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Shifting Behaviour of Czech TV Viewers in Context of Rising VOD Platforms
Pančochářová, Natálie ; Macková, Veronika (advisor) ; Jirků, Jan (referee)
Television as a medium has demonstrated dominant status since its establishment. However, the consumption of audiovisual content is shifting towards new possibilities. Digitalization has led not only to the expansion and differentiation of the television market, but also to changes in the consumption of audiovisual content and consumer habits. Television broadcasting has no longer faced competition only from other television companies, but also from the internet and streaming service providers. The aim of the thesis was to explore how the behavior of Czech viewers has changed in the context of strengthening VOD (video on demand) platforms, which allow consumers to watch audiovisual content of their own choice without time constraints. The thesis focused on answering the following research questions: How has the behavior of Czech television viewers changed in the context of strengthening VOD platforms? Why people do (or do not) own televisions? What are the reasons of why television broadcasting is (or is not) attractive? Do VOD platforms have disadvantages? What attracts viewers to using VOD platforms? Where do people get their news from? In what direction should linear television broadcasting move in the future? To answer these questions, focus groups (group interviews) were used. A total of twenty-three...
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Comparison of effectiveness of advertising expenses during broadcasts of main hockey events
Kozlová, Natálie ; Šíma, Jan (advisor) ; Crossan, William Morea (referee)
Title: Comparison of effectiveness of advertising expenses during broadcasts of main hockey events Objectives: The main goal of this dissertation is to compare the amount of money invested into the commercial advertisement during sport broadcasts at the ČT sport channel with viewer ratings. The used metric is a coefficient computed as a ratio between the viewer rating of the particular broadcast and the corresponding advertisement cost, normalized using Cost per Thousand method. Another goal to find out how much TV viewers are able to associate a hockey event with the name of advertiser is by the questionnaire. The final goal is to evaluate the type of event which is the most convenient for the advertiser from the point of view of the advertising price, viewer ratings and memorizing the viewer. Methods: Analysis of the secondary data provided by Czech Television and internet portal Mediaguru. Emphasis on utilization of internal secondary data for the evaluation of the efficiency of advertising investments into the chosen hockey events. Four chosen hockey broadcasts are Winter Olympic Games 2014 in Soci 2014, World Championship 2015 in Czech republic, World Cup 2016 in Toronto and World Championship 2017 in Paris and Cologne. The effectiveness is evaluated by method Cost per Thousand which gives the...
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Analysis of weather effect on TV audience
Leová, Monika ; Arltová, Markéta (advisor) ; Hanzák, Tomáš (referee)
Diploma thesis analyzes the influence of weather on TV audience in the Czech Republic in 2012 to 2016 by using data of the Association of Television Organizations and meteorological data of the Czech Hydrometeorological Institute. The first part of the thesis deals with the phenomenon of TV ratings, discusses its importance for contemporary society and puts it in the frame of other leisure activities. Additionally, it introduces the current Czech TV market, electronic measurement of TV ratings, its main institutions and complementary research. The empirical part of the diploma thesis focuses on realization of the statistical analysis. Weather components (temperature, rain falls and cloudiness) that affect TV viewing have been identified by using a suitable regression model and their weight in the aggregate meteo factor have been determined. The final model, in addition to weather elements, takes into account calendar effects (day of the week, holidays, season) as well as interaction between weather and calendar effects. The model was applied to total TV audience as well as to selected groups of TV channels, to individual age categories, whole day, prime time and off time and also separately to so called guests TV audience.
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Dependence between TV Ratings and the Size of Membership base in Selected Team Sports
Furmánek, Jakub ; Šíma, Jan (advisor) ; Landa, Pavel (referee)
Title: Dependency between TV Ratings and the Size of Membership base in Selected Team Sports Objectives: The main goal of this work is to identify the dependencies between the TV ratings of highest male competition of selected sports (basketball, floorball, handball and volleyball) and the membership base from 2008 to 2014. Partial task is to chart the development of membership bases of selected sports and TV ratings of the highest men competitions. Methods: This thesis uses the linear regression analysis, graphical residual values and Pearson correlation coefficient and its statistical testing. These analysis are applied on the acquiered data on TV ratings and membership bases. In the reported period, we search for the dependency based on the Pearson correlation coefficient and its statistical test. Results: The models of linear regression for basketball, volleyball and handball show negative trend. The model obtained for basketball did not even pass the statistical test. For floorball the strenght of linkage was medium and positive. Therefore it is not suitable to use these models for description of the mentioned dependency. The reason is a possible error in the statistics of ČUS. From the partial results we detected the proportion of the audience by men and women for the domestic leagues - 1:3...
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Evaluation of the effectiveness of advertising expenses during sport broadcasts
Kozlová, Natálie ; Šíma, Jan (advisor) ; Crossan, William Morea (referee)
Title: Evaluation of the effectiveness of advertising expenses during sport broadcasts Objectives: The main goal of this work is to compare the amount of money invested into the commercial advertisement during sport broadcasts at the ČT sport channel with viewer ratings. The used metric is a coefficient computed as a ratio between the viewer rating of the particular broadcast and the corresponding advertisement cost, normalized using Cost per Thousand method. Methods: Analysis of the secondary data provided by Czech Television and internet portal Mediaguru. Emphasis on utilization of internal secondary data for the evaluation of the efficiency of advertising investments into the specific sport broadcasts. Three chosen broadcasts are FIFA Worl Cup 2014, FIS Alpine World Ski Championships 2015, and The Czech Extraliga 2013/2014. The effectivness is evaluated by method Cost per Thousand. Results: The comparison of financial investments efficiency with respect to attracting a thousand spectators for the specific sport event and pinpointing the most efficient event and more specifically the most efficient part of the event. The best invested funds were in FIS Alpine World Ski Championships and focusing on a specific part of all broadcasts then it was men's supr combined. The other way around the worst...
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Influence of domestic and foreign economic events on viewership of TV news in Czech republic
Procházka, Jan ; Stroukal, Dominik (advisor) ; Tříska, Dušan (referee)
This work represents the research of television audience of news programs in Czech Republic during the years 2008 to 2013 in order to capture the possible preference for specific viewers areas of economic events, or information. For the needs of econometric time-series analysis is assembled basic model, which is individually applied to a total of five time series of news programs. Econometric estimates suggest that key events increasing viewership of Czech news programs are riots and demonstrations in the territory of Czech Republic, with a positive effect on the ratings of up to 4.1%, or home catastrophic events that increase viewership up by 4.6%. The world macroeconomic events showed the negative effect of up to 2.4% for viewership of television news.
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