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

13. 3. 2025 | 6 min read 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 | 2 min read 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 | 5 min read 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 | 3 min read 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 | 2 min read 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 | 4 min read 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 | 2 min read 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.

ONEPLAY FEATURES HES, ČECH AND OTHERS FROM VOYO AND O2 IN THE CAMPAIGN

7. 3. 2025 | 3 min read The campaign features an elevator that takes viewers through the different floors of Oneplay's entertainment and sports worlds.

SEE HOW THE FILMING OF THE ONEPLAY CAMPAIGN – A JOINT PLATFORM OF TV NOVA AND O2

6. 3. 2025 | 5 min read TV Nova and O2 launch Oneplay - a service combining TV and streaming. The campaign, symbolizing a journey into endless entertainment, started on 25 February with a press conference and the first spot. It will run a total of four spots and appear on TV, print, radio, online and outdoor.

SUPER BOWL: ADS DOMINATED BY CELEBRITY, HUMOUR AND NOSTALGIA

5. 3. 2025 | 6 min read This year's Super Bowl ads were noticeably less controversial than in the past, according to an analysis by Ipsos.

TV ADVERTISING DESERVES AN OSCAR FOR ITS EFFECTIVENESS AND CREATIVITY

3. 3. 2025 | 7 min read It is time for the annual Academy Awards. But this prestigious film event is not just a celebration of the art of cinema. It is also a major marketing opportunity. During the gala evening, exclusive advertising spots appear on the screen, costing astronomical sums. Luxury brands, film studios and technology companies use this moment to showcase their latest campaigns. Each year, the Academy Awards offer a close link between television advertising and the film industry.

THREE TIPS ON HOW TO ENGAGE CUSTOMERS WITH ADVERTISING AND NOT BURN THE BUDGET

3. 3. 2025 | 5 min read There are several ways to get viewers' attention with your creative without having to invest millions, writes Votějch Prokeš of Behavio.

JAN ČADEK: THE REVOLUTION IN THE PRIMA GROUP BUSINESS WILL HAPPEN. I’M A FAST-PACED PERSON, I DON’T LIKE TO STAND STILL

3. 3. 2025 | 4 min read In a closely monitored tender that took place last autumn, Jan Čadek, an experienced media manager who has been the head of the radio (since 2018) and online (since 2023) divisions at Prima's Media Club, became the new commercial director of Prima Group. He took up his new post after Vladimír Pořízek on 1 January 2025, and gave his first interview for the business podcast První liga.

FROM ORDINARY USER TO INFLUENCER: HOW REALITY SHOWS ADJUST THE RULES OF THE GAME

2. 3. 2025 | 3 min read The ways in which people gain public recognition have changed with the massive rise of reality shows. While in the past, the path to popularity was associated with traditional media platforms, today, even ordinary social media users have the chance to become celebrities by participating in reality shows. At least for a week or so.

SHOPPABLE ADS WILL BE A TOP FOCUS FOR BRANDS IN 2025

26. 2. 2025 | 3 min read The allure of closed-loop measurement and “collapsing the funnel” fuels investment in shoppable media Media and commerce continue to converge. Shoppable ads and other integrated marketing formats remain a focal point for retailers, social networks, CTV platforms, broadcast TV networks, and online publishers. As these lines blur, brands are seizing new opportunities to connect content and commerce.

LIMITING REWINDING OF ADS IN REWATCH IS ALSO PLANNED BY NOVA

26. 2. 2025 | 1 min read Nova TV is planning to limit the possibilities for rewinding ads in the reverse view soon.

ONEPLAY TO LAUNCH AD-SUPPORTED SUBSCRIPTION MODEL IN 2026

26. 2. 2025 | 5 min read The launch of Oneplay will bring opportunities for advertisers. However, it won’t be from the start. The introduction of a hybrid subscription with ads is planned for 2026.

5 THINGS TO KNOW ABOUT CTV ADVERTISING PLATFORMS

24. 2. 2025 | 3 min read Connected TV (CTV) has emerged as the fastest-growing ad channel tracked by EMARKETER. Its ad spend outpaced other digital ads, search, social media, and retail media in 2024.