THINK VIEWERS ARE IGNORING TV ADS WHEN THEY REACH FOR THEIR PHONES? A NEW SURVEY REVEALS THE OPPOSITE

6. 11. 2026 | 3 min read Research commissioned by Adwave, the self-serve advertising platform, shows that reaching for a phone while watching streaming TV is no longer a sign of a lost commercial break. More often, it is when a viewer decides to look something up, save it, and come back to it later.

RESEARCH UK: CHRISTMAS SHOPPERS SHUNNING AI

6. 11. 2026 | 4 min read AI might be dominating marketers’ conversations, but it isn’t dominating Christmas shopping lists. Just 8 per cent of UK consumers cite AI tools as a primary influence on what they will buy this Christmas, according to research commissioned by Ozone, the digital advertising business, and conducted by OnePoll.

RESEARCH: 40% OF BRITS BOOKING TV-INSPIRED HOLIDAYS

5. 11. 2026 | 3 min read Four in ten UK holidaymakers have visited a destination after seeing it featured on screen, highlighting TV’s continued influence on travel decisions, as AI threatens to reshape how consumers discover and book holidays.

YOUNG PEOPLE ARE CONSTANTLY ONLINE, BUT LONG FOR GREATER PEACE OF MIND. HOW ARE THE ROLES OF TELEVISION AND VIDEO CHANGING?

2. 11. 2026 | 17 min read Streaming has become an integral part of young people's lives, yet traditional television is far from disappearing. Young people naturally combine different ways of watching video content, spending around three hours a day doing so. At the same time, they are becoming increasingly critical of social media, digital fatigue is growing, and the need for calm, security and trust is becoming more pronounced. A decade of Dutch research into young people reveals how media habits are changing and what these shifts mean for television, streaming and advertisers.

GTVG WEBINAR: HOW TO TURN EXTRAORDINARY GROWTH INTO A GLOBAL BRAND

2. 11. 2026 | 1 min read Where does TV sit when a brand is entering markets at speed and still needs to build recognition and trust locally?

STUDY UK: STOP FIGHTING THE PHONE AND MAKE IT TV’S RETURN PATH

30. 10. 2026 | 3 min read Broadcasters should treat the phone in viewers’ hands as a channel they can control rather than a distraction they are losing to.

RESEARCH: FANDOM BOOSTS ADVERTISING EFFECTIVENESS

29. 10. 2026 | 4 min read UK research into streaming from Disney Advertising has identified a strong relationship between audiences' connection to the series and films they watch and advertising effectiveness. The data shows that emotional connection, fandom and enduring appeal are all associated with higher levels of detailed ad recall and purchase intent.

RESEARCH USA: HDR SHAPING THE FUTURE OF PREMIUM VIDEO

28. 10. 2026 | 3 min read Research from Parks Associates shows high dynamic range (HDR) is becoming a foundational component of premium video entertainment, creating opportunities for television manufacturers, streaming services, and content creators to differentiate through picture quality.

REPORT: WESTERN TV MARKET EXCEEDS €80BN IN 2025

28. 10. 2026 | 2 min read The Western European TV market grew by 2.4 per cent in 2025 to hit €80.4 billion, up from €78.6 billion the previous year, according to the 24th edition of ITMedia Consulting’s Annual Report, Turning Digital 2026 – The Broadcaster’s Digital Ecosystem.

FINALISTS FOR HBBTV AWARDS 2026 ANNOUNCED

27. 10. 2026 | 3 min read he HbbTV Association, a global initiative dedicated to providing open standards for the delivery of advanced interactive TV services, today announced the shortlisted candidates for the HbbTV Awards 2026. From the 25 submissions, 19 candidates were selected from 16 companies and organisations across five categories. The shortlisted candidates Candidates are listed in alphabetical order within each category. Excellence in HbbTV Audience Measurement & Analytics (new in 2026)

HORROR IS TAKING OVER GEN Z: NEW RESEARCH REVEALS A SURPRISING SHIFT IN HALLOWEEN AND DATING HABITS

27. 10. 2026 | 5 min read Watching horror films and TV shows has become the UK's favourite way to spend Halloween, according to new research from the British Board of Film Classification (BBFC). More than a quarter of respondents (27 per cent) would rather go to the cinema or curl up on the sofa with something scary to watch than take part in traditional Halloween activities such as decorating the house (23 per cent), trick-or-treating (17 per cent), or attending themed parties (14 per cent).

THINKBOX LAUNCHES CULTURAL COMPASS TOOL

26. 10. 2026 | 2 min read Thinkbox has launched its new, free Cultural Compass tool that enables planners to compare the cultural impact of media channels across 19 different audiences, putting culture alongside metrics like reach or ROI in a channel recommendation, with evidence rather than vibes.

STUDY: VOD ADVERTISING DELIVERS MEASURABLE SHORT-TERM SALES GROWTH

26. 10. 2026 | 3 min read Streaming TV-on-demand advertising drives measurable, incremental sales rather than just brand awareness, according to research conducted by WPP Media in conjunction with Amazon Ads.

NIELSEN: MILLENNIALS STREAM THE MOST HALLOWEEN HORROR

22. 10. 2026 | 5 min read In 2025, Nielsen tracked horror’s slice of October movie watching across four Octobers and found a small but real bump, nearly a full point between 2023 and 2024. Now October 2025 has officially wrapped, the US audience measurement specialist added the newest data point to reveal that horror made up 14.7 per cent of October movie minutes, down from 15.8 per cent in 2024 and right back in the 14.6 per cent to 14.9 per cent range of 2021 through 2023.

RESEARCH: ANIMATED MOVIES BECOMING MORE MATURE

20. 10. 2026 | 3 min read Research from the British Board of Film Classification (BBFC) finds that animated films are becoming more mature. One in three released in 2026 for UK cinemas is now classified 12A or above, up from one in seven at the start of the millennium (2001).

STUDY USA: YOUNG ADULTS AREN’T TUNING OUT TV ADS

19. 10. 2026 | 1 min read TV ad reach among US adults ages 25 to 34 grew in all seven industries tracked, and every category topped 31 million viewers, up from just two above 30 million in June 2025, according to a June report from Samba TV.

WHY TRUST IS MARKETING’S ONLY TRUE DIFFERENTIATOR IN THE AI ERA

16. 10. 2026 | 4 min read Why trust is marketing’s only true differentiator in the AI era We are entering an extraordinary era of abundance. Content is abundant. Data is abundant. And technology that once required enormous investments is now accessible to almost anyone. Artificial intelligence is accelerating this shift, enabling even small businesses to create sophisticated campaigns, personalize experiences and reach millions of consumers at a fraction of the traditional cost. But as marketing capabilities become increasingly commoditized, something else is happening.

AMPERE CEO: “ADS ARE THE FUTURE FOR STREAMING”

14. 10. 2026 | 3 min read Guy Bisson, executive director and cofounder at Ampere Analysis, introduced his MIPCOM session The New Economics of Content, why Advertising Matters, by declaring that “advertising is the future (of growth)” in the streaming market and, by 2029, streaming services will make more money from ad tiers than from premium.