OPTIMISING REACH TO THE WELTHIEST CZECHS AGED 45–64

Part of the WPP Media project called Češi 45+ (Czechs aged 45–64), which aims to focus greater attention on the richest Czech age group, naturally includes the topic of the media behaviour of these Czechs. Given the thematic focus of this page, today we will primarily concentrate on the role of television.

Just a note at the outset – in the project, WPP Media always focuses on comparing mature Czechs with the 25–44 age group, which is very popular among marketers.

The first thing that probably comes to mind is that television is the main medium among Czechs aged 45–64 and is significantly stronger than among younger age groups. However, this age group also extensively uses the internet and social media now, as shown by the graphs relating to daily and weekly reach. This includes any websites and any social media, regardless of the amount of time spent on them.

Television (meaning live broadcasting), as the most trustworthy medium, still holds a strong position among mature Czechs with a daily reach of 44% and a weekly reach of 77%. In comparison, among people aged 25–44, television ranks fifth in terms of both daily and weekly reach. While the difference in daily reach between the older and younger Czech age groups is significant (32% vs. 44%), the percentage difference in weekly reach is relatively small (72% vs. 77%).

Daily reach – average for 2024

 

Weekly reach – average for 2024

 

Besides the overall percentages of daily and weekly reach, it is also useful to look at the time spent with individual media types. As seen below in the daily ATS (average time spent with the medium) table, people spend significantly more time with television than with other media types.

Specifically, Czechs aged 45–64 spend half an hour more per day watching live television compared to younger people aged 25–44 (2 hours vs. 1.5 hours). Additionally, mature Czechs spend almost 20 minutes more per day listening to the radio, while the younger group spends half an hour more daily using apps on their phones and watching online videos, and a quarter of an hour more on social media.

Average daily ATS (relative) – top 13 media types, average for 2024

Naturally, the longer the time spent with a media type, the greater the chance of effectively reaching an audience with advertising. Additionally, it is necessary to consider the role and influence of each media type. In this regard, television performs really well. We discussed this topic in more detail in the article about individual touchpoints.

It goes without saying that the time people spend watching television and the opportunities for advertising communication that this provides need to be used effectively. This naturally requires relevant content that allows for optimal targeting of viewers. Advertisers have less success with older Czechs than with younger ones, as the older group is more experienced and doesn’t readily fall for gimmicks. This is a more demanding target audience, but it can be significantly more loyal to brands that succeed in engaging them and earning their trust than younger audiences.

Given that the older age group represents a more financially affluent segment than younger Czechs and that 90% of them are still economically active, it is worthwhile for brands to increase the relevance of their content. How to do that?

What kind of television content do mature Czechs enjoy?

Let’s take a look at the types of movies and series Czech viewers aged 45–64 enjoy, and the programmes brands can use to best target this age group.

First and foremost, it’s important to mention comedies. They dominate across all age groups in the Czech Republic — this doesn’t change much as people get older. However, there are some differences between younger and older Czechs when it comes to other genres.

As people get older, their desire to uncover all the villains of the world grows, significantly increasing the popularity of detective and crime genres. It also appears that as people mature, they tend to look back more, so they enjoy historical films and series more as well. An ideal choice would therefore be a historical crime story. The popularity of documentaries also grows with age.
However, there are genres that no longer appeal as much to Czechs aged 45–64. The popularity of action films, as well as sci-fi and fantasy, is declining.

Besides comedies, adventure films, fairy tales, and thrillers are also age-neutral, although somewhat less popular.



 

The author of the article is Petr Tomáš, Consumer Research Skillhead, WPP Media