EVERYONE HATES ADS. EXCEPT ON SUPER BOWL SUNDAY

1. 2. 2026 | 4 min read “The Super Bowl is such an egregious waste of money. Brands who advertise during its ad breaks are stuck in the past.”

WHY SUPER BOWL ADS KEEP GETTING FUNNIER—AND LESS TOUCHING

26. 1. 2026 | 2 min read This year's Super Bowl ad lineup tilts decisively toward star power and humor over heartstring-pulling narratives, continuing a trend that has reshaped the game's advertising tone in recent years.

THE GLOBAL ADVERTISING MARKET IS GROWING, WITH TECH GIANTS TAKING THE LION’S SHARE

18. 1. 2026 | 3 min read Last year, Alphabet, Amazon and Meta captured 56.1% of the global advertising market, and their share is expected to grow even further this year.

AI IS ALREADY CHANGING THE WORLD OF MEDIA; IN 2026, IT COULD BE ADVERTISING’S TURN

8. 1. 2026 | 4 min read Tech giants such as Google have made such progress with artificial intelligence that it is already having a noticeable impact on the business of many online media outlets. This trend will intensify in 2026.

HOW AGENTIC AI WILL RESHAPE SHOPPING IN 2026

7. 1. 2026 | 4 min read Agentic AI is reshaping commerce by removing friction from the middle of the funnel. As shoppers delegate comparison, evaluation, and planning to AI agents, the journey from intent to action is accelerating, raising the stakes for trust, transparency, and brand presence in fewer, faster interactions. A faster path to purchase The biggest impact of agentic AI will come the moment a shopper decides to buy, easing the transition from intent to action.

MARKETING TRENDS 2026: AI, SHORT VIDEOS AND VODCASTS

5. 1. 2026 | 4 min read What trends will affect marketing, advertising and communications this year? Here is an overview.

LABUBU, DUBAI CHOCOLATE OR SIX SEVEN. WHAT POPULAR TRENDS DID THE PAST YEAR BRING?

27. 12. 2025 | 2 min read As 2025 draws to a close, new trends have sprung up everywhere. You’ll find Labubu soft toys in almost every toy shop, whilst sports enthusiasts have taken a fancy to Stanley mugs. And those with a sweet tooth have fallen in love with Dubai chocolate, for example.

AMPERE: HOLIDAY SIGN-UP SURGE DELIVERS A THIRD OF US STREAMING ADDS, BUT RETENTION COMES DOWN TO VALUE

15. 12. 2025 | 1 min read Nearly one-third of US streaming sign-ups recorded between February 2024 and January 2025 landed in the festive window from November to January, according to new research from Ampere Analysis.

CONSUMERS IN 2026 WILL BE FULL OF PARADOXES, PREDICTS DENTSU

4. 12. 2025 | 4 min read Half of consumers are trying to minimize screen time, according to the agency’s new trends report.

GENERATION Z AND MARKETING: GAMIFICATION, WELLBEING AND DEEPER MEANING

3. 12. 2025 | 14 min read Generation Z plays a significant role in today's marketing and media. That is why it was the focus of this year's conference, which was held on 26 November by the Department of Marketing Communications at the School of Creative Communication.

TV, MOVIE DISCOVERY CONTINUE TO BENEFIT FROM SOCIAL MEDIA

3. 12. 2025 | 2 min read Legacy TV and movie discovery continue to see many benefits from social media -- in terms of marketing and content discovery.

THREE TRENDS THAT WILL FUNDAMENTALLY AFFECT MARKETING IN 2026

1. 12. 2025 | 4 min read Artificial intelligence, authenticity and an agile approach to communications are three key elements that will shape marketing in the years to come. These are the conclusions of an analysis presented by Panasonic Connect, based on discussions and observations at the This is Marketing event. The combination of technology - particularly AI - with authentic messaging and agile behaviour forms the basis of effective marketing. Companies that embrace these three principles will be better prepared for the variability of the market and the expectations of modern consumers, summarises Sandra Bähr, Content & System Specialist at Panasonic TOUGHBOOK.

TV MEASUREMENT OUTSIDE THE HOME IS BEFORE THE START, IT CAN INCREASE THE RATING EVEN BY 10%

21. 11. 2025 | 8 min read From February 2026, data on TV viewing outside the home will be integrated into TV viewing and video content measurement. This could increase overall TV viewing by up to 10% in some target groups.

ATTACK OF THE ZOMBIE SHOPPERS

21. 11. 2025 | 4 min read Brands that don’t shape the prompt will be eaten alive, writes UM London’s planning partner Lawrence Dodds.

TV’S THIRD PLACE: HOW TVOOH CAN HELP EXTEND REACH, ATTENTION, AND INCREMENTAL OUTCOMES

17. 11. 2025 | 5 min read TVOOH combines the scale and storytelling power of TV with the targeting and flexibility of digital. C-Screens’ CEO offers advice for planners considering TV’s ‘third place’. You don’t need to be an expert to know that TV has never been more under pressure to command the marketing plans and budgets it used to. Certain media owners are now emphasising ‘video’ to justify why they should be seen as on par with linear TV, BVoD, and the likes of Netflix. But even within the two ‘places’ of linear TV and video, audiences are splintering further.

NEW STUDY FINDS 38% OF RESPONDENTS VIEW TV WITH SPEAKER SOUND OFF

14. 11. 2025 | 4 min read TVB, the not-for-profit trade association representing America’s local broadcast television industry, has released findings from its 2025 Video Media Devices and Usage Study, a 5,000+ respondent survey conducted by GfK/NIQ. The study attempts to better understand media device usage as it relates to video content, with the hope that its findings will help inform and improve the measurement of TV audiences.

ADVERTISERS REACT TO HOLIDAY CREEP BY PUSHING TV SPEND EARLIER

7. 11. 2025 | 5 min read Advertisers used to call the weeks following Halloween heading into Christmas the “hard eight”. Today, the commercial calendar is morphing in the face of altered shopping habits and brands that refuse to wait a month to capture market demand.

“BIASED,” “BORING,” “CHAOTIC,” AND “BAD”: A MAJORITY OF TEENS HOLD NEGATIVE VIEWS OF NEWS MEDIA, REPORT FINDS

6. 11. 2025 | 6 min read About half of the teens surveyed believe that journalists frequently “make up details, such as quotes” and “pay for sources.”