Online Adspends 2020

Advertisers Spent CZK 39,5 billion on Internet Advertising Last Year

In 2020 the volume of internet advertising reached almost CZK 40 billion. Compared to 2019, this represents growth of 15 per cent caused, in absolute figures, primarily by display advertising (+12 %) and search advertising (+25 %). From the viewpoint of the manner of advertising space purchase the programmatic purchase of display advertising increased by 8 per cent. Expectations for the coming year are also optimistic; the survey participants assume that online advertising will continue to grow by 8 per cent in 2021. Out of the total advertising expenditures, online advertising accounts for a 30,3 per cent share. The data come from the annual survey of Internet advertising performance conducted for SPIR by Median. Data for other media types come from Nielsen-Admosphere.

Development of Total Expenditures in Internet Advertising

In 2020 advertisers used online advertising in the volume of CZK 39,5 billion. This is by 15 per cent more than in the previous year and confirms the ongoing growing trend in the use of online forms of advertising. This year’s growth is expected to reach 8 per cent, i.e. CZK 42,5 billion spent on internet advertising.

The Development of Total Expenditures in Internet Advertising

The Development of Total Expenditures in Internet Advertising Source: SPIR, MEDIAN, ppm factum, February 2021
* estimation
– to 2015 mix of ratecard and net prices
– from 2016 ratecard prices

Share of Individual Advertising Forms in 2020

The largest part of advertising expenditures is attributable to display advertising (CZK 27,0 billion in ratecard prices). Display advertising includes also advertising in content networks (in particular Seznam Sklik, Google Ads and Facebook), and RTB. The second most frequently used advertising form is paid search with expenditures of CZK 11,3 billion in real prices. The sales in respect of classifieds and directories were declared in the amount of CZK 1,2 billion in ratecard prices.

Performance of Individual Forms of Internet Advertising in CZK milions

Share of Individual Advertising Forms in 2020 Source: SPIR, MEDIAN, February 2021
* net prices
others in ratecard prices

Video advertising represented a 29 per cent share of the overall display advertising (CZK 7,7 billion), i.e. a 11 per cent year-to-year increase, and is expected to grow by 9 per cent in 2021. Native advertising had a 12 per cent share (CZK 3,11 billion), increased by 16% year-on-year and is estimated to grow by 9% in 2021.

Split of Display Advertising in 2020

Format share of Display in 2018 Source: SPIR, MEDIAN, February 2021
– ratecard prices

The share of mobile advertising out of the overall display advertising was 36 per cent (CZK 10,1 billion), i.e. a 22 per cent year-to-year increase, and is expected to grow by 10 per cent in 2021. In this year's survey, we also asked about the volume of advertising on social networks, the result confirming an expert estimate of CZK 4.5 billion.

Programmatic forms of advertising, which is related to content networks and RTB, together represented a 62 per cent share (CZK 16,9 billion in ratecard prices) and increased by 8 per cent, if compared to the last year. Programmatic displays include the advertising performance of content networks (such as Seznam Sklik, Google Ads, Facebook, Instagram, and more) as well as the performance of advertising through DSP / SSP systems.

Programmatic share of Display in 2020

Mobile share of Display in 2018 Source: SPIR, MEDIAN, February 2021
– ratecard prices

Development of Individual Forms of Internet Advertising

The long-term growth is clearly visible in the case of display and search advertising. With display advertising, all its parts are growing, but most of them have been growing part of mobile display advertising, which is a logical consequence of the growing penetration of mobile devices and the activity of their users.

Performance of Individual Forms of Interent Advertising in CZK millions

Performance of Individual Forms of Internet Advertising from 2008 and 2017* in CZK millions Source: SPIR, MEDIAN, ppm factum, February 2021
* estimation
**to 2015 mix of ratecard and net price; from 2016 ratecard prices
***net prices
- Others in ratecard prices

Performance of Individual Forms of Interent Advertising in CZK thousands

in thousands of CZK 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021* (estimation)
Display ** 7 378 185 9 204 844 9 967 379 10 481 447 14 164 675 16 400 893 20 139 248 24 207 282 26 998 476 28 869 710
Paid for search *** 2 871 428 2 901 804 3 360 886 3 656 319 4 663 124 5 857 274 7 321 593 9 005 559 11 273 892 12 421 574
Classifieds
& Directories		 901 784 1 200 788 1 256 196 906 356 899 652 1 052 715 1 124 984 1 152 238 1 230 314 1 226 692
TOTAL 11 151 399 13 307 435 14 584 460 15 044 122 19 727 451 23 310 883 28 585 825 34 365 080 39 502 681 42 517 977
* estimate
** ratecard and real prices mix until 2015, ratecard prices since 2016
*** real prices (net net)
- the rest in ratecard prices (gross)

Year-to-Year Changes of Individual Forms of Internet Advertising in 2020 and Estimate for 2021

Display advertising increased by 12 per cent in 2020 and this year media, agencies and direct advertisers estimate further 7 per cent growth. Search advertising increased by 25 per cent in 2020 and this year it is expected to grow by 10 per cent. Classifieds and directories recorded growth of 7 per cent in 2020 and are estimated to stagnate this year. The overall growth of internet advertising was 15 per cent in 2020, while the estimated increase for 2021 is 8 per cent.

Performance of individual Forms of Internet Advertising in CZK millions

Year-to-Year Growth of Individual Forms of Internet Advertising in 2020 (estimation) Source: SPIR, MEDIAN, ppm factum, February 2021
* estimation

Share of Individual Mediatypes in 2020

For the purpose of comparing the volume of advertising in individual media types, data derived from the Nielsen Admosphere monitoring of advertising expenditures were used. TV advertising with CZK 62,2 billion maintains its dominant position in the advertising market (47,6 per cent). Online advertising has a 30,3 per cent share (CZK 39,5 billion). Press advertising reached CZK 17,2 billion and has an 13,2 per cent share in advertisement budgets. Radio advertising reached the level of CZK 7,3 billion (5,6 per cent) and OOH advertising generated CZK 4,4 billion (3,4 per cent) last year.
The comparison of the Internet with other media types, despite all efforts, is inaccurate due to price incompatibility. There are no list prices for most online advertising forms. Only less than 30% of the stated Internet performance is declared in list prices (direct display). Another 29% is in unchanged real net net prices (search) and only the rest uses a surcharge of a minimum of + 15% (programmatic display). As such, the Internet is gradually converging only at real prices. Especially in the time of the covid, the difference between price list and real prices of other media types is increasing, so such a mutual comparison of media types is less and less telling.
The prices do not include self-promotion.

Individual Mediatype Share in 2020

Individual Mediatype Share in 2021 Source: SPIR, MEDIAN, Nielsen Admosphere, February 2021
- ratecard prices

Development of Individual Mediatypes

Since 2008, when the SPIR online advertising performance survey started, we note a long-term growing trend of expenditures in internet advertising. During the past six years expenditures in TV advertising have also increased. Other mediatypes show a slight decrease in absolute terms last year.

Share Development by Individual Mediatypes

Share Development by Individual Mediatypes Source: SPIR, MEDIAN, ppm factum, Kantar Media,TV, tisk, rádio, OOH-Nielsen Admosphere, February 2021
** prices excl. self-promotion campaigns; TV, Press, OOH and Radio in ratecard prices; Internet: to 2015 mix of ratecard and net prices, from 2016 ratecard prices
Radio in 2010 - 2012 without regional sales

Share Development by Individual Mediatype

Share Development by Individual Mediatypes Source: SPIR, MEDIAN, ppm factum, Kantar Media,TV, tisk, rádio, OOH-Nielsen Admosphere, February 2021
** prices excl. self-promotion campaigns; TV, Press, OOH and Radio in ratecard prices; Internet: to 2015 mix of ratecard and net prices, from 2016 ratecard prices
Radio in 2010 - 2012 without regional sales

Share Development by Individual Mediatypes

absolute, in thousands of CZK 2012 2013 2014 2015 2016 2017 2018 2019 2020
TV 30 118 949 27 802 137 31 179 208 35 494 680 42 377 364 48 085 155 53 073 779 57 447 800 62 160 679
Internet 11 151 399 13 307 435 14 584 460 15 044 122 19 727 451 23 310 883 28 585 825 34 365 080 39 502 681
Press 17 654 511 18 039 126 17 899 192 17 886 632 19 043 319 19 518 003 19 630 978 19 799 707 17 213 511
Radio 1 068 142 5 844 355 6 062 785 6 384 325 7 047 618 7 553 551 8 043 804 7 934 900 7 298 588
OOH 4 001 669 4 528 262 4 816 865 4 888 990 5 208 905 5 299 758 5 260 355 5 430 556 4 375 054
TOTAL 63 994 670 69 521 315 74 542 510 79 698 749 93 404 657 103 767 350 114 594 741 124 978 043 130 550 513
*prices excl. self-promotion campaigns; TV, Press, OOH and Radio in ratecard prices; Internet: to 2015 mix of ratecard and net prices, from 2016 ratecard prices
Radio in 2010 - 2012 without regional sales

Share Development by Individual Mediatypes (%)

relative 2012 2013 2014 2015 2016 2017 2018 2019 2020
TV 47,1 % 40,0 % 41,8 % 44,5 % 45,4 % 46,4 % 46,3 % 46,0 % 47,6 %
Internet 17,4 % 19,1 % 19,6 % 18,9 % 21,1 % 22,5 % 24,9 % 27,5 % 30,3 %
Press 27,6 % 25,9 % 24,0 % 22,4 % 20,4 % 18,8 % 17,1 % 15,8 % 13,2 %
Radio 1,7 % 8,4 % 8,1 % 8,0 % 7,5 % 7,3 % 7,0 % 6,3 % 5,6 %
OOH 6,3 % 6,5 % 6,5 % 6,1 % 5,6 % 5,1 % 4,6 % 4,3 % 3,4 %
TOTAL 100 % 100 % 100 % 100 % 100 % 100 % 100 % 100 % 100 %

For the purpose of surveying and processing the results, in the interest of objectivity and the protection of sensitive data, the Median agency was commissioned. The survey was conducted during January and February 2021 and was based on current closings of individual subjects. The performance of all types of advertising was based on declared performance of individual providers of content, agencies and operators of advertising networks.

For more information about the terminology used and a description of the methodology.

Press Release - Online Adspends 2020
Download in PDF format.

Online Adspends 2020 - PDF