EASTER HUNT FOR THE BEST AD? IT PAYS MARKETERS TO RESPECT TRADITION – IDEALLY WITH AN INNOVATIVE PLOT TWIST

1. 4. 2024 | 12 min read Although Easter is primarily a Christian holiday, it is infallibly a huge event in the world of marketing and television advertising. In particular, retail chains, food companies and candy makers of all kinds cannot miss it. Every year they come up with a fresh batch of campaigns brimming with eggs, bunnies and every other possible symbol of the spring holidays. If you haven’t had a big dose of sweets yet, watch out! Today, you will be reading mostly about lots of chocolate. Cadbury - Clucking Bunny (1983-???) Easter is associated with traditions and the same is true of its imprint in television advertising. One such tradition was established by Cadbury almost forty years ago when the British company introduced its Easter Bunny on TV screens. The bunny brings the legendary Creme Eggs, one of the iconic products of the global chocolatier, into stores year after year. The original advert’s content was relatively simple - basically just a couple of shots of the bunny making strange noises followed by a basket full of Creme Eggs. But the most important is what came after that. Cadbury decided to build on the inconspicuous advert. In the years that followed, the firm came with the message that all other animals desperately wanted to be like the Cadbury bunny but couldn’t. The real masterstroke came later when the company decided to run a viewer poll each Easter where customers could vote on which animal would be the Easter Bunny for that year. Last year, it was a cat from Boise, Idaho, USA; this year, voters chose a raccoon. For Cadbury it means that their marketing idea still survives after many decades, getting the variations that the consumer wants and making the launch of the new spot a major Easter event.

SURVEY: CTV IS MOST EFFECTIVE DIGITAL AD CHANNEL

31. 3. 2024 | 2 min read A new survey of marketers has found that advertisers view CTV advertising is the most effective digital channel in their media mix and that 23.6% plan to increase their spending on connected TV (CTV) campaigns in 2024, according to a new study from tvScientific.

STUDY UK: BRITS STICK WITH LIVE TV, FOR NOW

30. 3. 2024 | 2 min read Media habits are changing but nearly two-thirds (64%) of Britons’ TV viewing time remains spent on live TV, with online streaming (36%) some way behind, according to a new study.

REGULATION BUILDS TRUST IN ADVERTISING

29. 3. 2024 | 2 min read When people are aware that advertising is regulated, they are more likely to trust and have favourable views towards the industry generally, as well as displaying higher levels of trust across individual media channels.

FAST CHANNELS: PLEX BRINGS MORE THAN 180 FREE TVS

28. 3. 2024 | 4 min read Last week we focused on Rakuten TV, the most easily accessible online video library, complemented by a range of free-to-air TV. Today it's the turn of its "competition".

HALF OF STREAMING USERS DON’T KNOW WHICH SERVICE THEIR FAVORITE SHOW IS ON

28. 3. 2024 | 3 min read A new study by hub Entertainment Research has found that about half of streaming users do not know which service has popular franchise shows — and licensing is to blame. About the same percentage of TV viewers say they could not explain what Apple TV+ is to another person.

TIPS FROM THE EASTER TV PROGRAMME

28. 3. 2024 | 4 min read The approaching spring holidays will bring four days off, which directly encourages spending time with loved ones and friends. Watching a series or movie together on TV is one of the most popular activities families spend their days off doing, according to recent research. Here are some tips from the Easter programming on czech commercial TVs that can add to the festive cheer. TV Nova's Easter programme will offer family films, comedies and fairy tales The Easter programme of TV Nova will offer a lot of family films and comedies for the whole family, as well as fairy tales especially for children. The main airtime on Good Friday will be taken over by the comedy Přání k narozeninám (Wish for a Birthday) starring Eva Holubová and Jaroslav Dušek. On White Saturday, viewers will exercise their knowledge with the entertainment and knowledge Superlov, where five hunters will face competitors playing for up to a million crowns.

SURVEY: SOCIALIZING IS A BIG PART OF SPORTS VIEWING

27. 3. 2024 | 3 min read DirecTV survey found that 84% watch live sports with friends and family.

MOVE OVER BUNNIES – ALDI’S CHOCOLATE DOG WINS EASTER

27. 3. 2024 | 3 min read Aldi revolutionised Christmas advertising – so what they do at Easter is more than usually interesting. Their Easter ad starring a loveable animated pup is another 5-Star winner for the supermarket brand, but it points up the differences between the two holidays, both in how the public see them and how brands approach them.

THREE FACTORS THAT MAKE TV CRITICAL TO EFFECTIVENESS

27. 3. 2024 | 4 min read Attention, emotional clout, and trust are the critical elements of what makes TV effective, says Peter Field in a new report exploring the enduring business impact of television advertising. Why TV (still) matters TV remains a constant of effective advertising, and, increasingly, of profitable companies. “I would argue that any marketer who considers walking away from TV advertising would be crazy to do so,” writes Field.

TV NOVA HAS EXPANDED THE GRAPHIC INJECTION OPTIONS

27. 3. 2024 | 1 min read Sponsors may now take advantage of the wider graphic possibilities for sponsorship messages and injections on TV Nova.

THE RECIPE FOR THE MAGIC COCKTAIL FOR BRAND SUCCESS BY KAREN HOWE: BRILLIANT CREATIVE AND TELEVISION

26. 3. 2024 | 9 min read TV is the media channel of choice for top brands. One of the reasons is that it provides unrivalled access to consumers of all ages, including the elusive group of 18-34 year olds. Karen Howe, global award-winning creative director and member of the Cannes Lions advisory board, focused her brand magic webinar on some of the TV ads that have captured the hearts of consumers with compelling creative, providing brands with wider awareness and higher sales. THE STATISTICS ARE CLEAR Research shows that the influence of social networks is overestimated, and we need to stick to the figures. Statistics show that television has a totally unrivalled reach. According to a measurement carried out in Canada between May and September 2023, television reached 83% of adults, 72% of teens, and 68% of kids.

TV TUNES IN TO SUSTAINABLE ADVERTISING

26. 3. 2024 | 8 min read This month saw the release of a new book aimed at guiding industry efforts on sustainability. ‘Sustainable Advertising: How Advertising Can Support a Better Future’, written by Matt Bourn, Director of Communications at the Advertising Association and Ad Net Zero, and Sebastian Munden, Chair of Ad Net Zero, lays out a manifesto for how advertising can help build a sustainable economy, and identifies some of the companies helping the industry make progress towards net zero emissions.

CNN PRIMA NEWS: NEW GRAPHIC DESIGN REFLECTS CHANGES IN NEWS COVERAGE

25. 3. 2024 | 12 min read The graphic concept of news coverage and the continuous broadcasting of CNN Prima News is one of the essential factors that motivate viewers to watch the station, say Tomáš Vojáček and Petr Závorka.

POHLREICH TO FILM NEW EPISODES OF ANO, ŠÉFE! AFTER SIX YEARS!

25. 3. 2024 | 2 min read New episodes of Ano, šéfe! will return to Prima TV screens. The main face will be Zdeněk Pohlreich again.

YOUNG LIONS KNOWS THE WINNER.

25. 3. 2024 | 3 min read The judges and organisers of the competition for young creatives in the communications industry have announced the winners of this year's national round of the Young Lions competition.

WARC REVEALS THE MOST EFFECTIVE CAMPAIGNS

24. 3. 2024 | 3 min read The top campaign of last year is the Shah Rukh Khan-My-Ad project, according to successes in effectiveness competitions tracked by WARC. Who else succeeded?

YOUNG LIONS 2024: 21 JUDGES EVALUATE THE WORK OF 81 TEAMS FOR FOUR ORGANISATIONS

22. 3. 2024 | 4 min read The sixteenth edition of the Young Lions national competition for young communication professionals up to 31 years of age will soon recognize the winning talents.