What you will find in the article:
- Prima Sport will not be included in TV audience measurements initially.
- Advertising will be sold on a time-slot basis.
- Prices for ads depend on the appeal of sports broadcasts.
- Future measurement inclusion depends on broadcasting rights and development.
- Negotiations for additional sports rights are currently ongoing.
The new sports channel, Prima sport, will not, for the time being, be included in electronic TV audience measurement. In the initial phase, the Prima Group will sell advertising time according to a time-slot-based price list and outside the Media Club’s commercial packages. A decision on whether to include the channel in people meter ratings will depend on the channel’s future development and the composition of its broadcasting rights. This was stated to MediaGuru.cz by Lukáš Kubát, CEO of the Prima Group.
“In the initial phase, the channel will not be measured. We will see how it develops, how the broadcasting rights settle, and only then will a strategic decision be made as to whether to measure it at all,” explained Kubát.
Prima will sell advertising space via a time-slot-based price list. Prices will vary according to the appeal of individual sports broadcasts. “As standard, this will involve block-based sales, but for major events we may have a special price list. The price will depend on the specific broadcasting rights and the appeal of the sporting event in question,” explained Kubát.
For example, the price list issued for August 2026 for the Prima Sport channel shows that the price for two sponsorship spots during a single TV programme after 8.00 pm is around 4,500 CZK. Product placements also cost in the thousands of crowns. Figures in the tens of thousands of crowns should be expected for product placement.
Whilst most of the Prima Group’s television stations are sold as part of Media Club packages based on television ratings (GRP), Prima sport will be sold separately. “If the channel is sold on a time-slot basis, it will not be part of the Media Club bundle,” confirmed the CEO.
According to him, the decision on whether to join the peoplemeter measurement system could depend primarily on the composition of long-term sports rights. “If we manage to secure long-term rights with broad audience reach for sports that attract high viewing figures, then it makes sense to switch to GRP-based sales,” said Kubát.
The head of Prima also confirmed that the group is in talks regarding further sports rights, though he declined to comment on the specific details. “We have a whole range of sports rights under negotiation across various sports disciplines and target groups, in order to optimise the range of interests of our broad TV audience and the marketing objectives of our advertisers,” he noted.
Source: mediaguru.cz