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With its growing penetration of society, the internet has become an important marketing channel, which today cannot be overlooked when searching for a more effective way of reaching the target group of customers. The Czech Republic has average (in the EU) household internet coverage. 67% of Czech households are connected to the internet (Czech Statistics Office, 2014). The internet is particularly important when addressing the younger inhabitants, where coverage reaches much higher values. For instance, 96.5% of individuals aged 16 to 24 years old are connected to the internet, while only 18.9% of people aged 65 and over, are online (Czech Statistics Office, 2014). It can be seen from the data of the Czech Statistics Office that the number inhabitants in the Czech Republic, who are online, contains a very high proportion of young people with higher education; mostly men; as well as students aged 16 and over. The internet is one of the kinds of media which is becoming increasingly popular among advertisers (Chit, 2009). In the long term, expenditure on internet advertising will increase. This holds true for the internet in the Czech Republic, as well. In 2013, 19.4% of advertising expenditure went on internet advertising (see Table 1).
Table 1. Development of share of advertising performance by type of media
| MEDIA TYPE | 2011
In 000. CZK | Share
% | 2012
In 000. CZK | Share
% | 2013
In 000. CZK | Share
% |
| TV | 29 162 723 | 46,8 | 30 118 949 | 47,1 | 27 804 864 | 40,5 |
| Print | 19 500 741 | 31,3 | 17 654 511 | 27,6 | 17 455 451 | 25,4 |
| Internet | 8 900 469 | 14,3 | 11 151 399 | 17,4 | 13 344 832 | 19,4 |
| OOH | 3 676 360 | 5,9 | 4 001 669 | 6,3 | 4 274 895 | 6,2 |
| Radio* | 1 122 994 | 1,8 | 1 068 142 | 1,7 | 5 845 992 | 8,5 |
| Total | 62 363 287 | 100,0 | 63 994 670 | 100,0 | 68 726 034 | 100,0 |
Notes: The data are adapted from SPIR. (2014). Internet advertisements exceeded 13 billion last year. Over the past five years they have doubled. Retrieved: October 2, 2014, from http://www.spir.cz/tz-internetova-inzerce-loni-presahla-13-miliard-za-poslednich-pet-let-vzrostla-dvojnasobne.
* In 2013, regional advertising sales were included in advertisement performances on radio.