THINK VIEWERS ARE IGNORING TV ADS WHEN THEY REACH FOR THEIR PHONES? A NEW SURVEY REVEALS THE OPPOSITE

6. 11. 2026 | 3 min read Research commissioned by Adwave, the self-serve advertising platform, shows that reaching for a phone while watching streaming TV is no longer a sign of a lost commercial break. More often, it is when a viewer decides to look something up, save it, and come back to it later.

RESEARCH UK: CHRISTMAS SHOPPERS SHUNNING AI

6. 11. 2026 | 4 min read AI might be dominating marketers’ conversations, but it isn’t dominating Christmas shopping lists. Just 8 per cent of UK consumers cite AI tools as a primary influence on what they will buy this Christmas, according to research commissioned by Ozone, the digital advertising business, and conducted by OnePoll.

CHRISTMAS ADVERTISING TURNS TO TELEVISION. IT STRENGTHENS BRANDS AND SUPPORTS BUSINESS PERFORMANCE

3. 11. 2026 | 8 min read Television plays an important role in the festive media mix. Findings from The 2026 Holiday & Seasonal Shopping Trends Report by tvScientific by Pinterest show that Performance TV/CTV advertising, when combined with other media channels, can help build brands, influence purchasing decisions and achieve business objectives. Its growing importance also reflects marketers’ increasing emphasis on measurable business results from advertising campaigns.

GTVG WEBINAR: HOW TO TURN EXTRAORDINARY GROWTH INTO A GLOBAL BRAND

2. 11. 2026 | 1 min read Where does TV sit when a brand is entering markets at speed and still needs to build recognition and trust locally?

HALLOWEEN 2026: BRANDS REVIVE HORROR LEGENDS, EMBRACE DARK HUMOR AND SCARE CONSUMERS ON A GRAND SCALE

31. 10. 2026 | 9 min read Zombie Santa Claus, Bill Murray as a Ghostbuster, and a cremation urn shaped like a potato chip can. Halloween 2026 proves that brands are not afraid to push the boundaries of creativity. And they have good reason to do so. Americans are expected to spend a record $13.5 billion on the spooky holiday, start shopping earlier than ever, and expect more from brands than just themed products. How are this year's Halloween marketing campaigns responding to changing consumer behavior?

STUDY UK: STOP FIGHTING THE PHONE AND MAKE IT TV’S RETURN PATH

30. 10. 2026 | 3 min read Broadcasters should treat the phone in viewers’ hands as a channel they can control rather than a distraction they are losing to.

CZECH CAMPAIGNS HAVE RECEIVED SIX NOMINATIONS FOR THE EUROPEAN EFFIE AWARDS

30. 10. 2026 | 3 min read Czech campaigns have secured six nominations for the finals of the Effie Awards Europe 2026. The winners of the 30th anniversary edition will be announced on 3 December in Brussels.

FROM MASERATI TO CITROËN: HOW THE INTOUCHABLES CONNECTED FILM AND ADVERTISING

29. 10. 2026 | 10 min read The French film The Intouchables became an unexpected audience phenomenon in November 2011. The story of the friendship between a paralysed aristocrat and his unconventional caregiver won over millions of viewers, made Omar Sy an international star and also left its mark on the world of marketing – from brands featured in the film to advertising campaigns involving the lead actors or even the directors themselves.

RESEARCH: FANDOM BOOSTS ADVERTISING EFFECTIVENESS

29. 10. 2026 | 4 min read UK research into streaming from Disney Advertising has identified a strong relationship between audiences' connection to the series and films they watch and advertising effectiveness. The data shows that emotional connection, fandom and enduring appeal are all associated with higher levels of detailed ad recall and purchase intent.

REPORT: WESTERN TV MARKET EXCEEDS €80BN IN 2025

28. 10. 2026 | 2 min read The Western European TV market grew by 2.4 per cent in 2025 to hit €80.4 billion, up from €78.6 billion the previous year, according to the 24th edition of ITMedia Consulting’s Annual Report, Turning Digital 2026 – The Broadcaster’s Digital Ecosystem.

NOVA TO LINK TV AND ONEPLAY ADVERTISING, AIMING TO IMPROVE REACH MEASUREMENT AND STREAMING MONETISATION

27. 10. 2026 | 13 min read Nova Group is preparing new advertising products that will link linear television with video advertising on Oneplay and make it possible to measure campaigns’ incremental reach. From November, it will also restrict ad skipping in catch-up viewing, a move expected to generate around 5% more gross rating points (GRPs). It plans to launch a new ad-supported tier on Oneplay in the first quarter of 2027.

STUDY: VOD ADVERTISING DELIVERS MEASURABLE SHORT-TERM SALES GROWTH

26. 10. 2026 | 3 min read Streaming TV-on-demand advertising drives measurable, incremental sales rather than just brand awareness, according to research conducted by WPP Media in conjunction with Amazon Ads.

TELEVISION ADVERTISING ON TV NOVA WILL INCREASE BY 12 PER CENT IN 2027

23. 10. 2026 | 3 min read The price of television advertising on the Nova Group’s channels will rise by a total of 12 per cent in 2027. On the group’s pay-TV channels, prices will rise by between 5 and 10 per cent. From November, Nova will also restrict the ability to skip adverts during catch-up viewing on IPTV operators’ services and is preparing new advertising products linking linear broadcasting with the Oneplay platform.

MEDIA CLUB TO INCREASE TV ADVERTISING RATES BY 14 PER CENT FOR 2027 AND ADJUST THE TARGET AUDIENCE TO AGES 19–69

22. 10. 2026 | 5 min read Next year, Media Club will increase the price of television advertising by 14 per cent, national radio adverts by 3 per cent, and premium online video formats – including CTV – by 10 per cent. These changes will be accompanied by the introduction of a new ‘super prime time’ advertising slot on the main Prima channel and an adjustment to the main target audience to viewers aged 19 to 69.

STUDY USA: YOUNG ADULTS AREN’T TUNING OUT TV ADS

19. 10. 2026 | 1 min read TV ad reach among US adults ages 25 to 34 grew in all seven industries tracked, and every category topped 31 million viewers, up from just two above 30 million in June 2025, according to a June report from Samba TV.

GOLDEN DRUM: PUNK FILM IS A PRODUCTION AGENCY; GOLD FOR VML, LEO PRAGUE, DENTSU AND MCCANN. ZARAGUZA WAS ALSO SUCCESSFUL

15. 10. 2026 | 5 min read The traditional Golden Drum International Festival of Creativity in Portorož culminated on the evening of 13 October with the awards ceremony for the competition of the same name. Czech agencies won a total of 15 medals – five gold, seven silver and three bronze.

AMPERE CEO: “ADS ARE THE FUTURE FOR STREAMING”

14. 10. 2026 | 3 min read Guy Bisson, executive director and cofounder at Ampere Analysis, introduced his MIPCOM session The New Economics of Content, why Advertising Matters, by declaring that “advertising is the future (of growth)” in the streaming market and, by 2029, streaming services will make more money from ad tiers than from premium.

PAUSE ADS COMPLEMENT VIDEO SPOTS BY TURNING AWARENESS INTO PURCHASE INTENT

14. 10. 2026 | 2 min read Pause ads may work best when being used as a complement to traditional 15- to 30-second streaming ads, according to research from Amazon Ads and Omnicom Media shared by Adweek.