MUSIC IS THE GATEWAY TO EMOTIONS AND INCREASES MARKETING EFFECTIVENESS – BUT BRANDS OFTEN UNDERESTIMATE ITS POWER, SAYS THE STUDY SOUND SCIENCE

3. 3. 2026 | 9 min read Sometimes, adverts get under our skin. And then, even hours after watching them, we find ourselves humming a catchy melody or jingle that got stuck in our heads. Yet in planning advertising campaigns, music is often an “afterthought”. This was one of the reasons for the creation of the study Sound Science: How Music Is the Missing Link in Marketing ROI.

BRANDS MAY ACTUALLY BENEFIT FROM ADVERTISING NEXT TO AI CONTENT, PER STUDY

3. 3. 2026 | 3 min read Research from OM Media Trials and Zefr finds ads running next to some AI content perform well

HBBTV ASSOCIATION FORMALLY INTEGRATES DRM INTO CORE SPECIFICATION

3. 3. 2026 | 3 min read HbbTV 2.0.5 is a major update in the specification for interactive TV services.

STUDY UK SAYS 28% EXPECT DISCOUNTS FOR WATCHING TOO MUCH TELEVISION

2. 3. 2026 | 2 min read New UK research from Bango suggests growing consumer frustration with fixed monthly streaming fees, with 28% of Brits saying services should introduce rewards or discounts for binge-watching.

SURVEY: 70% OF CTV ADVERTISERS PLAN TO BOOST SPENDING IN 2026

2. 3. 2026 | 5 min read They were planning to increase spending an average of 17% this year, according to Premion and Advertiser Perceptions.

THE RISE OF CONNECTED TV: RESHAPING ADVERTISING IN THE DIGITAL AGE

2. 3. 2026 | 6 min read The landscape of television has undergone a profound transformation over the past decade, driven by technological advancements and shifting consumer behaviors.

VIEWERS CONTINUE TO ‘STRUGGLE’ WITH SPORTS PROGRAM DISCOVERY

25. 2. 2026 | 2 min read Sports program discovery -- like that of overall TV/streaming discovery -- continues to be a challenge for TV viewers, according to Reviews.org.

TV ADS TOP THE CHARTS FOR PURCHASES, AND FOR ANNOYANCE

24. 2. 2026 | 1 min read TV ads drive purchase behavior for 49% of consumers, making them the most effective channel, even though 36% find them disruptive, according to a January report from DISQO.

IT’S NEVER TOO EARLY: WHAT’S AHEAD FOR THE 2026 HOLIDAY SEASON

23. 2. 2026 | 4 min read It's mid-February, which is actually when the full picture of the season comes into focus.

STUDY BY BARB: LIVE TV STILL ACCOUNTS FOR 45% OF VIEWING AS STREAMING HITS 38% IN 2025

19. 2. 2026 | 3 min read Barb has published a new report, What People Watched in 2025, arguing that UK viewing habits are better explained by adaptation than a clean break from linear television.

END OF FREE BROADCASTING? EUROPE DISCUSSES THE FUTURE, THE CZECH REPUBLIC IS CAUTIOUS

19. 2. 2026 | 6 min read The debate on the future of terrestrial television and analogue radio is shifting towards regulatory decisions. While France is predicting the end of terrestrial broadcasting within ten years and Slovakia has already abandoned free-to-air commercial stations, Britain is retaining FM until at least 2032. Czechia is currently focusing on stability and gradual evolution.

SUPER BOWL LX ATTRACTS NEARLY 125 MILLION U.S. VIEWERS

18. 2. 2026 | 5 min read Viewing peaked at a record 137.8 million; 128.2 million in the U.S. viewed Bad Bunny’s halftime show, which also set records on social media.

VAB STUDY: SOCIAL MEDIA HAS NO CHANCE OF HELPING SMALL BRANDS BREAK THROUGH WITHOUT ADVERTISING ON STREAMING TV

17. 2. 2026 | 5 min read Today’s VAB webinar showed that while social media is popular among advertisers, it is far from a silver bullet. It’s true that it is easy to buy, easy to measure, and allows for quick testing. But there is one major problem: new research shows that its effect on new brands is limited and absolutely insufficient for breakthrough success. However, when streaming TV is added as an additional channel alongside social media, brands achieve significantly greater attention, better recall, and higher purchase intent.

ADVERTISING WORTHY OF THE BIG SCREEN. SQUARESPACE TEAMS UP WITH EMMA STONE AND YORGOS LANTHIMOS IN NEW COMMERCIAL

13. 2. 2026 | 3 min read American technology company Squarespace, which focuses on website creation, brought together Oscar-winning actress Emma Stone and acclaimed director Yorgos Lanthimos in its latest advert for Sunday's Super Bowl. The result is a cinematic spot full of frustration.

VALENTINE’S DAY SPENDING SURGES AS CONSUMERS REDEFINE HOW TO CELEBRATE IT

12. 2. 2026 | 5 min read Economic turbulence and global uncertainty haven't stopped Valentine's Day spending from reaching new heights as it takes on unique cultural significance.

FROM DOORDASH TO CLASH OF CLANS, THESE ARE THE VALENTINE’S DAY CAMPAIGNS WE’RE LOVING

12. 2. 2026 | 5 min read From playful product truths to bromance-fueled gaming and culture-led stunts, this year’s Valentine’s Day campaigns show brands moving beyond traditional romance to celebrate connection in all its forms.

WINTER OLYMPICS 2026 AD TRACKER: SEE THE BIGGEST COMMERCIALS FROM MILANO CORTINA

12. 2. 2026 | 7 min read The Winter Olympics ad tracker shows ongoing updates of the latest Milano Cortina commercials.

WHAT STOPPED WORKING IN MARKETING—AND WHAT LEADERS ARE DOING INSTEAD

11. 2. 2026 | 6 min read Across marketing, a quiet reckoning is underway. Practices that once felt settled are no longer delivering the same returns. As platforms evolve, audiences fragment and cultural cycles compress, many of the industry’s most familiar playbooks are starting to show cracks.