Atmedia: Out-of-Home Viewing Makes Up 7% of Total TV Screen Time
Atmedia Expands Its Portfolio with New Channels and Will Increase TV Advertising Rates by 10% in 2026
Atmedia, the sales house of thematic TV channels, has now introduced the 2026 Sales Policy to its business partners. In response to continued strong demand for TV advertising, the advertising space on the represented thematic channels will increase in price by an average of 10%. The company is also continuing to expand its portfolio, which this year has grown by three new channels – AXN Black, AXN White, and SPORTY TV. By the end of the year, they will be joined by documentary channel JOJ Svět. Another new feature is the company’s new website, offering business partners and media agencies more accessible information about its services, TV channels, and market trends.
‘Despite the continuous expansion of our portfolio and available advertising inventory, we are still unable to accommodate all orders on our thematic TV channels, especially during peak months. For this reason, we decided to increase advertising prices. Compared to previous years, however, this year’s adjustment is more moderate – averaging around 10%,’ explains Robert Martiška, Sales Director at Atmedia.
Updates to Atmedia’s Thematic TV Channel Portfolio
In April this year, Atmedia expanded its portfolio with two TV series channels, AXN Black and AXN White, both part of the Antenna Entertainment group. In September, the portfolio grew further with the addition of SPORTY TV, a sports channel from the Perinvest Group that focuses primarily on local sports. ‘Our long-term goal is to continue developing the market of thematic TV channels. This year, we have added three new channels to our portfolio, and by the end of the year, one more will join – documentary channel JOJ Svět. We are also in discussions with additional partners, and I believe that next year we will introduce even more thematic TV channels to our clients,’ says Michaela Suráková, Managing Director at Atmedia.
Next year, Atmedia will enter the market with a portfolio of 21 thematic TV channels, all included in the official TV audience measurement. The portfolio of thematic TV channels includes both Free-To-Air and Pay-TV channels, showcasing local ones as well as channels from international TV groups. The portfolio includes Czech channels such as Rebel, Relax, and those from the Československá filmová společnost group (CS Film, CS History, CS Mystery), along with SPORTY TV. On the international front, Atmedia partners with Antenna Entertainment (AXN, AXN Black, AXN White), CANAL+ (CANAL+ Action, FilmBox, FilmBox Stars), The Walt Disney Company (Disney Channel, National Geographic), and Warner Bros. Discovery (Discovery Channel, Eurosport 1, TLC, Warner TV). Additionally, the Slovak TV group JOJ (JOJ Family, JOJ Cinema, and soon also JOJ Svět) is also a significant player in the portfolio.
Four Sales Packages as an Essential Element of the Sales Policy
Atmedia will continue offering TV advertisers four sales packages. For the 18–69 age group, these are atmax, atadults, and atchoice, while for the 4–14 age group, the atkids package is available. ‘Sales packages remain a key pillar of our Sales Policy. They provide an effective way to reach attractive target audiences of thematic TV channels, many of which are globally recognized brands,’ says Michaela Suráková, referring to TV groups such as CANAL+, The Walt Disney Company, and Warner Bros. Discovery, which deliver high-quality TV content to their viewers across movie, series, documentary, sports, lifestyle, and children’s TV channels.
The core package is atmax, which encompasses all the measured TV channels in Atmedia's portfolio. The atadults package specifically targets an adult audience, while the atkids package enables advertisers to reach both children and their parents. Lastly, the atchoice package provides clients with the flexibility to curate a custom selection of TV channels. ‘The atchoice package is tailored for clients who prioritise affinity within their target audience when assessing their advertising campaign results. For example, if the aim is to reach women aged 35–54, we can customise the package to ensure that the campaign’s commercial affinity surpasses 100%,’ states Michaela Suráková, highlighting the benefits of the atchoice package.
New Website – Easier to Navigate and More User-Friendly
Atmedia also launched a new website this month. ‘The site is easier to navigate, more appealing, and more user-friendly. Its design reflects the fact that we serve two groups of clients – media agencies and TV advertisers on one side, and thematic TV channels on the other. The website now provides tailored communication for both groups,’ explains Michaela Suráková.
Media agencies and TV advertisers can now find detailed information on individual commercial packages, an overview of upcoming sports events on Eurosport 1 including advertising opportunities, the portfolio of thematic TV channels, and the latest documents available for download. The website also features a section addressing common myths about TV advertising, up-to-date data mapping the pay-TV and paid VOD markets from the Atmedia Index, and Atblog, where Atmedia regularly publishes articles on TV audience trends and expert talks with professionals from the TV and media industry.
