Atmedia, the sales house representing thematic TV channels, has unveiled its commercial policy for 2027. The policy introduces a change in the primary target group to viewers aged 19–69 and an average 10% increase in television advertising prices. In 2027, advertisers will be able to use advertising inventory across 22 thematic TV channels spanning a wide range of genres.

‘By increasing television advertising prices by an average of 10%, we are reflecting the development of the television market. At the same time, we are offering advertisers an expanded portfolio of 22 thematic TV channels that deliver not only broad reach, but also exclusive viewers, above-average affinity among selected target groups, and a premium advertising environment,’ says Robert Martiška, Sales Director at Atmedia.

The 2027 commercial policy also includes a change in the primary commercial target group from 18–69 to 19–69 years of age. ‘We are introducing this change in response to the long-term development of the television market. The 19–69 target group better reflects the current structure of television audiences while covering the majority of the economically active population that significantly contributes to consumer demand,’ adds Robert Martiška.

Portfolio Expanded With Three New Television Channels

Atmedia continues its long-term strategy of expanding its portfolio of thematic TV channels. This October, the portfolio was expanded by three new channels from the CANAL+ media group: FILMBOX+ Comedy, FILMBOX+ Emotion and FILMBOX+ Hits. These channels join other movie and series channels from the group already represented by Atmedia: CANAL+ Action, FILMBOX+ Love & Crime and FILMBOX+ One.

In addition to CANAL+, Atmedia cooperates with international media groups Antenna Entertainment (AXN, AXN Black, AXN White), The Walt Disney Company (Disney Channel, National Geographic) and Skydance (Discovery Channel, Eurosport 1, TLC, Warner TV). The portfolio also includes the Slovak television group JOJ (JOJ Cinema, JOJ Family), which also encompasses the channels of the Czechoslovak Film Company (CS Film, CS History, CS Mystery). Among Czech broadcasters, Atmedia also represents Rebel and Relax, channels belonging to Pohoda Media Group.

Atmedia Expands Overall Reach With Unique Viewers

The thematic TV channels represented by Atmedia achieve a 4% audience share and reach half of the television population aged 19–69 every month.^[1] ‘Our thematic TV channels attract viewers who cannot be reached through other television groups. We help advertisers expand their audiences with unique viewers and effectively increase their incremental reach,’ says Michaela Suráková.

Data from the MML-TGI survey also show that viewers of Atmedia’s thematic TV channels belong to affluent consumer groups willing to pay more for quality products and services. Compared with other television viewers, they make greater use of selected financial products and services and spend more across a range of consumer categories. For television advertisers, they therefore represent an attractive target group with high purchasing power and an above-average willingness to spend on quality products and services.^[2]

Four Commercial Packages Remain the Cornerstone of the Offering

As in previous years, Atmedia will offer advertisers four commercial packages. For the 19–69 target group, these are atmax, atadults and atchoice. For the 4–14 target group, advertisers can choose the atkids package. ‘Commercial packages have long been the cornerstone of our sales strategy. They provide advertisers with a straightforward way to reach attractive target groups through thematic TV channels offering high-quality content. Advertisers gain not only advertising reach, but also the opportunity to associate their brands with premium content and globally recognised television channels such as AXN, Disney, FILMBOX+ and National Geographic,’ says Michaela Suráková.

The atmax package includes all 22 measured television channels and delivers maximum campaign reach. The atadults package comprises 21 measured television channels and is focused on adult viewers. The atkids package enables advertisers to reach children and their parents alongside the legendary Disney brand. The atchoice package consists of at least eight measured television channels and can be tailored to a specific target group. ‘The atchoice package is intended for clients seeking the highest possible affinity within a selected target group. If a client wants to reach women aged 35–54 from socioeconomic class AB, for example, we can build a package of TV channels that delivers a commercial affinity exceeding 100%,’ explains Michaela Suráková.

Global Sporting Events as Premium Advertising Inventory

In addition to traditional television advertising, Atmedia also offers advertisers the opportunity to associate their brands with prestigious sporting events broadcast on Eurosport 1. Among the most sought-after are the Grand Tour cycling races (Giro d’Italia, Tour de France, La Vuelta) and the Grand Slam tennis tournaments (Australian Open, Roland Garros, US Open).

‘Television viewers interest in major international sporting events remains consistently high. For example, live broadcasts of this year’s Roland Garros reached more than 500,000 viewers aged 19–69. We therefore offer advertisers not only substantial advertising reach, but also the opportunity to associate their brands with premium sports content and an attractive audience,’ says Michaela Suráková. The majority of viewers of these sports broadcasts belong to affluent audience groups, particularly men of working age with higher incomes and an interest in premium products and services.^[3]