TV 360: WHY MARKETERS SHOULD COMBINE LINEAR TV AND CTV

16. 6. 2022 The number of cord-cutters has never been higher, and ad spend dedicated to connected TV (CTV) is rising steadily every year. But advertisers shouldn’t discount linear TV just yet. The US counts close to 50 million households with traditional TV services, and in 2021, 61% of US consumers watched linear TV on a weekly basis.

WHY DO CZECHS WATCH MORE TV? LAST YEAR IT WAS FOUR HOURS A DAY

15. 6. 2022 Even the massive rise of social media and streaming services has not deterred Czech viewers from watching classic linear TV channels. What's more, their viewership is continuously growing to last year's record of four hours a day (four hours and two minutes, to be precise). This, incidentally, is 48 minutes a day more than in 2007, as pointed out by Nielsen Admosphere, which provides electronic measurement of TV viewership for the Association of Television Organizations (ATO).

REPORT USA: THE OPTIMAL TV/STREAMING AD BALANCE

10. 6. 2022 The Comcast Advertising Report 2022: Actionable Insights for the Modern TV Advertiser, recommends that advertisers allocate 20 per cent to 30 per cent of their premium video budget towards streaming, and the rest to traditional TV.

VOYO NOT PLANNING TO JOIN A PRICE WAR OR INTRODUCE ADS

3. 6. 2022 Paid video service Voyo will not participate in a price war with foreign VOD services, neither does it plan to introduce ads. It was announced at the Digimedia conference.

CZECHS WANT BOTH TV AND STREAMING SERVICES

2. 6. 2022 Linear broadcasting is still the most desired platform, agreed experts at the seventeenth annual Digimedia conference. The growing popularity of time-shifted viewing and streaming services, which still have great potential in the local market, was also confirmed.

THE WORLD BEHIND THE RED BUTTON: WE CAN HARDLY IMAGINE TELEVISION WITHOUT HBBTV TODAY

1. 6. 2022 Czechs are not the only ones discovering the TV world behind the red button. HbbTV has come a long way since its launch in 2011 and has rightfully become one of the most dynamically evolving global TV technologies of today. It is popular with TV stations, viewers and advertisers all over the world - demand from all parties is rising and the already wide range of options is expanding accordingly. It is because HbbTV combines the biggest advantages of TV and the internet: a wealth of quality content intended for the big screen and unlimited access in terms of space and time. What are the opportunities hidden behind the red button?

CTV VIEWERS PREFER ADS OVER PAYING MORE FOR CONTENT

1. 6. 2022 A new survey from DeepIntent and LG is reporting that nearly two thirds (64%) of connected TV viewers would prefer to view ads rather than pay more for content. A majority (57%) also said that CTV ads are more relevant than linear TV ads according to a DeepIntent, LG survey.

WHY ADVERTISING WILL NEVER DIE

23. 5. 2022 Advertising’s not dead, it’s not dying and no one’s going to kill it any time soon. It’s never been more alive, so instead of taking aim, let’s be dead proud of it.

AMID STREAMING BOOM, SOME COMPANIES LOVE LINEAR TV

18. 5. 2022 Betting that they can’t compete with Netflix and hoping a diversified approach is more lucrative, A+E, Fox Corp. and AMC Networks are leaning into the cable bundle (and ad-supported streaming).

PRIMA WILL START AUCTIONING OFF PART OF THE SPACE NEXT YEAR

4. 5. 2022 The Prima Group is trying to counter the expected outflow of advertising GRPs in linear TV and will introduce auction sales for part of its advertising space from 2023, following restrictions on rewind advertising in IPTV. And it is already announcing price increases.

WHY MARKETERS ARE RETURNING TO TRADITIONAL ADVERTISING

29. 4. 2022 Pundits have long predicted the demise of traditional advertising. However, it is alive and well and headed for growth for the first time in a decade. The authors explain seven factors driving this trend, including the ability of traditional ads to break through digital clutter, the decline in third-party cookies, and more.

VOYO WANTS TO BE PART OF THE BIG THREE. WE ARE ALREADY NUMBER TWO IN THE MARKET, SAYS DANIEL GRUNT

27. 4. 2022 Nova TV has already succeeded in beating HBO Max in the number of subscribers to its video service Voyo. It is the second strongest streaming service in the Czech Republic and Slovakia.

VOYO DOES NOT TARGET YOUNG PEOPLE. WE ARE ALL ABOUT FAMILIES, SAYS DANIEL GRUNT

20. 4. 2022 Nova TV’s Voyo video service experienced an exceptionally successful year. At the beginning of 2021, it announced an ambitious plan to attract a million customers within five years. At that time, Nova only had about 60 thousand customers in the Czech Republic and Slovakia. It surpassed its annual goal in the autumn and now the number of users exceeds 350 thousand. By the way, it is more than the global player HBO Max has in the Czech Republic.

A BRIGHT FUTURE AWAITS TV ADVERTISERS THAT PUT CONSUMERS FIRST

18. 4. 2022 Those who listen and reframe challenges as opportunities will come out on top The television industry has entered the golden age of everything. Audiences, advertisers and storytellers alike have ample reason to be optimistic. Yet, as an industry, there’s often bickering about the hurdles of what’s holding us back rather than what lies ahead.

UNIFORM MEASUREMENT FOR TV AND ONLINE VIDEO ADCROSS TO EXPAND

13. 4. 2022 Media Club and Nielsen Admosphere are working on the further development of cross-platform TV and video advertising measurement AdCross.

TRENDS: LINEAR TV WILL DECLINE, VIDEO ON DEMAND WILL GROW

13. 4. 2022 Although linear TV has still been a powerful source of video content viewing, online video on demand viewing is expected to grow further in the coming years.

CRITICS OF CNN PRIMA NEWS SHOULD STEP OUT OF THEIR SOCIAL BUBBLE FROM TIME TO TIME, SAYS THE GROUP’S CEO MAREK SINGER

12. 4. 2022 Marek Singer has been the head of FTV Prima group since 2008. But only after fourteen long years can he be happy that Prima’s channels are catching up with their biggest competitor - the Nova group - in terms of viewership. In certain viewer target groups, they even surpassed Nova in March.

TV ADVERTISING IN THE DIGITAL AGE: STILL AN EFFECTIVE MEDIUM THAT IS OPEN TO NEW INFLUENCES

9. 4. 2022 In 1990s, TV advertising had to deal with the arrival of new video formats. It is no coincidence that new ads began to appear at the same time, building primarily on the growing popularity of digital technology. Unsurprisingly, they were dominated by the internet that was increasingly popular among users. Although the position of the internet was growing dynamically the impact of TV as a medium was not decreasing. Today, we are living in a streaming era which is again significantly changing the rules. However, it would be too simplified to say that linear TV and advertising have nothing to offer. First, it is not true. Second, TV has adjusted to the rapidly changing environment. So what is the position of classic TV advertising in the changing environment?