all stations represented by Media Club (including Atmedia stations), according to data provided by TV Prima, showed a full-day share of 34.92% last year in the 15+ and 33.15% in Group 18-69. In 15-54, TV Nova had the highest share with an all-day result of 32.41%.

Source: mediaguru.cz