According to TNS survey, gross expenditures on TV ads increased by CZK 47m in October (+2% y/y), to the total CZK 2.6bn. In October, TV stations broadcasted almost 35 more hours of advertisement compared to the same period last year. Nova’s share of expenditures on TV ads reached 54.3%, while Prima’s share decreased to 36.2%.
Our view:
The latest statistics, although biased as survey take into account only gross expenditures and not provided bonuses/discounts, shows positive trend for TV Nova which started in August and widening gap between Nova and its main rival Prima. Currently this gap is more than 8 p.p., while in April was less than 2 p.p. Nova is well placed to further benefit from pre-Christmas season which is historically the strongest advertisement period and secure leading edge over Prima.