NOSTALGIA LEVEL: MAX. HOW DO RETRO ADS WIN CUSTOMERS’ HEARTS?

25. 8. 2025 | 16 min read Memories of the good old days are both enjoyable and highly impactful – something brands eagerly leverage in their marketing. Nostalgia is one of the major marketing trends of 2025 and can connect consumers with the past, evoke positive emotions and create a deeper relationship with the brand. Advertisements referring to the popular culture of past decades, retro visuals or iconic slogans act as a kind of time machine, transporting viewers back to moments stored deep in their memory. Some brands, such as Coca-Cola, Nintendo and Volkswagen, have long relied on nostalgia and made it a key part of their identity. In times of rapid technological progress and uncertainty, retro marketing offers a safe haven – and an effective way to reach different generations. How do companies draw inspiration from the past, and why does this approach work so well?

STUDY USA: NEARLY HALF OF AD-SUPPORTED TV VIEWING IS STREAMING

22. 8. 2025 | 1 min read Streaming accounts for almost half (45.3%) of total US time spent with ad-supported TV, according to a July report from Nielsen.

REPORT: THE ONLY THING BIGGER THAN NFL TV ADS ARE NFL STREAMING ADS

22. 8. 2025 | 7 min read New data from EDO finds that ads during football games on Peacock, Netflix, and Amazon last year were more effective than in-game linear.

BACK-TO-SCHOOL CAMPAIGNS ARE HERE, BRANDS TARGET PARENTS AND STUDENTS

22. 8. 2025 | 4 min read As the start of the school year approaches, major brand marketing campaigns aimed at students and parents have kicked off.

THE FUTURE HAS ALREADY BEGUN. AR AND VR ARE TRANSFORMING TV ADVERTISING INTO AN INTERACTIVE EXPERIENCE

21. 8. 2025 | 10 min read Smart TVs, augmented reality and the advent of new devices such as Apple Vision Pro are fundamentally changing the way brands communicate with customers. Television and outdoor advertising are no longer just one-way communications – they are becoming interactive, personalised experiences. Companies are investing in AR and VR campaigns for higher engagement, better conversions and lower costs. And even though these formats still face technical limitations, their role in the marketing mix is increasingly compelling.

GRUNT: NOVA TO RAISE AD PRICES ONLY SLIGHTLY— ONEPLAY TO CATCH UP WITH TV BY 2030

18. 8. 2025 | 10 min read TV Nova’s CEO, Daniel Grunt, confirms that Nova will increase TV advertising prices next year. However, the increase will not be as significant as last year. At the same time, he estimates that streaming revenues could match those from TV advertising around 2030.

WHAT’S DRIVING BACK-TO-SCHOOL SALES: EARLY DEALS, AI TOOLS, AND HYBRID SHOPPING

15. 8. 2025 | 3 min read Back-to-school spending is steady in 2025, but shopper behavior is split. Parents are prioritizing tech and clothing—yet these are also the first to be cut when budgets tighten. Consumers are shopping earlier, seeking deals, and using AI to keep costs down.

NEARLY 90% OF ADVERTISERS WILL USE GEN AI TO BUILD VIDEO ADS, ACCORDING TO IAB

14. 8. 2025 | 4 min read Video’s transition to the future is accelerating, with half of advertisers already using Gen AI to build video ads, according to IAB’s “2025 Digital Video Ad Spend & Strategy Full Report.”

FALSE PREJUDICES AGAINST TELEVISION. TV REMAINS ESSENTIAL FOR VIEWERS AND ADVERTISERS

13. 8. 2025 | 7 min read “Television is for older people,” “They only show ads on TV,” “I never watch it,” etc. There are many prejudices against television. But is there any truth to them? The answer to this question was provided by a new study from Screenforce titled “The Beauty of TV.” The results, presented during an exclusive webinar, show that while prejudices against television certainly exist, the reality is quite different.

STUDY USA: CONSUMERS SEE ‘STRONG VALUE’ IN STREAMING BUT ARE ‘VERY CONCERNED’ ABOUT ECONOMY

12. 8. 2025 | 6 min read The newest Hub survey highlights the impact that economic uncertainty could have on the streaming industry.

SUMMER-FLAVOURED TV ADS: THE MOST ROMANTIC HOLIDAYS, THE WILDEST FUN. TRAVEL AGENCIES AND AIRLINES COMPETE FOR CUSTOMERS WITH TV AD SPOTS

8. 8. 2025 | 10 min read At the end of spring, when memories of winter holidays in the mountains have melted away like snowflakes in the sun, the days after months of hard work seem to blend into one another, and our energy is dwindling alarmingly, the idea of a holiday becomes a light at the end of the tunnel. Summer is much more than just a season – it is a state of mind when we crave more intense experiences, want to try new things, and long to travel and discover. At first glance, it might seem that travel agencies, airlines and tourist organisations have us – potential customers, craving tropical destinations and unusual experiences – in the palm of their hand. But it's not that simple. Standing out from the crowd of competitors is often a challenge even for marketing masters.

HUMOR AND MUSIC ARE THE WAY TO GET GEN Z’S ATTENTION

8. 8. 2025 | 1 min read Almost half (49%) of US Gen Zers are much more likely to pay attention to ads that make them laugh or use music they like, per a June report from Edison Research and SiriusXM Media.

ALMOST AN ANIMAL INSTINCT. WHAT DOES IT LOOK LIKE WHEN ANIMALS SEEM BETTER OFF THAN HUMANS IN A TV AD?

8. 8. 2025 | 11 min read Singing cats, touching dog stories, or cute little monsters hiding under the couch — pets are simply a staple of television advertising. Adverts featuring them can build strong narratives, evoke emotions, and subtly foster a connection to the brand. In an era when marketing often relies solely on data and performance, they remind us of the power of authenticity, emotion, and imaginative storytelling. Let’s take a closer look at some of the most successful TV ads that prove the connection between brands and the animal world can be both charming to watch and surprisingly effective.

STUDY USA: LINEAR’S AD-SUPPORTED ADULT VIEWING SHARE STILL NEAR 70%

7. 8. 2025 | 2 min read Traditional TV content viewing of long-form programming (half-hour and hour-long TV shows) still commands major attention among adults age 18 and up comprising 67.4% share for June for ad-supported linear TV networks, according to the TVB.

OPTIMISING REACH TO THE WELTHIEST CZECHS AGED 45–64

5. 8. 2025 | 4 min read Part of the WPP Media project called Češi 45+ (Czechs aged 45–64), which aims to focus greater attention on the richest Czech age group, naturally includes the topic of the media behaviour of these Czechs. Given the thematic focus of this page, today we will primarily concentrate on the role of television.

SIR JOHN HEGARTY FOR GTVG ON THE POWER OF CREATIVITY

4. 8. 2025 | 7 min read Few figures have shaped modern advertising as profoundly as Sir John Hegarty. From co-founding Bartle Bogle Hegarty to producing some of the most iconic TV ads of the last half-century, his work has consistently championed the power of creativity to move people and markets. As brands today navigate an increasingly data-driven landscape, Sir John remains a powerful advocate for the human truths and emotional insights that lie at the heart of great advertising. We asked him to share his thoughts on creativity, the enduring role of television, and how the industry must evolve without losing its soul.

WARC CONSUMER TRENDS 2025: FIVE SHIFTS SHAPING CONSUMER SPENDING

4. 8. 2025 | 2 min read A growing cost-of-living gap, consumers’ proactive approach to health, and the emergence of alternative social activities are among the biggest trends influencing consumer spending this year, according to WARC’s 2025 Consumer Trends Report. What the trends tell us In uncertain times we crave control.

REACH, BRANDING AND TRUST: THE REASON WHY MORE AND MORE BRANDS THAT ORIGINALLY PREFERRED SOCIAL NETWORKS ARE ADVERTISING ON TV

3. 8. 2025 | 4 min read More and more brands that have been primarily in the digital world are now advertising on TV. In doing so, they are not only reaching new target groups, but also investing in brand building, which is a real driver of growth. These include Kapten & Son, Duolingo and Snocks.