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
on television and more than 1 hour on the Internet. Most watched were the opening and
closing ceremonies, biathlon, speed skating, ice hockey 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 this represents 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
were the dominant majority during ice hockey and curling.
Ice hockey and curling as team sports take the leading position as well among sports with
the longest broadcasting time on Czech TV, followed by figure skating, biathlon and
snowboarding. Viewers dedicated the most watching time to ice hockey, 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, ice hockey 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 around 5 % on the road.
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Press release
ATO – MEDIARESEARCH, Prague, July 16th 2014
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 WO 2014 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 on different
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.
The survey also took into account social networks monitoring and advertising monitoring
from Admosphere.
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Press release
ATO – MEDIARESEARCH, Prague, July 16th 2014
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 (www.mediaresearch.eu)
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 and technologically 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 - (www.ato.cz) 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.: +420 222 717 763-4, Fax: +420 222 717 762
E-mail: Eliska.Morochovicova@mediaresearch.cz
Web: www.mediaresearch.eu
Alena Ivánková, Senior Research Manager
MEDIARESEARCH, a.s., Ceskobratrska 1/2778, 130 00 Prague 3
Tel.: +420 222 717 763-4, Fax: +420 222 717 762
E-mail: Alena.Ivankova@mediaresearch.cz
Web: www.mediaresearch.eu
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