NETFLIX LEADS IN THE CZECH REPUBLIC, VOYO IS SECOND. PRIMA+ HAS CAUGHT UP WITH DISNEY+

26. 11. 2024 | 3 min read Netflix remains the most used video-on-demand (VOD) service in the Czech Republic. It is followed by Voyo as the strongest local service. Prima+ has reached a comparable share to Disney+.

RETAILERS EXPERIMENT WITH SHOPPABLE TV AS CONSUMERS WARM TO THE FORMAT

25. 11. 2024 | 3 min read The insight: Shoppable ads are taking over TV as retailers look for ways to reach consumers and shorten the path between discovery and purchase.

WHY ADVERTISERS NEED TO UNDERSTAND ‘CHANNEL RISK’

25. 11. 2024 | 2 min read When seeking to identify the optimal media mix for a campaign, advertisers need to be aware not just of the typical ROI of each channel, but also the likelihood that it will deliver to that level – that’s the risk element. What is channel risk? The Profit Ability 2 report from Thinkbox explains that every media channel has a different level of variation around its average ROI, which will depend on factors such as the range of formats available and the ability to get creative right. Channels like Linear TV and Print, for example, have low variation and so represent a lower risk investment. Channels such as Paid Social and Cinema, on the other hand, have higher variation and can therefore be regarded as a higher risk investment. While less predictable channels can yield a higher ROI than more predictable ones when they work well, they can also deliver a well-below-average return if they don’t. What it means Advertisers facing these trade-offs can run multiple optimal media mix scenarios, the report suggests: Thinkbox’s own Media Mix Navigator allows the choice of different levels of risk when assessing potential ROI.

SOCIAL RESPONSIBILITY IS FINE, BUT CZECHS WANT QUALITY ABOVE ALL

25. 11. 2024 | 3 min read Up to 64% of Czechs do not care whether a brand is ethically or socially responsible, they want quality products, according to a recent study by Ipsos.

MULTIPLATFORM TV IS A KEY FACTOR IN BRAND COMMUNICATION, ACCORDING TO EGTA RESEARCH

24. 11. 2024 | 5 min read Last year's egta 2024 CEOs’ & Top Execs’ Survey provided answers to questions about new opportunities, current challenges and revenue estimates in TV advertising sales.

STUDY USA: POSITIVE PORTRAYALS OF MEN IN ADS BOOST BRAND EQUITY AND SALES

23. 11. 2024 | 3 min read Campaigns with positive portrayals of men perform better in building long-term brand equity (37 percentile points higher) and in short-term sales likelihood (21 percentile points higher) than those with negative portrayals, according to data from Kantar.

CZECHS WATCH TV FOR AN AVERAGE OF 3.5 HOURS A DAY

21. 11. 2024 | 3 min read The average time spent in front of the TV (ATS) in the Czech Republic is stable at 3.5 hours per day. This is shown by data from the electronic measurement of viewership for January-October this year for the target group of viewers over 15 years of age.

ATMEDIA: PAY TV IS GETTING MORE EXPENSIVE, CZECHS SPEND 419 CZK PER MONTH FOR IT

19. 11. 2024 | 2 min read The average Czechs' monthly spending on pay-TV has risen by 7% to CZK 419 this year, according to research by the atmedia index.

STUDY: SPORT IS THE BIGGEST DRAW TO VOD SERVICES

19. 11. 2024 | 2 min read Streaming services are growing mainly due to sporting event offerings, a Kantar study shows.

ONLY 10 PERCENT OF CZECHS AGREE WITH THE USE OF AI IN NEWS

11. 11. 2024 | 2 min read Czech users of news content do not trust artificial intelligence in news. They fear it makes it impossible to distinguish fiction from reality, according to a new study by ResSolution Group and Nielsen.

CZECHS SEARCH FOR INFORMATION MOSTLY ON THE INTERNET, THEN ON TV

6. 11. 2024 | 3 min read Czechs search for information mostly on online media and on TV, while a third of Czechs use social networks, according to research by NMS Market Research.

CZECHS AGED 45-64 – THE RICHEST TARGET GROUP YOU MIGHT BE OVERLOOKING

4. 11. 2024 | 5 min read Czech society is ageing unstoppably. The options for staying fit and healthy are continually improving and evolving, but middle age (and retirement) still seems to be mainly associated in marketers’ minds with outdated notions of a “walking-stick-and-scarf” lifestyle.

ATTENTION DRIVES INCREMENTAL PROFIT

4. 11. 2024 | 2 min read There is a linear relationship between the amount of attention an advertising channel receives and the incremental profit it delivers, according to a new study from Ebiquity and Lumen Research.

CASE STUDY: VOYO THRIVES WHERE NETFLIX LOSES

4. 11. 2024 | 3 min read VOD service Voyo has managed to gain ground where foreign Netflix falls short in the Czech market, according to a case study by Ipsos.

STUDY GERMANY: LINEAR TV STILL POPULAR WITH VIEWERS

3. 11. 2024 | 3 min read Linear TV is clearly - despite strong competition from streaming platforms - more resilient than expected. According to the survey, its use has declined only slightly over the last three years. By contrast, the streaming market appears to be saturated.

PETER FIELD ON HOW TV CAN OUTPERFORM DIGITAL

30. 10. 2024 | 2 min read TV generates 13.8 seconds of attention for a 30-second ad.

AD INTEL: IN THE BACK-TO-SCHOOL ERA, BRANDS INVEST IN ADVERTISING DIFFERENTLY

30. 10. 2024 | 2 min read The Ad Intel News series of short reports from Nielsen Research's advertising monitoring complements last month's ranking of the Top 5 brands in the School & Office Supplies segment.

THE NEAREST BRANDS FOR CZECHS ARE LIDL, YOUTUBE AND DR.MAX

30. 10. 2024 | 4 min read As many as 13% of brands on the domestic market are perceived by Czechs as close to them, the closest being Lidl, YouTube or Dr.Max, according to a survey by Ipsos.