In 2024, TV still played a big role in the everyday lives of Czech population. According to the latest data from Atmedia sales house, viewers did spend an average of 3 hours and 36 minutes in front of their TV screens every single day. Similar viewership trends are also seen across the so-called Visegrád Group, with Hungary topping the charts by spending over 5 hours in front of the TV every day. Across the whole region, television remains the key medium with the widest reach.
Over the past year, an average of 68% of Czech viewers aged 15+ tuned in to television every day, spending 3 hours and 36 minutes in front of its screen. ‘With 86% of viewers, or more than 7 million people, tuning in at least once a week, television continues to be a powerhouse medium with an unmatched reach, and an effective tool for engaging a broad audience,’ says Michaela Suráková, Managing Director at Atmedia sales house, which represents thematic TV channels from media groups such as CANAL+, The Walt Disney Company, Warner Bros. Discovery, or JOJ. [1]
Out-of-Home TV Viewing Represents 10% of Overall Audience Figures
All V4 countries do share a strong TV-watching culture, but Hungary stands out at the top. In the past year, Hungarian viewers aged 18+ did spend an average of 5 hours and 15 minutes watching television every single day. [2] Next in line is Poland, where last year’s TV consumption averaged at 4 hours and 25 minutes per day. [3] Slovak audiences, meanwhile, do show viewing habits most similar to Czechs, averaging at 3 hours and 55 minutes of daily screen time. [4] Across all Visegrád Four countries, TV viewership has remained steady year-on-year, with only a slight dip recorded in the Czech Republic and Slovakia.
Poland presents a standout example, with daily TV viewership rising by 7 minutes year-on-year. ‘What makes the Polish market unique is that its official TV measurement also accounts for the out-of-home TV viewing. Last year’s refinement in this viewership definition did help drive the reported year-on-year growth,’ points out Michaela Suráková, while adding that it will be interesting to see if a similar trend emerges in the Czech Republic should a project to measure out-of-home TV viewing be introduced. ‘Take Poland as an example – this January, out-of-home viewership accounted for 10,45% of total delivered GRPs in the 16–59 age demographic. That’s quite a noteworthy share,’ concludes Michaela Suráková. [5]
[1] ATO – Nielsen, Live + TS0–7, 2024, Reach / Day, Reach / Week, ATS / Day, TG 15+
[2] Nielsen, Live + TS0–7, 2024, ATS / Day, TG 18+
[3] Nielsen, Live + TS0–2 + OOH, 2024, ATS / Day, TG 15+
[4] PMT/Kantar Slovakia, Live + TS0–3, 2024, ATS / Day, TG 12+
[5] Nielsen, Live + TS0–2 + OOH, January 2025, TRP, TG 16–59
