Based on research data from more than eight thousand respondents, the highest-rated personality in advertising for 2025 was, for the first time in history, a sportsman: ice hockey player Radko Gudas. Czechs praised him for his performance in the Kaufland chain’s campaign. Close behind him was his teammate, goalkeeper Lukáš Dostál. The results are based on a regular survey conducted by the ResSolution Group agency in collaboration with Nielsen and the Association of Czech Advertising Agencies.
Respondents rated Gudas’s performance in last year’s Kaufland adverts with a score of 7.54. The ice hockey defender scored highly across both genders and various age groups. Goalkeeper Dostál, who also appeared in the Kaufland campaign, received a score of 7.46. He fared best among respondents aged 25–34.
The researchers noted that the significant success of the ice hockey stars was likely also influenced by the timing of the survey, which took place during the Winter Olympics, where both players were once again part of the national team. Furthermore, these two athletes continue to benefit from the strong popularity associated with winning the world title at the home championship in Prague in 2024.
The remaining places in the TOP 5 personalities were taken by actors. Third place went to Zdeněk Charvát, Vojtěch Kotek’s sidekick in the Bauhaus campaigns, for which he received a score of 7.1. Ondřej Sokol came fourth for the Sirius Foundation charity advert. Fifth place went to David Švehlík from the Stará myslivecká advert.
This year marked the tenth time respondents have rated personalities in advertising. Performances were assessed in domestic premieres of adverts broadcast in 2025, always on a scale from 0 (lowest) to 10 (highest). The 8,000 respondents aged 15 and over who completed the survey online are part of the National Sample CZ (formerly known as the Czech National Panel). The overall winners were the personality and character with the highest average score.
Source: ResSolution GroupThe ranking of mascots has also changed compared to last year, when first place went to Pat and Mat. This time, the Gourmet cat from the Purina adverts scored highest among respondents (rated 7.6). He was followed by the duo Pat and Mat from the ČPP campaigns (rated 7.5). Third place went to Krasty the dog from the Seznam.cz advertising campaigns (rated 7.4).
“This year’s results confirm that it is not necessarily a well-known professional actor who resonates with the audience. A successful messenger is, above all, a personality who is relevant and topical to the audience at that time, and who makes sense in connection with a specific brand,” commented Lucie Vlčková, Head of Insights & Media Research at ResSolution Group.
As part of the survey, respondents also rated entire adverts featuring personalities and mascots. Among the adverts featuring personalities, Kaufland fared best with its “Puky pomáhají” advert featuring ice hockey players (scoring 7.05), and among those featuring mascots, Česká podnikatelská pojišťovna scored highest with its “30 let s vámi” advert featuring Pat and Mat (scoring 7.01).
Last year, 416 unique adverts featuring celebrities or mascots were shown on Czech television stations, featuring 135 celebrities and 74 mascots.
Source: ResSolution GroupSource: mediaguru.cz