MEDIA CLUB TO INCREASE TV ADVERTISING RATES BY 14 PER CENT FOR 2027 AND ADJUST THE TARGET AUDIENCE TO AGES 19–69

Next year, Media Club will increase the price of television advertising by 14 per cent, national radio adverts by 3 per cent, and premium online video formats – including CTV – by 10 per cent. These changes will be accompanied by the introduction of a new ‘super prime time’ advertising slot on the main Prima channel and an adjustment to the main target audience to viewers aged 19 to 69.

In 2027, Media Club will increase prices for television advertising by 14 per cent, national radio spots by 3 per cent, and premium online video formats, including connected TV (CTV), by 10 per cent. Advertisers can secure more favourable pricing terms by signing an annual contract for 2027 by the start of December 2026. These changes will be complemented by the introduction of a new ‘super prime time’ advertising slot on the main Prima channel and an adjustment to the main sales target group to viewers aged 19 to 69. Jan Vlček and Martin Králík presented Media Club’s commercial policy for next year at a meeting with partners on Thursday evening.

Media Club, which represents television, radio and digital advertising space commercially, justifies the price list adjustments, amongst other things, by the development of premium video formats and the possibilities for linking campaigns across its portfolio.

A new ‘super prime time’ advertising slot will be introduced on the main Prima channel, covering the period from 19:30 to 21:30. Its price coefficient will be 1.2. However, this applies only to the main channel. “Its introduction reflects demand and interest,” said Martin Králík. According to him, this time slot achieves a 40 per cent higher audience share among the target audience aged 19 to 69 than the rest of prime time. At the same time, it also appeals to viewers who watch television less frequently.

Another change is the shift in the main sales target group from the previous 18 to 69 years to 19 to 69 years. Media Club is thereby adjusting the basis on which television advertising is sold.

The overall average increase on the standard price list is 6 per cent; further increases apply to surcharges for prime-time and super prime-time slots, 15- and 20-second spots, and an increase in March. Clients can obtain discounts, primarily for signing up early; new clients and those paying in advance will also benefit from preferential rates.





For sponsorship, the company will introduce a standardised year-round price list with monthly seasonal coefficients. Base prices for standard sponsorship formats will remain unchanged, whilst prices for special formats will increase by 10 per cent. The aim will be to sell projects in 360° packages, combining different media types according to the project.

Radio advertising prices will rise by 3%

In radio advertising, Media Club will increase the price of national spot campaigns by 3 per cent. The brands represented by Radio United Total, Optimal, Progressive and Creative include radio stations whose broadcasts are expanding beyond the FM band to include DAB. The offering also includes themed programmes, such as the American Rock Show on Radio Beat or the new talk show Holki on Kiss. Advertising will also be available on the apps for Kiss, Beat, Country, Signál, SPIN and Radio 1.

Premium video and CTV up by 10 per cent

Prices for premium video formats in the digital environment and CTV advertising will rise by 10 per cent. The rest of the online price list, however, remains unchanged. Media Club also reports that the available volume of video advertising space has increased by 19 per cent year-on-year. In the IPTV segment, it recorded a 93 per cent increase. According to the company, its digital websites and apps reach between 82 and 85 per cent of the population each month, depending on the target group.

The Prima Premium Video Pack remains part of the offering, bringing together premium video advertising slots across digital platforms. Media Club also intends to further develop product placements and special projects on Prima and Prima Sport, as well as campaigns combining television, online channels, social media and radio.

Zrádci: Up to 61 per cent of viewers are on prima

In the context of multi-platform content, Media Club also highlights the programme *Zrádci*. According to Prima’s figures, the programme’s three series reached a total of 4.45 million unique viewers across television, the *prima* service, social media, radio and cinemas. In the third series, viewers under 40 accounted for 29 per cent of the television audience, but on ‘prima’ they made up 61 per cent of viewers.

At the same time, Media Club is gradually expanding its sports content on its new channel, Prima sport. Since September, it has included the NHL and is also linking live broadcasts with its own magazine programmes, podcasts, news coverage and short digital formats.

The integration of sports television broadcasting with HbbTV, the CNN Prima News website , YouTube and social media is intended to offer advertisers a wider reach and new opportunities for advertising partnerships.

Source: mediaguru.cz