AMPERE: UK AND US CONSUMERS BUILD INCREASINGLY DIVERSE MEDIA DIETS

3. 8. 2026 | 2 min read Consumers in the UK and United States now spend almost 11 hours a day engaging with media, according to new research from Ampere Analysis, which says audiences are increasingly choosing different platforms depending on their mood and purpose rather than relying on a single source of entertainment.

SURVEY: CONSUMERS EXPECT INFLATION TO IMPACT HOLIDAY SPENDING PLANS

30. 7. 2026 | 3 min read Economic uncertainty is expected to make shoppers more diligent when holiday shopping this year.

COCA-COLA, UNILEVER SHOW THE POWER OF WORLD CUP MARKETING

28. 7. 2026 | 3 min read Coca-Cola and Unilever each delivered some of their strongest quarterly performances in years, with both companies crediting their extensive World Cup campaigns.

STUDY USA: TV OPERATING SYSTEMS GAIN INFLUENCE OVER VIEWING

27. 7. 2026 | 4 min read New survey data highlights how smart TVs are becoming the most influential gatekeepers in entertainment, playing an increasingly important role in how viewers discover and watch content. The operating systems powering Smart TVs become the front door to streaming.

WORLD CUP FINAL DRAWS 66.4 MILLION VIEWERS AS SPORTS MARKETING MOVES BEYOND TV

24. 7. 2026 | 1 min read The FIFA World Cup final saw record viewership of 66.4 million average viewers across all networks and platforms showing the event, per Nielsen data cited by Yahoo Sports. The 2026 World Cup final is now the highest rated TV event since Super Bowl LX.

CONSUMERS WARM UP TO STREAMING ADS: HERE’S WHAT THE NUMBERS SAY

24. 7. 2026 | 4 min read As the number of ad-supported tiers on the market increases, cheaper options have made gains against ad-free ones, according to Hub.

HBBTV AWARDS OPEN FOR ENTRIES

23. 7. 2026 | 2 min read The HbbTV Association has opened entries for the HbbTV Awards 2026, which will be held as part of the 14th HbbTV Symposium and Awards in Barcelona.

THE SPAIN’S GOLD MEDAL SUCCESS BROKE A TELEVISION RECORD IN THE HOST COUNTRY

20. 7. 2026 | 2 min read Spain’s victory over Argentina in the final of the 2026 World Cup became the most-watched World Cup match in the history of Spanish television broadcasting. An average of 15.7 million viewers watched the match, and more than 20 million people tuned in to at least part of the broadcast, with an audience share of 87 per cent.

BACK-TO-SCHOOL SHOPPERS ARE NOT IGNORING AI

17. 7. 2026 | 5 min read Advertising and marketing hype has become heavily saturated with the term "agentic buying" for back-to-school purchases, but the distinction between actual transactional data and futuristic projection only becomes more blurred as the season gets underway.

MAJORITY OF BACK-TO-SCHOOL SHOPPERS GET A HEAD START ON THE SEASON

14. 7. 2026 | 5 min read Consumers are getting an early start on back-to-school shopping, with 62% of shoppers having already started shopping for the school year by early July, according to the annual survey released today by the National Retail Federation and Prosper Insights & Analytics. While the figure is down slightly from 67% at the same point in 2025, it remains significantly higher than the 55% reported in 2024.

MASCOTS ARE BACK, BUT NOT AS YOU KNOW THEM

14. 7. 2026 | 6 min read Future-focused brands know that mascots can embody a brand and bring it to life.

BACK-TO-SCHOOL SHOPPERS HEAD TO MASS MERCHANTS, DEPARTMENT STORES

9. 7. 2026 | 4 min read Consumers are worried about their personal finances and plan to shop accordingly as value and affordability steer the market, according to Deloitte.

STREAMERS STEP UP MOBILE STRATEGY AS SHORT-FORM VIDEO RESHAPES VIEWING HABITS, VEED ANALYTICS SAYS

8. 7. 2026 | 2 min read Traditional streaming platforms are overhauling their mobile apps with short-form video features as they seek to challenge the dominance of social platforms such as YouTube and Instagram, according to new research from veed analytics.

STUDIE USA: LIVE SPORTS INCREASINGLY INFLUENCING VIEWERS’ STREAMING SUBSCRIPTION CHOICES

8. 7. 2026 | 3 min read Bango Survey reports that 43% of Americans would switch mobile, broadband or TV provider for a better sports streaming bundle.

STUDY USA: STREAMING UX FRUSTRATIONS DRIVE SUBSCRIBER CANCELLATIONS, STUDY FINDS

7. 7. 2026 | 2 min read More than a third of streaming subscribers have cancelled a service because of a poor app experience rather than price or content, according to new research from CTAM and Hub Entertainment Research.

FIFA 2026: HOW THIS YEAR’S ADS CELEBRATE FANS WITH HUMOUR, SELF-DEPRECATION AND FOOTBALL PATHOS

7. 7. 2026 | 5 min read For brands in the advertising industry, the Football World Cup has often been a celebration of successes or individual star players. The MAM editorial team has selected six striking adverts that show this trend is changing. The focus is now shifting to the fans – through humour, irony, pathos and fan rituals.

AI ADS ARE GOOD ENOUGH — AND THAT’S THE PROBLEM

6. 7. 2026 | 15 min read AI can now produce credible, efficient ads, but human-created ads still drive better business outcomes — for now.

SPORTS KEEPS VIEWERS CONNECTED TO TRADITIONAL TELEVISION

6. 7. 2026 | 2 min read Inscape's Q1 2026 data shows sports viewing grew to 1.8 hours weekly, but traditional TV's dominance is slipping as streaming claimed 12% of sports time—up from 11.5% a year prior.