Total television viewership in February increased by ten per cent year-on-year. The inclusion of out-of-home viewership measurements contributed significantly to this increase. As a result, daily viewership is higher by an average of 17 minutes.
Out-of-home television viewership accounted for seven per cent of total television viewership in February. On average, this amounted to 17 minutes per day out of a total of 4 hours and 11 minutes that viewers aged 15 and over spent in front of the television screen. This is according to the first complete data since the introduction of the new unified TV currency, which since 1 February also includes out-of-home viewing. This was reported by Atmedia, citing official ATO data.
The share was even higher in commercially key target groups. It reached 10 per cent among viewers aged 15-54 and 9 per cent among those aged 18-69. According to Atmedia, viewing outside the home is most prevalent among viewers under 34.
Total television viewership in February increased by 10% year-on-year. According to Michaela Suráková, managing director of Atmedia, the significant growth is mainly due to the inclusion of out-of-home viewing, which accounted for roughly four-fifths of the year-on-year increase. "Even without it, however, television viewership in February increased year-on-year. The Winter Olympics, which traditionally attract a large number of viewers to their television screens, played a role," she said.
The first complete monthly data also confirm that out-of-home viewing is particularly important for certain thematic channels. Music channels reported above-average figures – for example, the Rebel channel had a 14 per cent out-of-home audience share among viewers aged 18–69. Documentary and children's channels, such as Discovery Channel and Disney Channel, also recorded higher shares.
Sports channels play a specific role, as their content is traditionally watched in restaurants and sports bars. The February data was significantly influenced by the Winter Olympics in Milan and Cortina d'Ampezzo. According to Atmedia, Eurosport 1 reached 1.7 million viewers aged 4 , almost three times as many as during the Winter Games in Beijing four years ago. Among viewers aged 18–69, viewing outside the home accounted for ten per cent of the channel's total viewership.
Source: mediaguru.cz
