THEME OF THE MONTH: TV MEASUREMENT

1. 7. 2022

TV ratings measurement celebrates its 25th anniversary this year.

According to ATO-Nielsen Admosphere’s TV viewership data, Czech TV viewership grew significantly between 2020 and 2021. The events surrounding the pandemic and the anti-virus measures themselves have led to an increased interest in news and children’s programmes in particular. At the same time, viewers have started to make more use of the possibility of rewatching programmes and other new technologies.

In ScreenVoice magazine, we look back at how measurement practices have changed over the past decades and what the near future holds in this regard. And in the selection of inspiring articles in the “Read about the topic” section, you will find those that relate to measurement on the Czech market and trends in this area from around the world.

More articles about this topic

NIELSEN ADMOSPHERE WINS THE ATO TV AND VIDEO MEASUREMENT TENDER AGAIN

28. 6. 2022

Nielsen Admosphere will continue to be the implementer of cross-platform TV and video content viewership measurement for the next five years. The contract with ATO was signed on Tuesday. The Nielsen Admosphere research agency will continue to measure TV viewership and video content for the Association of Television Organizations (ATO) in 2023-2027. The two companies… Continue reading THEME OF THE MONTH: TV MEASUREMENT

WHY DO CZECHS WATCH MORE TV? LAST YEAR IT WAS FOUR HOURS A DAY

15. 6. 2022

Even the massive rise of social media and streaming services has not deterred Czech viewers from watching classic linear TV channels. What's more, their viewership is continuously growing to last year's record of four hours a day.

UNIFORM MEASUREMENT FOR TV AND ONLINE VIDEO ADCROSS TO EXPAND

13. 4. 2022

Media Club and Nielsen Admosphere are working on the further development of cross-platform TV and video advertising measurement AdCross. The media agency Media Club together with the measurement agency Nielsen Admopshere presented measurement for TV and online advertising (including HbbTV) and trailers AdCross. It has been available to media agencies since the start of this… Continue reading THEME OF THE MONTH: TV MEASUREMENT

TRENDS: LINEAR TV WILL DECLINE, VIDEO ON DEMAND WILL GROW

13. 4. 2022

Although linear TV has still been a powerful source of video content viewing, online video on demand viewing is expected to grow further in the coming years. Prima TV Group expects that the reach of linear TV in the Czech population will decline while online video consumption will grow. Prima’s CCO Vladimír Pořízek said that… Continue reading THEME OF THE MONTH: TV MEASUREMENT

CRITICS OF CNN PRIMA NEWS SHOULD STEP OUT OF THEIR SOCIAL BUBBLE FROM TIME TO TIME, SAYS THE GROUP’S CEO MAREK SINGER

12. 4. 2022

Marek Singer has been the head of FTV Prima group since 2008. But only after fourteen long years can he be happy that Prima’s channels are catching up with their biggest competitor – the Nova group – in terms of viewership. In certain viewer target groups, they even surpassed Nova in March.  “What seemed impossible… Continue reading THEME OF THE MONTH: TV MEASUREMENT

ADVERTISING INVESTMENT IN MEDIA TO INCREASE BY 8% IN 2021

24. 3. 2022

The advertising market has recovered from the effects of the covid-19 pandemic and will see an 8% growth in above-the-line media investment in 2021 compared to 2020, according to AdIntel monitoring. Nielsen Ad Intel’s Admosphere monitoring data for 2021 shows that TV was again the strongest media type last year. The entire above-the-line advertising market… Continue reading THEME OF THE MONTH: TV MEASUREMENT

NEW INITIATIVE AIMS TO SUPPORT DEVELOPMENT OF ADDRESSABLE MEDIA IN EUROPEAN MARKETS

25. 1. 2022

The 2020s are set to be the decade of addressable media as consumption continues to shift toward connected platforms, opening up new possibilities for audience targeting, measurement, attribution and optimization –- not just in digital, but in TV, audio, out-of-home (OOH), games and newer media formats and platforms. For many industry participants, addressability –- as… Continue reading THEME OF THE MONTH: TV MEASUREMENT

PRIMA, ČT AND NIELSEN LAUNCH COMBINED MEASUREMENT OF TV AND ONLINE VIDEO ADVERTISING

17. 1. 2022

Prima Group and Nielsen Admosphere have launched a combined measurement of TV and online video advertising. Aggregate data on Prima TV viewership not only on TV screens but also on other platforms on which Prima delivers content is available in Adwind Kite software. Since the beginning of the year, the Prima media group, in cooperation… Continue reading THEME OF THE MONTH: TV MEASUREMENT

2022 WILL BE THE YEAR OF ATTENTION, BUT LET’S GO DEEPER

12. 1. 2022

Professor Karen Nelson-Field offers three predictions for 2022, but says regardless if they come true this year is going to be a hell of a ride for audience measurement. Only four things in life are certain: birth, death, taxes, and expert predictions from prophets in the ad game. Every year we see predictions in our… Continue reading THEME OF THE MONTH: TV MEASUREMENT

THE 2022 CEO PREDICTION LIST

16. 12. 2021

2021 has been another unpredictable year as COVID-19 and constantly shifting lockdown restrictions have continued to wreak havoc on the world economy. For the advertising industry, there have also been twists and turns, from continued strength in the CTV sector, to Google delaying its scrapping of third-party cookies. 2022 looks to be just as unpredictable.… Continue reading THEME OF THE MONTH: TV MEASUREMENT

ATO: ALMOST 7 MILLION CZECHS WATCH TV DAILY

20. 11. 2021

On the occasion of World Television Day, the ATO has published key TV viewing trends in the Czech Republic. The TV viewership curve over the last ten years shows an increase in the last two so-called covid years, when TV was the most sought after source of information and entertainment. The average Czech over the… Continue reading THEME OF THE MONTH: TV MEASUREMENT

THE FUTURE OF MEASURING A FRAGMENTED MEDIA LANDSCAPE

14. 11. 2021

Measuring media has never been as precise as stakeholders would like. Adding CTV (connected TV) and ATV (advanced TV) to an already intricate mix compounds the complexities. I recently asked Scott McDonald, president and CEO of the Advertising Research Foundation, to update us on efforts to improve the process. Paul Talbot: Could you share a bit… Continue reading THEME OF THE MONTH: TV MEASUREMENT

BIDS TO ATO’S TENDER SENT BY NIELSEN ADMOSPHERE AND KANTAR

9. 8. 2021

The Association of Television Organisations (ATO) is planning to move TV and video viewing measurement to a higher level. New developments in 2023-2027 should include cross-media measurement. Two research agencies sent their bids to the tender. In July, Kantar Media a Nielsen Admosphere sent their proposals to participate in the tender invited by the Association of Television… Continue reading THEME OF THE MONTH: TV MEASUREMENT

WHY CONNECTED TV ISN’T AS COMPLICATED AS ADVERTISERS THINK

5. 4. 2021

While advertisers now recognize the importance of CTV for reaching an enormous audience –- 2020’s dramatic acceleration led to consumer user numbers exceeding 200 million –- they are still concerned about how complicated it all seems and are still trying to figure out where to start.  Many advertisers are overwhelmed by the sheer number of… Continue reading THEME OF THE MONTH: TV MEASUREMENT

TV ADVERTISERS MUST STOP IGNORING MID-FUNNEL MEASUREMENT: IT’S WHERE THE ACTION IS

25. 2. 2021

If you wanted to see that magic moment when your marketing changes hearts and minds, you’d have to be inside your customer’s head. Short of implanting a chip in their brain (which would be beyond creepy and, naturally, Elon Musk is apparently working on it), the next best thing is watching what people do, which predicts… Continue reading THEME OF THE MONTH: TV MEASUREMENT

BRAND SAFETY FOR CTV COMES FIRST, PERFORMANCE IS A CLOSE SECOND

19. 2. 2021

Although there is a continued lack of simple, industry-wide standards for cross-media and/or connected TV metrics — as well as some eye-opening fraud issues — CTV advertising dollars are estimated to rise to $11 billion. What’s the most important issue? Perhaps a clue is where the actual dollars are flowing. Many CTV dollars have benefited traditional TV players and… Continue reading THEME OF THE MONTH: TV MEASUREMENT

TV VIEWING WAS THE HIGHEST IN 24 YEARS OF MEASURING LAST YEAR

7. 2. 2021

The average daily time spent watching TV increased to nearly four hours last year; time-shifted viewing doubled year on year. In 2020, viewers spent record time watching TV in the 24-year history of people-meter measuring. In the 15+ group, TV was watched nearly four hours a day (3 hours and 59 minutes). From January to December,… Continue reading THEME OF THE MONTH: TV MEASUREMENT

RECORD TV RATING IN OCTOBER, TERRESTRIAL RECEPTION PREVAILS

22. 11. 2020

In terms of TV viewing, October 2020 has been the strongest of all months of October since the start of people meter measuring in 1997. The daily ATS in the 15+ target group accounted for 4 hours and 18 minutes this October, which is 35 minutes more compared to the average values for the same… Continue reading THEME OF THE MONTH: TV MEASUREMENT

WHAT PEOPLEMETERS SAY

2. 6. 2020

TV rating, which is measured electronically using so called peoplemeters in the Czech Republic, celebrates its 23rd anniversary today. This method started to be applied in 1997. Since that time, it has been subject to a number of changes and it ranks among the most advanced methods across the globe today. Research for the Association of… Continue reading THEME OF THE MONTH: TV MEASUREMENT

5 WAYS CORONAVIRUS IS CHANGING OUR VIEWING HABITS

25. 3. 2020

What has changed in how people consume media, and what does it mean for advertisers? With many countries introducing full or partial lockdowns, millions of us are spending more time at home in order to slow the spread of coronavirus. Using data from Kantar’s currency audience measurement and advertising intelligence services, we have identified some… Continue reading THEME OF THE MONTH: TV MEASUREMENT

VIDEO PROVIDERS STEP UP PODCASTING GAME

12. 2. 2020

Recognizing that podcasts are a powerful companion to video, a growing number of linear and digital video services are creating podcasts that align with their audiences’ tastes. The podcasts cover everything from reality TV stars to history lessons to even iconic sci-fi shows, such as Battlestar Galactica. In a sea of 800,000 podcasts, these video companies’… Continue reading THEME OF THE MONTH: TV MEASUREMENT

MEDIA INDUSTRY LAUNCHES TV CHARTER FOR “RESPONSIBLE AND TRANSPARENT” AD MEASUREMENT

21. 10. 2019

The association of TV and radio sales houses egta has launched a “progressive TV Charter on television companies’ commitment towards the responsible and transparent measurement of advertising in the TV/video ecosystem.” Launched with support by The Global TV Group, the charter has been signed by most of egta’s 155 member sales houses in over 42… Continue reading THEME OF THE MONTH: TV MEASUREMENT

DTC BRANDS ARE USHERING IN THE AGE OF INTELLIGENT TV BUYING

15. 1. 2019

Direct-to-consumer (DTC) brands that grew up on Facebook are spending as much as 75% of their media budget on the social media platform — an all-in type of customer acquisition strategy for the young and ambitious. The chance to target precise slivers of largely millennial consumers would assumedly optimize DTC companies’ limited budgets while giving… Continue reading THEME OF THE MONTH: TV MEASUREMENT

WHAT THE GROWN-UPS THINK ABOUT TV

3. 12. 2018

Ahead of this week’s Future TV Advertising Forum, and with a hefty new GroupM report by his side, Dominic Mills outlines the most important issues now facing the television industry I’ve been prepping for various sessions at this week’s Future TV Advertising Forum. There’s no shortage of stats and viewpoints, much of it useless concoctions of… Continue reading THEME OF THE MONTH: TV MEASUREMENT

TELEVISION IS STILL NUMBER ONE. EVEN TODAY’S INTERNET SAVVY CHILDREN PREFER TV

9. 4. 2018

Even though children mostly moved from the television screen to a computer monitor or smartphone, television is still number one for them. Research shows that even today’s children still prefer TV over other types of media. Lifestyle Survey of Children conducted by the Association of Television Organisations (ATO) shows that television is still a number one daily (or almost daily) media… Continue reading THEME OF THE MONTH: TV MEASUREMENT

WE WATCH MORE TV AND IN BETTER QUALITY

15. 3. 2018

95% of Czech households currently own a television. Moreover, the time we spend in front of the TV is constantly growing. Czech people aged 15 years or more watch TV for 3 hours and 45 minutes a day on average, which is 31 minutes more than ten years ago. They also watch TV broadcasts in better quality: almost… Continue reading THEME OF THE MONTH: TV MEASUREMENT

THE MEDIA MARKET SUPPORTS THE NEW AMENDMENT TO THE PHARMACEUTICALS ACT WHICH GOVERNS ADVERTISING

23. 1. 2018

Media operators and advertising agencies from professional associations support the new amendment to the Pharmaceuticals Act, which will be voted on at the plenary session of the Chamber of Deputies on Friday and which proposes to repeal the latest amendment to the Act on Regulation of Advertising. In the last year, the Act on Regulation… Continue reading THEME OF THE MONTH: TV MEASUREMENT

WHY TV REMAINS THE WORLD’S MOST EFFECTIVE ADVERTISING

20. 11. 2017

On the occasion of World Television Day, TV broadcasters and trade bodies from around the world have joined together for the first time to release global figures demonstrating TV’s resilience and strength as an advertising medium, with the recently formed Global TV Group a new unified voice for TV. ‘The Global TV Deck’ features figures from an initial… Continue reading THEME OF THE MONTH: TV MEASUREMENT