Planning and optimization of TV advertising space in the area of the Czech media market requires a knowledge of features of the problem and systems that are able to suggest the best results from data taken from measurement of TV audience, which is complex and demands special capacity. These results should be obtained (calculated) by using mathematical optimization models. Results depend on the objectives of company. The content of this thesis is to create and implement mathematical models, which serve to solve practical problems about planning advertising space and commercial blocks. The work deals with the characteristics of the television media market, audience measurement, the factors that influence the ratings, as well as an examination of other indicators that are necessary for the planning and optimization of TV advertising. Besides familiarizing the reader with the operations of buying advertising space, this paper`s goal is to demonstrate newly created mathematical models that are applicable to the work of TV channels, media agencies or other companies, which deal with the optimization of the television media market.

Sociological Research of TV Audience Behaviour Factors Determining The Time Spent Watching TV ABSTRACT The thesis deals with the phenomenon of TV viewing and with TV audience behaviour research. The theoretical part demarcates watching TV within leisure activities and deals with the question of motivation for watching TV as well. It also mentions the approach of people who intentionally try to exclude TV from their life. The text does not omit even the important contemporary determinants of watching TV - Internet and digitization of TV broadcasting. Subsequently, the main methods of TV audience behaviour research in the Czech Republic are introduced. In the empirical part, the main factors that most affect the time spent watching TV are being identified - first through separate elementary analyses and afterwards through searching for a regression model that would best predict the time spent watching TV for individuals and groups based on their socio-demographic and other characteristics. Keywords: television, time spent watching TV, watching TV, ATS, Peoplemeter, TVmeter, TV viewer, TV audience behaviour research

目前，台灣地區的電視台對於電視收視率資料的使用，似乎較強調業務導向的數據解讀。然而，在節目收視表現的使用上，常由所有觀眾角度所詮釋的節目收視率，一來與廣告代理商實際執行廣告活動的「目標群設定」邏輯不符，沒法說明節目觀眾的全貌，二來也無法描繪觀眾收視行為的細節問題。因此，本研究試圖從收視率（TV Rating）的電視節目之節目編排的運用觀點出發，以剖析收視率在節目編排與應用的意涵。 本研究以六台「綜合性電視台」（民視、台視、中視、華視、三立台灣台與TVBS）之週間黃金時段為研究主題，透過數據分析與深訪資料，討探各台在節目編排策略的考量因素與電視收視調查資料（TV Audience Measurement，TAM）的實際使用情形。研究發現，電視收視調查資料著實可反映出電視產業中大多數的「外部因素」與部分的「內部因素」狀況，經營者可藉以瞭解電視收視市場，是電視收視市場的投射。研究建議，電視台可加強台內同仁在數據使用與解讀之人員訓練，並著重電視收視調查資料於節目編排之使用，使「業務」與「節目」兩數據使用面向並重。 此外，研究中以「電視收視調查」一辭替代「收視率調查」。因研究者認為「電視收視調查」是指「針對電視收視市場的調查研究」，是一種研究調查的方式；而「收視率」是電視收視調查研究中所呈現的一類「數據」，無法說明此研究調查的真正意涵；因此，在研究中對於此調查研究的名稱，都以「電視收視調查」論述之。 / In Taiwan, most of TV Channels prefer the analysis of the business-orientated information about the application of TV Rating. In program-orientated information, the program rating of total audience does not consist with the target setting of the advertising agency. In addition, this approach can neither draw out the audience’s profile nor describe the viewing behavior in detail. Therefore, the research tries to analyze the significance of TV Rating in programming and application. The research samples the prime time of weekday of six TV channels (FTV, TTV, CTV, CTS, Sanli and TVBS) as the research subject to probe into the critical factors are in the programming and the application of TV Audience Measurement (TAM) of each channel. From the research result, it is proved that TAM projects almost all the outside factors and parts of the inside factors about each TV channel. Moreover, the management team also can understand the situation of TV market through TAM. With this research, I suggest that the management team of TV channel should plan to enhance the training for the employee’s ability to use data. And they should put the business-oriented and the program-oriented in balance through emphasizing the application of TV Audience Measurement. Besides, the research will replace “TV Rating” with “TV Audience Measurement”. The writer regards the research of TV Audience Measurement as a research method of TV marketplace and “TV Rating” is just a kind of figure, part of survey result of TV Audience Measurement and cannot explain the real meaning behind the number. Hence, we proclaim the survey to the TV marketplace as TV Audience Measurement in this research.