CHOCOLATE: A SWEET TREAT AND A POPULAR SUBJECT FOR TV COMMERCIALS

13. 9. 2026 | 12 min read Delicious, velvety-smooth and slowly melting on the tongue. Chocolate has the power to evoke feelings of pleasure, reward and a touch of luxury. We reach for it when we want to treat ourselves, lift our mood or make a challenging day a little more enjoyable. And it becomes even harder to resist when it appears on the television screen. Advertising can turn chocolate into an almost irresistible temptation – the kind that makes us want to get off the sofa and go and find at least a small piece. International Chocolate Day is the perfect opportunity to look back at the history of chocolate and some of the most memorable television commercials it has inspired.

SURVEY: CZECHS DO NOT CONSIDER ADVERTISING TO BE THE MAIN FACTOR IN ALCOHOL CONSUMPTION

10. 9. 2026 | 3 min read Most Czechs believe that advertising does not have a significant impact on the amount of alcohol consumed. They regard drink-driving, the sale of alcohol to minors and inadequate enforcement of existing regulations as the biggest problems associated with alcohol. This is according to a survey carried out by Ipsos for the Advertising Council.

ADVERTISING ON THE MAIN SCREENS OF SMART TVS CAN BE PURCHASED PROGRAMMATICALLY

8. 9. 2026 | 3 min read Hybrid CTV Sales House is the first on the Czech market to make programmatic advertising buying available on the home screen of smart TVs running the Titan OS operating system. Advertisers and agencies can now purchase this advertising space via the Adform platform in the same way as other programmatic video campaigns.

GIANA MAKES ITS ADVERTISING DEBUT; THE CAMPAIGN IS BASED ON THE SLOGAN ‘GIANA MIA!’

4. 9. 2026 | 2 min read Gaston’s Giana brand has launched its first advertising campaign. The ‘Giana mia!’ concept is based on everyday situations involving meal preparation.

A FEW SECONDS WORTH SEVERAL MILLION, OR SPECIAL EFFECTS IN A TELEVISION ADVERTISEMENT

3. 9. 2026 | 16 min read Just a few decades ago, a television advert was nothing more than a well-lit shot from a studio, accompanied by simple animation. Today, the situation is completely different. Adverts now routinely feature hundreds of digitally enhanced shots, photorealistic computer-generated characters, simulations of water, fire or explosions, and virtual environments that, just twenty years ago, were the preserve of Hollywood blockbusters.

CZECH ATTENTION STUDY REVEALS SIGNIFICANT DIFFERENCES ACROSS ADVERTISING FORMATS

2. 9. 2026 | 8 min read Viewer attention can vary significantly depending on ad length, position within an advertising break, and the type of advertising format. These are among the preliminary findings of a pilot project by Omnicom Media, the first study in Central and Eastern Europe to measure real-world attention to TV and video advertising in people’s homes.

STUDY USA: LIVE TV STILL IMPORTANT FACTOR WHEN CHOOSING A STREAMING BUNDLE

2. 9. 2026 | 2 min read Continued demand for aggregation across traditional and streaming video drives new bundles and channel combinations.

EFFIE STAGE WILL FOCUS ON WHAT LIES BEHIND COMMUNICATION THAT WORKS

26. 8. 2026 | 4 min read This year’s Effie Stage programme will feature more than twenty guests from the Czech Republic and abroad. The conference will focus on marketing effectiveness, creativity, the impact of artificial intelligence on brands, and the relationship between clients and agencies.

HOW DPG MEDIA TURNS THE BACKSTAGE OF A PRIME-TIME MUSIC SHOW INTO A RETAIL ENGINE

17. 8. 2026 In a category where retailers typically compete on price and visibility, Albert Heijn, the supermarket retailer, chose a different path. Together with DPG Media, the brand moved beyond traditional sponsorship to become an essential part of the story of the prime-time music show Lift You Up on VTM.

PRIMA SPORT WILL NOT BE INCLUDED IN TV AUDIENCE MEASUREMENTS FOR THE TIME BEING; IT WILL SELL ADVERTISING ON A BLOCK BASIS

17. 8. 2026 | 3 min read The new sports channel, Prima sport, will not be included in the electronic TV audience measurement system upon its launch. For the time being, the Prima Group plans to sell advertising on the channel separately via a time-slot-based price list, with advertising rates determined by the appeal of individual sports broadcasts.

INADEQUATE MEASUREMENT IS HOLDING BACK INVESTMENT IN DIGITAL ADVERTISING

16. 8. 2026 | 2 min read According to a survey by e-Marketer and AppsFlyer, inadequate measurement of digital channel performance may be holding back advertising investment. Nearly six out of ten marketers said that, due to a lack of measurement tools, their organisations are likely to invest less in profitable channels.

HOME SCREENS ARE A PRIME CTV AD TOUCHPOINT

14. 8. 2026 | 3 min read The CTV home screen is becoming premium ad real estate.

NOVA PREPARES NEW MONETISATION MODEL FOR ONEPLAY AND AIMS TO RETAIN KEY SPORTS RIGHTS

12. 8. 2026 | 5 min read Nova is getting closer to launching a new ad-supported subscription tier for its Oneplay video platform. The move will also introduce a new approach to advertising sales across linear and digital viewing. Nova plans to reveal the details this autumn. At the same time, Nova CEO Daniel Grunt expects the cost of sports broadcasting rights to continue rising.

INTERNATIONAL BEER DAY: ICONIC TELEVISION ADVERTS TOPPED WITH BEER FOAM

7. 8. 2026 | 7 min read International Beer Day falls on the first Friday in August each year. As well as providing an opportunity to try a new lager or thank the people who brewed and served it, the occasion offers a reason to revisit television advertisements that have succeeded in transforming an ordinary pint into a symbol of friendship, patience, craftsmanship and national identity.

STUDY FINDS MORE THAN HALF OF CTV PROGRAMMATIC SERVED ON LARGE SCREENS

5. 8. 2026 | 2 min read Large-screen devices -- smart TV sets -- account for 57% of U.S. open CTV programmatic ad spending, according to a June 2026 report from Pixalate.

THE EMPEROR IN THE SERVICE OF BRANDS: NAPOLEON STORMS TELEVISION SCREENS

4. 8. 2026 | 11 min read Napoleon's life offers advertisers almost everything a great story requires: a meteoric rise, military victories, immense power, a carefully cultivated public image, and a dramatic downfall. Brands therefore draw not only on his likeness, but also on themes of great ambition, defeat, exile and return. In the most successful advertisements, Napoleon serves not as historical decoration but as an active participant whose encounter with a product changes a story the audience already knows.

THE CZECHS SAW THE FIRST 20 SECONDS AND IT WAS CLEAR. THIS ADVERT IMMEDIATELY TOOK THE INTERNET BY STORM

4. 8. 2026 | 5 min read The Czechs watched the first 20 seconds and it was clear. This advert immediately took the internet by storm. This spring, a advert swept through the Czech internet that most people recognised within a few seconds. The melody and the footage were exactly as they used to be, except that a strangely foreign touch had crept in. Some cheered with nostalgia, whilst others remained sceptically silent.

SPIDER-MAN HAS CAUGHT FAMOUS BRANDS IN HIS WEB: HOW THE ICONIC SUPERHERO HAS SHAPED THE WORLD OF TELEVISION ADVERTISING

3. 8. 2026 | 10 min read The film Spider-Man: Brand New Day arrived in Czech cinemas on 29 July 2026, with Tom Holland returning for his fourth appearance in the leading role of the web-slinging hero. The premiere also brought a new wave of advertising partnerships, covering everything from cars and electronics to pizza and hydration drinks. How have campaigns built around Spider-Man evolved over nearly a quarter of a century, and why do some commercials feel more like lost scenes from a film than conventional advertisements?