Last week, Media Club Representation unveiled the features of its business policy for 2026. The average increase in advertising prices in each of the mediums traded by Media Club compared to 2025 is as follows:
- TV advertising: 17.5% to 19.5%
- Online video: 6 to 8%
- Radio advertising: 3% (national price list)
- Internet advertising: 10%
Television
The CPP price for a 30-second TV spot is increasing by an average of 12% to 14% compared to this year. Other increases, which in aggregate even with the CPP price increases amount to 17.5% to 19.5%, include the super break surcharge from 25% to 35%, coefficients for longer running times and off prime time coefficients for sold-out seasons. A new feature is a 10% premium inventory surcharge for Prima's original shows, referred to as the Prima Premium programme.
Media Club motivates clients to buy advertising early with discounted daypart coefficients: when a contract is signed until 1 December 2025, the coefficient for off prime-time is reduced to 0.95 and for prime-time to 1.05. When signed until 12 January 2026, off prime-time is then at 1 and prime-time at 1.05 (list price off prime-time 1 and prime-time 1.1).
Video
From 2026, Media Club is introducing a premium online video format to represent a new standard for digital advertising. It wants to offer advertisers a quality environment with professional long-form video content or unskippable 30-second spots. It will also reduce the amount of advertising to 6 minutes per hour. Ad space prices will range between 530 and 730 CZK CPT and will grow by 6 to 8% in 2026. The aim is to strengthen brand perception in premium content and to build on Prima Group's "total video" strategy.
Internet
Prima Group'sonline advertising is growing year-on-year thanks to the growing number of viewers on the Prima platform , which has increased inventory by 19%. Key products are the Prima Premium Pack, focused on premium video in Smart TV and IPTV environments, and the Prima Add Up Pack, which enables advertisers to reach up to 6.4 million real users across the Czech Internet. This pack combines reach on Prima Group sites including CNN Prima News, Prima Play and other platforms represented by Media Club.
Radio
For 2026, Media Club is increasing national radio advertising list prices by 3% to reflect the record performance of its radio portfolio. The Group achieved a 47.8% share of listening. Media Club continues to represent four of the top five most listened to stations for next year and the 'total' package has a weekly reach of 5.61 million listeners. Digital listening is also growing significantly, up 45% year-on-year to reach 1.53 million unique monthly users in August 2025.
You can read more about Media Club's commercial policy, particularly in the TV and online video space, in an interview with Commercial Director Jan Čadek here.
Media Club is the Czech commercial representation of the ad format vendor, which leverages its connection with the Prima media group. It represents more than forty media outlets across television, radio and the internet - for example, the Prima Group's TV channels, Barrandov, Óčko, Nickelodeon, Nick,jr., Retro, Paramount Network, Impuls, Evropa 2, Frekvence 1, Kiss, Country, Signal, Beat or Radio 1 radio stations, and the Prima Group's websites and Impression Media representation.
Source: mediaguru.cz