HBBTV ASSOCIATION ANNOUNCES DATE FOR HBBTV 2025 SYMPOSIUM

16. 3. 2025 | 1 min read The 13th HbbTV Symposium and Awards will take place on 12th-13th November 2025 in Istanbul, Turkey. The annual key summit of the connected TV industry will be co-hosted with TVekstra, a leading provider of addressable advertising solutions for broadcasters and advertisers.

STUDY USA: ONE IN FOUR AMERICANS SPEND OVER $100 A MONTH ON STREAMING AND SUBSCRIPTIONS

14. 3. 2025 | 2 min read A new study of 5,000 US subscribers has found they’re finding new ways to save money through bundling.

POSITIVE EFFECT OF ADS DURING THE SUPER BOWL 2025: TELEVISION SUPPORTS BRAND SEARCHES

13. 3. 2025 | 6 min read The goals and strategies of brands advertising during the Super Bowl vary. However, for all of them – regardless of their goal – television advertising viewed on various screens (Multiscreen TV) delivered excellent results in the middle part of the marketing funnel. It significantly increased brand searches of all types. This is the conclusion of a study conducted by VAB, which focused on the impact of Super Bowl 2025 ads on consumer behaviour.

WHY BRANDS SHOULD EMBRACE POSITIVE MALE PORTRAYALS

12. 3. 2025 | 2 min read Positive male portrayal delivers strong ad effectiveness, according to data from Ipsos. The GEM Index The research firm regularly measures people’s responses to gender portrayal in ads, which feed into its gender equality measure index (GEMTM Index). An analysis of the GEMTM scores from more than 2,000 ads featuring men or boys indicated that those ads scoring high vs. low on positive masculine gender portrayal were +37% stronger on measures of sales lift. High-scoring ads were also +38% stronger on measures of equity share gain. Why it matters There’s a push to change how women are depicted in advertising, but Ipsos’ Samira Brophy notes that marketing is guilty of reinforcing male stereotypes as much as it is female ones. That makes little sense in terms of effectiveness – ads with expressionless or unengaged men scored poorly in the Ipsos index.

WOMEN’S SPORTS SCORE HUGE 56% INCREASE IN AD IMPACT

11. 3. 2025 | 3 min read EDO report reveals a surge in women's sports viewership in 2024 fueled ad growth.

STUDY USA: CONSUMERS WANT MORE SHOPPABLE TV EXPERIENCES

11. 3. 2025 | 2 min read A new study from LG Ad Solutions indicates that consumers want more features that would allow them to shop for products on the connected TVs and that many consumers are already using their CTVs to find and buy products.

STUDY UK: YOUTUBE VIEWERSHIP PERCEIVED AS ‘BIGGER THAN IT IS’ IN UK

11. 3. 2025 | 4 min read YouTube accounts for 7% of TV set viewing in the UK, according to Barb data presented at last week’s Thinkbox event, Trends in TV 2025.

SURVEY USA: MORE VIEWERS TURN TO STREAMING FOR SPORTS

10. 3. 2025 | 3 min read The latest wave from Hub’s sports tracker shows that in just one year, streaming platforms have made great strides toward becoming the “home base” for sports

GOLDEN DRUM OPENS APPLICATIONS, DEADLINE IS 22 AUGUST

10. 3. 2025 | 2 min read The Golden Drum Festival is now accepting applications. Projects that took place between August 22, 2024 and August 22, 2025 are eligible to apply.

STUDY USA: MOST CONSUMERS ARE UNCOMFORTABLE WITH AI-GENERATED ADS

7. 3. 2025 | 2 min read Nearly two-thirds (65%) of US adults feel at least somewhat uncomfortable about AI-generated ads, according to September 2024 data from EMARKETER and CivicScience.

SUPER BOWL: ADS DOMINATED BY CELEBRITY, HUMOUR AND NOSTALGIA

5. 3. 2025 | 6 min read This year's Super Bowl ads were noticeably less controversial than in the past, according to an analysis by Ipsos.

SHOPPABLE ADS WILL BE A TOP FOCUS FOR BRANDS IN 2025

26. 2. 2025 | 3 min read The allure of closed-loop measurement and “collapsing the funnel” fuels investment in shoppable media Media and commerce continue to converge. Shoppable ads and other integrated marketing formats remain a focal point for retailers, social networks, CTV platforms, broadcast TV networks, and online publishers. As these lines blur, brands are seizing new opportunities to connect content and commerce.

5 THINGS TO KNOW ABOUT CTV ADVERTISING PLATFORMS

24. 2. 2025 | 3 min read Connected TV (CTV) has emerged as the fastest-growing ad channel tracked by EMARKETER. Its ad spend outpaced other digital ads, search, social media, and retail media in 2024.

SMART TV VIEWING TIME SOARS BY OVER A QUARTER IN THE US AND EUROPE

24. 2. 2025 | 2 min read Smart TVs have emerged as the main viewing device for US internet users, but in Europe broadcast TV still reigns, according to new research by Ampere Analysis.

STREAMING SERVICES BOOST THEIR INVESTMENT IN SPORTS RIGHTS

23. 2. 2025 | 3 min read Streaming services will account for 20% of what is spent on sports rights this year, according to new analysis, as the likes of Amazon and Netflix invest in live events to drive new subscribers and to entice advertisers with sponsorship deals and brand opportunities. Why sports rights matter As the streaming market reaches saturation point, adding live sport has become a new path to acquiring and retaining subscribers – and there’s evidence that it works. According to reports, Netflix gained approximately 1.5m US sign-ups from the Tyson/Paul boxing match and roughly 700,000 subscribers from its deal to show NFL Christmas Day games.

TIME TO GET SERIOUS ABOUT HUMOUR IN ADVERTISING

22. 2. 2025 | 5 min read Humour in advertising is a powerful driver of brand memorability and engagement. WARC’s India Editor Biprorshee Das dives into why humour works, where brands go wrong, and how to get it right – some key takeaways from the recently published What’s working in humorous advertising report.

CHANGES IN VOD: MAX INNOVATES, CNN PLANS RETURN TO STREAMING

20. 2. 2025 | 4 min read Early 2025 saw more visual innovations in streaming services, but some more significant changes have also taken place. Here's an overview of them.

U.S. STUDY: KEY VIEWING TRENDS: TRADITIONAL TV STILL HAS THE UPPER HAND

20. 2. 2025 | 6 min read Linear television is still one of the most powerful media. This is the conclusion of a study conducted by EMARKETER last year. Despite the increasing number of people switching to connected television (CTV) and social video, most people in the U.S. still watch linear TV. Meanwhile, linear TV viewers are also very likely to use mobile devices or laptops while watching, so ads on linear TV can inspire consumers to take immediate action.