{"id":234869,"date":"2026-09-16T14:10:26","date_gmt":"2026-09-16T12:10:26","guid":{"rendered":"https:\/\/www.magnas.cz\/?p=234869"},"modified":"2026-09-16T14:10:26","modified_gmt":"2026-09-16T12:10:26","slug":"blog-reach-gap-proc-navysovani-tv-rozpoctu-nefunguje","status":"publish","type":"post","link":"https:\/\/www.magnas.cz\/en\/blog-reach-gap-proc-navysovani-tv-rozpoctu-nefunguje\/","title":{"rendered":"Reach gap (mezera v z\u00e1sahu): pro\u010d v\u00e1m navy\u0161ov\u00e1n\u00ed TV rozpo\u010dtu nep\u0159ivede nov\u00e9 div\u00e1ky"},"content":{"rendered":"

[et_pb_section fb_built=“1″ _builder_version=“4.16″ custom_padding=“||0px|||“ global_colors_info=“{}“][et_pb_row _builder_version=“4.27.5″ background_size=“initial“ background_position=“top_left“ background_repeat=“repeat“ custom_padding=“||0px|||“ global_colors_info=“{}“][et_pb_column type=“4_4″ _builder_version=“4.16″ custom_padding=“|||“ global_colors_info=“{}“ custom_padding__hover=“|||“][et_pb_text _builder_version=“4.27.5″ background_size=“initial“ background_position=“top_left“ background_repeat=“repeat“ custom_padding=“||0px|||“ hover_enabled=“0″ global_colors_info=“{}“ sticky_enabled=“0″]<\/p>\n

V prvn\u00edm d\u00edle na\u0161\u00ed s\u00e9rie o video reklam\u011b 2026<\/a> jsme si uk\u00e1zali, \u017ee jen 10 % \u010cech\u016f je skute\u010dn\u00fdmi cord-cuttery a klasickou televizi nesleduj\u00ed v\u016fbec. Ve druh\u00e9m d\u00edle<\/a> jsme srovnali ceny nap\u0159\u00edc platformami. Te\u010f se pod\u00edv\u00e1me na chybu, kterou d\u011bl\u00e1 p\u0159ekvapiv\u011b hodn\u011b zadavatel\u016f, kdy\u017e TV kampa\u0148 nefunguje tak, jak by m\u011bla: \u0159e\u0161\u00ed to navy\u0161ov\u00e1n\u00edm rozpo\u010dtu ve stejn\u00e9m kan\u00e1lu.<\/strong><\/p>\n

Nefunguje to. A d\u00e1 se p\u0159esn\u011b vysv\u011btlit pro\u010d.<\/strong><\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=“4.27.5″ background_size=“initial“ background_position=“top_left“ background_repeat=“repeat“ custom_padding=“||0px|||“ global_colors_info=“{}“][et_pb_column type=“4_4″ _builder_version=“4.16″ custom_padding=“|||“ global_colors_info=“{}“ custom_padding__hover=“|||“][et_pb_text _builder_version=“4.27.5″ _module_preset=“default“ global_colors_info=“{}“]<\/p>\n

Kam se pod\u011bje navy\u0161en\u00fd rozpo\u010det<\/h2>\n

Kdy\u017e se TV kampa\u0148 neda\u0159\u00ed dostat k \u010d\u00e1sti publika, p\u0159irozen\u00e1 reakce je navy\u0161it rozpo\u010det \u2013 p\u0159idat dal\u0161\u00ed GRP, dal\u0161\u00ed nasazen\u00ed, dal\u0161\u00ed frekvenci.<\/p>\n

Efekt je ale opa\u010dn\u00fd, ne\u017e by se \u010dekalo. Line\u00e1rn\u00ed TV pl\u00e1n se p\u0159i navy\u0161ov\u00e1n\u00ed saturuje u takzvan\u00fdch heavy a medium div\u00e1k\u016f \u2013 tedy u lid\u00ed, kte\u0159\u00ed televizi sleduj\u00ed b\u011b\u017en\u011b. Ti uvid\u00ed stejn\u00fd spot popat\u00e9, po\u0161est\u00e9, posedm\u00e9. Tomuto jevu se \u0159\u00edk\u00e1 overshoot.<\/p>\n

Div\u00e1ci s n\u00edzkou expozic\u00ed line\u00e1rn\u00ed TV (tzv. light div\u00e1ci) mezit\u00edm z\u016fst\u00e1vaj\u00ed nedosa\u017eeni \u2013 nast\u00e1v\u00e1 undershoot. Nejde o ot\u00e1zku v\u00fd\u0161e rozpo\u010dtu, ale o strukturaln\u00ed limit kan\u00e1lu. Line\u00e1rn\u00ed TV kampa\u0148 nem\u016f\u017ee zas\u00e1hnout div\u00e1ka, kter\u00fd televizi nezap\u00edn\u00e1 nebo ji sleduje jen z\u0159\u00eddka.<\/p>\n

Jinak \u0159e\u010deno: dal\u0161\u00ed pen\u00edze do stejn\u00e9ho kan\u00e1lu nezasa\u00e1hnou nov\u00e9 lidi. Jen znovu a znovu zasa\u00e1hnou ty, kter\u00e9 kampa\u0148 u\u017e oslovila.<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=“4.27.5″ background_size=“initial“ background_position=“top_left“ background_repeat=“repeat“ custom_padding=“||0px|||“ global_colors_info=“{}“][et_pb_column type=“4_4″ _builder_version=“4.16″ custom_padding=“|||“ global_colors_info=“{}“ custom_padding__hover=“|||“][et_pb_text _builder_version=“4.27.5″ _module_preset=“default“ global_colors_info=“{}“]<\/p>\n

Jak se to pozn\u00e1 v praxi<\/h2>\n

Typick\u00fd sign\u00e1l: TV kampa\u0148 dlouhodob\u011b funguje na podobn\u00e9 \u00farovni bez ohledu na navy\u0161ov\u00e1n\u00ed rozpo\u010dtu. Frekvence u st\u00e1vaj\u00edc\u00edho publika roste, ale celkov\u00fd z\u00e1sah (reach) se neh\u00fdbe.<\/p>\n

To je p\u0159esn\u011b moment, kdy m\u00e1 smysl mediamix doplnit, ne prohlubovat.<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=“4.27.5″ background_size=“initial“ background_position=“top_left“ background_repeat=“repeat“ custom_padding=“||0px|||“ global_colors_info=“{}“][et_pb_column type=“4_4″ _builder_version=“4.16″ custom_padding=“|||“ global_colors_info=“{}“ custom_padding__hover=“|||“][et_pb_text _builder_version=“4.27.8″ _module_preset=“default“ hover_enabled=“0″ global_colors_info=“{}“ sticky_enabled=“0″]<\/p>\n

\u0158e\u0161en\u00ed: c\u00edlen\u00e1 kombinace kan\u00e1l\u016f, ne dal\u0161\u00ed pen\u00edze do jednoho<\/h2>\n

\u0158e\u0161en\u00edm nen\u00ed p\u0159id\u00e1vat rozpo\u010det do line\u00e1rn\u00ed TV, ale doplnit ji o kan\u00e1ly, kter\u00e9 n\u00edzko exponovan\u00e9 div\u00e1ky zasa\u00e1hnou jinak \u2013 konkr\u00e9tn\u011b CTV homescreen a instream invent\u00e1\u0159, c\u00edlen\u00fd p\u0159\u00edmo na tento segment.<\/p>\n

Ukazuj\u00ed to zahrani\u010dn\u00ed data (Nissan \u00d7 MediaScience \u00d7 Teads). Dva opakovan\u00e9 z\u00e1sahy jen na mobilu dosahuj\u00ed unaided recall (spont\u00e1nn\u00ed znalost zna\u010dky) kolem 18 %. Kdy\u017e se k mobilu p\u0159id\u00e1 i CTV, unaided recall vzroste na 30 % \u2013 tedy o 67 % v\u00edc ne\u017e p\u0159i opakovan\u00e9m z\u00e1sahu jen na mobilu. Pro srovn\u00e1n\u00ed, jeden z\u00e1sah na mobilu samotn\u00e9m dosahuje unaided recall kolem 10 %.<\/p>\n

Jinak \u0159e\u010deno: kombinace kan\u00e1l\u016f nezasahuje jen v\u00edc lid\u00ed. Zesiluje efekt i u lid\u00ed, kter\u00e9 by zasa\u00e1hl ka\u017ed\u00fd kan\u00e1l zvl\u00e1\u0161\u0165.<\/p>\n

[et_pb_image src=“https:\/\/www.magnas.cz\/wp-content\/uploads\/2026\/09\/MGNS-Blog-Inforgrafika-3-scaled.png“ alt=“Piktogram: kolik lid\u00ed z 10 si samo vzpomn\u011blo na zna\u010dku po reklam\u011b \u2013 1 z 10 p\u0159i jednom z\u00e1sahu na mobilu, 2 z 10 p\u0159i dvou z\u00e1sazich na mobilu, 3 z 10 p\u0159i kombinaci CTV a mobilu, zahrani\u010dn\u00ed benchmark“ title_text=“MGNS-Blog-Inforgrafika-3″ _builder_version=“4.27.5″ _module_preset=“default“ width=“80%“ module_alignment=“center“ global_colors_info=“{}“][\/et_pb_image][\/et_pb_text][et_pb_text _builder_version=“4.27.5″ _module_preset=“default“ global_colors_info=“{}“]<\/p>\n

Pozn\u00e1mka: Jde o orienta\u010dn\u00ed zahrani\u010dn\u00ed benchmark, ne o p\u0159\u00edmo p\u0159enositeln\u00e1 data pro \u010cR\/SK. Sm\u011br efektu \u2013 kombinace kan\u00e1l\u016f funguje l\u00e9pe ne\u017e opakov\u00e1n\u00ed jednoho \u2013 je ale konzistentn\u00ed nap\u0159\u00edc trhy i dal\u0161\u00edmi zdroji v t\u00e9to s\u00e9rii.<\/em><\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=“4.27.5″ background_size=“initial“ background_position=“top_left“ background_repeat=“repeat“ custom_padding=“||0px|||“ global_colors_info=“{}“][et_pb_column type=“4_4″ _builder_version=“4.16″ custom_padding=“|||“ global_colors_info=“{}“ custom_padding__hover=“|||“][et_pb_text _builder_version=“4.27.5″ _module_preset=“default“ global_colors_info=“{}“]<\/p>\n

Jak je to na Slovensku<\/h2>\n

Slovensk\u00fd trh nem\u00e1 vlastn\u00ed ekvivalent atmedia indexu, tak\u017ee p\u0159esn\u00e9 slo\u017een\u00ed publika podle intenzity sledov\u00e1n\u00ed TV tam chyb\u00ed. Struktura trhu je ale obdobn\u00e1 \u2013 i na Slovensku roste pod\u00edl div\u00e1k\u016f kombinuj\u00edc\u00edch line\u00e1rn\u00ed TV se streamovac\u00edmi slu\u017ebami. TV Mark\u00edza i TV Joj maj\u00ed vlastn\u00ed CTV a HbbTV invent\u00e1\u0159, kter\u00fd lze programaticky nakoupit stejn\u00fdm zp\u016fsobem jako v \u010cesku, jen s men\u0161\u00edm absolutn\u00edm objemem.<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=“4.27.5″ background_size=“initial“ background_position=“top_left“ background_repeat=“repeat“ custom_padding=“||0px|||“ global_colors_info=“{}“][et_pb_column type=“4_4″ _builder_version=“4.16″ custom_padding=“|||“ global_colors_info=“{}“ custom_padding__hover=“|||“][et_pb_text _builder_version=“4.27.5″ _module_preset=“default“ global_colors_info=“{}“]<\/p>\n

Shrnut\u00ed<\/h2>\n

Reach gap nen\u00ed probl\u00e9m rozpo\u010dtu, je to probl\u00e9m struktury publika. Navy\u0161ov\u00e1n\u00ed rozpo\u010dtu v line\u00e1rn\u00ed TV vede k overshootu u pravideln\u00fdch div\u00e1k\u016f, zat\u00edmco m\u00e9n\u011b exponovan\u00ed div\u00e1ci z\u016fst\u00e1vaj\u00ed nedosa\u017eeni bez ohledu na v\u00fd\u0161i investice. \u0158e\u0161en\u00ed je doplnit mediamix o CTV a mobil, c\u00edlen\u00e9 p\u0159esn\u011b na tento segment \u2013 ne p\u0159id\u00e1vat dal\u0161\u00ed pen\u00edze do kan\u00e1lu, kter\u00fd na n\u011bj strukturaln\u011b nedos\u00e1hne.<\/p>\n

V dal\u0161\u00edm d\u00edlu se pod\u00edv\u00e1me na to, kde div\u00e1ci reklam\u011b skute\u010dn\u011b v\u011bnuj\u00ed pozornost \u2013 a pro\u010d platforma s nejni\u017e\u0161\u00edm CPM nen\u00ed v\u017edy ta s nejlevn\u011bj\u0161\u00edm re\u00e1ln\u00fdm kontaktem.<\/p>\n

Tento \u010dl\u00e1nek vych\u00e1z\u00ed z intern\u00ed anal\u00fdzy Magnas zalo\u017een\u00e9 na datech atmedia (cord-cutte\u0159i, connected dom\u00e1cnosti), Teads CTV & Outstream CZ\/SK (koncept reach gap) a Nissan \u00d7 MediaScience \u00d7 Teads (data o kombinaci kan\u00e1l\u016f, zahrani\u010dn\u00ed benchmark).<\/em><\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=“4.27.5″ background_size=“initial“ background_position=“top_left“ background_repeat=“repeat“ custom_padding=“||0px|||“ global_colors_info=“{}“][et_pb_column type=“4_4″ _builder_version=“4.16″ custom_padding=“|||“ global_colors_info=“{}“ custom_padding__hover=“|||“][et_pb_text _builder_version=“4.27.5″ _module_preset=“default“ global_colors_info=“{}“]<\/p>\n

\u0158e\u0161\u00edte TV kampa\u0148, kter\u00e1 p\u0159estala r\u016fst, i kdy\u017e rozpo\u010det stoup\u00e1?<\/h2>\n

V Magnas um\u00edme identifikovat, jestli jde o reach gap, a navrhnout, jak ho zaplnit \u2013 napi\u0161te n\u00e1m<\/strong><\/a>.<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=“4.27.4″ _module_preset=“default“ custom_padding=“||0px|||“ global_colors_info=“{}“][et_pb_column type=“4_4″ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_text _builder_version=“4.27.5″ _module_preset=“default“ custom_margin=“1px||1px|||“ global_colors_info=“{}“]<\/p>\n

<\/h3>\n

P<\/strong>ro v\u00edce informac\u00ed ze sv\u011bta marketingu n\u00e1s nezapome\u0148te sledovat na Instagramu<\/a>,\u00a0LinkedIn<\/a> \u010di nov\u011b na YouTube.<\/a><\/strong><\/p>\n

<\/b><\/p>\n

<\/blockquote>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"

V prvn\u00edm d\u00edle na\u0161\u00ed s\u00e9rie o video reklam\u011b 2026 jsme si uk\u00e1zali, \u017ee jen 10 % \u010cech\u016f je skute\u010dn\u00fdmi cord-cuttery a klasickou televizi nesleduj\u00ed v\u016fbec. Ve druh\u00e9m d\u00edle jsme srovnali ceny nap\u0159\u00edc platformami. Te\u010f se pod\u00edv\u00e1me na chybu, kterou d\u011bl\u00e1 p\u0159ekvapiv\u011b hodn\u011b zadavatel\u016f, kdy\u017e TV kampa\u0148 nefunguje tak, jak by m\u011bla: \u0159e\u0161\u00ed to navy\u0161ov\u00e1n\u00edm rozpo\u010dtu […]<\/p>\n","protected":false},"author":2,"featured_media":234871,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-234869","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-nezarazene"],"yoast_head":"\nReach gap: pro\u010d nefunguje navy\u0161ov\u00e1n\u00ed TV rozpo\u010dtu | MAGNAS<\/title>\n<meta name=\"description\" content=\"Navy\u0161ov\u00e1n\u00ed rozpo\u010dtu v line\u00e1rn\u00ed TV nep\u0159ivede nov\u00e9 div\u00e1ky, jen zvy\u0161uje frekvenci u st\u00e1vaj\u00edc\u00edch. 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