Atmedia, a sales house representing thematic television channels, presents the third part of its Expert Talks video series featuring, Michaela Suráková, Atmedia’s Managing Director, in conversation with leading experts from the television and media market. The guest in this edition is Wojciech Kowalczyk, an expert on the Polish television market, deputy director of advertising and marketing department of the public broadcaster TVP and co-owner of ScreenLovers, video and advertising branch service.

Atmedia, a sales house representing thematic television channels, presents the third part of its Expert Talks video series featuring, Michaela Suráková, Atmedia’s Managing Director, in conversation with leading experts from the television and media market. The guest in this edition is Wojciech Kowalczyk, an expert on the Polish television market, deputy director of advertising and marketing department of the public broadcaster TVP and co-owner of ScreenLovers, video and advertising branch service.

The latest edition of the Expert Talks interview series turns the spotlight on the out-of-home TV audience measurement – a subject that has recently gained traction across the Czech media landscape. In April, the Association of Television Organisations (ATO) awarded the contract for implementing Out-of-Home measurement to the ResSolution Group, which submitted its bid in collaboration with technology partner DCore Software. The goal of this mobile-based measurement initiative is to capture TV viewership that occurs beyond the main household – whether in second homes, restaurants, or public viewing venues – offering a more comprehensive understanding of contemporary viewing habits.

In the third part of the interview, W. Kowalczyk reflects on advertisers’ reactions to the revision of the official TV currency, prompted by the inclusion of Out-of-Home viewership. ‘At first, industry players weren’t particularly enthusiastic. Something they had accessed freely for years was suddenly being measured and monetised,’ he explains. Media agencies had to adjust their planning tools, as Out-of-Home viewership significantly affected the audience reach curves. ‘Agencies were also required to revisit client contracts, as these clearly outlined the products being purchased. Then, partway through the year, the official TV currency changed,’ Kowalczyk continues, adding that this prompted major discussions across the entire market.

The inclusion of Out-of-Home viewership in the official data led to a notable boost in advertising revenues for broadcasters and sales houses, with total viewership increasing by around 10%. Yet for W. Kowalczyk, the most significant gain lies in the ability to offer clients more granular insights into audience behaviour and advertising effectiveness. ‘Viewership now spans linear TV, time-shifted content, Out-of-Home audiences, OTT platforms, and VoD services. While a few elements are still missing, we are steadily piecing together the full picture. After all, what cannot be measured cannot be valued – only measurable media carry true significance,‘ Kowalczyk concludes.

 

How did you introduce the concept of Out-of-Home TV measurement to advertisers in a way that encouraged them to embrace and utilise the data?

Once the data were finalised, all market players were granted access via a dedicated environment provided by Nielsen, enabling them to test and analyse the results. In my view, the priority is to deliver a complete and reliable product to the market.

At first, industry players weren’t particularly enthusiastic. Why? On the one hand, we can offer them more GRPs – which is certainly an advantage, especially when the market is sold out. On the other hand, there’s a downside – a commercial break around 8 p.m. on a major TV channel might deliver 1 GRP, but thanks to time-shifted viewing, additional GRPs are added, meaning the advertiser ends up paying more. The same applies to out-of-home viewing. Something they had accessed freely for years was suddenly being measured and monetised.

It was similar with time-shifted viewing, wasn’t it? That, too, used to be free before it was included in the official currency… Time-shifted viewing followed a similar path, didn’t it? That too had also been free of charge before its inclusion in the official measurement currency…

Yes, but the difference is that, in the beginning, time-shifted viewing made up only about 1% of total television viewership – so the impact wasn’t particularly dramatic. With Out-of-Home viewership, we’re talking about nearly 10%, and it also has a noticeable effect on audience reach – it’s not just about increased viewership, but also a shift in the reach curve. Media agencies had to respond to this and adjust their planning tools accordingly.

Agencies were also required to revisit client contracts, as these clearly outlined the products being purchased. Then, partway through the year, the official TV currency changed – prompting widespread discussion across the industry, involving agencies, advertisers, sales houses and broadcasters alike.

How did the change affect TV advertising investment levels?

The short-term effect was certainly positive – by the autumn of 2021, an increase in GRPs sold resulted in higher advertising revenue. Yet the long-term implications are more complex. Beyond the immediate financial gains, the real value lies in having a more accurate and comprehensive understanding of how television is consumed. Viewership now spans linear TV, time-shifted content, Out-of-Home audiences, OTT platforms, and VoD services. While a few elements are still missing, we are steadily piecing together the full picture. After all, what cannot be measured cannot be valued – only measurable media carry true significance.

In 2021, the Polish advertising market saw an overall growth of 8%, while television advertising increased by 4%. Had the TV currency not been revised, it may have appeared that the sector was lagging behind – suggesting an 8% growth in the market alongside a 4% drop in TV spend. This underlines the broader value of the change: beyond the immediate revenue uplift, it allows for more precise audience measurement and performance data to be shared with clients.

Has the integration of Out-of-Home audiences into the official currency contributed to a rise in sports sponsorship, considering the strong Out-of-Home viewership such events often attract?

Not particularly. Although viewership figures did rise for certain sporting events, advertisers were already well aware that major tournaments – such as the EURO, the Olympics or the Football World Cup – tend to generate high Out-of-Home audiences. They knew people were watching in fan zones, at friends’ houses or in pubs. If you look at the cost of advertising during sports events versus regular shows, the CPP has always been much higher – so in reality, their value hasn’t shifted all that much.

That said, the change brought one significant benefit. We had observed declining linear TV ratings for major sports events – but in many cases, this was due to the absence of Out-of-Home and streaming viewership in the measurement. Once these additional viewing platforms were included, it became evident that while some events were indeed losing audience, others were actually growing. The picture is no longer as clear-cut as it once appeared. This data has enabled us to better preserve the high value of flagship events such as the Olympics, the EURO and the Football World Cup.

You also noted that Out-of-Home viewership is particularly strong among younger audiences. Has this influenced the way TV advertisers engage with this demographic?

Not significantly. While television campaigns still target younger audiences aged 14–18 or 19–24 in some instances, it is no longer the dominant medium for reaching this group. Marketers are increasingly turning to platforms such as YouTube, TikTok and Instagram to engage younger demographics. That said, a portion of advertisers still view television as a useful channel for this audience – though not the primary one. Has this changed? In part. The inclusion of Out-of-Home viewership has extended TV’s reach among younger age groups, but this has coincided with the continued rise of platforms like TikTok. The competition between traditional broadcasters and global digital platforms – as well as streaming giants like Netflix – remains ongoing.

Do you have any advice for markets that have yet to introduce Out-of-Home TV viewership measurement? What potential challenges or considerations should they be aware of?

First and foremost, be as transparent as possible and involve all key stakeholders in the process of updating the official TV currency. In Poland, I must admit, this wasn’t handled perfectly – and it’s something we’ve learned from.

Secondly, the way the data is implemented is absolutely crucial. CFOs and advertisers are bound to ask: ‘Are we now expected to pay more for something we were already receiving?’ And the honest answer is yes – because the market is evolving, and viewer behaviour is shifting.

Thirdly – and this is particularly true in the Polish market – we’re at a disadvantage compared to the big tech platforms. They operate exclusively with their own data, which lacks the transparency of audience metrics provided by Nielsen or Gemius – and likely always will. This isn’t a criticism, just a reality. Our strength lies in transparency: our data is independently audited and fully verifiable.

A final piece of advice would be to safeguard the perceived value of television as a medium. It’s essential to communicate the full extent of TV’s reach – which is far greater than what is captured through linear data alone. Doing so makes stakeholder discussions far more constructive and informed.

The interview was conducted on March 27, 2025.