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.

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?

AQUALAND MORAVIA SCORES A HIT ON WATCHTIME. A SPOT FROM CROATIA REACHED 1.8 MILLION PEOPLE

3. 8. 2026 | 3 min read At a time when feeds are flooded with fast-paced cuts, generic formats and AI-generated visuals, Aqualand Moravia has opted for the opposite approach. Instead of Czechs heading to the seaside, it shows Croatians setting off on holiday to Moravia – a simple twist on the stereotype that defies expectations.

ADVERTISING REWRITES HISTORY: CLEOPATRA IS PORTRAYED AS A SEDUCTIVE BEAUTY IN TELEVISION COMMERCIALS, BUT IN REALITY, SHE PROBABLY HAD A PROMINENT NOSE AND CHIN

30. 7. 2026 | 9 min read More than two thousand years have passed since her death, yet she remains one of those historical figures whose image is still instantly recognisable across cultures, making her highly appealing to creatives in the advertising industry. Rather than depicting the real Egyptian ruler, advertisers draw on the image of a seductive queen surrounded by luxury, an image shaped over the centuries by Roman propaganda, art and Hollywood. Her lover Julius Caesar has also enjoyed a successful advertising career. Let us explore how television advertising transforms famous figures from antiquity into comic heroes, brand ambassadors and users of modern services.

PRIMA SPORT HAS LAUNCHED ITS DISTRIBUTION AND BEGUN SELLING ADVERTISING SPACE

30. 7. 2026 | 2 min read Magenta TV has activated a channel slot for the new Prima sport channel, and the programme guide confirms that the first broadcast will begin on 4 August with coverage of the match between Sparta Prague and Lyon. Furthermore, advertisers can book advertising slots from today.

COCA-COLA, UNILEVER SHOW THE POWER OF WORLD CUP MARKETING

28. 7. 2026 | 3 min read Coca-Cola and Unilever each delivered some of their strongest quarterly performances in years, with both companies crediting their extensive World Cup campaigns.

STUDY USA: TV OPERATING SYSTEMS GAIN INFLUENCE OVER VIEWING

27. 7. 2026 | 4 min read New survey data highlights how smart TVs are becoming the most influential gatekeepers in entertainment, playing an increasingly important role in how viewers discover and watch content. The operating systems powering Smart TVs become the front door to streaming.

SUSTAINABLE BEHAVIOUR APPEARS IN JUST 4.3% OF ADVERTISEMENTS, EVEN THOUGH SUSTAINABILITY DOES NOT REDUCE CAMPAIGN EFFECTIVENESS

26. 7. 2026 | 10 min read Sustainability remains a relatively marginal topic in global advertising. The latest data shows that only 4.3% of the advertisements analysed contain some form of sustainable behaviour, and this proportion is gradually declining. At the same time, there is no evidence to support concerns that incorporating sustainability weakens the effectiveness of an advertising campaign. On the contrary, it can help brands stand out, strengthen emotional response and support their long-term value. These findings come from the latest update to Kantar’s Sustainable Behaviours Ad Tracker project.

CONSUMERS WARM UP TO STREAMING ADS: HERE’S WHAT THE NUMBERS SAY

24. 7. 2026 | 4 min read As the number of ad-supported tiers on the market increases, cheaper options have made gains against ad-free ones, according to Hub.

TELEVISION ADVERTISING IS NOT JUST ABOUT REACH. DATA LINKS IT TO INCREASED SALES AND FOOT TRAFFIC

24. 7. 2026 | 6 min read Television advertising is primarily associated with broad reach, building awareness and supporting brands over the long term. Thanks to more detailed data, it can increasingly be evaluated on the basis of specific business outcomes, such as the number of new customers, conversions, revenue or visits to physical locations. An analysis by the Canadian company Environics Analytics shows how the effect of television can be measured at the level of individual campaigns, much as it is in the digital environment.

FROM REQUIEM TO CHOCOLATE: WOLFGANG AMADEUS MOZART’S SECOND LIFE IN ADVERTISING

23. 7. 2026 | 11 min read He was a genius and resolutely individual – eccentric, playful and instantly recognisable more than two centuries after his death. That is why the advertising industry continues to draw on his aura as a genius, a rebel, and an eternal child. And it is not only Mozart himself who appears in commercials, but also his music, which can lend a story elegance, tension, lightness or humour in a matter of seconds.

EINSTEIN WOULD HAVE BEEN AMAZED: TODAY, HIS FACE SELLS BREAD, MOBILE PHONES AND ELECTRICITY

17. 7. 2026 | 11 min read Tousled white hair, a distinctive moustache and a thoughtful expression are all it takes for viewers to recognise Albert Einstein within seconds. For advertising creatives, he provides universal shorthand for genius, intelligence and scientific progress, as well as likeable eccentricity. Einstein has consequently appeared in adverts for all kinds of products – from gluten-free bread and telecommunications services to smart electricity meters.

BACK-TO-SCHOOL SHOPPERS ARE NOT IGNORING AI

17. 7. 2026 | 5 min read Advertising and marketing hype has become heavily saturated with the term "agentic buying" for back-to-school purchases, but the distinction between actual transactional data and futuristic projection only becomes more blurred as the season gets underway.