TV NOW AND NEXT: A FIXED POINT AMID THE TRANSFORMATION OF MEDIA

27. 4. 2026 The world of video viewing has undergone a significant transformation over the past decade. New platforms have emerged, viewing habits have changed, and the options for how and where content can be consumed have expanded. Yet despite this dynamism, it is becoming clear that Total TV, which includes traditional broadcasting and streaming services, remains a dominant and stable element of the media landscape.

THE MARKETING COMMUNICATIONS MARKET GREW BY TEN PERCENT LAST YEAR. THIS YEAR, IT IS MORE CAUTIOUS

27. 4. 2026 Growth in the Czech marketing communications market in 2025 was driven not only by media channels but also, to a significant extent, by non-media channels, according to an expert report by the AKA.

STUDY HIGHLIGHTS RISE OF DUAL-SCREEN BEHAVIOR DURING TV VIEWING

27. 4. 2026 tvScientific released its “2026 Consumer Trends Report,” positioning television as a full-funnel channel that drives discovery, trust and purchase behavior across a multiscreen environment.

THE ADC CZECH CREATIVE AWARDS COMPETITION HAS ANNOUNCED ITS FINALISTS

24. 4. 2026 Out of 257 entries, 120 have made it onto the shortlist for this year’s ADC Czech Creative Awards.

WHO PAYS FOR YOUR FAVOURITE STORY? A HUNDRED YEARS OF ADVERTISING THAT QUIETLY BECAME PART OF THE CONTENT

22. 4. 2026 At first glance, it may look like an old advertising relic from the age of radio and black-and-white television. But the Brought To You By model, in which the sponsor is an acknowledged part of the content, has in fact never completely disappeared. On the contrary, it has simply evolved along with the media, audiences and the business logic of the entertainment industry. The story of BTYB is therefore not only the history of a single advertising format but also the history of the tension between creativity, commerce and the question of who actually pays for the stories we so love to watch.

ADVANCED TV STUDY 2026: CONNECTED TV BECOMES PRIMARY VIEWING ENVIRONMENT

21. 4. 2026 Connected TV (CTV) usage continues to diversify across households in Germany and Austria, strengthening its value for advertisers through more targeted and attentive audiences, according to the Advanced TV Study 2026 by Azerion Austria and Goldvertise Media.

THE PROBLEM WITH MUCH AI-POWERED ADVERTISING IS THAT IT’S MEANINGLESS

21. 4. 2026 Audiences aren’t tired of advertising. They’re tired of low-value, repetitive, over-personalized noise that constantly demands something from them – and AI is turning up the volume.

CANNES LIONS ANNOUNCES ITS 2026 PROGRAMME

21. 4. 2026 Oprah Winfrey is honoured as the 2026 Cannes LionHeart. A global line-up of creative legends, innovators and cultural voices will take to the stage including Stella McCartney, Patagonia and Google DeepMind.

THE FIRST BANS ON ADVERTISING FOR ‘LESS HEALTHY’ FOODS. WHAT DID THEY COVER?

18. 4. 2026 Stricter rules on advertising less healthy foods came into force in the UK in 2026. The regulator’s initial decisions suggest that the key factor is the identifiability of specific products.

THE CZECHS HAVE FIVE NOMINATIONS AT THE SABRE AWARDS

17. 4. 2026 The ‘Little Superheroes’ campaign by the organisation Pod svícnem has three nominations in the SABRE Awards finals, whilst Grayling has two.

LEE CRONIN’S THE MUMMY IS COMING TO CINEMAS: ANCIENT EGYPTIAN MYTHOLOGY ALSO APPEARS IN TV ADVERTISING

16. 4. 2026 It does not always have to be a furious mummy rising from a sarcophagus or a swarm of flesh-eating scarabs. Sometimes a hint of an ancient mystery is enough — a curse hidden in the sand, and the silhouette of a pyramid or a sphinx on the horizon. The symbolism of ancient Egypt has attracted filmmakers for decades, and it works just as reliably in advertising. Pharaohs, mummies, and forgotten tombs can create an atmosphere of adventure within seconds and send chills down the viewer’s spine. It is therefore no surprise that these motifs repeatedly appear in television campaigns for brands seeking to captivate audiences with a story thousands of years old — especially when a brand-new film on the subject is heading to cinemas.

STUDY USA: TOP REASON FOR SUBSCRIBING TO PAY TV IS LIVE NEWS AND TV

14. 4. 2026 Parks Associates reports that 33% of subs said they liked the idea of having their content aggregated into one place.

CAN AI DRIVE BRAND STRATEGY? AND WHY IS CREATIVITY DISAPPEARING FROM CREATIVE WORK?

14. 4. 2026 Whilst artificial intelligence can outperform humans in operational tasks, it still has its limitations when it comes to strategic brand management. Its solutions lead to the mediocrity and indistinguishability that characterise contemporary advertising, according to speakers at the Brandstorming conference.

RIVAL BROADCASTERS PRIMA AND NOVA HAVE JOINED FORCES TO SPEAK OUT AGAINST ONLINE HATES

13. 4. 2026 Rival broadcaster Prima has joined TV Nova’s campaign to combat hate speech on social media.

FAST AND THE NEW LINEAR TV: HOW FREE STREAMING CHANNELS ARE REWRITING THE RULES OF TELEVISION

12. 4. 2026 Imagine a television channel that needs no cable operator, charges no subscription fee, and yet still generates billions of dollars in advertising revenue. That is precisely how FAST, or Free Ad-Supported Streaming TV, works. It is one of the fastest-growing segments of the media industry and, at the same time, one of the most interesting answers to a question now being asked by broadcasters, advertisers and viewers alike: what comes after linear television?

THINKBOX: TV ADVERTISING IS THE MOST TRUSTED MEDIUM

11. 4. 2026 One factor is becoming a clear differentiator in advertising: trust. As uncertainty grows and consumer confidence declines, it’s playing an increasingly critical role in shaping brand preference and driving profitability.

ADVERTISERS MUST ALSO FOCUS ON CONNECTED TV

10. 4. 2026 Smart TV is experiencing growth in the Czech Republic, with a million new viewers added between 2020 and 2022 alone, says Vojtěch Lambert, head of the LCG New Media agency.

TV BOOSTS AD RECALL BY 8.7× WHEN PAIRED WITH SEARCH

8. 4. 2026 New research shows TV supercharges search, social, and audio—driving up to 8.7× higher ad recall and stronger lower funnel results when combined.