The Prima Group has completed the acquisition of Media Bohemia for an undisclosed fee.
As a result, it now holds an 80% stake in the online media agency Impression Media.
According to Prima, the acquisition is a strategic step that will significantly strengthen Media Club in the field of online and programmatic advertising. Impression Media represents more than 153 websites from all segments, which reach over 6.6 million monthly users on the Czech market, and thus ranks among the top 3 players in the online advertising segment.
Thanks to the acquisition, Prima’s portfolio will also be expanded to include the marketing agency Programmatic Media, which offers programmatic planning, website creation and web analytics, marketing on social networks, PR communication, production or brand employment.
The deal also includes the popular websites Femina.cz, Autoweb.cz, Magazinzahrada.cz, Living.cz, which will be newly integrated into Prima’s online editorial team.
Commenting on the acquisition, Miroslav Hrnko, CEO director of the Media Bohemia media group, said: “The media group Media Bohemia will optimize its product portfolio and in the coming period will concentrate as much as possible on the development of key brands such as Radio Blanik, Hitradio, Fajn radio and Rock radio, and digital activities related to them”.
Vladimír Porizek, commercial director of the Prima group, added: “This is a strategic step of the Prima group. Our Media Club agency is the market leader in the field of television and radio advertising. Thanks to the acquisition of Impression Media, we have significantly strengthened our position in online advertising and become one of the leading players on the Czech market. Thanks to a rich portfolio of websites, we can offer clients precise targeting of campaigns to a selected segment”.
The Media Club sales agency was established in 2013 and benefits from its long-standing knowledge of the advertising market as well as the background of the Prima media group. It currently sells advertising for the Prima group both on nine television channels (Prima, CNN Prima News, Prima Cool, Prima Max, Prima Krimi, Prima Love, Prima Zoom, Prima Show and Prima Star), as well as in online projects of the Prima group, print magazines, events for the public and in the field of esports in conjunction with PLAYzone.
Media Club also continues to represent the music stations of the Ocko group, the channels of the Barrandov group, the Paramount Network station, the children’s channel Nickelodeon and Nick Jr. and channels represented by Atmedia Czech.
