The Atmedia sales house which commercially represents 29 thematic TV channels on the Czech market, has published its next year’s business policy. Due to the high inflation rate and the excess demand for TV advertising, Atmedia raises its thematic TV channels’ commercial space by an average of 15%.
“This year’s TV advertising demand has been quite extreme. The advertising space on TV channels in our portfolio has been completely sold out, which unfortunately means that we’ve been forced to turn away a number of clients”, says Michaela Suráková, Atmedia’s Managing Director. That is also one of the reasons why Atmedia continuously tries expanding its portfolio of thematic TV channels. “I can’t provide you with any detailed information right now, but we do negotiate with several clients who plan to enter the Czech market with their new TV projects,” states Michaela Suráková, and adds that the possible expansion of the channels’ portfolio will make it possible to offer the clients more advertising space as well as to reach out to some new target groups of viewers.
Quality TV
The Atmedia sales house will enter next year with a portfolio of 26 thematic TV channels, 21 of which are part of the official television audience measurement (TAM). These include both local and international TV channels from TV groups such as AMC Networks, Warner Bros. Discovery, The Walt Disney Company, Sony Pictures Television or Slovak JOJ group. The biggest part of Atmedia’s portfolio is taken up by movies and series channels, followed by documentary, sports, family or children’s channels. “TV channels from our portfolio do bring the viewers the so-called quality TV, which leads to TV advertisers having an opportunity to reach their target group alongside attractive programs in a safe environment for their corporate brand,” adds Michaela Suráková.
This year alone, Atmedia’s TV channels do monthly reach an average of 5,5 million television viewers aged 4+, which is 57% of the entire TV population. Their average audience share is 5,0% in TG 15-69, and 4,9% in TG 4-14.[1]
Four Sales Packages for Any Marketing Goal
Come again next year, TV advertisers will have an option to choose from four sales packages. The offer for the 15-69 target group includes atmax, atadults and atchoice package, for the 4-14 target group there is the atkids package. “The atmax, atadults, atchoice and atkids sales packages have been the foundation of our business offer for several years now. TV advertisers do find them simple and apprehensible, so in order to offer them stability and continuity in today’s turbulent times, we will again build our next year’s offer based on these sales packages,” explains Michaela Suráková.
Atmedia sales packages are compiled in a way that enables the TV advertiser to always achieve a desired goal of his advertising campaign. The atmax package gathers all 21 measured TV channels and allows clients to maximise the reach of their commercial campaign. The atadults package, which includes 19 measured TV stations, does bring a maximum reach in the adult target group of viewers. The atkids package then brings a unique opportunity on the Czech market to reach children’s viewers and their parents in a safe and regulated environment.
The last of the sales packages is atchoice, which is intended for an efficient scope of a narrow target group of viewers. It allows TV advertisers to build their own portfolio containing at least 9 of the 19 measured TV channels. “If the client needs to effectively address, for example, viewers aged 25-44 from big cities and with high incomes, the atchoice package is an ideal option. It allows clients to launch their advertising campaign only on the TV channels watched by their target audience. This is then reflected in the resulting affinity of the advertising campaign,” describes Michaela Suráková.
Sports Events as an Opportunity to Reach Attractive Target Groups of Viewers
In addition to a classic TV advertising, Atmedia also offers another advertising formats – from sponsorship to product placement or even teleshopping. TV advertisers are also being offered an opportunity to connect their brand with global sports events, most of which are broadcasted exclusively by Atmedia’s TV channels. The most popular sports events do include Formula 1 on Sport 1 and Sport 2 TV channels, and the Giro d’Italia, Tour de France and La Vuelta cycling races, or the Australian Open, Roland Garros and US Open Grand Slam tournaments on the Eurosport 1 TV channel. “Sports events do provide clients with an opportunity to reach attractive target groups of viewers – mainly younger men with higher incomes,” adds Michaela Suráková.
[1] ATO – Nielsen Admosphere, Live + TS0–3, Q1 – Q3 2022, Reach, TG 4+; Share, TG 15–69, 4–14; Atmedia + AMC Networks + Seznam.cz TV
