Television audience measurement returns to Czech ownership. ATO and Admosphere Collective to become the new owners

25. 8. 2026

The Association of Television Organisations (ATO) is acquiring a 100% stake in Nielsen Admosphere from its Dutch owner, AGB Nielsen Media Research B.V. In a subsequent step, Admosphere Collective will enter the company and acquire a 66% stake. ATO will retain a 34% stake. The new ownership structure will ensure continuity of the existing projects and create room for the further development of television audience and digital video measurement in the Czech Republic.

The acquisition is the result of long-term negotiations between ATO and the international Nielsen group. For ATO, it was essential to find a solution that would preserve continuity of measurement while enabling its further long-term development in the local market. The existing Czech team will continue to deliver the projects. Admosphere Collective will become the main partner for the next stage of development of the PCEM project, building on the current operations and the long-term development of measurement.

“For us, it was important to find a solution that preserves what has worked well in the Czech market for many years and is also unique by European standards. The new ownership structure ensures continuity for broadcasters, agencies and advertisers, while giving us a solid foundation for the further development of audience measurement in the upcoming years,” says Michal Jordan, Managing Director of the Association of Television Organisations (ATO).

The Czech television audience measurement market has long ranked among the very best in Europe and worldwide. The current cross-platform audience measurement project operates reliably and provides the market with stable, high-quality, audited data; this continuity remains unchanged. The aim of the transaction is to build on the project’s achievements and continue its development, while ensuring that this unique Czech solution keeps pace with changing times and responds flexibly to the current needs of the media market.

Two-stage structure of the transaction

The transaction is being carried out in two consecutive stages. In the first stage, ATO will acquire a 100% stake in Nielsen Admosphere, which will be renamed Admosphere a.s. with Tereza Šimečková and Tomáš Hynčica joining Petr Matyáštík in the company’s management. ATO will finance the acquisition through loans provided by its four members. In the second stage, under the concluded agreement, Admosphere Collective s.r.o. will acquire a 66% stake and become the majority owner of Admosphere.

The resulting ownership structure will therefore combine ATO’s minority stake with the majority stake held by the Admosphere Collective management team, which will be responsible for the company’s ongoing operations and development. ATO, as an industry association, will not be involved in the management of the research agency.

Developing measurement for a changing media market

The current cross-platform audience measurement (PCEM) project will continue unchanged and will keep providing the market with stable and audited data.

“Continuity is fundamental for us. The current system works, and there is no reason to change it simply because the company’s ownership structure is changing. At the same time, the way people watch television and video is changing rapidly, and measurement must be able to adapt. We therefore want to preserve the best of the current solution while creating greater scope for integrating new technologies in line with what the market actually needs,” explains Michal Jordan.

Looking ahead, ATO plans to transition towards a modular measurement model. A comprehensive solution for television and digital video measurement will be able to incorporate third-party components and will therefore not be technologically tied exclusively to the portfolio of a single supplier.

Financing the transaction

The Association of Television Organisations (ATO) first acquired a 100% stake in Nielsen Admosphere, which it renamed Admosphere a.s. ATO will finance the acquisition through loans from four of its members – TV Nova, FTV Prima, Seznam.cz TV and the media sales house Atmedia. These loans will be settled as part of the second stage of the transaction, when, under the concluded cooperation agreement, Admosphere Collective s.r.o. will acquire a total 66% stake in Admosphere. ATO will retain a 34% stake.

About Admosphere Collective:

Admosphere Collective, led by Tereza Šimečková, is a group of Czech companies operating in the fields of media research, data analytics and technology services. In addition to Admosphere Time, ResSOLUTION Group and Visentio, it also brings together other experts who have long been involved in research and technology projects for the Czech media market Bringing these competencies together ensures continuity, innovation, and long-term industry development.

Statements from ATO Member Organisations on the Transaction

“I am pleased that, following Nielsen’s departure from the Czech market, we managed to find a stable solution that will ensure reliable, accurate, and trustworthy video audience measurement while preserving its continuity. This is one of the fundamental prerequisites for a healthy television market and provides a common reference point for broadcasters, agencies and advertisers alike. At the same time, it is important to continuously develop the measurement system so that it keeps pace with new technologies and evolving patterns of television and video content consumption. The new ownership structure will make this possible,”

Daniel Grunt | Managing Director and CEO of TV Nova

“It is essential for the Czech television market that the continuity and independence of video audience measurement have been secured. The new ownership structure supports its further advancement towards total video measurement that that will align with the needs of the Czech media market. I want to thank ATO for overseeing the entire process and delivering a solution that establishes a stable framework for the operation and further development of video audience measurement in the Czech Republic, “

Lukáš Kubát | CEO of Prima Group

“Nielsen’s departure presented a major challenge for the television market, primarily regarding the further development of television audience measurement. Thanks to ATO and its professional handling of the entire process, it has been possible not only to preserve the long-term continuity of independent television audience measurement, but above all to create the conditions for its further development towards cross-platform audience measurement. Given current trends in video content consumption, this is an absolutely essential step. Furthermore, the new solution will enable us to respond very flexibly to any future technological challenges in video audience measurement, “

Ivan Mikula | Director of Televize Seznam and Radio

“I have long considered cross-platform television audience measurement a reliable and trustworthy source of data for the entire television market. I am confident that the new structure will maintain its high quality while also creating scope for further development. For thematic television channels, the possibility of incorporating additional data sources, such as return-path data (RPD), is particularly important, as these can contribute to more accurate measurement of the audiences and performance of smaller channels, “

Michaela Suráková | Managing Director, Atmedia Czech, s.r.o.

“We are pleased that ATO’s members and its executive team were able to professionally handle the difficult challenge brought about by developments in global markets. Broadcasters, agencies and, through them, advertisers will benefit from a solution that maintains high-quality, objective and independent video audience measurement in the Czech market while ensuring market stability. At the same time, the new structure ensures significant potential for the further development of an open measurement system. All of this has been made possible through cooperation between companies with extensive knowledge of the market and a deep understanding of its needs, particularly the expectations of advertisers, “

Petr Chajda | Chairman of the Board of the Association of Media Agencies