Watching live TV broadcasts accounts for over two-thirds of Czech viewer’s daily media activities.
According to data published by the Czech Associations of Television Operators (ATO), the figure in 2022 (69%) placed it ahead of browsing the web, searching and writing/reading emails (59%) and social networking (47%). Furthermore, over half (56%) of viewers still watch DTT, some in combination with other types of services, and 37% receive cable or IPTV and 18% DTH services. Research also found that last year the average Czech viewer over the age of 15 spend 3 hours and 44v minutes a day watching TV and 83% of Czechs over the age of 15 watched TV daily.
The figures were published to mark Peoplemeter Day on June 2. The audience measurement system was introduced in the Czech Republic in 1997 under the auspices of the ATO. The project has been implemented in its entirety for the ATO by the Nielsen company for 21 years (since 2002 as Mediaresearch and later as Nielsen Atmosphere).
According to Petr Matyastik, Nielsen market leader. “Peoplemeter Day is currently no longer just a celebration of the electronic measurement of linear TV broadcasting with the help of peoplemeters but celebrates the project we are implementing for the ATO in its entirety. As a result, it also highlights technological advances that we try to respond to quickly – in the past, for example, by adding real-time data reporting, or in 2018 by starting digital viewership reporting. However, the important core of the entire project continues to be the nearly two thousand Czech households that honestly register their viewership on people meters. We owe them a huge thank you for participating in our panel”.
Michal Jordan, executive director of the ATO, added: “Television as a media type is undergoing continuous technological change, where television viewers increasingly use the new viewing options that the modern age offers them. The TV viewership measurement project develops together with mediatype and continues to guarantee the TV and media market a consistent quality it can rely on. I believe that thanks to the high-quality work of the developer and the cooperative environment on the market, the project will also cope with new technological challenges in the future and will continue to remain a strong point in our media world”.
