Several media agencies have released their forecasts for the development of the Czech ad market this year, cited by Marketing&Media.
According to Universal McCann, this year the Czech advertizing market will post a 3.5% growth but this is still not enough to reach pre-crisis levels and make up for the losses in the past two years. GroupM expects a 2% growth, mainly due to the lack of political elections which usually lead to higher ad spend, mainly for outdoor and press. ZenithOptimedia expects only a 1% growth.
GroupM forecasts that only two media types will post growth: internet and TV (with 3%). Press will remain without a change, i.e. magazines will improve but daily press will drop.
ZenithOptimedia also expects internet to grow, mainly on the expense of press. TV is experiencing fragmentation but will keep or slightly improve its share in the media mix. Internet is expected to grow with 20%, TV with 2-5%.