Market Insights Advertising & Media Advertising

TV & Video Advertising - Czechia

Czechia

Ad spending in the TV & Video Advertising market in Czechia is forecasted to reach US$671.20m in 2024.
The largest market within this industry is Traditional TV Advertising, with a market volume of US$407.80m in 2024.
When compared globally, the highest ad spending is anticipated to come from the United States, amounting to US$143.80bn in 2024.
The average ad spending per user in the Traditional TV Advertising market is projected to be US$44.20 in 2024.
By 2029, the number of TV Viewers in Czechia is expected to reach 9.28m users.
Czechia's TV & Video Advertising market shows a shift towards digital platforms, reflecting changing consumer behavior in the country.

Key regions: United States, Europe, United Kingdom, Japan, Germany

Definition:
TV & Video Advertising includes advertising in the form of moving visual images instead of traditional broadcast television and all ad formats within digital video channels. Traditional TV Advertising includes non-digital formats and excludes all forms of digital TV advertising. Traditional TV Advertising also covers all ad spending on pay-TV operators and networks, free-to-air networks, and free-to-air spin-off digital channels from terrestrial network operators. In comparison, Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps that appear on computer screens, smartphones, tablets, and other internet-connected devices.

Structure:

Traditional TV Advertising includes all ad spending on moving image formats broadcasted via traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered via Internet Protocol television (IPTV).
Digital Video Advertising formats are displayed as instream and outstream video ads. Instream video ads include advertising that appears before, during, or after the streamed video (pre-roll, mid-roll, and post-roll video ads) and video overlays (text- or image-based overlays that appear while watching a video). Outstream video ads include video advertising that appears in non-video environments, e.g., in-feed on social media or text-based content (so-called native advertising).

Additional information:
The TV & Video Advertising market comprises advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending and users for the market. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions of Traditional TV Advertising and Digital Video Advertising can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Market

Region

Region comparison

Currency

Analyst Opinion

The TV & Video Advertising market in Czechia has experienced significant growth in recent years, driven by changing customer preferences and the increasing popularity of digital advertising platforms. Customer preferences in the Czech TV & Video Advertising market have shifted towards digital platforms, as consumers increasingly consume content online. This trend is driven by the growing availability of high-speed internet and the widespread adoption of smartphones and other digital devices. As a result, advertisers are shifting their focus towards digital advertising channels, such as social media platforms and streaming services, to reach their target audience. In addition to the shift towards digital platforms, there is also a growing demand for personalized and interactive advertising experiences. Advertisers are increasingly using data analytics and targeting technologies to deliver more relevant and engaging advertisements to consumers. This trend is driven by the desire to maximize the effectiveness of advertising campaigns and improve return on investment. The TV & Video Advertising market in Czechia is also influenced by local special circumstances. The Czech Republic has a strong tradition of television broadcasting, with a wide range of channels available to viewers. This has created a competitive environment for advertisers, as they strive to capture the attention of viewers amidst a crowded marketplace. Additionally, the Czech language presents a unique challenge for advertisers, as they must create advertisements that resonate with the local audience and effectively communicate their message. Underlying macroeconomic factors have also contributed to the growth of the TV & Video Advertising market in Czechia. The country has experienced steady economic growth in recent years, which has increased consumer spending power and created opportunities for advertisers to reach a larger audience. Furthermore, the Czech Republic is a member of the European Union, which provides access to a larger market and facilitates cross-border advertising campaigns. In conclusion, the TV & Video Advertising market in Czechia is experiencing growth due to changing customer preferences, the increasing popularity of digital advertising platforms, and the influence of local special circumstances. Advertisers are adapting to these trends by shifting towards digital platforms, delivering personalized and interactive advertising experiences, and navigating the competitive landscape of the Czech TV market. The underlying macroeconomic factors, such as economic growth and EU membership, further support the growth of the market.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on TV and video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional TV advertising (non-digital formats such as terrestrial TV, cable TV, satellite TV, and linear TV) and digital video advertising (video ad formats: web-based, app-based, on social media, and connected devices).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, web traffic, and survey results from our primary research (e.g., Consumer Insights) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, media consumption, internet users, consumer spending, and digital consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.