MULTIPLATFORM TV IS A KEY FACTOR IN BRAND COMMUNICATION, ACCORDING TO EGTA RESEARCH

24. 11. 2024 | 5 min read Last year's egta 2024 CEOs’ & Top Execs’ Survey provided answers to questions about new opportunities, current challenges and revenue estimates in TV advertising sales.

STUDY USA: POSITIVE PORTRAYALS OF MEN IN ADS BOOST BRAND EQUITY AND SALES

23. 11. 2024 | 3 min read Campaigns with positive portrayals of men perform better in building long-term brand equity (37 percentile points higher) and in short-term sales likelihood (21 percentile points higher) than those with negative portrayals, according to data from Kantar.

“DROP THE WORDS LINEAR AND DIGITAL; LET’S JUST TALK TV” SAYS NICK MANNING

20. 11. 2024 | 1 min read The distinction between linear and digital TV is becoming increasingly nonsensical from a broadcaster perspective, argues Nick Manning, Founder of Encyclomedia International. Although different TV platforms have different functions, Manning suggests “the trick is to treat it as a single entity.”

PUBLICIS GROUPE HAS JOINED THE EYEMETER PILOT PROJECT FROM MEDIAN

14. 11. 2024 | 3 min read Publicis Groupe was one of the agencies in the Czech Republic to participate in Median's EyeMeter pilot project. Its aim is to find out more accurate information about how much attention and time people are paying to advertising content. The results of the pilot study will be available during January next year.

EFFIE GAVE OUT SIX GOLDS, NO GRAND PRIX

14. 11. 2024 | 5 min read This year's edition of the Effie advertising effectiveness competition has its winners. The award for the absolute best campaign, the Grand Prix, was not awarded this year.

NOBODY WILL PAY ME FOR ADVERTISING FOR PENSIONERS, THERE IS ROOM FOR CT, SAYS PRIMA BOSS SINGER

7. 11. 2024 | 2 min read The two largest commercial TV groups in the Czech Republic are experiencing a successful year from the point of view of advertisers. Both Prima and Nova are close to full advertising sell-out this year.

EFFIE SHORTLIST: MCCANN, OGILVY AND PHD HAVE THE BEST CHANCES

7. 11. 2024 | 2 min read The Effie advertising effectiveness competition has announced the nominated campaigns that will emerge as this year's winners.

COCA-COLA BRINGS THE MAGIC OF CHRISTMAS AND CONTINUES THE WORLD NEEDS MORE SANTAS CAMPAIGN

5. 11. 2024 | 4 min read Coca-Cola continues its "The World Needs More Santas" campaign this year, inspiring kindness and generosity through small acts of kindness or unforgettable experiences at the Christmas truck roadshow, which this year will also offer visitors a glimpse of Lapland.

CZECHS AGED 45-64 – THE RICHEST TARGET GROUP YOU MIGHT BE OVERLOOKING

4. 11. 2024 | 5 min read Czech society is ageing unstoppably. The options for staying fit and healthy are continually improving and evolving, but middle age (and retirement) still seems to be mainly associated in marketers’ minds with outdated notions of a “walking-stick-and-scarf” lifestyle.

ATTENTION DRIVES INCREMENTAL PROFIT

4. 11. 2024 | 2 min read There is a linear relationship between the amount of attention an advertising channel receives and the incremental profit it delivers, according to a new study from Ebiquity and Lumen Research.

MUSTARD AND MCCANN NOMINATED FOR THE EUROPEAN FINALS

4. 11. 2024 | 1 min read Two Czech campaigns from agencies McCann and Mustard have reached the final of the European Effie competition.

HBBTV – WHAT IS IT AND WHY SHOULD YOU CARE?

1. 11. 2024 | 5 min read In the TV business, we’ve become accustomed to a lot of acronyms and jargon. Just within the last few years we have been introduced to OTT, SVOD, AVOD, PVOD, FAST and various other iterations of what amounts to internet-delivered content that is either free to consumers or via subscription or one-off transaction. But one less-buzzy term I think you would be well advised to get acquainted with is HbbTV, or Hybrid Broadcast Broadband TV.

FORREST GUMP AND MARKETING: TELEVISION ADVERTISING IS LIKE A BOX OF CHOCOLATES. YOU NEVER KNOW WHAT YOU’RE GONNA GET. BUT THE EXPERIENCE WILL BE GREAT

31. 10. 2024 | 7 min read Just like many other famous films, Forrest Gump, overflowing with now-iconic scenes and quotes, caught the attention of brands. This iconic film, celebrating its 30th anniversary, combines a personal story with significant historical events, evoking powerful emotions, which is immensely valuable for marketing. Let’s take a look at which brands have successfully drawn inspiration from this cult film.

AD INTEL: IN THE BACK-TO-SCHOOL ERA, BRANDS INVEST IN ADVERTISING DIFFERENTLY

30. 10. 2024 | 2 min read The Ad Intel News series of short reports from Nielsen Research's advertising monitoring complements last month's ranking of the Top 5 brands in the School & Office Supplies segment.

FROM KENNEDY TO THE CZECH VELVET REVOLUTION: TELEVISION WAS, IS AND WILL BE THE VIEWER’S GUIDE THROUGH MODERN HISTORY

28. 10. 2024 | 13 min read Television has shaped modern history: from the rise of John F. Kennedy in the USA, through the Watergate scandal, and the tragic footage of the Challenger disaster, to the fall of the Berlin Wall and Princess Diana’s funeral procession. It has been both a witness to and a catalyst for change, including in the Czech Republic—it broadcast the 1968 invasion, showed the revolutionary days of 1989, and shaped opinions during the first direct presidential election. Today, in combination with social media, television influences the world more than ever. What has been its historical role so far? The Rise and Fall of JFK: A Career Framed by the Lens John F. Kennedy’s political career unfolded on television screens. This was logical, as Kennedy’s charisma and celebrity status made him seem like a face made for television cameras. In 1960, he won the first televised presidential debate in the USA; this moment likely catapulted him to the top of the state. His opponent, Richard Nixon, looking tired after illness and refusing makeup, appeared less attractive than the fresh, youthful, and prepared Kennedy—an unfortunate strategic mistake. This debate beautifully illustrates the power of television: while Kennedy overwhelmingly won the hearts of television viewers, those who only listened to the debate on the radio were much more inclined towards Nixon. Presentation, to a degree, triumphed over content. Just three years later, on 22 November 1963, television cameras became witnesses to the last chapter of Kennedy’s life, when he became a victim of an assassination in Dallas. The whole of America mourned together with the screens. Along with the young idealistic president, the idea of an idealistic America died. Hope turned to sorrow, then to scepticism.

EUROPE IS BECOMING THE FASTEST GROWING MARKET FOR CTV

27. 10. 2024 | 5 min read Over 80% of households with a connected TV prefer CTV to traditional linear TV.

WHY TV ADVERTISING STILL RULES BRAND-BUILDING

24. 10. 2024 | 7 min read Quick—name the biggest brands you know. Coca-Cola. Apple. Amazon. Besides being massively famous, what else do these brands have in common?

HOW TV’S HALO EFFECT BOOSTS PERFORMANCE ACROSS YOUR MARKETING MIX

23. 10. 2024 | 5 min read Your apparel company just launched its first TV campaign, and new customers driven by TV surge. That’s to be expected. TV’s a powerful response channel. But something far less expected also happens. Paid search campaigns grow more effective. Social media engagement rises. Even in-store visits increase.