EUROPEAN BROADCASTERS TARGETING THE YOUNG WITH VOD

20. 7. 2020 | 2 min read European broadcasters are no longer playing catch up on first run video on demand content.

VIDEO ADVERTISING IMPACT STUDY – KEY FINDINGS

1. 7. 2020 | 3 min read What are the fundamental mechanics of TV and video advertising? How they works? Lets summarize it: How video works The Media Equivalence Study provides evidence of the power of video across all channels – especially when it comes to advertising recall indicators. Video advertising has a stronger impact on television than on YouTube and Facebook. Two consecutive contacts within a short time period double unaided advertising recall. This applies to TV, YouTube and Facebook. Moreover, online video platforms benefit from the combination with TV. Two TV contacts have the highest impact across all indicators. Mixed contacts with TV have stronger impacts than two contacts on YouTube or Facebook. How video is perceived Advertising achieves the highest visual attention in lean-back mode. In lean-forward mode, users are less likely to pay attention to it and more frequently click or scroll away. TV watching takes place in a relaxed atmosphere. Advertising is part of the TV experience. Content and advertising achieve similar levels of activation and emotion. This facilitates advertising effectiveness. While using editorial content in leanforward mode, high levels of activation and emotionality are attained. With advertising, however, both these qualities fall off abruptly, which has an adverse effect on its processing. The level of activation also fluctuates strongly during content use. How video is seen The Deep Insights Study confirms the stable activation of viewers during TV usage. Many people use TV as a motivator when dealing with tiresome obligations, to watch big TV events with excitement, and as a reward and a way to relax in lean-back mode after their work is done. In these moods, those surveyed accepted TV advertising to a great extent. Advertising flows along with the program and is a learned and integral part of the TV experience. YouTube users are looking for everyday help or emotional relief. They want to find a quick explanation of how something works (tutorials) or they want to briefly escape their current situation, for instance by watching a funny video. They are looking for a cognitive or emotional shortcut. When viewers are taking a shortcut, advertising forces them to take a detour. In these usage states, YouTube users consider advertising to be disruptive. This reinforces the findings of the InHome Video Study, which showed an abrupt loss of activation as soon as advertising started. How video sells The experiment confirms the strong impact of video advertising. Both online video and TV have a considerable influence on recall. However, television has stronger branding effects. Both media increase the sales of the advertised products. Yet, the impact of television advertising is many times higher. This particularly applies to the launch product which was seeking large and diverse audiences.

PEOPLEMETER CELEBRATES: BOXES HAVE BEEN MEASURING WHAT CZECHS ARE LOOKING AT FOR ALMOST 25 YEARS!

23. 6. 2020 | 2 min read The measurement of TV viewership using peoplemeters is celebrating 23 years in the Czech Republic. Thanks to a small device connected to the TV, viewers can tell TV stations what programmes they want to watch.

GEN Z ACQUIRES A TV HABIT

19. 6. 2020 | 2 min read Gen Z is typically less engaged with traditional media, but COVID-19 is drawing a younger audience to TV and is likely to change their media consumption habits permanently.

WHAT PEOPLEMETERS SAY

2. 6. 2020 | 3 min read TV rating, which is measured electronically using so called peoplemeters in the Czech Republic, celebrates its 23rd anniversary today. This method started to be applied in 1997. Since that time, it has been subject to a number of changes and it ranks among the most advanced methods across the globe today. Research for the Association of Television Organisations (ATO), the client and project owner, is carried out by Nielsen Admosphere. What do the measurement data tell us? We know from the peoplemeter project data, for example, that TV is the strongest medium. On average, we dedicate more daily time to watching TV than to listening to the radio, reading the print media or browsing the Internet. Last year, TV was watched 3 hours and 42 minutes per day on average (category 15+).

PETER FIELD: BRANDS HAVE TO INVEST DESPITE THE CRISIS, OTHERWISE THEY WILL GO WEAK

28. 5. 2020 | 3 min read Investment advantages grow faster in recession, says the expert Peter Field based on experience gained in the previous crisis in 2008/2009.

ADVERTISING OUT OF CV-19

25. 5. 2020 | 2 min read How will the advertising out of covid look like?

KEY MESSAGES THAT SPEAK IN FAVOUR OF TV IN THE POST-COVID-19 ERA

7. 5. 2020 | 2 min read What are the key messages that speak in favour of TV in the post-covid-19 era? Here is the short list.

AUDIENCES ARE TURNING TO TV IN THIS CRISIS. HOW ARE BROADCASTERS AND BRANDS SHOWING THEIR SUPPORT?

4. 5. 2020 | 4 min read Stéphane Coruble, CEO of RTL AdConnect, reflects on how broadcasters and advertisers are adopting a new approach to retain relevancy during the COVID-19 lockdown.

COMMERCIAL BROADCASTERS SUPPORTED INFORMATION CAMPAIGN OF THE MINISTRY OF HEALTH, AIRING 25 HOURS OF PUBLIC AWARENESS SPOTS FOR FREE

29. 4. 2020 | 3 min read Commercial TVs Nova and Prima participated in educational activities relating to the ongoing COVID-19 pandemic. In addition to tens of hours of their own news and journalistic content and new public awareness programmes launched, commercial broadcasters supported the official educational campaign of the Ministry of Health focused on prevention of the coronavirus infection and provided the Ministry with ad space for free.

CO-VIEWING DURING COVID-19

28. 4. 2020 | 2 min read During CV-19, television has been delivering better value than ever before. The simple reason for this is co-viewing.

WHY NOW IS A GOOD MOMENT FOR BRANDS TO ADVERTISE ON TV

24. 4. 2020 | 3 min read Television audiences have gone through the roof because of the coronavirus lockdown, but will advertisers use the spike in engagement to drive brand-building campaigns, given the economic uncertainty? That is the billion dollar question, and according to Mike Shaw, Director of Advertising Sales at Roku, the answer should be ‘yes’. He has a long list of reasons why brand activity now, rather than later, will pay handsome dividends.

TV VIEWING IN THE UK UNDERGOES PROFOUND CHANGE

24. 4. 2020 | 3 min read The British Government ordered the UK to go into lockdown on March 23 and, after a month of self-isolation at home, a new study has revealed dramatic changes to TV viewing habits.

WHY MEDIA MATTERS NOW MORE THAN EVER

23. 3. 2020 | 4 min read The COVID-19 outbreak is a global health crisis that has upended our daily lives. With millions confined at home, agencies, clients, and the media industry as a whole will experience unknown pressures. In the world of media planning and buying, that will lead to focusing investments and partnerships on meaningful media. By creating purposeful content, or sometimes, simply financially supporting media brands that are taking the right action themselves. These are the moments when media really matters.

ATO: TV RATING HAS INCREASED BY 45 MINUTES PER DAY

20. 3. 2020 | 3 min read Time spent in front of a TV screen has increased on average by 45 minutes per day, TV news rating has even doubled.

CZECHS SPEND MORE AND MORE DAILY TIME WITH MEDIA

9. 3. 2020 | 2 min read The increase in time we dedicate to media relates to the expansion of electronic devices in population, shows Nielsen Admosphere’s data.

TV VIEWERS JUST WANT EASE OF ACCESS TO CONTENT

2. 3. 2020 | 2 min read Even though the range of services and devices for watching TV has proliferated in recent years, broadcast networks and advertisers should be aware that most viewers don’t care about the technology provided they get to watch what they want. About three-quarters (74%) of global TV viewers, rising to 76% of Australians, feel this way, leading a senior executive at ViacomCBS to advise that viewers think of TV as content rather than the number and proliferation of the tools to access it.

HOW GOOGLE, FACEBOOK, MICROSOFT, AND AMAZON BECAME THE MOST MANIPULATIVE ADVERTISERS ON TV

4. 2. 2020 | 7 min read The biggest ads from the biggest brands in big TV moments used to be dominated by cars, candy, and beer. Now—like everything else—it’s Big Tech.