TV Institutional cost (based on TVP S.A. prices)

Anna Jupowicz-Ginalska

In the article, the author explains the term “air time pricing” and how it is calculated (including personal and institutional cost). She analyses current TVP1, TVP2 and OTV price lists and delineates the general cost trends as far as purchasing of air time nation wide (taking into consideration factors such as day/time of advertisement broadcasting and price differences between weekdays and weekends), price increases during special events (i.e. the World Cup). In the end, the author analyses price relations between regional TV stations, including the relations between time of broadcast and its average cost. Additionally, the author points out additional issues related to air time pricing, suggesting broadening research analysis to include other media (press, radio, the Internet) and price relations (discount systems and extra charges).

KEYWORDS

air time pricing, advertisement, “World Cup effect”, institutional cost