Atmedia, the sales house of thematic TV channels, has now introduced the 2025 Sales Policy to its business partners. A key highlight is a 15-20% rise in advertising rates, fuelled by the ongoing strong demand from advertisers.
‘Even though we’re offering advertisers around 8% more ad space this year compared to last, there are still months when we can’t accommodate up to a fifth of the orders on our thematic TV channels. With demand for TV advertising so high and ad space selling out, we’re left with no choice but to increase our prices,’ explains Michaela Suráková, Atmedia’s Managing Director. The base price for GRP will rise by an average of 15-20% next year, mirroring last year’s rate of increase. ‘At the same time, with the strong demand for TV advertising, our long-term goal remains expanding our portfolio by adding new TV channels,’ adds Michaela Suráková.
Long-Term Goal: Building a Portfolio of Thematic TV Channels
Atmedia last expanded its portfolio of thematic TV channels in April this year with the launch of Warner TV, a channel dedicated to movies and series. This addition increased its audience share to 6,4% among the target audience of 18 to 69-year-olds, representing a 9% rise compared to last year. [1] ‘The boost in audience share can also be attributed to the growing audience interest, particularly in movie, series, and documentary TV channels,’ remarks Michaela Suráková. She further clarifies that in certain months, the audience share approaches 7%.
Next year, Atmedia will continue to offer advertisers the opportunity to reach audiences of thematic TV channels across various genres. ‘At this time, AMC Networks channels are excluded from our Sales Policy because negotiations are still in progress,’ comments Michaela Suráková. The portfolio of thematic TV channels includes both Free-To-Air and Pay-TV channels, showcasing local ones as well as channels from international TV groups. The portfolio includes Czech channels such as Rebel, Relax, and those from the Československá filmová společnost group (CS Film, CS History, CS Mystery), along with Televize Seznam. On the international front, Atmedia partners with Antenna Group (AXN), CANAL+ (CANAL+ Action, FilmBox, FilmBox Stars), The Walt Disney Company (Disney Channel, National Geographic), and Warner Bros. Discovery (Discovery Channel, Eurosport 1, TLC, Warner TV). Additionally, the Slovak TV group JOJ (JOJ Family, JOJ Cinema) is also a significant player in the portfolio.
Essential Element of the Sales Policy: Tailored Sales Packages
Next year will see the sales house keeping on with offering its clients four sales packages. For the 18–69 target group, these include the atmax, atadults, and atchoice package, while the atkids package caters to the 4–14 age target demographic. ‘Sales packages do remain the key pillar of our Sales Policy, offering clients a straightforward and effective means to engage with desirable target audiences across thematic TV channels, many of which are globally recognised brands,’ says Michaela Suráková, referring to TV groups such as CANAL+, Walt Disney, and Warner Bros. Discovery. These groups offer their viewers so-called quality TV content across movie, series, documentary, sports, lifestyle, and children’s TV channels.
The core package is atmax, which encompasses all the measured TV channels in Atmedia’s portfolio. The atadults package specifically targets an adult audience, while the atkids package enables advertisers to reach both children and their parents. Lastly, the atchoice package provides clients with the flexibility to curate a custom selection of TV channels. ‘The atchoice package is tailored for clients who prioritise affinity within their target audience when assessing their advertising campaign results. For example, if the aim is to reach men aged 25–54, we can customise the package to ensure that the campaign’s commercial affinity surpasses 100%,’ states Michaela Suráková, highlighting the benefits of the atchoice package.
Sports Events: Unlocking Opportunities to Reach Younger Men With High Incomes
In addition to traditional TV advertising, Atmedia provides advertisers with the opportunity to align their brand with major global sports events aired on Eurosport 1. Some of the most sought-after sporting events include the cycling races Giro d’Italia, Tour de France, and La Vuelta, alongside prestigious Grand Slam tournaments such as the Australian Open, Roland Garros, and the US Open. ‘Viewers’ interest in sports events does continue to grow. This year’s Australian Open Grand Slam, for instance, reached nearly half a million viewers. We offer advertisers a unique opportunity to connect with these audiences,’ comments Michaela Suráková, while highlighting that most of these events draw in highly sought-after target demographics, especially younger men with higher incomes. [2]
[1] ATO – Nielsen, Live + TS0–3, Q1–Q3 2024, Share, TG 18–69, Atmedia + Seznam.cz TV + AMC Networks
[2] ATO – Nielsen, Live + TS0–3, 13–28 January 2024, Reach 000, TG 4+, Eurosport 1, Australian Open, Live Broadcasts
