STREAMING SERVICES BOOST THEIR INVESTMENT IN SPORTS RIGHTS

23. 2. 2025 Streaming services will account for 20% of what is spent on sports rights this year, according to new analysis, as the likes of Amazon and Netflix invest in live events to drive new subscribers and to entice advertisers with sponsorship deals and brand opportunities. Why sports rights matter As the streaming market reaches saturation point, adding live sport has become a new path to acquiring and retaining subscribers – and there’s evidence that it works. According to reports, Netflix gained approximately 1.5m US sign-ups from the Tyson/Paul boxing match and roughly 700,000 subscribers from its deal to show NFL Christmas Day games.

TIME TO GET SERIOUS ABOUT HUMOUR IN ADVERTISING

22. 2. 2025 Humour in advertising is a powerful driver of brand memorability and engagement. WARC’s India Editor Biprorshee Das dives into why humour works, where brands go wrong, and how to get it right – some key takeaways from the recently published What’s working in humorous advertising report.

U.S. STUDY: KEY VIEWING TRENDS: TRADITIONAL TV STILL HAS THE UPPER HAND

20. 2. 2025 Linear television is still one of the most powerful media. This is the conclusion of a study conducted by EMARKETER last year. Despite the increasing number of people switching to connected television (CTV) and social video, most people in the U.S. still watch linear TV. Meanwhile, linear TV viewers are also very likely to use mobile devices or laptops while watching, so ads on linear TV can inspire consumers to take immediate action.

BRITISH SENSE OF HUMOUR DRAWS YOUNG EUROPEANS TO UK SHOWS AND FILMS

18. 2. 2025 The ‘unique’ and ‘ironic’ British sense of humour is a key reason why young Europeans watch UK-made television shows and films, according to new research from King’s College London.

WHAT SPORTS CAN TEACH US ABOUT CO-VIEWING ON TV

17. 2. 2025 Also known as the “Big Game” in the U.S., the Super Bowl is typically one of the most viewed TV moments. In fact, in 2024 Super Bowl LVIII, featuring the Kansas City Chiefs and the San Francisco 49ers, had the largest TV audience for a single-network telecast. It’s also a sports event that audiences will frequently watch together. But it’s not the only programming audiences gather for. Our research shows that Americans watch TV with other people (friends, family, even strangers at the bar) 47% of the time, on average, and alone the rest of the time.

ATMEDIA: 86% OF CZECHS TURN ON THE TV AT LEAST ONCE A WEEK

17. 2. 2025 Television remains the key medium with the greatest reach, having retained a firm place in the lives of Czechs even in 2024. According to the latest data from the Atmedia trade body, it was watched for an average of 3 hours and 36 minutes a day.

LINEAR TV STILL OUTPERFORMS STREAMING AND OTT IN EUROPE

16. 2. 2025 Despite the growth in digital video content viewership, linear TV is holding on as the main source for watching video content on the European continent.

TV ADVERTISING FACTS: VIEWERS ARE MORE LIKELY TO ACCEPT LIVE TV ADVERTISING, ACCORDING TO A SURVEY BY HUB ENTERTAINMENT RESEARCH

15. 2. 2025 Two-thirds of viewers find advertising on live TV more acceptable than in on-demand programmes. In VOD, viewers are receptive to advertising if it saves them money on their subscription.

KANTAR SAYS AD TIERS RESHAPING STREAMING MARKET

13. 2. 2025 Data and analytics company Kantar says there’s a growing consumer preference for ad-supported streaming.

OMD AND PHD HAD THE HIGHEST SHARES IN ADVERTISING INVESTMENTS LAST YEAR

13. 2. 2025 Audit firm Media Strategy presents data as part of its PPA Ranking for the full year 2024.

GOOD ADS DON’T WEAR OUT. CONSISTENCY IS A GOOD ALLY FOR BRANDS

13. 2. 2025 Marketers’ biggest vice is their impatience and need for change. But sometimes it’s better to leave things as they are. Why? System1’s research shows that advertising consistency is a major contributor to brand growth.

TELEVISION AND WEBSITES ARE THE MAIN SOURCE FOR FOLLOWING EVENTS

11. 2. 2025 Social events are most often followed by people through television and online news sites. That's according to new CVVM data.

IPTV AND CABLE HAVE OVERTAKEN TERRESTRIALS IN TV SIGNAL RECEPTION

10. 2. 2025 Receiving a TV signal via the internet or cable has become the strongest way to receive a signal in the Czech Republic. It has also overtaken the previously leading terrestrial reception by several percentage points. The data is presented by the ATO's Continuous Research.

OF TOYS LAST YEAR, THE LEGO BRAND ADVERTISED THE MOST

10. 2. 2025 In the games and toys segment, Lego was the largest advertiser last year.

BEING INSPIRED BY PRODUCTS ON TV WILL DRIVE MOST US VIEWERS TO ACT

8. 2. 2025 After being inspired by something they saw on TV, almost three-fourths of US viewers (71.5%) either searched online to consider purchasing it, purchased it, or both, according to an August 2024 survey from Shopsense AI and EMARKETER.

STUDY USA: PARKS ASSOCIATES: 46% OF US INTERNET HOUSEHOLDS ARE CORD CUTTERS; 12% CORD NEVERS

8. 2. 2025 Parks Associates’ latest research from its Video Services Consumer Insights Dashboard reports 56 million (46%) US internet households are Cord Cutters, which illustrates the dominance of streaming video services. Additionally, 12% of US internet households are Cord Nevers, who have never subscribed to any sort of traditional pay-TV.

STUDIE USA: STREAMING, LINEAR TV SET NEW VIEWING RECORDS

7. 2. 2025 Streaming was up by 56% in the second half of 2024 but traditional TV also grew by 8%, highlighting the importance of live events.

SUPER BOWL LIX: HUMOUR DOMINATES CREATIVE STRATEGIES

6. 2. 2025 Humor and positivity are set to be major themes among this year’s Super Bowl spots, based on analysis of various ads released ahead of the NFL season-closer by DAIVID, an ad-testing platform that uses artificial intelligence (AI) to measure creative effectiveness.