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.

PRIMA SPORT WILL BROADCAST SPARTA’S CHAMPIONS LEAGUE MATCH, WHICH WILL SERVE AS THE HIGHLIGHT FOR THE CHANNEL’S OFFICIAL LAUNCH ON 17 AUGUST

20. 7. 2026 | 3 min read Prima will broadcast AC Sparta Prague’s home match in the third qualifying round of the Champions League. The live broadcast will be shown on the new Prima sport channel, which viewers will be able to tune into even before its official launch, scheduled for 17 August.

THE SPAIN’S GOLD MEDAL SUCCESS BROKE A TELEVISION RECORD IN THE HOST COUNTRY

20. 7. 2026 | 2 min read Spain’s victory over Argentina in the final of the 2026 World Cup became the most-watched World Cup match in the history of Spanish television broadcasting. An average of 15.7 million viewers watched the match, and more than 20 million people tuned in to at least part of the broadcast, with an audience share of 87 per cent.

OPERATORS ARE MOVING PAY-TV TO THE INTERNET

19. 7. 2026 | 3 min read According to a new analysis, 55 per cent of European households will have a direct pay-TV subscription by the end of the year, which is just 1.6 percentage points more than five years ago. However, behind this stable figure lie significant national differences as well as a growing shift towards OTT streaming.

EINSTEIN WOULD HAVE BEEN AMAZED: TODAY, HIS FACE SELLS BREAD, MOBILE PHONES AND ELECTRICITY

17. 7. 2026 | 11 min read Tousled white hair, a distinctive moustache and a thoughtful expression are all it takes for viewers to recognise Albert Einstein within seconds. For advertising creatives, he provides universal shorthand for genius, intelligence and scientific progress, as well as likeable eccentricity. Einstein has consequently appeared in adverts for all kinds of products – from gluten-free bread and telecommunications services to smart electricity meters.

BACK-TO-SCHOOL SHOPPERS ARE NOT IGNORING AI

17. 7. 2026 | 5 min read Advertising and marketing hype has become heavily saturated with the term "agentic buying" for back-to-school purchases, but the distinction between actual transactional data and futuristic projection only becomes more blurred as the season gets underway.

CZECHS SPEND OVER FOUR HOURS IN FRONT OF THE TELEVISION, OF WHICH 37 MINUTES ARE SPENT STREAMING OR PLAYING GAMES

16. 7. 2026 | 3 min read Television broadcasts still account for the bulk of the time spent in front of the TV screen. However, people are increasingly using their televisions to watch streaming services, online videos or play games, according to data provided by Atmedia.