Press release

ATO – MEDIARESEARCH, Prague, July 16th 2014

Every Czech spent more than 16 hours on average watching the Winter Olympics 2014 on TV and more than 1 hour on the Internet

Every Czech spent on average more than 16 hours watching the Winter Olympics in Sochi ontelevision and more than 1 hour on the Internet. Most watched were the opening and closing ceremonies, biathlon, speed skating, icehockey and cross-country skiing. The Internet population followed the Olympics out of home as well; almost one quarter of the Olympics consumption took place at work, at school, on the road or elsewhere. Those who were using several devices to follow it spent more time watching the Olympics. These facts are obvious from a unique cross-media survey MEDIARESEARCH carried out on the occasion of the Winter Olympics in Sochi 2014. The study was created with the support of many partners, especially Czech Television and Association of Television Organisations.

People watched the Olympics the most at home, especially on TV, and at work on news sites, via Internet broadcasting on computers and radio. An average Czech citizen,more than 4 years of age saw,over 17 Olympic days, more than 16 hours of Olympic broadcasting on TV and spent more than 1 hour following the Olympics on the Internet.

The total television audience in households increased during the Olympics 2014 by 10 %. In an average day thisrepresents a difference of an additional 22 minutes that people watched TV in comparison to a similar period outside of the Olympics. Furthermore, the Olympics created a different structure of viewers to TV screens. While outside of the Olympics the sports channel of Czech TV is almost exclusively a “men’s thing”(71%of male viewers), during the Olympics the proportion of men and women was almost equal. The biggest share of women viewers was during the opening and closing ceremonies and figure skating; men werethe dominant majority during icehockey and curling.

Icehockey and curling as team sports take the leading position as wellamong sports with the longest broadcasting time on Czech TV, followed by figure skating, biathlon and snowboarding. Viewersdedicated the most watching timeto icehockey, biathlon, speed skating, snowboarding and figure skating. The highest average audience (ratio of audience volume to broadcasted time) was achieved by the opening and closing ceremonies, biathlon, speed skating, icehockey and cross-country skiing.

The Olympics were also interesting for the vast majority of the Internet population; more than 90% of the Internet users older than 15 years followed them. Almost one third of them even adjusted their daily routine to the schedule of the Olympics. Some 75% followed, the Olympics at home (mainly on TV, Internet, press and radio), 10%+ followed the Olympics at work or at school and around5% on the road.

From MEDIARESEARCH’s cross-media survey it is obvious that the users of several devices dedicated more time to the Olympics. Usage of new technologies like smartphone or tablet increased total consumption of the Olympics and this did not occur at the expense of television audience.

On mobile phones and tablets,it was possible to watch the Olympics via many special applications. More than one fifth of the users of these smart devices with connection to the Internet downloaded one of these applications. Almost 60% of the respondents stated that they were aware of these applications, but did not download them to their devices. The gold medal for the most frequently downloaded application was WO2014 by T-Mobile and the Czech Olympic Committee; in second place was the application Letná 2014 and the bronze position went to the application Ice Hockey Sochi 2014 (IIHF).

The advertisers who used advertisements with the Olympic theme which cost the highest published price during the period either before or during the Olympics, according to the Admosphere monitoring data, were Procter & Gamble Czech Republic, ČEZ and ŠKODA AUTO.

In general, the respondents liked the Olympic advertising campaigns. Nearly 80% of them considered them tasteful and positive.

The cross-media study investigated how people consume the Olympic Games ondifferent screens and through different media types. MEDIARESEARCH compiled data from several sources –television audience and Internet audience data were analysed together with answers from the online panel of respondents. Further, within the scope of the peoplemeter panel, the agency carried out a qualitative project of out-of-home audience measurement with using SimAir portable devices developed by MEDIARESEARCH and alternatively with the help of measurement application installed into the smartphones of the respondents. Thesurvey also took into account social networks monitoring and advertising monitoring fromAdmosphere.

In addition to Czech TV, Association of Television Organisations and Admosphere, several other partners joined the project, e.g. iDnes, Seznam, Socialbakers, the Association for Internet Advertising etc.

MEDIARESEARCH (

MEDIARESEARCH is a significant research agency with a wide range of products and services in the area of market and media research, data analysis and software development. We carry out the largest, methodologically andtechnologically most demanding research projects: electronic measurement of television audience (TV meters), monitoring of Internet traffic and monitoring of the socio-demography of the Internet population (NetMonitor), as well as monitoring media advertising investments (Admosphere) in the Czech Republic. We also carry out monitoring of Internet traffic and monitoring of the socio-demography of the Internet population in the Slovak Republic (AIMonitor).

We develop and use our own technology for electronic media measurement – the SimMetry™ platform: SimEar™ the TV meter (stationary measuring device) and SimAir™ (the mobile measuring device) and our own production and maintenance system for audience data, SimBios™. For marketing research purposes we co-own a large representative sample of online respondents – The Czech National Panel™.

We provide top-quality professional services. We are a member of professional organisations such as ESOMAR, SIMAR, BCC, TUESDAY Business Network.

We have branch offices in the Czech and Slovak Republics and we co-operate with other partners abroad. We wholly own the subsidiaries PRIME TIME CS, spol. s r.o. and Admosphere, s.r.o. and we are co-owner of Quantitative Consulting s.r.o.

The Association of Television Organisations – ATO - ( is a professional association, the Joint Industrial Committee (JIC) that, since 1997, guarantees the implementation and co-ordination of research, using electronic measurement, of television audience in the Czech Republic executed with TV meters, the project of electronic television audience measurement (TAM). ATO also conducts self-regulatory activities, in 2010 it was included in the list of co-operating self-regulatory bodies by the Association of Radio and TV Broadcasters. Members of ATO are Czech Television (National Public Broadcaster), FTV Prima spol. s r.o. , Association of Communications Agencies of the Czech Republic, which brings together leading agencies operating in the field of TV advertising, the Media offices Atmedia spol s r.o. and Station O, a.s. Associate members of ATO are Barrandov TV Studio and the Association of Audiovisual Producers. CET21 spol. s r.o is ATO’s business partner.

Eliška Morochovičová, PR Assistant

MEDIARESEARCH, a.s., Ceskobratrska 1/2778, 130 00 Prague 3

Tel.: +420222717 763-4, Fax: +420222717762

E-mail:

Web:

Alena Ivánková, Senior Research Manager

MEDIARESEARCH, a.s., Ceskobratrska 1/2778, 130 00 Prague 3

Tel.: +420222717 763-4, Fax: +420222717762

E-mail:

Web:

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