Watching television is one of the main media activities for Czechs at Christmas. On Christmas Eve, they spend 2.5 hours longer watching television than on an average day. Czechs associate the Christmas holidays with television, whether they are watching festive fairy tales or classics from Czech and Czechoslovak cinema.
“Across the three Christmas holidays—Christmas Eve, Christmas Day and Boxing Day—8.7 million Czechs aged four and over turn on the television and watch for an average of more than 5.5 hours a day,” says Pavel Müller, Head of Research & Marketing at Atmedia, which represents nearly 30 thematic television channels on the Czech market.
Czechs watch the most television on Christmas Eve. Over the past three years, an average of more than 8 million Czechs have turned on the TV on 24 December, spending more than six hours watching. “That is 2.5 hours more than during the rest of the year. Christmas Eve is consistently the day with the highest viewing figures. It is also the only day of the year when TV viewing exceeds six hours,” says Müller, referring to the official electronic audience measurement conducted by ATO–Nielsen.
First Christmas Day, Boxing Day and New Year’s Eve regularly rank next. TV viewing is a popular activity during the Christmas holidays among all age groups, including the youngest. Over the past three years, an average of 66% of viewers aged 15–24 watched television on Christmas Eve, spending almost four hours watching. Among viewers aged 25–34, 75% watched TV on Christmas Eve and spent an average of 5.5 hours in front of the screen. The figures were higher still among those aged 35–44: 85% watched television and spent more than six hours watching.
“Television is an integral part of the Christmas holidays for almost everyone, and even more so for families with children. Compared with viewers without children, people aged 25–44 with children under 14 spend much more time watching television on Christmas Eve,” says Pavel Müller. He adds that over the past three years this group spent an average of 6.5 hours watching TV on Christmas Eve, with 87% tuning in.
Source: MediaGuru.cz.
