Watching television is by far the most popular Christmas media activity of the Czechs. The majority (81%) plan to watch TV this holiday season as well. About two-fifths plan to read books during the holidays. Just under a third of respondents plan to watch videos on the internet, watch streaming platforms (Netflix, HBO GO, Prime Video, Apple TV, etc.) and listen to the radio. This is according to the Nielsen Admosphere research prepared for MediaGuru.cz.
Fewer respondents also plan to spend time reading magazines or newspapers (15%), listening to podcasts (11%) or going to the cinema (9%).
Women are more likely than men to plan to read books during the holidays. Men, on the other hand, are more likely to watch videos on the internet. As the age of respondents increases, the proportion of those who plan to watch TV and listen to radio increases, while the proportion of respondents who will use the internet, i.e. watch internet videos or streaming platforms, decreases. As education increases, respondents are also more likely to plan to read books.
All of the leisure activities respondents will engage in during the Christmas holidays are similar or more frequent than at other times. Activities that respondents are most likely to engage in during the holidays more often than usual include watching TV (51%), watching streaming platforms (40%), reading books (36%), and reading magazines and newspapers (32%).
CZECH FAIRY TALES, CZECH COMEDIES AND CHRISTMAS FILMS WIN
More than a third of respondents watch TV or streaming platforms most often on Christmas Eve and a third during the Christmas holidays on 25 and 26 December.
The majority (83%) of respondents who watch TV or streaming platforms during the Christmas holidays like to watch Czech cartoons. Czech film comedies are the favourite genre for 69% of respondents during Christmas and foreign Christmas films for 46% of respondents. About a third of respondents also like to watch other Czech films and series.
The most frequently mentioned Czech film or fairy tale was The Three Nutcrackers for Cinderella (38%). Other favourite Czech titles were Angel of the Lord (12%), The Devils Are No Jokes (9%), Cinderella (8%), With You I'm Enjoying the World (3%), The Proud Princess (2%), The Princess with the Golden Star on Her Forehead (2%) and Once Upon a Time There Was a King (1%). 5% of respondents to this question also answered that their favourite Christmas film was the foreign film Frozen.
CZECHS WERE PARTICULARLY FOND OF THE COFOLA ADVERT
A third of respondents said they had seen a Christmas-themed advertisement this year. Women were more likely to say this than men, and the proportion of respondents with a favourite ad also increased with increasing education. Respondents were most likely to say that the advertising they had seen was for the brand Alza (18%). Other brands that respondents had seen advertising for this year were Albert (11%), Kofola (10%), Billa (6%), Coca-Cola (6%), Tesco (4%), Kaufland (2%), Dedoles (2%) and Lidl (1%).
Just under half have a favorite Christmas commercial of some kind. The majority (86%) of respondents said that their favourite advert is for the Kofola brand. 9% consider Coca-Cola to be their favourite advert.
Around a fifth of respondents have a specific brand associated with Christmas. Men are more likely to have a brand associated with the season than women and younger respondents are more likely to have a brand associated with the season than older respondents. Half of the respondents associate the brands Coca-Cola and Kofola with Christmas. 13% of respondents associate the Orion brand with Christmas. Fewer respondents also mentioned Pilsner Urquell (5%) and Hellmann's (3%).
Source: mediaguru.cz
