BUDGETS ARE NOW THE TOP CONSIDERATION FOR BUYING A STREAMING SERVICE

20. 5. 2026 | 3 min read Half of consumers "strongly agree" that budget is the main factor they consider when buying entertainment services.

BRANDZ RANKINGS: GOOGLE OVERTAKES APPLE, AI DRIVES BRAND VALUES TO RECORD LEVELS

14. 5. 2026 | 5 min read The value of the world’s biggest brands has risen significantly this year thanks to the rise of artificial intelligence. Google has become the new number one in the Kantar BrandZ Top 100 global ranking; technology firms have dominated the top spots, and Chinese brands are also gaining significant ground. AI services such as ChatGPT and Claude have also seen record growth.

THE END OF THE ‘LIVING ROOM ALTAR’. HOW GEN Z HAS DISRUPTED TRADITIONAL TV VIEWING

13. 5. 2026 | 5 min read For the baby boomer generation, the television remains the focal point of the home and a digital ‘altar’ around which furniture is arranged and daily life organised. For Generation Z, however, the role of this device has changed dramatically. It is no longer a “window to the world”, but often merely the largest and, paradoxically, the least-used screen in the home. This is not, however, a mere change in taste, but a complete shift in approach to content consumption.

THE BEST CAMPAIGNS FROM THE 2026 WORLD CUP

11. 5. 2026 | 2 min read The 2026 World Cup is just round the corner, and TV screens, social media and shop shelves are rapidly filling up with sponsored products, a parade of sporting legends (no surprise there – Beckham is back) and plenty of events brimming with the spirit of football.

MARK RITSON: WHAT REALLY DETERMINES THE EFFECTIVENESS OF ADVERTISING CREATIVE

11. 5. 2026 | 9 min read Is there a formula for effective advertising? During his presentation at the Media, Marketing & Effectiveness conference, Mark Ritson offered his perspective on the subject. He combined data from System1 and Effie with research by Paul Dyson to demonstrate why some campaigns perform many times better than others. He argues that successful advertising rests on three key principles: emotional impact, instant brand recognition and the ability to work over the long term. He also challenges a number of modern marketing habits, from an obsession with constant change to the underestimation of television as a brand-building medium.

‘THERE’S A LOT OF JUNK’: PREMIUM MEDIA ENVIRONMENTS OUTPERFORM CHEAP DIGITAL INVENTORY BY 4.3 TIMES ON CONSIDERATION; STUDY SAYS PURCHASE INTENT RISES 37%

11. 5. 2026 | 8 min read The idea that greater reach at lower cost delivers better performance is the governing logic of the programmatic era, hardwired into agency trading desks, procurement teams and quarterly reporting packs. It also turns out to be wrong, at least when it comes to buying premium media, according to new research from The Trade Desk and PA Consulting.

ESG ADS ATTRACT LESS ATTENTION, BUT BOOST INTEREST IN THE TOPIC

5. 5. 2026 | 4 min read Although ESG adverts are, on average, less effective at capturing attention than standard campaigns, they can significantly boost interest in the topic being communicated, according to new research by Ipsos. The data also confirms growing consumer scepticism towards sustainability claims and a shift in how people define ‘green’ products.

NOT ALL IMPRESSIONS HAVE THE SAME VALUE: ATTENTION IS THE KEY TO EFFECTIVE VIDEO ADVERTISING

29. 4. 2026 | 6 min read One of the most promising developments in video advertising is the emergence of genuine cross-platform measurement—the ability to track impressions across all screens, platforms and devices. However, this progress also raises a fundamental question: are all the impressions combined into a single overall picture really equal? VAB challenges this assumption. Drawing on findings from various studies, it shows that the true value of video lies not in volume, but in attention. In this article, Screenforce summarises the main findings and recommendations.

TV NOW AND NEXT: A FIXED POINT AMID THE TRANSFORMATION OF MEDIA

27. 4. 2026 | 8 min read The world of video viewing has undergone a significant transformation over the past decade. New platforms have emerged, viewing habits have changed, and the options for how and where content can be consumed have expanded. Yet despite this dynamism, it is becoming clear that Total TV, which includes traditional broadcasting and streaming services, remains a dominant and stable element of the media landscape.

THE MARKETING COMMUNICATIONS MARKET GREW BY TEN PERCENT LAST YEAR. THIS YEAR, IT IS MORE CAUTIOUS

27. 4. 2026 | 4 min read Growth in the Czech marketing communications market in 2025 was driven not only by media channels but also, to a significant extent, by non-media channels, according to an expert report by the AKA.

STUDY HIGHLIGHTS RISE OF DUAL-SCREEN BEHAVIOR DURING TV VIEWING

27. 4. 2026 | 2 min read tvScientific released its “2026 Consumer Trends Report,” positioning television as a full-funnel channel that drives discovery, trust and purchase behavior across a multiscreen environment.

VAB: PREMIUM STREAMERS OUTPERFORM YOUTUBE IN ADVERTISING EFFECTIVENESS

21. 4. 2026 | 5 min read The Video Advertising Bureau said premium CTV platforms outperform YouTube in co-viewing, attention and session length, citing a year-long study of 22 services. Premium video delivered 33 percent higher co-viewing and sessions averaging 1 hour and 18 minutes, 49 percent longer than YouTube. The report argues premium CTV impressions generate stronger presence, sustained attention and overall advertising efficiency for marketers. The Video Advertising Bureau (VAB) has commissioned a study that encourages brands and marketers to re-think their approach to buying advertising against YouTube over premium media experiences like network-owned streaming platforms.

ADVANCED TV STUDY 2026: CONNECTED TV BECOMES PRIMARY VIEWING ENVIRONMENT

21. 4. 2026 | 3 min read Connected TV (CTV) usage continues to diversify across households in Germany and Austria, strengthening its value for advertisers through more targeted and attentive audiences, according to the Advanced TV Study 2026 by Azerion Austria and Goldvertise Media.

MORE THAN 40 PER CENT OF CZECHS PAY FOR SUBSCRIPTIONS THEY DON’T USE

20. 4. 2026 | 2 min read According to new data,subscriptions todigital and other services are among the expenses that Czechs often lose track of. Most people pay for several services at the same time, but some of them do not use them regularly, or at all.

TWO-THIRDS OF CZECHS SUBSCRIBE TO PAY-TV, PAYING AN AVERAGE OF 460 CZK

16. 4. 2026 | 3 min read Czechs continue to spend more on pay-TV. IPTV is gaining ground, particularly among younger viewers and in large cities, according to the Atmedia index.

GEN ALPHA DRIVES SHIFT TOWARD AI-POWERED ENTERTAINMENT DISCOVERY

8. 4. 2026 | 2 min read Gracenote has released a new report examining how artificial intelligence is reshaping the way audiences search for and discover entertainment content, with younger viewers leading the adoption of chatbot-driven tools.

TV BOOSTS AD RECALL BY 8.7× WHEN PAIRED WITH SEARCH

8. 4. 2026 | 3 min read New research shows TV supercharges search, social, and audio—driving up to 8.7× higher ad recall and stronger lower funnel results when combined.

GEN ALPHA DRIVES SHIFT TOWARD AI-POWERED ENTERTAINMENT DISCOVERY

8. 4. 2026 | 2 min read Gracenote has released a new report examining how artificial intelligence is reshaping the way audiences search for and discover entertainment content, with younger viewers leading the adoption of chatbot-driven tools.