ADC AWARDS REPORTS 270 ENTRIES, PUBLISHES GALLERY

24. 3. 2025 The ADC Czech Creative Awards has received a total of 270 entries this year. The entries can now be viewed in the gallery.

THE BIG BRAND BATTLES: NOSTALGIA, COMPARISON, AND PROVOCATION WORK WELL IN ADVERTISING WARS

24. 3. 2025 At first glance, it might seem that the global market is vast, with enough room for everyone. In a utopian world, each brand would peacefully claim its share of the market and leave the rest for others. Sounds funny, right? In reality, when two or three strong brands meet in a certain market segment, they go head-to-head. There is only one spot in the sun, and while there doesn’t have to be just one winner, anyone who hesitates may find with dread that they are not among the top players but at the bottom.

FIVE CHARTS TO END THE TV DEBATE

23. 3. 2025 To drive growth, we must strengthen the brand, says Peter Field.

TELETEST 2.0: AUSTRIA’S NEXT-GEN TV MEASUREMENT

21. 3. 2025 Teletest 2.0 is Austria’s new TV measurement system, developed by AGTT, which significantly enhances the way TV viewership and ad reach are measured. It introduces a new audience panel with 100,000 synthetic people meter participants, significantly increasing accuracy and depth of audience measurement, enabling real-time data collection and improving data quality across the Austrian television landscape.

THE STREAMCASTING CHALLENGE AND THE BATTLE FOR AD-TENTION

21. 3. 2025 The Italian media Sales Houses Association (FCP), in collaboration with Politecnico Milano and Nielsen, has conducted an in-depth industry study titled ‘’The Streamcasting Challenge and the Battle for Ad-Tension’’. This research explores the evolving dynamics of total audience measurement across broadcasting and streaming platforms, with a particular focus on ad-tention, the quality and quantity of attention given to advertisements in different media contexts. The study aims to provide broadcasters and advertisers with strategic insights to maximize audience engagement and advertising effectiveness. Industry Context & Challenges In an era dominated by digital transformation and shifting media consumption habits, broadcasters and advertisers face increasing competition from streaming services and social media platforms. Measuring total audience engagement across linear TV, on-demand platforms, and social media has become increasingly complex, requiring new methodologies to accurately assess how audiences interact with content. Understanding the factors influencing audience attention and advertising recall is critical to developing effective marketing strategies, especially given the varying degrees of active and passive attention across different media formats.

WARC RANKINGS 2025: CREATIVE 100 REVEALED

21. 3. 2025 Orange, the French multinational telco, and Marcel Paris’ WoMen’s Football was the most creatively celebrated campaign of 2024, while Publicis Conseil Paris and Rethink Toronto led the agency rankings; Ogilvy once again led the networks and WPP topped the holding groups; among brands, Apple and Anheuser-Busch InBev topped the WARC Creative 100 – here’s what you need to know. Get the full results

STUDY UK: TV ADVERTISING BOOSTS PERFORMANCE MEDIA OUTCOMES

20. 3. 2025 Investment in TV advertising makes performance media spend go further, according to a new study by GroupM.

IS A BRIGHTER FUTURE COMING? WITH A TOUCH OF EXAGGERATION, MIND POSITIVITY IN TV ADVERTISING AIMS TO OFFER A MANUAL TO HAPPINESS

20. 3. 2025 Every year, the International Day of Happiness is a reminder of the important role positivity plays in everyday life – and the advertising world is no exception. For some time now, mind positivity has become a key strategy for brands willing to reach customers not only effectively but also with emotions that leave a lasting impression. How can joy, hope, and authenticity turn advertising into inspiration and build loyalty?

DESPITE A LARGER LOGO, PEOPLE DON’T ASSOCIATE AN AD WITH A BRAND

19. 3. 2025 For many brands, branding is all about a bigger logo and name, but that’s not enough, says Arnad Debia, Global Creative Development Director at Ipsos.

LAST YEAR, THE ADS FOR DOVE AND THE CZECH PHILHARMONIC RESONATED THE MOST AMONG CZECHS

18. 3. 2025 The Dove and Czech Philharmonic advertisements scored the highest among Czech consumers last year, but Fio banka, Benu and ČAP also scored, according to an Ipsos analysis.

THE 25 BEST SUPER BOWL ADS OF THE PAST 25 YEARS

15. 3. 2025 From Pepsi's collab with Britney Spears to Bud's 'Wassup?' ADWEEK selects 25 of the best Big Game commercials since 2000.

POSITIVE EFFECT OF ADS DURING THE SUPER BOWL 2025: TELEVISION SUPPORTS BRAND SEARCHES

13. 3. 2025 The goals and strategies of brands advertising during the Super Bowl vary. However, for all of them – regardless of their goal – television advertising viewed on various screens (Multiscreen TV) delivered excellent results in the middle part of the marketing funnel. It significantly increased brand searches of all types. This is the conclusion of a study conducted by VAB, which focused on the impact of Super Bowl 2025 ads on consumer behaviour.

WHY BRANDS SHOULD EMBRACE POSITIVE MALE PORTRAYALS

12. 3. 2025 Positive male portrayal delivers strong ad effectiveness, according to data from Ipsos. The GEM Index The research firm regularly measures people’s responses to gender portrayal in ads, which feed into its gender equality measure index (GEMTM Index). An analysis of the GEMTM scores from more than 2,000 ads featuring men or boys indicated that those ads scoring high vs. low on positive masculine gender portrayal were +37% stronger on measures of sales lift. High-scoring ads were also +38% stronger on measures of equity share gain. Why it matters There’s a push to change how women are depicted in advertising, but Ipsos’ Samira Brophy notes that marketing is guilty of reinforcing male stereotypes as much as it is female ones. That makes little sense in terms of effectiveness – ads with expressionless or unengaged men scored poorly in the Ipsos index.

PLAYFUL CONSISTENCY: THE SECRET TO SUPER EFFECTIVE ADVERTISING

12. 3. 2025 In advertising, we often over-emphasize the importance of novelty—the newer, the sexier, right? Wrong!

WOMEN’S SPORTS SCORE HUGE 56% INCREASE IN AD IMPACT

11. 3. 2025 EDO report reveals a surge in women's sports viewership in 2024 fueled ad growth.

GOLDEN DRUM OPENS APPLICATIONS, DEADLINE IS 22 AUGUST

10. 3. 2025 The Golden Drum Festival is now accepting applications. Projects that took place between August 22, 2024 and August 22, 2025 are eligible to apply.

INTERNATIONAL WOMEN’S DAY: CAMPAIGNERS CALL FOR FASTER PROGRESS

9. 3. 2025 Brands and organisations are using the celebration of International Women's Day to draw attention to the problems women still face. Action is needed, they say.

STUDY USA: MOST CONSUMERS ARE UNCOMFORTABLE WITH AI-GENERATED ADS

7. 3. 2025 Nearly two-thirds (65%) of US adults feel at least somewhat uncomfortable about AI-generated ads, according to September 2024 data from EMARKETER and CivicScience.