The Media Club sales agency has included the reality show Asia Express in its premium sales. This is the first format this year that Media Club is marketing in this way.
The reality show Asia Express is the first format of this spring season that the advertising sales agency Media Club has included in the "premium" category. This is a new development in this year's television advertising space sales. The Prima group includes its own formats with above-average results in this category. Space in programmes designated as premium is traded with a 10% surcharge on the client's CPP.
In its announcement to advertisers, Prima stated that by including the new reality show in premium trading, it is responding to the programme's exceptional viewership and high interest from advertisers. According to the station, the programme is one of the strongest titles of the current television season and will be part of the April sales window for GRP campaigns.
According to Prima, the first episode of the programme became the most watched programme of the year on Prima in the 15-54 target group. It was particularly successful among younger viewers, achieving a 53.6% audience share in the 15-24 age group and more than 39% in the 25-39 age group. The reality show appealed primarily to viewers aged 25–54, with an equal representation of men and women.
The digital response to the programme also plays a significant role. Approximately 60% of new subscribers to the prima+ streaming service came thanks to this format. Content related to the programme also generated more than 17 million impressions on social networks and millions of organic reaches for individual posts. The programme is also supported by accompanying content in the form of podcasts and bonus materials.
Source: mediaguru.cz
