The measurement of TV viewership using peoplemeters is celebrating 23 years in the Czech Republic. Thanks to a small device connected to the TV, viewers can tell TV stations what programmes they want to watch.
The most watched Czech programme is Televizni noviny on Nova. This and other results were obtained by independent measurement of viewership using peoplemeters.
"A peoplemeter is an electronic device that is connected to every television in the home and monitors what the TV is tuned to based on the sound output," explains Tereza Šimečková, chairwoman of the board of Nielsen Admosphere.
All the viewer has to do after turning on the TV is to adjust who is watching it. One thousand nine hundred households in the Czech Republic have peoplemeters, i.e. roughly four thousand viewers. These are selected randomly by the researchers, but at the same time to accurately represent the composition of the population.
"We absolutely do not study the viewer himself, as that particular household. We only process the data in bulk. Then we learn how a particular programme was watched," Šimečková explains.
"For us, for Nova TV, it is important to know how successful the programmes we broadcast are. That's why we analyse the ratings of programmes every day and prepare news for broadcast based on these results," says Václav Gregor, head of TV Nova's research department.
It is the opportunity to let TV stations know what they want to watch that motivates viewers to participate in the measurement the most. But they also receive small gifts from the researchers for their cooperation.
"The average viewer watches four hours of TV a day and we are pleased that a large part of this viewership belongs to the Nova Group stations," Gregor is pleased.
In March, TV viewing even rose to an average of five hours a day, confirming that it is still the most important medium.
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