ATO: TV RATING HAS INCREASED BY 45 MINUTES PER DAY

Time spent in front of a TV screen has increased on average by 45 minutes per day, TV news rating has even doubled. 

Since 10 March when the Government prohibited all cultural, sports and social events attended by more than 100 people due to the coronavirus pandemic and declared that schools would be closed starting from the following day, the Czech data has shown a rapid growth in daily TV rating.

Further tightening of government measures has recently contributed to an increase in rating of 45 minutes per day (compared to previous weeks) in the 4+ target group. In the recent seven days, the rating has been even higher than in February 2018 when the Winter Olympic Games were held. This is revealed by ATO’s data supplied by Nielsen Admosphere.

Daily Total TV ATS (h:mm), target group 4+:

Rating of the news has grown significantly. The increase is noticeable in the main news programmes of all major TV stations and continuous news broadcast. In the past seven days, an average Czech above 15 years who owns a functioning TV set watched on average 67 minutes of news programmes on TV per day, which is more than double compared to the regular situation.

In the last ten years, only the results of elections to the Chamber of Deputies (26 October 2013 and 21 October 2017), the presidential elections in January 2013 and 2018, floods in early June 2013 and  Václav Havel’s funeral (23 December 2011) drew the same attention to TV news.



Total TV rating in %, target group: pupils, students and apprentices

--- 5 business days before school closing

--- 5 business days after school closing

Rating of young viewers, such as pupils, students and apprentices who are home from schools due to the Government regulation effective as of 11 March, has increased. In the Czech population, there are 1.6 of these individuals. The graph above compares this group’s rating curves (% of people watching TV in a given time) showing the average for the last five business days before school closing and for the following five days after the closing. A dramatic increase is apparent namely in the usual time of school attendance between 8 am and 3 pm and also late in the evening because there is no need to get up early next morning. This is also the reason why rating around 7 am has decreased.

Source: mediaguru.cz