The Association of Commercial Television, which celebrated its 7th anniversary this year, has established an exclusive cooperation with the media agency GroupM. Thanks to its mPanel research project, AKTV will publish interesting articles every month on the ScreenVoice.cz website to reveal the hidden connections associated with watching TV and put Czech viewers and consumers in an unexpected light and in a context you might not expect.
“We are very happy about our partnership with the GroupM communication group. Thanks to the data from their mPanel research project, we can bring our readers interesting facts (not only) about TV viewers and show that TV is an effective medium for advertisers that can reach a wide audience with diverse interests. Thanks to this cooperation, ScreenVoice will gradually publish a series of interesting articles with the latest facts from the Czech environment,”
says Klára Brachtlová, President of the Association of Commercial Television.
The mPanel continuous research project is conducted in cooperation with NaDa Research. It maps the behaviour of Czech consumers and provides various socio-demographic surveys in addition to answers to questions about the media behaviour of the Czech population. It is an important data source that reveals new trends, responds flexibly to market and consumer changes, and provides GroupM clients with relevant information needed to plan their advertising campaigns.
“The cooperation with AKTV and the ScreenVoice website is another of the projects we want to use to hold a mirror to the market with GroupM. We see the partnership as a way to educate and foster discussions about topics that may not currently be in the spotlight but should not be forgotten. All of them are important yet often overlooked topics. So, you can look forward to a more or less provocative approach, not unlike the Media Bubbles project on the website of the same name, which we have also produced,”
says Ondřej Šimůnek, CMO at GroupM.
Thanks to this collaboration, Screenvoice.cz readers will have access to a series of topical and engaging articles highlighting unexpected contexts that will not only entertain but also provide a different perspective on TV viewing habits. The articles will be published every month, the first two are already available on the ScreenVoice.cz website. Read about what ”watching TV” actually means for viewers or how people who travel with a travel agency and those who do not use a travel agent differ in media consumption.
GroupM Czech Republic is part of WPP, the largest communications group in the world. It makes media investments for clients through EssenceMediacom, Mindshare, Wavemaker, and digital agency GroupM Nexus, which is engaged in programmatic buying of digital advertising. GroupM’s portfolio includes dedicated departments in Data & Analytics, Technology, Investment, and Digital Services. GroupM manages and administers media investments and achieves the most favourable terms for its clients through consolidation and expertise. It also invests in the development of technologies that, combined with the company’s data know-how, help create products and services that keep up with the latest developments in marketing communications in all its forms.
The Association of Commercial Television represents the most important commercial broadcasters in the Czech Republic. Its aim is to defend, support, and promote their common interests. AKTV actively participates in the preparation of national and European legislation related to commercial television broadcasting, personal data protection, journalistic work, or commercial communications. It is a partner for public authorities, EU institutions, and other stakeholders. One of AKTV’s main activities is to protect its members’ copyrights and fight against internet piracy. In addition, AKTV is active in promoting television as an advertising medium. To communicate with advertisers and media agencies, it runs the information website ScreenVoice.cz and regularly organises industry conferences.
On the ScreenVoice.cz website, readers find inspiration, trends, research, and news about what is happening in the television world in the Czech Republic and abroad. Each month is dedicated to one topic, for which original content is prepared. Readers can expect a magazine reading about the first-ever TV advertisement, a Christmas or Valentine’s Day special, or reflections on advertising during the COVID-19 pandemic or the war in Ukraine. The topic of the month is complemented by a calendar of industry events, a glossary of terms from the world of total video, or the popular Myths and Facts about TV section, which provides a range of data to debunk the most common myths about TV. A separate category is the archive of AKTV events, where visitors can find all the recordings of performances and speaker presentations from the last six years.
