Despite the COVID-19 pandemic that affected many businesses, the value of Czech advertising market increased by 3% with TV and the Internet being the main drivers. On the contrary, advertising space of other media types decreased. The data from advertising monitoring Ad Intel of the company Nielsen Admosphere show the pricelist value of advertising space.
Czech TV audience measurement that is carried out using the so-called peoplemeters, is celebrating its 23rd birthday today. The beginning of use of this method can be tracked back to 1997. Since then it has developed greatly and today it represents one of the most advanced measurements in the world. The implementer of the research for the owner of the project, ATO (the Association of Television Organizations), is the research agency Nielsen Admosphere.
Media consumtion in the time of pandemic has been mentioned a lot in various articles and reports. So let’s take a closer look at television and its audience results in the past few weeks. In terms of television consumption, this March broke records: the average daily viewership reached the highest numbers of all months in the last 17 years. Since mid-March, TV viewership has been higher in all sociodemographic groups; in the last five weeks, the biggest interannual relative increase can be seen in the group of young viewers, people with academic education and the group „A” according to the the socioeconomic classification ABCDE.
One of the areas which the current pandemic of the new type of coronavirus has a strong impact on, is TV viewership. The Nielsen Admosphere peoplemeter measurement data for the Association of Television Organizations has seen a 45-minute increase in daily viewership over the course of last few days. The youngest age groups who currently cannot attend school also spend more time in front of the TV. In view of the development of the situation surrounding the spread of coronavirus, news programs have also increased their reach significantly in recent days – this applies to both main news and continuous news broadcasts. Television these days is proving to be the most important news source.
We may trace the beginning of TV audience measurement around the world to 1949, so the year 2019 marks its 70th anniversary. In the Czech Republic, the TV audience measurement project celebrated its 22nd anniversary on 2 June. This day is known as Peoplemeter Day and its aim is to spread awareness about the importance of TV audience measurement in our society. The project of Czech measurement has been running since 2002 and it is implemented by the research agency Nielsen Admosphere for the Association of Television Organizations (ATO).
In 2018, we realized research focused on reading of Czech population. We have been working on it together with National Library of the Czech republic and Institute of Czech literature of the CAS.