Respondents to an extensive survey chose Hynek Čermák, the long-time face of Staropramen, as the best actor in advertising in 2024. The results are based on a regular survey conducted by the ResSolution Group agency in cooperation with Nielsen and the Association of Czech Advertising Agencies.
Hynek Čermák earned a rating of 7 out of 10 from respondents in the National Sample CZ. In terms of socio-demographic groups, Čermák scored highest among women aged 35–44 and men aged 15–24. He also scored slightly above average (better than the overall population) among respondents from villages and small towns. In second place in the rankings is Tomáš Měcháček from the AirBank commercials, who was rated 6.91 by respondents. This actor performed above average in the same socio-demographic groups as Hynek Čermák (with the exception of villages, where Měcháček received the same rating as the entire population). The top three was rounded out by athlete Marcela Joglová, who was rated 6.83 by respondents in the Vojenská zdravotní pojišťovna commercials. The athlete performed above average among women and best among those aged 25–34.
Fourth place went to Vojta Kotek from the Bauhaus commercials, and fifth place went to Martin Hofmann, the face of Vodafone.
Advertising mascots were also evaluated. This year's winners were Pat and Mat from the advertisements for Česká podnikatelská pojišťovna.
Source: ResSolution Group, Nielsen, AČRA MKThe characters Pat and Mat earned an overall rating of 7.54. The second highest rated character was, as usual, the cat from the Whiskas adverts, with a rating of 7.43. The lion from the Magnesia campaign came in third with a rating of 7.02. The top five mascots are rounded out by the lamb from the Tento advertisements and Méďa Brumík.
During the period in question, Czech television stations aired 270 unique commercials featuring actors or actresses, with 150 celebrities appearing in the ads. In the case of mascots, there were 115 spots and 50 characters.
About the survey
Data for the regular survey Best Actor and Mascot in Advertising was collected in spring 2025. It evaluated commercials and mascots for the entire calendar year 2024. Eight thousand respondents over the age of 15 who completed the survey online are part of National Sample CZ (formerly known as Český národní panel). Performances were evaluated in domestic premiere advertisements broadcast in 2024, always on a scale from 0 (lowest) to 10 (highest).
Source: mediaguru.cz