IN THE CZECH REPUBLIC, ROUGHLY ONE IN SEVEN ADVERTISEMENTS ON SOCIAL MEDIA IS FRAUDULENT

11. 2. 2026 Fraudulent advertisements generate billions in revenue for social networks in Europe, according to a study by Juniper Research. The prediction for 2030 is even more pessimistic, forecasting that the average user will encounter fraudulent advertisements about a third more often than today.

LIDL INVESTED THE MOST IN ADVERTISING IN 2025. HOW MUCH WAS INVESTED IN MEDIA?

9. 2. 2026 Lidl also confirmed its position as the strongest advertiser in the domestic media in 2025. Advertising for food and food chains was once again the most intense. Total advertising investment in the purchase of advertising space in the media increased only slightly, according to data from Nielsen monitoring.

THE STATE OF PERFORMANCE TV IN 2026

6. 2. 2026 Attention is the hardest thing to buy. And everyone else is bidding too. People are scrolling, skipping, swiping, and split-screening their way through the day. Which is exactly why TV stands out. It offers a rare, uninterrupted moment where your audience is truly paying attention.

TRUST IN TV GREW FASTER OVER PAST FOUR YEARS THAN ANY OTHER MEDIUM, RESEARCH REVEALS

5. 2. 2026 Following the launch of the Credos Trust Tracker data for 2025, Channel 4’s chief commercial officer analyses the results and their implications for TV advertising.

CAMPAIGNS SEE BETTER BUSINESS EFFECTS WHEN THEY INCREASE BRAND TRUST

3. 2. 2026 Advertising that amplifies brand trust can have an outsized impact on traditional markers of commercial success, including growth in sales, market share or profit, according to new analysis from the IPA.

YOUNG ADULTS ARE CHOOSING TO READ THE NEWS, NOT WATCH IT

3. 2. 2026 45% of 18-29-year-olds prefer reading the news, compared to just 31% who prefer watching it, according to an August 2025 survey from Pew Research Center.

CZECHS AND TELEVISION: AMONG THE MOST LOYAL VIEWERS IN EUROPE

3. 2. 2026 In the European context, Czechs are among the nations that have long been avid television viewers. Even in an era of growing media fragmentation, television broadcasting maintains a strong reach, stable viewership and the ability to appeal to a wide audience throughout the week. While watching television remains a normal part of the day in Central and Eastern Europe, viewers in Western and especially Northern Europe spend significantly less time in front of the television screen.

THINKBOX: TV WORKS LIKE A BATTERY, POWERING OTHER MEDIA

2. 2. 2026 Do brands still matter? How should media mixes be planned in an environment of limited budgets? How long does advertising work, and why is trust becoming one of the most valuable currencies in communication? These are the questions addressed by the British marketing organisation Thinkbox in its Nickable Studies 2025 report. The new study summarises key research responding to the major dilemmas of modern marketing. Results across the studies show that long-term media, particularly television, play an irreplaceable role in building brand value and sustaining business growth.

CZECHS MAINLY WANT TO WATCH THE WINTER OLYMPICS ON TELEVISION, WITH ICE HOCKEY AND BIATHLON PROVING MOST POPULAR

30. 1. 2026 Czechs want to watch the Winter Olympics mainly on television, with younger people preferring social networks and streams more than older people, according to research by ResSolution Group for MediaGuru.cz.

STREAMING VIDEO ADS HOLD ATTENTION FAR BETTER THAN TV

30. 1. 2026 The Video Futures Collective and Amplified have published findings from a market-wide study that measured attentive viewing of advertising on streaming video platforms in Australia.

CREATIVE AND MEDIA TOGETHER DRIVE ADVERTISING IMPACT

28. 1. 2026 Creative quality and media support together explain 60.1% of the business results generated by advertising, according to The Creative Dividend, a new book published by System1 and Effie. Why joined-up thinking matters Creative and media are often siloed endeavours within the advertising process. Making sure creative work has emotional resonance is undoubtedly vital, as is reaching consumers through the right mix of media channels. But thinking about these activities in a connected, coordinated way ultimately leads to the strongest returns. Media and creative’s combined power While creative quality and media support are responsible for just over 60% of advertising’s business impact on average, The Creative Dividend found clear variation by category.

CAMPAIGNS SEE BETTER BUSINESS EFFECTS WHEN THEY INCREASE BRAND TRUST

28. 1. 2026 Advertising that amplifies brand trust can have an outsized impact on traditional markers of commercial success, including growth in sales, market share or profit, according to new analysis from the IPA.

IAB: U.S. AD SPEND TO SPIKE BY 9.5% IN 2026 AS AI POWERS MARKETING EFFORTS AND LINEAR TV DECLINES

28. 1. 2026 AI has become the defining force shaping marketing priorities in 2026, with advertisers rapidly embedding the technology across planning, activation, and measurement, IAB reported.

YOUTUBE VS. TRADITIONAL TV IN THE UK

28. 1. 2026 What YouTube's Growth Really Means for TV, and How Marketers Can Respond YouTube now rivals traditional TV for reach, but it’s some way behind on engagement. This report digs beneath the recent sensational headlines to examine how shifting viewership habits, screen use, and attention levels will reshape video ad strategies.

TWO-THIRDS OF SHOPPERS USE AI FOR PRODUCT DISCOVERY, BUT 92% STILL TRUST HUMAN REVIEWS

27. 1. 2026 AI tools are increasingly popular among shoppers, but scepticism remains when asked to rely solely on AI during the final stages of a purchase journey.

COMCAST ADVERTISING SURVEY FINDS AI USE HIGH, TRUST LOW AMONG ADVERTISERS

24. 1. 2026 A majority of advertising professionals say artificial intelligence is reshaping TV advertising, but many have yet to see measurable results, according to new research released Jan. 22 by Comcast Advertising.

TELEVISION AND STREAMING ARE NOT COMPETITORS: CZECHS NATURALLY SWITCH BETWEEN THEM DEPENDING ON THE CONTENT

23. 1. 2026 Czech viewers do not perceive television and streaming services as separate platforms, but as two parts of content between which they naturally move. According to research by Atmedia Index, conducted by Atmedia, which represents 20 thematic TV stations on the Czech market, Czechs switch between TV stations and streaming services depending on their mood, the type of programme and the origin of the content. While they seek out television primarily for local content and current events, they choose streaming for international productions, exclusive titles and viewing flexibility.

HOW FRAMING TIME CHANGES WHAT PEOPLE THINK SOMETHING IS WORTH

21. 1. 2026 The way in which time is framed in relation to a service or product, such as the age of a whisky, influences people’s perception of its value, says new research, and how brands use this to their advantage will depend on what they are trying to sell.