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

19. 2. 2026 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.

TRUST IN TV GREW FASTER OVER PAST FOUR YEARS THAN ANY OTHER MEDIUM, RESEARCH REVEALS

5. 2. 2026 Following the launch of the Credos Trust Tracker data for 2025, Channel 4’s chief commercial officer analyses the results and their implications for TV advertising.

THINKBOX: TV WORKS LIKE A BATTERY, POWERING OTHER MEDIA

2. 2. 2026 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.

TELEVISION AND STREAMING ARE NOT COMPETITORS: CZECHS NATURALLY SWITCH BETWEEN THEM DEPENDING ON THE CONTENT

23. 1. 2026 Czech viewers do not perceive television and streaming services as separate platforms, but as two parts of content between which they naturally move. According to research by Atmedia Index, conducted by Atmedia, which represents 20 thematic TV stations on the Czech market, Czechs switch between TV stations and streaming services depending on their mood, the type of programme and the origin of the content. While they seek out television primarily for local content and current events, they choose streaming for international productions, exclusive titles and viewing flexibility.

CHRISTMAS 2025 BROADCAST FOR ČT, THE MOST WATCHED PROGRAMME WAS THE FAIRY TALE ZÁHADA STRAŠIDELNÉHO ZÁMKU

30. 12. 2025 The most watched TV group during this year's Christmas holidays was again Czech Television. The new fairy tale The Mystery of the Haunted Castle attracted the most viewers.

CZECH TV MAINTAINED ITS LEAD IN NOVEMBER, IMPROVED ITS PRIMA

10. 12. 2025 Czech Television remained narrowly in the lead in November, Prima improved and Nova maintained its lead in prime time and younger audience groups.

STUDY UK: BRAND-BUILDING WINS OVER PERFORMANCE FOR UK MARKETERS

19. 11. 2025 Marketers in the UK are shifting away from spending on performance-building activities and leaning more towards brand-building in 2026, according to a new study about media budgets.

NOVA GOLD BROADCASTS FROM 3 NOVEMBER AS NOVA KRIMI

3. 11. 2025 Nova Gold broadcasts from Monday 3 November under the new name Nova Krimi. It also has a new visual identity and station motto.

WPP STUDY: FICTION SERIES DRIVE STREAMING; LOCAL PRODUCTIONS KEEP GREAT RATINGS ON TV

31. 10. 2025 Feature series are one of the main attractions for prepaid customers in the region, according to a study by WPP Media's VideoTrack CEE. Although streaming platforms are the primary place where online viewers discover new (mostly global) series, local TV series from traditional broadcasters still attract excellent audiences to their TV screens, according to WPP Media's analysis.

STUDY USA: 60% OF TV TIME SPENT VIEWING STREAMING CONTENT

30. 10. 2025 Sports remains strong for linear broadcasters, but streaming platforms are challenging their status.

ADVERTISING BREAKS ON PRIMA REMAIN LONG: PRICE INCREASE NEEDED

20. 10. 2025 Jan Čadek, CCO of Media Club, explains the double-digit increase in television advertising prices for 2026 and describes developments in the advertising market and Media Club’s plans.

SNOOP DOGG TURNS 53 — AND STILL PROVES AUTHENTICITY IS THE BEST MARKETING

20. 10. 2025 On 20 October, Snoop Dogg celebrated his 53rd birthday — calmly, humorously, and with the effortless detachment that has become his trademark. The rapper who helped define the sound of West Coast gangsta rap in the 1990s has become a living brand and a cultural institution. His voice, style, and irony long ago crossed the boundaries of music, transforming him into a figure who can sell sneakers, food delivery, or an entire philosophy of life with equal ease. For marketers, Snoop Dogg is the perfect example of authenticity in practice. In every campaign, he preserves his own rhythm, language, and humour — he never pretends to be something he is not. And that is precisely why his commercials still feel alive even years later: they are not ads about Snoop, but ads that speak in his voice. Cool Comfort Snoop’s public image has always been tied to a generous dose of unrestrained hedonism. Over time, the rapper became the voice of pleasure, comfort, and laid-back perspective — a persona that has been used in more than one advertising campaign. In these campaigns, Snoop usually appears as the viewer’s guide and as an ambassador for products guaranteed to make life more enjoyable. A textbook example of this stylisation is undoubtedly the Did Somebody Say campaign for the food delivery service Just Eat (known in other countries as Menulog or Grubhub). It is a model example of how high-quality food-delivery marketing should be done.

IT WILL CHANGE WITHIN FIVE YEARS, SAY THE HEADS OF NOVÁ AND PRIMA. INCOME FROM STREAMING WILL BE HIGHER THAN FROM TELEVISION.

15. 10. 2025 In Germany, viewers already spend more time streaming than watching television. Czechia expects the same trend.

STUDY: ADDRESSABLE TV UNLOCKS GROWTH IN A FRAGMENTED MARKET

7. 10. 2025 Research from Dish Media argues that advertisers are missing millions of consumers by underutilizing addressable TV in their media strategies.

FOOTBALL HELPS CABLE, BROADCAST RECLAIM SOME VIEWERS IN AUGUST

16. 9. 2025 Streaming still outpaces traditional TV, but Nielsen’s monthly figures show the first gains for linear outlets in four months.

THE FUTURE OF STREAMING IS DIFFERENT AD LOADS FOR EACH VIEWER

28. 8. 2025 As streamers experiment with ad load optimization, their only constraint is the consumer experience.

STUDY USA: NEARLY HALF OF AD-SUPPORTED TV VIEWING IS STREAMING

22. 8. 2025 Streaming accounts for almost half (45.3%) of total US time spent with ad-supported TV, according to a July report from Nielsen.

FALSE PREJUDICES AGAINST TELEVISION. TV REMAINS ESSENTIAL FOR VIEWERS AND ADVERTISERS

13. 8. 2025 “Television is for older people,” “They only show ads on TV,” “I never watch it,” etc. There are many prejudices against television. But is there any truth to them? The answer to this question was provided by a new study from Screenforce titled “The Beauty of TV.” The results, presented during an exclusive webinar, show that while prejudices against television certainly exist, the reality is quite different.