MEDIA CLUB INCREASED ITS PROFIT BY A FIFTH LAST YEAR, WITH INTERNET ADVERTISING BEING THE MAIN DRIVER OF GROWTH

Last year, Media Club increased its net profit by more than a fifth to CZK 706.4 million, whilst net turnover rose by 2.4 per cent to CZK 6.07 billion. Prima’s sales agency benefited primarily from growth in online advertising, whilst revenue from traditional television advertising remained virtually unchanged year-on-year.

Media Club, which sells advertising space for the Prima Group’s media outlets, improved its financial results in 2025. The company’s net turnover rose by 2.4 per cent year-on-year to CZK 6.07 billion, and net profit for the financial year increased by 20.5 per cent to CZK 706.4 million. This is evident from the results published in the 2025 annual report.



The largest share of revenue (approximately 70 per cent) continues to come from the sale of television advertising time, although revenue from this source remained virtually flat year-on-year. By contrast, revenue from online advertising grew significantly, rising by almost 16 per cent. Double-digit growth was also recorded in other television revenue and the ‘other business activities’ category.

According to the company’s management, the results were driven by the development of the digital portfolio and the expansion of the media it represents. During the year, Media Club expanded its offering to include, for example, advertising space on the Sweet.TV streaming service and continued to develop digital products , including the prima+  platform.



At the same time, the company invested in data and advertising technologies. In its annual report, it states that it has expanded the targeting options for advertising campaigns within the HbbTV environment, where it is now able to reach audiences even at the level of individual districts.

Media Club commercially represents forty media outlets across television, radio and the internet. In addition to the Prima Group’s media outlets, it also sells advertising time for certain media outlets that it does not own. According to the annual report, it maintained its leading position amongst television media agencies last year. In the 15–15 target group, it achieved a share of 34.72 per cent, and in the commercial 18–69 group, 32.90 per cent. In the radio market, according to Radioprojekt’s new hybrid methodology, it recorded a 45.84 per cent share of the audience in the second half of 2025.

Source: mediaguru.cz