THE CHRISTMAS WAVE REACHES ITS PEAK: THE BRANDS WHOSE TV ADVERTISING HIT VIEWERS STRAIGHT IN THE HEART

1. 12. 2025 | 8 min read The floodgates have opened not only for Christmas adverts, but also for various surveys and estimates of how much money consumers intend to spend in the run-up to Christmas and during the festive season. The truth is that, both globally and in the Czech Republic, the number of people trying to save money is rising. For advertisers, of course, this is not exactly good news. It is little wonder that this year they embarked on their Christmas advertising offensive much earlier than usual. As a result, you can now enjoy a third dose of Christmas emotions, making their way from television screens into homes around the world.

CHANNEL 4, ITV AND SKY COMMERCIAL CHIEFS ASK ADVERTISERS TO ‘TURN DOWN THE TOXIC’

30. 11. 2025 | 7 min read The Future of Media London

DESTINATION: INTERNATIONAL PRESTIGE. ADS OF MAJOR AIRLINES THAT WENT GLOBAL

30. 11. 2025 | 13 min read Christmas is approaching. That means millions of people around the world will be on the move, returning home for the holidays to celebrate with their families. It may be the clearest reminder of how we take air travel for granted in the 21st century and how essential a role it plays in our lives. That is also why we should not forget that 7 December marks International Civil Aviation Day, a testament to the importance of global connectivity. It is the ideal opportunity to take a look at the mark airlines have left in the history of television advertising. The following five campaigns confirm that the identity of airlines reaches far beyond the duties of ordinary carriers. Time and again, they have proven capable of creating commercials that are formative, transformative, and often unforgettable. Home can be anywhere By 1989, planes were slowly becoming a common means of transport even for the global middle class. It was only logical that airlines began adapting their marketing communications accordingly. One truly groundbreaking example came from British Airways, which had just emerged from several years of extensive and demanding privatisation and restructuring under the leadership of Colin Marshall. The company now wanted to position itself as a genuinely global player and was not afraid to use the label “The World’s Favourite Airline.” It could afford to do so thanks to a unique television commercial known simply as The Face.

HOW TO USE UNSOLD INVENTORY TO PROVE TV’S EFFECTIVENESS

28. 11. 2025 Transfer Media, Belgium’s sales house for premium thematic and kids channels, worked with DSTRSD media to turn unsold linear TV minutes into measurable single product commerce tests. The goal was to show how unused airtime can support a low effort conversion pilot that brings incremental revenue and gives sales teams concrete evidence on audience response, placement, and frequency.

HOW A LIGHTER AD LOAD ON CANAL+ BRAND SOLUTIONS’ STREAMING PLATFORMS BOOSTS EFFECTIVENESS IN ALL FUNNEL STAGES

28. 11. 2025 Canal+ Brand Solutions – the sales house for Canal+ in France – released the results of a study on the advertising experience offered on Stream+, their aggregated digital video offer, which limits ads to an average of three minutes per hour and two pre-roll ads at the start of each program. The results show that a short and carefully balanced “advertising choreography” – two pre-rolls instead of five – boosts effectiveness across all stages of the marketing funnel. Keep ad breaks short: two pre-rolls at the start on Stream+ Stream+ is a single entry point to buy premium video advertising from CANAL+ and selected partners (HBO Max and Free). The offer is built around premium long form content and connected TV viewing. The policy is to keep advertising breaks short: viewers see two pre-roll spots at the beginning of a programme, and overall ad intensity is about three minutes per hour (total ad time, not number of spots).

THE WAVE OF CHRISTMAS CAMPAIGNS ROLLS ON: INTERNATIONAL AND CZECH BRANDS HAVE OPTED FOR TRIED-AND-TESTED FESTIVE THEMES

27. 11. 2025 | 6 min read Capturing consumers’ attention in the run-up to Christmas — a period traditionally overflowing with emotion, nostalgia and an excess of advertising messages — represents an extraordinary challenge for brands. This year, they launched their Christmas campaigns even before Advent. Let’s take a look at more Christmas offerings that are trying to strengthen brand image and persuade both international and Czech television viewers to shop. What really works on consumers?

EFFIE HAS PUBLISHED THE SHORTLIST, VML HAS THE MOST NOMINATIONS, CZECH SAVINGS BANK HAS THE MOST CLIENTS

25. 11. 2025 | 1 min read Half of the entries made it to the final of the Effie advertising effectiveness competition. The winners will be announced in December.

CZECHS WON SEVEN AWARDS AT THE ADC*E AWARDS

23. 11. 2025 | 2 min read The Czech participation in the international ADC*E Awards competition recorded a record result - seven awards.

TRUST MATTERS – AND TV EARNS IT

22. 11. 2025 | 4 min read In a world saturated with advertising, trust is everything. People are exposed to more commercial messages than ever before, across more platforms, but attention doesn’t guarantee belief or action.

WORLD TELEVISION DAY AND HIGHLIGHTS ITS IMPORTANCE AS A MEDIUM THAT SIGNIFICANTLY IMPACTS PEOPLE’S LIVES AND ADVERTISERS’ BUSINESS SUCCESS

21. 11. 2025 | 3 min read World Television Day, which falls on 21 November, aims to highlight the contribution of television as a symbol of communication and global connectivity between people and nations. This year's event is a reminder of the importance of a medium that has been with us for more than seventy years.

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.

THIS YEAR’S AVALANCHE OF CHRISTMAS CAMPAIGNS IS ALREADY ROLLING IN, BRINGING DEEP EMOTIONS AND SOCIAL THEMES WITH IT

20. 11. 2025 | 6 min read The leaves have not even all fallen from the trees yet, and the media are already teeming with Christmas campaigns. This year, brands have set out on their Christmas offensive very early indeed. And once again, we can look forward to a flood of time-tested sentiment, nostalgia and emotional stories. Some advertisers, however, are also striking a financial chord this year — which is hardly surprising in the current challenging times. What heavy Christmas artillery have famous brands prepared for consumers this year?

STUDY UK: BRAND-BUILDING WINS OVER PERFORMANCE FOR UK MARKETERS

19. 11. 2025 | 2 min read Marketers in the UK are shifting away from spending on performance-building activities and leaning more towards brand-building in 2026, according to a new study about media budgets.

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.

STUDY UK:TRUST AND PERSONALISATION KEY TO WINNING OVER B2B BUYERS

17. 11. 2025 | 2 min read B2B buying decisions are being increasingly influenced by personal drivers – such as trust, values, and instincts – a shift that has grown in importance by 10% since 2021, according to research from Dentsu.

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.

YEAR-END IN E-COMMERCE: WHEN CAMPAIGNS WORK BUT BUSINESS DOESN’T KEEP UP

11. 11. 2025 | 7 min read The last quarter of the year determines the success of most e-shops. While a record-breaking season can bring in up to 80% of the year's sales, any mistake in the campaign, logistics or preparation can mean millions lost, warns performance advertising expert Honza Bartoš.

GRACENOTE STUDY: TV FANS EMBRACE STREAMING, BUT FRUSTRATED BY EXPERIENCE

10. 11. 2025 | 6 min read As the streaming landscape becomes more fragmented, TV and film fans are spending more time trying to find something to watch — and as frustration grows, so is their willingness to cancel premium services.