COCA-COLA, UNILEVER SHOW THE POWER OF WORLD CUP MARKETING

28. 7. 2026 | 3 min read Coca-Cola and Unilever each delivered some of their strongest quarterly performances in years, with both companies crediting their extensive World Cup campaigns.

PRIMA SPORT WILL REPLACE SPORTY TV AND WILL BE BROADCAST ON TWO NATIONWIDE CHANNELS

28. 7. 2026 | 2 min read The new Prima sport channel will replace the existing Sporty TV. It will begin broadcasting on 17 August.

TV PROVIDERS ARE OFFERING SUMMER DISCOUNTS. TRIAL PLANS AND LIMITED-TIME VIDEO LIBRARIES HAVE ALSO BEEN ADDED

27. 7. 2026 | 9 min read Telly has reduced the price of its ‘Velký’ package, O2 has added a seven-day trial of Oneplay, and Magenta TV has launched its ‘Summer Cinema’ service. Our overview sets out the prices, programme line-ups and terms and conditions of each service.

STUDY USA: TV OPERATING SYSTEMS GAIN INFLUENCE OVER VIEWING

27. 7. 2026 | 4 min read New survey data highlights how smart TVs are becoming the most influential gatekeepers in entertainment, playing an increasingly important role in how viewers discover and watch content. The operating systems powering Smart TVs become the front door to streaming.

SUSTAINABLE BEHAVIOUR APPEARS IN JUST 4.3% OF ADVERTISEMENTS, EVEN THOUGH SUSTAINABILITY DOES NOT REDUCE CAMPAIGN EFFECTIVENESS

26. 7. 2026 | 10 min read Sustainability remains a relatively marginal topic in global advertising. The latest data shows that only 4.3% of the advertisements analysed contain some form of sustainable behaviour, and this proportion is gradually declining. At the same time, there is no evidence to support concerns that incorporating sustainability weakens the effectiveness of an advertising campaign. On the contrary, it can help brands stand out, strengthen emotional response and support their long-term value. These findings come from the latest update to Kantar’s Sustainable Behaviours Ad Tracker project.

ALZÁK, MONETA’S CAT AND PAT & MAT: ESTABLISHED MASCOTS ARE A SAFE BET IN ADVERTISING, BUT AI IS HOT ON THEIR HEELS

25. 7. 2026 | 9 min read He is green and has a rather unpleasant, squawking voice provided by Bohdan Tůma. Although many consumers would describe Alzák the alien as extremely annoying, everyone knows who he is. And that is precisely the point. Mascots play an indispensable role in modern advertising. The purpose of these personified characters, whether animals, imaginary creatures or animated figures, is not simply to sell products, but to evoke emotions, build brands and develop relationships with consumers.

WORLD CUP FINAL DRAWS 66.4 MILLION VIEWERS AS SPORTS MARKETING MOVES BEYOND TV

24. 7. 2026 | 1 min read The FIFA World Cup final saw record viewership of 66.4 million average viewers across all networks and platforms showing the event, per Nielsen data cited by Yahoo Sports. The 2026 World Cup final is now the highest rated TV event since Super Bowl LX.

CONSUMERS WARM UP TO STREAMING ADS: HERE’S WHAT THE NUMBERS SAY

24. 7. 2026 | 4 min read As the number of ad-supported tiers on the market increases, cheaper options have made gains against ad-free ones, according to Hub.

TELEVISION ADVERTISING IS NOT JUST ABOUT REACH. DATA LINKS IT TO INCREASED SALES AND FOOT TRAFFIC

24. 7. 2026 | 6 min read Television advertising is primarily associated with broad reach, building awareness and supporting brands over the long term. Thanks to more detailed data, it can increasingly be evaluated on the basis of specific business outcomes, such as the number of new customers, conversions, revenue or visits to physical locations. An analysis by the Canadian company Environics Analytics shows how the effect of television can be measured at the level of individual campaigns, much as it is in the digital environment.

HBBTV AWARDS OPEN FOR ENTRIES

23. 7. 2026 | 2 min read The HbbTV Association has opened entries for the HbbTV Awards 2026, which will be held as part of the 14th HbbTV Symposium and Awards in Barcelona.

FROM REQUIEM TO CHOCOLATE: WOLFGANG AMADEUS MOZART’S SECOND LIFE IN ADVERTISING

23. 7. 2026 | 11 min read He was a genius and resolutely individual – eccentric, playful and instantly recognisable more than two centuries after his death. That is why the advertising industry continues to draw on his aura as a genius, a rebel, and an eternal child. And it is not only Mozart himself who appears in commercials, but also his music, which can lend a story elegance, tension, lightness or humour in a matter of seconds.

SPORTS ENTHUSIASTS PREFER LINEAR TV, WHILE ADVERTISING DURING GAMES DRIVES ONLINE SEARCHES

23. 7. 2026 | 5 min read Linear television remains the preferred way for sports enthusiasts to watch a range of popular sports. Local television stations also continue to play an important role: nine out of ten sports enthusiasts believe it is important for them to broadcast matches involving local teams. In addition, advertising shown during sports broadcasts can influence consumers’ choices when they subsequently search online for products or services. These findings come from TVB’s 2026 Sports Survey.

PRIMA HAS INCREASED ITS REVENUE FROM OPERATORS TO HALF A BILLION AND IS ALSO CONSIDERING A SHIFT IN ITS TARGET AUDIENCE

23. 7. 2026 | 3 min read The Prima media group expects a significant increase in revenue from television operators this year. Revenue from the distribution of its channels is expected to reach around half a billion crowns, whereas in the past it stood at around 100 million.

SWIMMING POOLS, SWIMWEAR AND BARBECUES. SEZNAM DATA REVEAL WHAT CZECHS ARE BUYING AND PLANNING FOR THE SUMMER

22. 7. 2026 | 4 min read Czechs are slightly more interested in cooking than in flight tickets during the summer, and domestic tourism doesn’t really appeal to them, according to a summer data analysis of interests based on search data from Seznam.cz.

ONEPLAY SPORT HAS INVESTED IN A NEW STUDIO AND WILL EXPAND ITS BROADCASTING OF THE CHANCE LEAGUE

22. 7. 2026 | 3 min read The new Oneplay Sport multifunctional studio will feature television facilities including an LED screen with almost 16 million pixels, virtual graphics and a viewing area for spectators. The channel will use it for the first time at the start of the new Chance League season.

REVENUE FROM STREAMING SERVICES IS LOWER THAN EXPECTED. SOME GLOBAL COMPANIES HAVE FAILED TO PAY

22. 7. 2026 | 3 min read The State Audiovisual Fund collected 387 million CZK in audiovisual licence fees this year, a 70 per cent increase year-on-year. Global streaming platforms also became fully integrated into the system for the first time, although their contributions fell short of initial estimates.

TV NOVA IS PUSHING THE BOUNDARIES OF SUSTAINABLE FILMING. THE BAFTA ALBERT CERTIFICATION COVERS 70 PER CENT OF ITS OWN PRODUCTIONS

20. 7. 2026 | 5 min read TV Nova has long been committed to developing sustainable television production. In 2024, 60 per cent of TV Nova’s programmes were awarded the BAFTA Albert international sustainability certification. Projects with this certification now account for 70 per cent of the channel’s in-house production, and Nova is outlining further steps it is taking to meet its goals in the area of sustainable filming.

FILMS AND TV SERIES WILL HELP ATTRACT TOURISTS TO THE CZECH REPUBLIC. CZECHTOURISM HAS JOINED FORCES WITH THE CZECH FILM COMMISSION

20. 7. 2026 | 8 min read Stronger promotion of the Czech Republic both at home and abroad, and better use of successful films and TV series to develop domestic and international tourism. These are the main objectives of the memorandum of cooperation signed by the Czech Tourism Authority – CzechTourism and the State Audiovisual Fund, Czech Film Commission department. Both institutions aim to link the audiovisual industry with tourism even more systematically, to present the Czech Republic as an attractive destination for both filming and travel through selected joint activities, and to use cinema screens and television to attract visitors not only to well-known tourist spots but also to as yet undiscovered locations. Combining film and tourism will boost the promotion of the Czech Republic The joint memorandum combines CzechTourism’s expertise in promoting the Czech Republic as a destination with the specialist resources of the Czech Film Commission. The main mission of this department of the State Audiovisual Fund is to promote the Czech Republic as an attractive country for foreign film shoots, digital production and animation. The Czech Film Commission also connects filmmakers with regional partners and provides information on filming opportunities. Both institutions aim to make better use of the power of film in building the Czech Republic’s brand, developing tourism and supporting the domestic audiovisual industry.