Category: RESEARCH
WHY MARKETERS ARE RETURNING TO TRADITIONAL ADVERTISING
14. 5. 2022 Pundits have long predicted the demise of traditional advertising. However, it is alive and well and headed for growth for the first time in a decade. The authors explain seven factors driving this trend, including the ability of traditional ads to break through digital clutter, the decline in third-party cookies, and more. Digital marketing technologies and… Continue reading WHY MARKETERS ARE RETURNING TO TRADITIONAL ADVERTISING
RESEARCH: CZECHS CONSIDER MEDIA INDEPENDENCE IMPORTANT
26. 4. 2022 Research in the Visegrad Four countries found that the public supports EU measures on media freedom. The first comprehensive survey of public attitudes towards media freedom in the Czech Republic, Hungary, Poland and Slovakia shows that 52% of people are concerned about the state of media freedom in their country. 71% of respondents support stronger… Continue reading RESEARCH: CZECHS CONSIDER MEDIA INDEPENDENCE IMPORTANT
CZECH POPULATION ONLINE 2022: ONE FIFTH OF CZECHS PAY FOR WATCHING TV AND MOVIES
25. 4. 2022 The professional Association for Internet Development releases updated data on the behaviour of the Czech internet population Czechs Online 2022. One fifth of internet users (20 %) pay to watch videos, TV series and movies on the Czech internet. 6 % pay for news and access to electronic versions of newspapers and magazines and 10… Continue reading CZECH POPULATION ONLINE 2022: ONE FIFTH OF CZECHS PAY FOR WATCHING TV AND MOVIES
ADVERTISING INVESTMENTS IN MEDIA GREW IN THE FIRST QUARTER
21. 4. 2022 Most media types posted double-digit increases in the first quarter, according to Nielsen Admosphere monitoring. The volume of monitored investments in Czech media in the first three months of this year exceeded CZK 21 billion, which is 12 % up year-on-year. The majority of media types posted double-digit increases in the first quarter, Nielsen Admosphere… Continue reading ADVERTISING INVESTMENTS IN MEDIA GREW IN THE FIRST QUARTER
TV IS THE MOST POPULAR DEVICE FOR VIDEO-ON-DEMAND CONTENT
18. 4. 2022 An overview of video-on-demand content consumption by device. Two-fifths (41%) of video-on-demand content consumption happens on TV. In comparison, smartphones now take a one-quarter share (26%) and this has grown from 21% in the previous year. TV is the most popular device for video-on-demand content but smartphones are gaining share worldwide, according to data from… Continue reading TV IS THE MOST POPULAR DEVICE FOR VIDEO-ON-DEMAND CONTENT
TRENDS: LINEAR TV WILL DECLINE, VIDEO ON DEMAND WILL GROW
13. 4. 2022 Although linear TV has still been a powerful source of video content viewing, online video on demand viewing is expected to grow further in the coming years. Prima TV Group expects that the reach of linear TV in the Czech population will decline while online video consumption will grow. Prima’s CCO Vladimír Pořízek said that… Continue reading TRENDS: LINEAR TV WILL DECLINE, VIDEO ON DEMAND WILL GROW
ADS MOST POWERFUL WITH EXISTING CUSTOMERS
8. 4. 2022 ATTITUDES TO ADVERTISING CONSUMER SENTIMENT NORTH AMERICA (GENERAL REGION) Sixty-one percent of North American shoppers are more likely to continue purchasing a brand they already use in response to ads, versus just 7% who prefer to acquire a new brand or ones they are yet to try after being exposed to these messages. That was… Continue reading ADS MOST POWERFUL WITH EXISTING CUSTOMERS
USA STUDY: SMART TV OWNERSHIP RISES TO 76% OF TV HOUSEHOLDS
7. 4. 2022 Rapid growth in ownership means that the majority of TV sets (57%) are now smart sets according to new data from Hub Entertainment Research. BOSTON, Mass. —Smart TV ownership, which has played a central role in the growth of streaming media, continues to rise dramatically, according to Hub Entertainment Research’s fourth annual “Connected Home” study. The… Continue reading USA STUDY: SMART TV OWNERSHIP RISES TO 76% OF TV HOUSEHOLDS
OLDER, WEALTHIER VIEWERS VALUE TV NEWS AND SPORTS MORE, LRG SAYS
6. 4. 2022 Live programming will continue to keep pay-TV relevant, researcher says. Despite the increase in cordcutting, drawing viewers away from pay-TV, interest in live news and sports—a staple of traditional linear TV—remains high among older, wealthier viewers, according to a recent study from Leichtman Research Group. When asked the importance of various programming genres, overall, 49% of… Continue reading OLDER, WEALTHIER VIEWERS VALUE TV NEWS AND SPORTS MORE, LRG SAYS
GOLDBACH: 70% OF 16 TO 49-YEAR-OLDS IN DACH USE CONNECTED TV
4. 4. 2022 Connected TV has become an integral part of the living room in Germany, Austria and Switzerland (DACH). Above all, the younger target group of 16 to 49-year-olds use Connected TV at over 70%. The figures for households with children are strikingly high: Here, 77% of the people living in the household use an internet-connected TV… Continue reading GOLDBACH: 70% OF 16 TO 49-YEAR-OLDS IN DACH USE CONNECTED TV
STUDY: CONSUMERS GROW LESS CLEAR OF STREAMING BRANDS’ OFFERINGS AS RANKS GROW
31. 3. 2022 Hub’s annual Evolution of Video Branding study found large gaps between TV service name recognition and true understanding of each service’s value proposition, the firm said. Hub’s “Evolution of Video Branding” study was conducted among 1,601 U.S. consumers with broadband, age 16-74, who watch at least one hour of TV per week. The data was… Continue reading STUDY: CONSUMERS GROW LESS CLEAR OF STREAMING BRANDS’ OFFERINGS AS RANKS GROW
MEDIA LITERACY OF CZECHS IS INCREASING, ACCORDING TO RESEARCH
30. 3. 2022 The level of media literacy is generally increasing in Czech society. This is according to research by the Department of Media and Cultural Studies and Journalism at Palacký University in Olomouc and the STEM/MARK agency. The level of media literacy in Czech society is generally increasing (39/100 points in 2018, 49/100 in 2021). This is… Continue reading MEDIA LITERACY OF CZECHS IS INCREASING, ACCORDING TO RESEARCH
STUDY: BRANDS ARE DROWNING IN A SEA OF SAMENESS, THEY CAN SURPRISE ONLY A THIRD OF PEOPLE
30. 3. 2022 Only a third of Czech consumers can recall a unique brand, according to a study by Ogilvy Consulting and GroupM. Consumers are increasingly engaging with brands through their own experiences, not through communication. It is the brand experience that is key to success today, when brands are increasingly drowning in a sea of sameness, making… Continue reading STUDY: BRANDS ARE DROWNING IN A SEA OF SAMENESS, THEY CAN SURPRISE ONLY A THIRD OF PEOPLE
STUDY USA: CAN STREAMING VIDEO KEEP UP WITH THE METAVERSE?
29. 3. 2022 New Deloitte survey finds that the U.S. SVOD churn rate is 37% and that younger generations are increasingly embracing gaming, social media and user generated content NEW YORK— Amid the burgeoning debate about the metaverse and its prospects for dominating the media landscape, Deloitte’s Digital Media Trends survey found a number of signs that streaming… Continue reading STUDY USA: CAN STREAMING VIDEO KEEP UP WITH THE METAVERSE?
CONSUMERS EXPECT BRANDS TO RESPOND TO THE UKRAINE CONFLICT
24. 3. 2022 A majority of consumers around the world believe that brands should take some form of action in response to the ongoing conflict in Ukraine. What can they do? According to research by GWI among 20,428 internet users aged 16-64 in 21 markets, 84% want brands to take action. While 32% accept that it may depend… Continue reading CONSUMERS EXPECT BRANDS TO RESPOND TO THE UKRAINE CONFLICT
THE TV SET IS THE COMPETITIVE ARENA FOR HIGH QUALITY AV CONTENT
21. 3. 2022 TV set viewing continues to dominate the majority of people’s video consumption. Across 2021, individuals spent on average 3 hours and 37 minutes per day consuming content on a TV screen – which accounted for 71% of total daily video content consumption. Those aged between 16 and 34 on average spent 2 hours 15 minutes… Continue reading THE TV SET IS THE COMPETITIVE ARENA FOR HIGH QUALITY AV CONTENT
A THIRD OF ADS USE HUMOUR AND THIS IS IN DECLINE
15. 3. 2022 One-third of ads use some form of humour and those that do are more effective. An overview of humour in advertising: Humour is used more often in TV (37%) and YouTube (30%) advertising but is less popular in print/outdoor (15%) and website ads (12%). One-third of ads use some form of humour and those that… Continue reading A THIRD OF ADS USE HUMOUR AND THIS IS IN DECLINE
THE PSYCHOLOGY OF MARKETING TO THE HYPER-STRESSED
15. 3. 2022 Many consumers no longer have the same cognitive resources for decision-making. For two years, consumers in the U.S. have been struggling to adapt to a new normal, whatever that may mean. The result has been massive stress. A March 2021 survey by the American Psychological Association that showed Americans were more stressed than ever before. Almost… Continue reading THE PSYCHOLOGY OF MARKETING TO THE HYPER-STRESSED
SMART TVS BECOME DEFAULT PLATFORM FOR VIEWING STREAMED CONTENT
10. 3. 2022 A new Parks Associates white paper finds that more than half of U.S. broadband homes own smart TVs Fifty-five percent of U.S. broadband homes now own a smart TV, driving the television to become the default platform to watch streaming content, according to a new white paper from Parks Associates. The paper, “OTT Streaming Trends… Continue reading SMART TVS BECOME DEFAULT PLATFORM FOR VIEWING STREAMED CONTENT
STUDY USA: GEN Z SEES VALUE OF TRAD TV CONTENT AND SHORT-FORM VIDEO
2. 3. 2022 Even though the media lifestyles of Gen Z, a generation that has never known a world without internet, are dominated by social media and music streaming, this diverse audience of streamers view long-form TV content with as much frequency as short-form video content according to a study from Horowitz Research. The company’s State of Gen Z 2021 study was… Continue reading STUDY USA: GEN Z SEES VALUE OF TRAD TV CONTENT AND SHORT-FORM VIDEO
WHY WE CAN’T APPROACH CTV AS JUST ANOTHER SCREEN
28. 2. 2022 CTV shares the premium quality, high engagement levels, and immersive content of TV. By building solutions that enable the use of data at scale, retaining ownership of their assets, and generating value for both buyers and sellers, the ad industry stakeholders can transform the premium video ecosystem and ensure that TV and CTV work in… Continue reading WHY WE CAN’T APPROACH CTV AS JUST ANOTHER SCREEN
GLOBAL SVOD SUBSCRIPTIONS TO REACH 1.75 BILLION IN 2027
22. 2. 2022 Global SVoD subscriptions will reach 1.75 billion by 2027, Digital TV Research has found. Netflix, Disney Plus and Amazon Prime Video will account for half of total. Over the next five years, the number of SVoD subscribers is expected to rise by 550 million. The report added that China and the US will together account for… Continue reading GLOBAL SVOD SUBSCRIPTIONS TO REACH 1.75 BILLION IN 2027
TIME SPENT IN FRONT OF THE TV EXCEEDED 4 HOURS LAST YEAR, THE HIGHEST IN 25 YEARS
22. 2. 2022 The surge in TV viewership in the first year of the pandemic continued into 2021. Time spent in front of a TV screen has surpassed the four-hour-a-day mark for the first time.
RESEARCH: TV ADS A KEY PART OF LIVE SPORTS VIEWING
18. 2. 2022 Magnite, the independent omnichannel sell-side advertising platform’s study, CTV Live Streaming: TV’s Next Big Moment, finds broad adoption of live streaming TV among CTV viewers across all age groups. “Anecdotally, we know that live TV, especially live sports, is unparalleled in its ability to get people engaged and we commissioned this study to better understand how… Continue reading RESEARCH: TV ADS A KEY PART OF LIVE SPORTS VIEWING
CONSUMER PRESSURE ON BRANDS FOR SUSTAINABILITY IS INCREASING
18. 2. 2022 Consumers are increasingly demanding a sustainable dimension and clear values from brands. Despite the pandemic, the direction of consumer behaviour, attitudes and preferences has not changed much in recent years. Trends that were observed before the outbreak of the covid-19 pandemic are still broadly valid and growing. This is according to this year’s Global Trends… Continue reading CONSUMER PRESSURE ON BRANDS FOR SUSTAINABILITY IS INCREASING
ABOUT A TENTH OF CZECHS WATCH TV SERIES PREVIEWS ON THE WEB
15. 2. 2022 The option to watch TV series previews on online platforms has been used by 9 % of the Czech internet population over 15 years old, according to research by Nielsen Admosphere. The opportunity to watch TV series previews on internet platforms was used by 9 % of the Czech internet population over 15 years old.… Continue reading ABOUT A TENTH OF CZECHS WATCH TV SERIES PREVIEWS ON THE WEB
MORE AMERICANS STREAMING THAN WATCHING PAY TV, SURVEY FINDS
10. 2. 2022 TransUnion says trend is favorable for advertisers: A new poll said that an important tipping point has been reached, with more Americans saying they’ve streamed TV or movies in the past month than watched cable and satellite TV. According to the survey, conducted by The Harris Poll for TransUnion, the credit agency that has gotten into the connected… Continue reading MORE AMERICANS STREAMING THAN WATCHING PAY TV, SURVEY FINDS
DELAYED TV VIEWING INCREASED BY A THIRD IN A YEAR
9. 2. 2022 The dominant source of TV viewing continues to be so-called live viewing, accounting for 84 % of total TV viewing. However, the share of delayed viewing is increasing. The share of delayed TV viewing exceeded 16 % in January this year, increasing by 3.8 percentage points year-on-year. Live (linear) viewing accounts for almost 84 %… Continue reading DELAYED TV VIEWING INCREASED BY A THIRD IN A YEAR
BRAND-BUILDING ADS AND THE SHOPPER JOURNEY
9. 2. 2022 Consumers who purchase after viewing an OTT advertisement are more likely to be new-to-brand (75% of users) than those who did not get exposed to an OTT advertisement (60% of users). That’s according to a new report from WARC and Perpetua, a supplier of e-commerce advertising and intelligence software, which analyses the impact of brand-building… Continue reading BRAND-BUILDING ADS AND THE SHOPPER JOURNEY
USA STUDY: ADS IN NEWS ARE MORE EFFECTIVE
9. 2. 2022 Consumers said ads in news content were more relevant and valuable, particularly if the ads were placed in a trusted news source, according to a new study from Disney and Magna NEW YORK—While advertisers have traditionally been concerned about associating their brands in news content that might prove upsetting, depressing or controversial to some viewers, Disney Ad… Continue reading USA STUDY: ADS IN NEWS ARE MORE EFFECTIVE
REPORT: LINEAR BROADCASTING AND VOD TO COEXIST
4. 2. 2022 A report from Intertrust reveals broadcast TV will continue to be viable for the foreseeable future, despite the growth of streaming, and suggests the video industry will evolve to a hybrid approach, where linear broadcasting coexists alongside VoD content and live streaming. Broadcasting and streaming are increasingly blending into a single, unified user experience to… Continue reading REPORT: LINEAR BROADCASTING AND VOD TO COEXIST
CZECHS AND ADVERTISING 2022: ADVERTISING SATURATION ON SOCIAL MEDIA IS GROWING
4. 2. 2022 Czech users’ sense of oversaturation from the level of advertising on social networks is increasing. This is especially true for Facebook and YouTube, the Czechs and Advertising 2022 study found. The feeling of Czech users being over-saturated with the level of advertising on social networks is increasing. This is especially true for Facebook and YouTube,… Continue reading CZECHS AND ADVERTISING 2022: ADVERTISING SATURATION ON SOCIAL MEDIA IS GROWING