FORREST GUMP AND MARKETING: TELEVISION ADVERTISING IS LIKE A BOX OF CHOCOLATES. YOU NEVER KNOW WHAT YOU’RE GONNA GET. BUT THE EXPERIENCE WILL BE GREAT

31. 10. 2024 | 7 min read Just like many other famous films, Forrest Gump, overflowing with now-iconic scenes and quotes, caught the attention of brands. This iconic film, celebrating its 30th anniversary, combines a personal story with significant historical events, evoking powerful emotions, which is immensely valuable for marketing. Let’s take a look at which brands have successfully drawn inspiration from this cult film.

AD INTEL: IN THE BACK-TO-SCHOOL ERA, BRANDS INVEST IN ADVERTISING DIFFERENTLY

30. 10. 2024 | 2 min read The Ad Intel News series of short reports from Nielsen Research's advertising monitoring complements last month's ranking of the Top 5 brands in the School & Office Supplies segment.

FROM KENNEDY TO THE CZECH VELVET REVOLUTION: TELEVISION WAS, IS AND WILL BE THE VIEWER’S GUIDE THROUGH MODERN HISTORY

28. 10. 2024 | 13 min read Television has shaped modern history: from the rise of John F. Kennedy in the USA, through the Watergate scandal, and the tragic footage of the Challenger disaster, to the fall of the Berlin Wall and Princess Diana’s funeral procession. It has been both a witness to and a catalyst for change, including in the Czech Republic—it broadcast the 1968 invasion, showed the revolutionary days of 1989, and shaped opinions during the first direct presidential election. Today, in combination with social media, television influences the world more than ever. What has been its historical role so far? The Rise and Fall of JFK: A Career Framed by the Lens John F. Kennedy’s political career unfolded on television screens. This was logical, as Kennedy’s charisma and celebrity status made him seem like a face made for television cameras. In 1960, he won the first televised presidential debate in the USA; this moment likely catapulted him to the top of the state. His opponent, Richard Nixon, looking tired after illness and refusing makeup, appeared less attractive than the fresh, youthful, and prepared Kennedy—an unfortunate strategic mistake. This debate beautifully illustrates the power of television: while Kennedy overwhelmingly won the hearts of television viewers, those who only listened to the debate on the radio were much more inclined towards Nixon. Presentation, to a degree, triumphed over content. Just three years later, on 22 November 1963, television cameras became witnesses to the last chapter of Kennedy’s life, when he became a victim of an assassination in Dallas. The whole of America mourned together with the screens. Along with the young idealistic president, the idea of an idealistic America died. Hope turned to sorrow, then to scepticism.

EUROPE IS BECOMING THE FASTEST GROWING MARKET FOR CTV

27. 10. 2024 | 5 min read Over 80% of households with a connected TV prefer CTV to traditional linear TV.

WHY TV ADVERTISING STILL RULES BRAND-BUILDING

24. 10. 2024 | 7 min read Quick—name the biggest brands you know. Coca-Cola. Apple. Amazon. Besides being massively famous, what else do these brands have in common?

HOW TV’S HALO EFFECT BOOSTS PERFORMANCE ACROSS YOUR MARKETING MIX

23. 10. 2024 | 5 min read Your apparel company just launched its first TV campaign, and new customers driven by TV surge. That’s to be expected. TV’s a powerful response channel. But something far less expected also happens. Paid search campaigns grow more effective. Social media engagement rises. Even in-store visits increase.

MEDIA CLUB: RADIO PRICES TO RISE BY 5%, ONLINE BY 8% TO 10%

21. 10. 2024 | 2 min read Radio advertising prices on Media Club stations will increase by 5% next year, while online advertising will grow by an average of 8% to 10%.

MEDIA CLUB WILL INCREASE THE PRICE OF TV ADVERTISING FOR 2025 BY 18-22%

21. 10. 2024 | 3 min read Media Club is also announcing a significant increase in TV advertising prices for next year.

THE BEST THING FOR TV AND VIEWERS WOULD BE FOR PRIMA TO RAISE PRICES AS MUCH AS POSSIBLE

21. 10. 2024 | 8 min read An excessive number of commercial breaks in television broadcasting is not good for television or TV viewers. CCO Vladimír Pořízek explains that increasing the price of TV advertising is the only way Media Club can counter this situation.

BRANDS BRIEFS BUDGETS: VLADIMIR POŘÍZEK – THERE ARE STILL FEW VIDEOS ON THE MARKET

20. 10. 2024 | 1 min read Ondřej Aust and David Brada present the weekly marketing podcast Brandy Briefy Budgets

HOW DIFFERENT GENERATIONS WATCH TV

19. 10. 2024 | 5 min read Imagine a Millennial flipping through cable channels, a Gen Xer catching the game live on YouTube TV, and a Baby Boomer binge-watching Netflix. Today, media viewing habits might not be exactly what you'd expect.

6 WAYS TECHNOLOGY IS TRANSFORMING TV ADVERTISING

18. 10. 2024 | 7 min read It’s July 1, 1941. A baseball game between the Brooklyn Dodgers and Philadelphia Phillies flickers on TV screens in New York City. Suddenly, the game cuts away. A Bulova watch appears, accompanied by a voiceover intoning, "America runs on Bulova time." In just 10 seconds, the world's first TV commercial airs, forever changing the advertising landscape.

ITV’S GEN AI SOLUTION HELPS BOOST TV ADVERTISING AND SMALL BUSINESS GROWTH

18. 10. 2024 In September 2024, ITV launched an innovative solution aimed at making TV advertising more accessible to small and medium-sized enterprises (SMEs). By leveraging the power of Generative AI (GenAI), ITV is expanding its commercial creative production services to remove the perceived barriers associated with the cost of making ads for TV. This innovation allows new-to-TV SME brands to create high-quality advertisements at a fraction of the cost, bringing the benefits of TV advertising within reach for businesses of all sizes Democratizing TV Advertising for SMEs As part of its effort to attract new advertisers, ITV collaborated with two SMEs—Travel House, a Swansea-based travel company, and Sheepbridge Interiors, a furniture store in Northern Ireland. Both companies have aired their first-ever TV ads, developed using ITV’s GenAI creative tools powered by their Creative Production Lead (CPL). This marks a significant milestone for the brands, as they have been able to create premium-quality TV ads Successful Campaign Launches Too often, the cost of making an ad is a barrier for brands looking to break through and test TV. By expanding our creative production services to include GenAI, we can democratize this process and make TV advertising accessible to all. We’re constantly innovating to find new ways to help brands grow Jason Spencer, Business Development Director, ITV We thought a TV ad of this quality was far out of our reach, so it’s been a real game changer for us to be the first to use this new service from ITV Dennis Niblock, Owner, Sheepbridge Interiors We are confident this innovative production approach will be a significant benefit and revenue driver for Travel House. We look forward to seeing the positive impact it brings to our business. Katie Davies, Marketing Executive, Travel House

TRANSFORMERS HAVE BEEN ENTERTAINING AUDIENCES FOR 40 YEARS. TV ADVERTISING INSPIRED BY THE PHENOMENON HAS ALSO BEEN SUCCESSFUL

17. 10. 2024 | 6 min read It was 1984 when the Transformers brand was born, founded by American toy manufacturer Hasbro and Japanese brand Takara Tomy. The battle between the Autobots and the Decepticons was about to begin - in comics, innovative toys, films, and various TV shows. Even in TV advertising.

TV4 MEDIA MANAGER: A NEW ERA OF SELF-SERVICE ADVERTISING SOLUTIONS

17. 10. 2024 In June 2024, TV4 launched the TV4 Media Manager, a groundbreaking ad booking system designed to simplify the full advertising process for SMEs and small agencies. This new platform consolidates various advertising opportunities into a single, user-friendly interface, allowing advertisers to plan, book, and track their campaigns with unprecedented flexibility. By enabling targeted advertising based on demographics, geography, and timing, TV4 aims to enhance accessibility for all new advertisers to TV while preserving the premium visibility associated with its brand. A Nordic advertising self-service solution The advertising landscape has evolved significantly, with advertisers increasingly seeking greater control and deeper insights into their campaigns. In response to this shift, the leading Swedish company TV4 developed Media Manager, an innovative self-service advertising solution designed to cater to a wide variety of products and advertiser needs.

MEDIA CLUB REALIZED CTV CAMPAIGN VIA GOOGLE DV360

15. 10. 2024 | 2 min read Media Club has launched a programmatic Connected TV (CTV) campaign via Google DV360 for the first time in its inventory.

CZECHS TAKE GRAND PRIX AND SEVEN OTHER PRIZES FROM GOLDEN DRUM

14. 10. 2024 | 1 min read Grand Prix from the Golden Drum festival was taken by McCann Prague agency, adding five more awards. Leo Burnett and MSL were also successful.

PWC: INTERNET AND GAMING TO GROW FAST IN THE CZECH REPUBLIC, TV AND RADIO SLOWER

14. 10. 2024 | 4 min read In the Czech Republic, internet advertising will continue to thrive in the coming years, while TV and radio will grow only slowly, according to a PwC study.