Atmedia sales house, representing 25 thematic TV channels on the Czech market, has now reached an average audience share of 6,4% since the beginning of 2024. This figure does reflect a 10% year-on-year increase, largely driven by the recent addition of Warner TV to its portfolio, and a growing viewer appetite for movie, lifestyle, and sports TV content. Additionally, the company is experiencing record demand for TV advertising, exceeding its available capacity.
‘Last year, we hit the 6% audience share only during certain months, but this year has seen a consistent climb, maintaining that figure month after month, with some periods even edging close to 7%,’ notes Michaela Suráková, Managing Director at Atmedia, which currently represents 25 thematic TV channels on the Czech market. These channels’ average audience share reached 6,4% among viewers aged 18–69 during the first eight months of this year, reflecting a 10% increase compared to the same period last year.[1] ‘Several factors have played a key role in this substantial growth, with the most notable being the addition of Warner TV to our portfolio,’ explains Michaela Suráková, revealing that the new movie and series channel now reaches an average of nearly 800,000 viewers aged 4+ each month.[2]
The second key driver of Atmedia’s audience growth is the rising interest from TV viewers in specific thematic channels. ‘Year-on-year, film channels like AXN, CANAL+ Action, FilmBox Stars, and Film+ have shown especially strong performance,’ says Michaela Suráková. Other notable examples include lifestyle channels such as Spektrum Home and TLC, as well as the documentary-focused Discovery Channel. ‘Eurosport 1 has also enjoyed an outstanding year, driven by what has been termed a ‘super sports’ year,’ adds Michaela Suráková, highlighting that the audience viewership of this particular sports channel increased by almost 30% year-on-year. The Summer Olympic Games in Paris, broadcasted on Eurosport 1, attracted more than 800,000 viewers aged 4+.[3] Other major sporting events this year also saw success – for instance, the Australian Open Grand Slam tournament reached nearly half a million viewers aged 4+.[4]
TV Advertising Demand Surpasses the Supply: One-Fifth of GRPs Left Unaccommodated on Channels
Atmedia has significantly boosted its audience share several times over in recent years, largely thanks to the expansion of its portfolio of thematic TV channels. In the past three years alone, it has welcomed FilmBox Stars, CANAL+ Action, Spektrum Home, and most recently, Warner TV, to its portfolio. ‘The increase in the number of TV channels not only boosts our audience share but also creates more opportunities for advertising campaigns. This year, for instance, we’re offering TV advertisers around 8% more commercial inventory than last year,’ remarks Michaela Suráková. She also points out that the TV advertising demand has hit its record highs in recent years, so any additional ad space is eagerly welcomed by advertisers.
As we head into the autumn season, Atmedia does anticipate continued strong demand for TV advertising. ‘The situation is shaping up to be much like last year. September figures show that, despite increasing our advertising inventory this year, we’re still unable to accommodate around 20% of the orders across our TV channels,’ comments Michaela Suráková. A similar surplus in demand is to be expected throughout both October and November. ‘In light of this situation, we’ll be recommending to TV advertisers during next year’s negotiations that they spread their TV advertising investment more evenly throughout the year,’ says Michaela Suráková, while adding: ‘I do anticipate that the next year’s TV advertising costs across the entire market will increase.’
[1] ATO – Nielsen, Live + TS0–3, January – August 2024, Calculation: 2.9. 2024, Share, TG 18–69, Atmedia + Seznam.cz TV + AMC Networks
[2] ATO – Nielsen, Live + TS0–3, April – August 2024, Calculation: 2.9. 2024, Reach 000, TG 4+, Warner TV
[3] ATO – Nielsen, Live + TS0–3, 24.7. – 11.8. 2024, Reach 000, TG 4+, 2024 Summer Olympic Games in Paris, Eurosport 1
[4] ATO – Nielsen, Live + TS0–3, 13.–28.1. 2024, Reach 000, TG 4+, Australian Open, Live Broadcast, Eurosport 1
