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.

WHAT GIVES A SUPER BOWL AD SHELF LIFE IN 2026

10. 2. 2026 | 4 min read For decades, the price tag to advertise during the Super Bowl has been justified by access to a centralized audience. As attention disperses across platforms and star power extends to creators, marketers are rethinking how Super Bowl investments translate into consumer recall.

DURING THE FIRST OLYMPIC WEEKEND, VIEWERS WERE MOST INTERESTED IN BIATHLON, SNOWBOARDING AND SPEED SKATING

9. 2. 2026 | 1 min read Sunday's mixed biathlon relay race became the most watched biathlon broadcast in the history of Czech Television. The station announced this based on data from official electronic audience measurement provided by the Association of Television Organisations.

WHY SUPER BOWL ADVERTISERS KEEP PRANKING US

8. 2. 2026 | 4 min read As brands chase attention before kickoff, elaborate pranks risk becoming too easy to spot.

THE OPENING OF THE WINTER OLYMPICS IN MILAN DOMINATED FRIDAY’S VIEWING FIGURES.

7. 2. 2026 | 1 min read The live broadcast of the opening ceremony of the 2026 Winter Olympics was watched by 1.2 million viewers over the age of 15 and 1.25 million viewers over the age of 4 on the Czech Television sports channel. It was the best result of the evening and also of the entire Friday. ČT stations recorded less than half of the audience share during prime time. The total reach of the opening ceremony was 2.5 million viewers. This is the most-watched opening ceremony since the Winter Olympics in Sochi.

THE STATE OF PERFORMANCE TV IN 2026

6. 2. 2026 | 10 min read Attention is the hardest thing to buy. And everyone else is bidding too. People are scrolling, skipping, swiping, and split-screening their way through the day. Which is exactly why TV stands out. It offers a rare, uninterrupted moment where your audience is truly paying attention.

THE WINTER OLYMPICS ARE STARTING, AND PARTNERS ARE FINE-TUNING THEIR COMMUNICATIONS

6. 2. 2026 | 9 min read The 2026 Winter Olympics in Milan and Cortina will officially begin on the evening of Friday, 6 February. They will also bring with them advertising campaigns from Olympic partners. These partners have been communicating their connection to the Olympics in the media for several weeks and are also preparing to participate in the Olympic Festival.

THE MOST EFFECTIVE SUPER BOWL COMMERCIALS, RANKED BY VIEWERS

4. 2. 2026 | 4 min read The top 10 Super Bowl ads of the past five years and why they work, according to System1. Every year, about 60 brands spend millions—in 2026, up to $10 million— to advertise in the Super Bowl. They try to shock, delight, surprise, confuse, and inspire the upwards of 127 million-strong audience in the hopes that they’ll be remembered long after the Big Game ends.

CAMPAIGNS SEE BETTER BUSINESS EFFECTS WHEN THEY INCREASE BRAND TRUST

3. 2. 2026 | 2 min read Advertising that amplifies brand trust can have an outsized impact on traditional markers of commercial success, including growth in sales, market share or profit, according to new analysis from the IPA.

SUPER BOWL LX BRINGS CELEBRITY REUNIONS AND A FRESH WAVE OF NOSTALGIA

3. 2. 2026 | 2 min read Celebrity-packed Super Bowl ads aren’t new, but for Super Bowl LX, some brands are leaning into something even more familiar: Cast reunions that tap directly into pop-culture memory.

YOUNG ADULTS ARE CHOOSING TO READ THE NEWS, NOT WATCH IT

3. 2. 2026 | 2 min read 45% of 18-29-year-olds prefer reading the news, compared to just 31% who prefer watching it, according to an August 2025 survey from Pew Research Center.

THINKBOX: TV WORKS LIKE A BATTERY, POWERING OTHER MEDIA

2. 2. 2026 | 8 min read Do brands still matter? How should media mixes be planned in an environment of limited budgets? How long does advertising work, and why is trust becoming one of the most valuable currencies in communication? These are the questions addressed by the British marketing organisation Thinkbox in its Nickable Studies 2025 report. The new study summarises key research responding to the major dilemmas of modern marketing. Results across the studies show that long-term media, particularly television, play an irreplaceable role in building brand value and sustaining business growth.