TV Share is a metric that reveals the real strength of TV stations in the market and shows what share of viewers choose specific programs. This figure changes how broadcasters approach content and significantly affects the price of ad space.
What is TV Share and why is it important?
TV Share indicates the viewing share of a particular TV channel or program at a given time. It is expressed as a percentage and shows what portion of viewers chose that program at a specific moment. This metric is crucial not only for broadcasters but also for advertisers, who use it to plan campaigns. Tracking market share helps better understand viewer behavior and tailor content to reach the widest possible audience.
How did TV stations perform in 2023?
Viewing share evolves year by year, and 2023 was no exception. Public broadcaster channels achieved the largest market share in the Czech Republic, although they recorded a slight decline compared to the previous year. Rival groups Prima and Nova trailed closely behind. Looking at individual channels, the most-watched station remained TV Nova, followed by ČT1 and Prima. These statistics show that despite growing competition and changing viewing habits, traditional TV channels still maintain a strong market position.
How to turn TV Share into an effective strategy and how much does TV advertising cost?
TV ratings can be just a number on paper—or the key to a successful ad campaign—depending on how you use them. Focusing only on market share isn’t enough, because the true impact of advertising also depends on choosing the right program, time slot, and target audience. Every invested crown should go where it reaches the right viewers at the best possible price. By combining TV Share with other indicators, you can build a strategy that stands out and delivers real results.
TV advertising is among the most expensive forms of promotion. Ads placed directly into a specific program are the most expensive option, with amounts ranging from tens to hundreds of thousands of crowns. Classic commercial breaks are priced mainly according to airtime, with the highest rates charged for prime time. Simply placing the spot isn’t enough, though—the ad must meet strict technical and content standards.
What’s behind the viewership numbers?
There’s no magic behind each percentage point of market share—just carefully collected data. The key role is played by TV meters, also known as people meters, which monitor viewing in a carefully selected sample of households. In the Czech Republic there are 1 900 such households, with data guaranteed daily from 1 700 of them. To reflect reality as faithfully as possible, results are compared annually with a survey of 12 000 respondents and then extrapolated to the entire population.
Although this is a standardized method, some bias is inevitable—the sample may not fully represent actual viewing behavior. Even so, these data have a decisive impact on the price of ad space and on media agency decisions.
Conclusion
TV stations continue to compete for viewer attention, and viewing share remains a key indicator of their success. While content consumption is shifting to digital platforms, traditional TV isn’t giving up and is looking for new ways to keep its place in living rooms. The dynamics of the TV market are changing—and with them the strategies of advertisers and content producers. What will the future of TV ratings look like? Will broadcasters adapt to new trends, or are they headed for a gradual decline?
Frequently asked questions
Does viewing share affect the price of TV advertising?
Yes. A higher TV Share means greater audience reach, which typically leads to higher ad prices. Ads shown during popular programs or in prime time are significantly more expensive.
Does the growing popularity of streaming services affect TV Share?
Yes. As streaming platforms grow, traditional TV viewership declines, forcing broadcasters to find new ways to reach audiences.
What factors influence TV Share?
TV Share depends on many factors—from the attractiveness of the program itself to the time of broadcast. For popular programs or sought‑after shows, the viewing share can soar. It also depends on how well the broadcaster understands its audience—what engages them and how often they return to the channel. Seasonal trends, special events, and real‑time competition also play a role.