TV ratings measurement celebrates its 25th anniversary this year.
According to ATO-Nielsen Admosphere’s TV viewership data, Czech TV viewership grew significantly between 2020 and 2021. The events surrounding the pandemic and the anti-virus measures themselves have led to an increased interest in news and children’s programmes in particular. At the same time, viewers have started to make more use of the possibility of rewatching programmes and other new technologies.
In ScreenVoice magazine, we look back at how measurement practices have changed over the past decades and what the near future holds in this regard. And in the selection of inspiring articles in the “Read about the topic” section, you will find those that relate to measurement on the Czech market and trends in this area from around the world.
PREVIOUS THEMES OF THE MONTH
MORE ARTICLES ABOUT THIS TOPIC
CZECHS WATCH TV FOR AN AVERAGE OF 3.5 HOURS A DAY
21. 11. 2024The average time spent in front of the TV (ATS) in the Czech Republic is stable at 3.5 hours per day. This is shown by data from the electronic measurement of viewership for January-October this year for the target group of viewers over 15 years of age. The highest average TV viewing time per person… Continue reading THEME OF THE MONTH: TV MEASUREMENT
PUBLICIS GROUPE HAS JOINED THE EYEMETER PILOT PROJECT FROM MEDIAN
14. 11. 2024Publicis Groupe was one of the agencies in the Czech Republic to participate in Median’s EyeMeter pilot project. Its aim is to find out more accurate information about how much attention and time people are paying to advertising content. The results of the pilot study will be available during January next year. The entire project… Continue reading THEME OF THE MONTH: TV MEASUREMENT
ATO IT WILL EVALUATE BIDS TO MEASURE TV VIEWERSHIP OUTSIDE THE HOME
14. 10. 2024The Association of Television Organisations, which is commissioning the TV viewing measurement project, intends to extend it to include out-of-home locations. It will evaluate bids from research agencies during the autumn. The Association of Television Organisations (ATO) has already received bids for the out-of-home TV viewing measurement project and will begin to consider them shortly.… Continue reading THEME OF THE MONTH: TV MEASUREMENT
OMG COMES WITH A BRAND NEWS VIDEO AD SCHEDULER
30. 9. 2024Omnicom Media Group introduces a new way of measuring video advertising and translates it into an approach to planning. Measurement based on attention prediction, visual exposure of the brand in the spot, along with the involvement of local data from the entire Czech video inventory (including YouTube, Meta, etc.) is at the heart of the… Continue reading THEME OF THE MONTH: TV MEASUREMENT
MULTIPLATFORM TV & AUDIO COMPANIES UNITE AROUND FIVE PRIORITIES AS KEYS TO SUCCESS IN TOMORROW’S MEDIA LANDSCAPE
17. 6. 2024New Industry Charter outlines the collective ambition and joint commitments of multiplatform TV & audio businesses worldwide. egta, the international trade body for multiplatform TV and audio businesses, proudly announces the launch of its Industry Charter, marking a significant milestone in its 50-year history. Unanimously adopted by over 180 companies across more than 40 markets,… Continue reading THEME OF THE MONTH: TV MEASUREMENT
AVERAGE TV VIEWING TIME WAS HIGHER IN THE CZECH REPUBLIC THAN IN EUROPE LAST YEAR
4. 6. 2024The average daily TV viewing time in the Czech Republic exceeded the average daily time in European countries by six minutes. The comparison was published by the ATO. TV viewing in the Czech Republic in 2023 reached an average daily value of 3 hours and 19 minutes in the target group of people 4+. This… Continue reading THEME OF THE MONTH: TV MEASUREMENT
THE BIG SCREEN HAS AN UNDENIABLE CHARM FOR VIEWERS
14. 4. 2024The numbers are clear. The undefeated queen of home entertainment is still television. Modern technology may be exciting, but it hasn't dethroned television. Why? Read our summary to find out what aces today's TV has up its sleeve.
TRENDS IN THE COMPLEX TV ADVERTISING ECOSYSTEM IN THE USA AND EUROPE BASED ON THE ALTMAN SOLON STUDY
12. 4. 2024The findings of Altman Solon’s 2023 analysis show that 69% of distributors in Europe (pay TV, traditional broadcasters, streaming platforms) prefer to invest in cross-platform measurement tools, marketers increasingly rely on in-house creative development and media buying, and ad agencies consider impressions and impressions as the most important metric for success when buying TV advertising.… Continue reading THEME OF THE MONTH: TV MEASUREMENT
WRONG ADS SERVE TO THE WRONG CONSUMER 1 IN 3 TIMES
22. 12. 2023Agencies report that the wrong ad creative is served to the wrong consumer nearly one in every three times, according to new research. The joint study from Advertiser Perceptions and Claravine fielded in August analyzed the impact of not having a data standards and a strategy in place. It showed how advertisers and agencies struggle… Continue reading THEME OF THE MONTH: TV MEASUREMENT
PRIMA REMAINED FIRST IN 15+ IN OCTOBER, CZECH TV GREW WITH YOUNGER VIEWERS
7. 11. 2023The Prima TV group maintained its highest viewership in the broader over-15 audience group in all-day viewing in October. The Prima TV group achieved an aggregate share of 28.89% in October and remained the strongest group in the wider 15+ audience group in all-day viewing. It improved by 0.79 percentage points year-on-year. Czech Television and… Continue reading THEME OF THE MONTH: TV MEASUREMENT
A QUARTER OF CZECH HOUSEHOLDS REGULARLY USE HBBTV
1. 11. 2023The HbbTV environment is spreading into the awareness of the Czech TV population. As data from ATO-Nielsen’s continuous research shows, one quarter of Czech TV households are familiar with the red button. In its regular issue of the week, atmedia showed a trend of increasing number of red button users. Source: atmedia.cz
PREDICTION: ADDRESSABLE TV ADVERTISING IS SET FOR RAPID GROWTH
14. 7. 2023The addressable tv advertising market is set for rapid growth, according to a new report. Its volume is expected to increase from the current usd 56 billion to usd 87 billion in 2027. The volume of addressable TV advertising is set to increase by more than 50 percent globally by 2027 and account for 40… Continue reading THEME OF THE MONTH: TV MEASUREMENT