FALSE PREJUDICES AGAINST TELEVISION. TV REMAINS ESSENTIAL FOR VIEWERS AND ADVERTISERS

13. 8. 2025 | 7 min read “Television is for older people,” “They only show ads on TV,” “I never watch it,” etc. There are many prejudices against television. But is there any truth to them? The answer to this question was provided by a new study from Screenforce titled “The Beauty of TV.” The results, presented during an exclusive webinar, show that while prejudices against television certainly exist, the reality is quite different.

SIR JOHN HEGARTY FOR GTVG ON THE POWER OF CREATIVITY

4. 8. 2025 | 7 min read Few figures have shaped modern advertising as profoundly as Sir John Hegarty. From co-founding Bartle Bogle Hegarty to producing some of the most iconic TV ads of the last half-century, his work has consistently championed the power of creativity to move people and markets. As brands today navigate an increasingly data-driven landscape, Sir John remains a powerful advocate for the human truths and emotional insights that lie at the heart of great advertising. We asked him to share his thoughts on creativity, the enduring role of television, and how the industry must evolve without losing its soul.

SUMMER-FLAVOURED TV ADS: FASHION BRAND SPOTS ARE ALL ABOUT FLOWING SKIRTS AND ROMANCE

31. 7. 2025 | 9 min read Fashion brands use the summer season to present themselves to customers in an emotive light. Their summer campaigns often depict an ideal world where every outfit fits naturally into a perfect holiday day filled with the scent of sun and sea. Television adverts are usually visually impressive, often accompanied by catchy music and dynamic editing that evokes movement and life. In summer more than ever, fashion is part of lifestyle – and advertising knows how to take advantage of this.

SUPERMAN CAN BOOST A BRAND’S SUPERPOWERS. ALL IT TAKES IS TV ADVERTISING

31. 7. 2025 | 8 min read A new adaptation of Superman has hit theatres. Naturally, its premiere is accompanied by a wave of advertising campaigns. The iconic comic book hero offers a strong emotional impact and a universally understood symbol of good, which allows advertisers to increase brand visibility and associate their products with positive values.

BLUE IS COOL: THE SMURFS SCORE BIG IN TV ADVERTISING

14. 7. 2025 | 7 min read The distinctive, memorable blue colour, unique characters, and the emotional connection of viewers who grew up with the Smurfs—these are the qualities that make the Smurfs a perfect inspiration for creatives. Advertising campaigns are full of these iconic characters—and it’s no surprise! On the occasion of the premiere of the latest Smurfs film, let’s take a look at how this phenomenon resonates in the world of advertising.

SUMMER-FLAVOURED TV ADS: THE WETTEST WATER AND HOTTEST SAND IN ADVERTISING

2. 7. 2025 | 9 min read The splash of waves and the soft sound of hot sand beneath your feet—such a scene is one of the strongest summer trump cards in TV advertising. Swimming in the waves evokes freedom, and beach life brings the rhythm of peace and the ease of a summer holiday, drawing the viewer into the story. People are picturing themselves on a seaside beach, ideally with the featured product in hand. TV ads by the water aren’t just about summer. They are a carefully staged dream where the brand shines like the sun in a clear blue sky without a single cloud.

IF YOUR TRAVEL AD LOOKS TOO PERFECT, GEN Z WON’T TRUST IT

28. 6. 2025 | 4 min read Show them the good, the bad and the ugly.

SUMMER-FLAVOURED TV ADS — WHEN BRANDS RIDE THE WAVE OF VACATION VIBES AND CHILL

26. 6. 2025 | 5 min read Success in summer requires more than just the right product. It is important to understand that people live differently during the summer. They move from their living rooms outdoors, spend more time away from home, and consume media differently. They think less, feel more, and shop much more impulsively. They respond to ads that evoke atmosphere and emotion, radiating authenticity, ease, and a natural connection to the summer feel.

MUSIC THAT SELLS: AC/DC, THE ROLLING STONES AND QUEEN IN TV ADVERTISING

21. 6. 2025 | 9 min read The rock anthems that once shook concert halls are now blasting from TV screens as part of advertising campaigns designed to grab attention from the very first note. Famous songs lend brands image, emotion and credibility, becoming a bridge between the product and the audience. For World Music Day, let's take a look at the role music plays in advertising.

IS TV ADVERTISING STILL EFFECTIVE IN 2025?

3. 6. 2025 | 5 min read How can you ensure your campaigns deliver maximum ROI? Let's dive into the science behind successful TV advertising and explore why behavioral methods provide better insights than traditional ad testing approaches.

YOUNG PEOPLE ARE RETURNING TO TELEVISION: NEW APPROACHES TO MEDIA PLANNING

1. 6. 2025 | 5 min read A study by Freewheel confirms the levelling of viewing habits and the growing role of ad-supported streaming.

BRAND BATTLES: THE GREATEST DRAMA ON TV WITHOUT ACTORS – ONLY SLOGANS AND LOGOS

25. 5. 2025 | 6 min read We know their slogans by heart. The songs that underscore their adverts get stuck in our heads, and we recognise their logos on highway billboards even in thick fog. We are talking about brands that have managed to stand out and become etched in our memory through successful advertising. However, this often comes at the price of fierce competition. They tirelessly climb the rankings to reach the top spot — often two or three major brands battling it out. And so, there’s no choice but to pull out powerful weapons, such as television advertising.

SEEMINGLY IMPOSSIBLE MARKETING MISSION CAN HAVE A HAPPY ENDING THANKS TO TV ADVERTISING AND “MISSION: IMPOSSIBLE”

25. 5. 2025 | 10 min read The film Mission: Impossible, which premiered in 1996, rightfully ranks among the iconic achievements of cinematic art. Based on the 1960s TV series, the film earned cult status thanks to its approach, Tom Cruise’s charismatic presence, nerve-wracking suspense, and top-notch action scenes. It is therefore perfectly logical that the famous “impossible mission”, in its various forms brought by the new instalments, inspires not only film fans but also the world of advertising.

THE BIG BRAND BATTLES: NOSTALGIA, COMPARISON, AND PROVOCATION WORK WELL IN ADVERTISING WARS

24. 3. 2025 | 5 min read At first glance, it might seem that the global market is vast, with enough room for everyone. In a utopian world, each brand would peacefully claim its share of the market and leave the rest for others. Sounds funny, right? In reality, when two or three strong brands meet in a certain market segment, they go head-to-head. There is only one spot in the sun, and while there doesn’t have to be just one winner, anyone who hesitates may find with dread that they are not among the top players but at the bottom.

PLAYFUL CONSISTENCY: THE SECRET TO SUPER EFFECTIVE ADVERTISING

12. 3. 2025 | 5 min read In advertising, we often over-emphasize the importance of novelty—the newer, the sexier, right? Wrong!

TV ADVERTISING DESERVES AN OSCAR FOR ITS EFFECTIVENESS AND CREATIVITY

3. 3. 2025 | 7 min read It is time for the annual Academy Awards. But this prestigious film event is not just a celebration of the art of cinema. It is also a major marketing opportunity. During the gala evening, exclusive advertising spots appear on the screen, costing astronomical sums. Luxury brands, film studios and technology companies use this moment to showcase their latest campaigns. Each year, the Academy Awards offer a close link between television advertising and the film industry.

FROM ORDINARY USER TO INFLUENCER: HOW REALITY SHOWS ADJUST THE RULES OF THE GAME

2. 3. 2025 | 3 min read The ways in which people gain public recognition have changed with the massive rise of reality shows. While in the past, the path to popularity was associated with traditional media platforms, today, even ordinary social media users have the chance to become celebrities by participating in reality shows. At least for a week or so.

WHEN THE BREAK IS AS MUCH FUN AS THE GAME. WHAT WAS THE HIGHLIGHT OF THIS YEAR’S SUPER BOWL COMMERCIAL BREAK?

17. 2. 2025 | 14 min read Super Bowl LIX once again attracted the attention of not only sports fans but also advertising professionals from around the world. Prices for 30 seconds of ad space reached all-time highs this year, and once again, we could watch campaigns from big brands and smaller players who took advantage of the opportunity to reach more than 126 million viewers. Whether it was funny spots, emotional messages or controversial messages, Super Bowl LIX confirmed its status as the advertising event of the year, leaving no one indifferent in the marketing world.