This year marks the 15th anniversary of Atmedia – a representative of an extensive portfolio of nearly 30 thematic television channels on the Czech market. Right from the very start, the company has been dedicated to its vision of cultivating and expanding the market of thematic channels in the Czech Republic. Serving as a trusted partner to television channels and media agencies alike, it provides them with a gateway to engage with desirable target audience segments via a comprehensive portfolio of thematic channels. Atmedia does play a pivotal role in guiding television channels through the intricacies of the Czech market, offering a spectrum of services that encompass the sale of their advertising space as well as a variety of analytical and research solutions. Presently, Atmedia provides a selection of four distinct sales packages and facilitates the sale of advertising space to two primary target audience groups: individuals aged 15–69 and those aged 4–14.
Atmedia made its entry into the Czech market in 2008, establishing itself as an autonomous media representative specialising in thematic television channels. By the subsequent year, in 2009, it became an integral part of the official electronic television audience measurement system and initiated the sale of advertising space based on Gross Rating Points (GRP). “At that time, television audience measurement landscape primarily included a select few television channels, predominantly those belonging to large commercial TV groups. Atmedia’s entry into the Czech market served as a catalyst, facilitating increased advertising investments from smaller channels, particularly within the realm of Pay-TV,” explains Michaela Suráková, Managing Director at Atmedia. She emphasises that this move enabled media agencies and television advertisers to access previously untapped target audience segments. “At the outset, our collaboration was limited to just a fifth of all TV advertisers. Fast forward to the present, and we are now an indispensable part of two-thirds of all advertising campaigns, with thematic TV channels from our portfolio firmly established as a standard feature within the TV advertising media mix,” describes Michaela Suráková, while prompting some other compelling figures: “In the span of the last 15 years, Atmedia has showcased its influence by broadcasting over 30 million TV commercials and generating roughly 800,000 GRPs.”
Twice as Many Measured Thematic TV Channels and Growing Audience Share
Back in 2009, Atmedia did serve as the representative of 12 measure thematic TV channels, and in the present day, its portfolio boasts precisely twice that number. This figure also includes some long-term partners like AMC Networks or The Walt Disney Company, who have been in collaboration with the Atmedia since its founding. “Over the years, we’ve diversified our channel lineup, embracing both Pay-TV and Free-to-Air additions to our portfolio,” says Michaela Suráková. Movie and series television channels do take the lion’s share of Atmedia’s portfolio, closely followed by documentary, sports, and children’s TV channels.
At present, Atmedia stands as the representative of 24 measured thematic TV channels, featuring a combination of local channels and channels affiliated with multinational television groups. Within the realm of Czech television channels, Atmedia represents Rebel, Relax, and television channels from the Československá Filmová Společnost (CS Film, CS History, CS Mystery), along with Seznam.cz TV. Among the multinational television groups, Atmedia collaborates with Warner Bros. Discovery (Discovery Channel, Eurosport 1, TLC), AMC Networks (AMC, Film+, Minimax, Spektrum, Spektrum Home, Sport 2, TV Paprika), CANAL+ (CANAL+ Action, FilmBox, FilmBox Stars), The Walt Disney Company (Disney Channel, National Geographic), and Antenna Group (AXN). The Slovak television group JOJ (JOJ Family, JOJ Cinema) does also feature a prominent presence and holds a significant role in Atmedia’s portfolio.
The majority of Atmedia’s portfolio consists of localised television channels affiliated with the multinational television groups. These channels do seek a partner who can assist them not only in selling their advertising space but also in effectively navigating the intricacies of the Czech TV market. “We deliver a full-service that spans the entirety of their needs, ranging from selling their ad space, to a thorough television audience analysis and research, along with their marketing support,” explains Michaela Suráková.
In addition to doubling its roster of thematic TV channels, Atmedia has also experienced a more than twofold surge in its audience share. In 2010, Atmedia’s thematic TV channels did hold a 2,6% audience share among the 15–69 age group, whereas this year, that number stands at an impressive 5,8%. Every single month, these channels do collectively attract 5,4 million television viewers over the age of four, with an with an average daily viewing time of 1 hour and 12 minutes.[1]
Revolutionary Approach to TV Advertising Sales
In 2010, Atmedia rolled out a pioneering strategy for selling commercial space, centred in the concept of bundled packages comprising thematic TV channels. This forward-thinking approach not only delivers advantages to advertisers but also proves beneficial to the channels themselves. With the extensive array of TV channels at their disposal, advertisers do gain the capacity to reach a diverse range of target audience segments. Apart from the traditional TV commercials, Atmedia also offers a variety of other advertising formats, including sponsorship messages and other special advertising formats. “Thanks to our partnership with Eurosport 1 and Sport 2 TV channels, businesses do have the opportunity to link their brand with the global sports events, including some that are being televised exclusively by these TV channels only,” points out Michaela Suráková, while mentioning the Formula 1 and Grand Slam tournaments. Utilising the advertising opportunities on premium children’s channels like Disney Channel or Minimax provides companies with a platform to connect with both young viewers and their parents within a safe and carefully monitored environment.
A Comprehensive Guide to the Czech Television Market
In addition to their primary role in television advertising, Atmedia actively participates in other endeavours aimed at cultivating and promoting the market for thematic TV channels in the Czech Republic. Over the course of 15 years, through partnerships with multiple research agencies, the company has executed numerous studies delving into the media consumption behaviours of Czech television viewers. “Especially in its early history, Atmedia found these studies to be instrumental in highlighting the merits of advertising on thematic TV channels to television advertisers,” explains Michaela Suráková. Thematic TV channels’ viewers do frequently prioritise a high-quality content, displaying a willingness to invest more on premium products in stores, and allocate greater budgets for specific products and services. These conclusions are further substantiated by the findings of MML–TGI, an initiative in which Atmedia has actively participated since 2015.
In 2021, Atmedia also introduced the ‘Atmedia Index’, a fresh research initiative focused on various aspects of the Czech and Slovak TV markets. Beyond its research endeavours, Atmedia’s blog consistently offers a wealth of content, encompassing articles, commentaries, infographics, and interviews featuring prominent market experts. The blog’s scope extends beyond thematic TV channels, delving into the broader realm of TV viewership and the behavioural patterns of Czech TV audiences. Furthermore, in 2021, Atmedia unveiled the third edition of the ‘Atmedia Navigator’, a valuable resource designed to assist new recruits in media agencies as they navigate the complexities of the Czech TV market.
Future Vision
“In the upcoming years, our aim is to continue being a dependable and highly professional partner for media agencies and TV channels alike. In pursuit of this goal, this year, we conducted an extensive brand audit to enhance the quality of services offered to clients on both ends,” reveals Michaela Suráková. The audit outcomes demonstrated that media agencies perceive Atmedia as a valuable asset in their media mix. They commend the extensive variety of thematic TV channels, appealing target audience segments, and Atmedia’s comprehensive range of services. “We are committed to further expanding our repertoire of thematic TV channels and diligently exploring additional avenues for growth,” concludes Michaela Suráková.
[1] ATO – Nielsen, Live + TS0–3, 2010, January–August 2023, Share, Reach 000, ATS–R / Day, TG 15–69, 4+, Atmedia + AMC Networks + Seznam.cz TV
