The media agency Media Club, which represents the Prima group, plans to increase the prices of television advertising by an average of about 14 percent next year. For radio, advertising will increase in price by eight percent. The main reason for the price increase is inflation and also excess demand, especially for television advertising. Media Club representatives stated this at yesterday’s press conference.
In individual categories, prices will increase by 11 to 18 percent. “The changes will be in the so-called super breaks, which are in great demand, and also in discounts for investments in other media outside of television,” said Ladislav Dianiška, the sales director of the TV division of the Media Club.
According to commercial director Vladimír Pořízek, the Prima group will continue to focus on the target group of viewers between the ages of 15 and 69. “According to current data, up to a third of all customers are currently aged 55-69. Of them, 80 percent watch TV every day and 61 percent listen to the radio every day. Thanks to our broad media portfolio, we can reach up to 97 percent of this target group in one month,” Pořizek added.
According to Jan Čadek, the representative’s sales director, the Media Club has decided to selectively adjust the price list of individual stations for the year 2023 according to their success and the expected listening trend. “For example, Radio Kiss, which is the most dynamically growing, raises the most prices, yet reaching listeners is more efficient and effective than other nationwide radio stations,” he added.
The competitor group Nova also plans to increase advertising prices next year. “We are expecting an increase in the price, but due to the ongoing negotiations with the agencies, we will not disclose specific numbers for the time being,” said Jan Vlček, Nova’s CEO. Czech Television is still setting up its business strategy and should complete it by the end of October.
In addition to the Prima channels, Media Club also offers advertising space on the Óčko, Paramount or Atmedia channels. Its share of the television market is around 38 percent. On the radio market, it represents, among others, Impuls, Frequency 1, Europe 2 or Kiss. Its market share is around 41 percent.
According to group CEO Mark Singer, Prima has had a record-breaking spring in viewership, with average viewership exceeding 27 percent, up two percentage points from last year. Prima started the fall season with more than 28 percent. The most watched programs are the series ZOO, Ghost or Polda.
Source: CTK
