WARC WARNS: BY FOCUSING ON SHORT-TERM ROI YOU ARE MISSING OUT ON HALF OF MEDIA REVENUES

29. 10. 2024 | 4 min read Research from WARC and Google highlights the importance of investing in solutions such as MMM or attribution, as well as AI, for sustainable growth across the marketing funnel.</strong

EUROPE IS BECOMING THE FASTEST GROWING MARKET FOR CTV

27. 10. 2024 | 5 min read Over 80% of households with a connected TV prefer CTV to traditional linear TV.

WHY TV ADVERTISING STILL RULES BRAND-BUILDING

24. 10. 2024 | 7 min read Quick—name the biggest brands you know. Coca-Cola. Apple. Amazon. Besides being massively famous, what else do these brands have in common?

HOW TV’S HALO EFFECT BOOSTS PERFORMANCE ACROSS YOUR MARKETING MIX

23. 10. 2024 | 5 min read Your apparel company just launched its first TV campaign, and new customers driven by TV surge. That’s to be expected. TV’s a powerful response channel. But something far less expected also happens. Paid search campaigns grow more effective. Social media engagement rises. Even in-store visits increase.

BABY BOOMERS SPEND HALF THEIR MEDIA TIME ONLINE

18. 10. 2024 | 3 min read People over 60 are gradually moving to digital content, but brands are not yet able to respond.

TV VIEWING AND ITS ROLE COMPARED TO OTHER TOUCHPOINTS

17. 10. 2024 | 5 min read Gigabytes of articles have already been written about the current viewership of classic television. But it doesn’t hurt to look at what is behind the claims of people who indicate in surveys that they watch TV. In a previous article, we examined what “watching TV” means. Only with a clear definition of “watching TV” can we assess the role of classic TV as a touchpoint. TV viewing surveys The question of how often people watch television has been the subject of dozens of studies. The results of these studies are used, among other things, for media planning. Although everyone might seem to know what watching TV means, clarifying the concept and asking viewers about their understanding appears to be a good idea. This is what the GroupM project Media Bubbles is doing. It examines the differences in media habits between the general Czech online population (which includes about 92% of the total population) and people from media and advertising agencies. In addition, the latest survey took a closer look at young consumers under 25. What does it mean to watch TV? Let’s briefly summarise what people mean when they say they watch TV. For 80% of the Czech online population, watching TV is equivalent to watching a live broadcast in real time. Among young people under 25, 72% have the same understanding. However, watching TV includes watching pay VOD services for almost half of the population. A quarter of the population (and 31% of the young under 25) even include YouTube in watching TV. Watching TV – what does that mean?

PWC: INTERNET AND GAMING TO GROW FAST IN THE CZECH REPUBLIC, TV AND RADIO SLOWER

14. 10. 2024 | 4 min read In the Czech Republic, internet advertising will continue to thrive in the coming years, while TV and radio will grow only slowly, according to a PwC study.

STUDY UK: IPA RESEARCH REVEALS HOW MUCH AVERAGE BRIT INTENDS TO SPEND THIS CHRISTMAS

8. 10. 2024 | 3 min read The average British consumer expects to spend almost £600 (£593.90) on core Christmas-related products and activity - including food, gifts, decorations, socialising and travelling - during the 2024 festive period. This is according to the IPA’s annual Christmas-focussed survey of 2,000 UK adults, carried out by Opinium.

SYSTEM1: THE SECRETS OF SUCCESSFUL TV ADVERTISING: PERSEVERANCE AND CONSISTENCY

7. 10. 2024 | 3 min read Advertising on TV is costly and can be risky, especially for newcomers to the medium, but a new analysis of 500 ads proves that perseverance and consistency are an effective combination for getting results.

EU STUDY: CTV USE HITS 86% AS VIEWING GROWS AMONG YOUNG PEOPLE

4. 10. 2024 | 3 min read In Europe, 86% of consumers are now watching connected TV (CTV) — a six percentage point increase from 2022. That is according to the latest study from CTV advertising company ShowHeroes Group in collaboration with performance marketing agency Kinesso. Its survey covered six markets in Europe.

STUDY USA: CTV VIEWING IS RETURNING TO PANDEMIC HIGHS

28. 9. 2024 | 3 min read A new study of CTV viewing finds that viewing levels are approaching record levels and average viewing sessions are increasing, according to Wurl.

STUDY USA: SHOPPING HOLIDAYS, SALES EVENTS KEY FOR CONSUMERS

21. 9. 2024 | 2 min read Nearly three-quarters of consumers are planning to take advantage of Black Friday and Cyber Monday this year.

SATELLITE IS STRONGER IN VILLAGES, IPTV IN CITIES AND IN YOUNGER HOUSEHOLDS

16. 9. 2024 | 3 min read Continuous research tracking the evolution of domestic TV households over the long term shows that satellite reception is more popular in villages, while internet-connected TV is more popular in cities. However, terrestrial reception remains the strongest.

NADA: ADVERTISING INVESTMENTS HELPED RATE TO HIGHER KNOWLEDGE

10. 9. 2024 | 2 min read Research company NADA examined the relationship between the level of advertising investment and brand awareness in the Betting and Lotteries category.

RESEARCH: THE CZECHS HAVE A CONTRADICTORY ATTITUDE TOWARDS ARTIFICIAL INTELLIGENCE

8. 9. 2024 | 3 min read The last year has seen great progress in generative artificial intelligence. How does the general public view this revolution? What concerns and hopes does Gen AI bring with it? That's what Ipsos found out in its AI Monitor survey. Czechs' knowledge of AI is behind the global average More than half of Czechs (56%) say they have a good idea of what artificial intelligence (AI) actually is, compared to the global average of 67%. Despite a lot of talk about AI, only 28% of Czechs know in which products and services AI is already used today. Globally, that's 52% of the population.

MOST YOUNG PEOPLE WANT COMPANIES TO DO MORE IN SUSTAINABILITY

7. 9. 2024 | 3 min read As many as 69% of Gen Z youth believe companies could and should be doing more to enable consumers to make more sustainable purchasing decisions, according to a Deloitte survey.

STREAMING MARKET IS ABOUT TO CHANGE, SUBSCRIPTIONS WILL GROW SLOWER THAN ADVERTISING

3. 9. 2024 | 3 min read PwC's five-year revenue outlook for the streaming market suggests only a modest increase in subscription revenues and double-digit growth in advertising revenues.

TV VIEWERS. WHO ARE THEY AND HOW DO THEY SPEND THEIR TIME WITH AND WITHOUT TV?

3. 9. 2024 | 7 min read There has long been a debate among media professionals and marketers about what it actually means to watch TV. As there’s nothing worse than conjecture, we asked people. Viewers. And as you might expect, watching TV means something different to everyone, and mostly, it doesn’t mean just one thing.