TV Nova’s main rival TV Prima is launching summer entertainment expansion with huge investments into summer programming. This is due to spring good advertising results which it aims to prolong further during a summer season. According to TNS survey, TV Prima has been sold out up to 94% in prime time in last quarter, while TV Nova only up to 57%, which was mainly due to lengthy negotiations concerning new advertising policy.
Our view:
Usually 3Q is seasonally weak, thus we don’t think that TV Prima’s aggressive summer policy could have any substantial impact on TV Nova, which has stable ratings around 40%, while TV Prima’s declined to less than 19%.