CANNES LIONS WRAP-UP: PART TWO – FROM EFFECTIVENESS TO GROWTH, FROM VOLUME TO TRUST

28. 6. 2026 | 13 min read Another part of the overall round-up of the Cannes Lions festival was a panel discussion featuring the heads of content from three platforms: Lions, Contagious and WARC. They took their seats at a table on stage to review the main themes of the past week.

STREAMING VIEWERS WAIT LONGER FOR RETURNING ORIGINALS, SAYS AMPERE

27. 5. 2026 | 2 min read Viewing of Stranger Things rose 300% in the second half of 2025 ahead of its fifth and final season.

WHEN ALL THE BRANDS PLAY IT SAFE, YOU CAN’T SEE ANYTHING

8. 4. 2026 | 5 min read One of the main themes of this year’s SXSW conference was the impact of artificial intelligence on people. But what does this mean specifically for brands?

WHAT IS HAPPENING TO CONSUMERS? THE ERA OF EMOTIONAL OUTSOURCING HAS ALREADY BEGUN

24. 3. 2026 | 5 min read The SXSW 2026 conference demonstrated that, alongside the impact of artificial intelligence on business, a less visible transformation is also taking place within people themselves. Their relationships, language and the way they seek connection are changing. As a result, the audience that brands have traditionally targeted is also changing, summarises Alex Turtschan from the media agency Mediaplus.

SHORT-FORM VIDEO IS DRIVING VIEWERS TO WATCH FULL TV SHOWS, RESEARCH FINDS

16. 3. 2026 | 4 min read Short-form video content on platforms such as TikTok, Instagram Reels, and YouTube Shorts is increasingly functioning as a discovery mechanism for longer-form television and film, according to new research published by online research data and analytics technology group YouGov.

STUDY AUSTRALIA: THE OTHER HALF OF THE ATTENTION EQUATION

1. 11. 2025 | 5 min read We’ve all become obsessed with attention as a media metric. As marketers, we’ve spent the past few years fixated on measuring how long people look at our ads, how engaged they are, and which channels deliver the most eyeball time. But we’re missing something fundamental: before anyone can pay attention to your ad, they first must be willing to receive it.

BABY BOOMERS, GEN Z, GEN BETA: THE POINT OF AGE COHORTS

27. 4. 2025 | 5 min read After the legendary Baby Boomer generation came Generation X, followed by Generations Y, Z, and Alpha. And now? Starting in early 2025, Generation Beta is being born. What lies ahead for them?

TV IS ENTERING A NEW ERA OF INTERACTIVITY

30. 1. 2025 | 5 min read With the help of AI, people will be able to interact with a wider range of content with their remote, voice, motion gestures, game controllers or phones, and get the big-screen experience.

TIPS FOR SMALL ADVERTISERS FOR AN EFFECTIVE TV CAMPAIGN

29. 8. 2024 | 4 min read The answer to how small advertisers can run an effective TV campaign lies in data-driven customer targeting, such as the Audience-Based TV Buying strategy.

CZECH VIEWERS WERE MOST INTERESTED IN THE OPENING CEREMONY, ATHLETICS AND TENNIS

13. 8. 2024 | 2 min read Athletics, tennis and fencing were among the most watched sports at the Summer Olympics in Paris. This was reported by the chief commentator of CT Sport Robert Záruba.

HALF OF CZECHS PLANNED TO WATCH THE OLYMPICS

2. 8. 2024 | 2 min read Before the start of the Summer Olympics, the majority of the domestic online population declared their interest in watching the Games. This is a comparable proportion to previous Olympic Games.

JENNA STUDT FROM CRITICAL MASS: HOW CAN BRANDS EFFECTIVELY REACH GENERATION Z?

1. 3. 2024 | 5 min read In an interview with AdForum, Jenna Studt, "social strategy director" at Critical Mass, says employers and brands need to actively engage in culture, sustainability and social responsibility to reach Generation Z.

TV VIEWERS FAVOR SHOWS WITH DIVERSE CASTS AND AUTHENTIC STORYLINES

10. 2. 2024 | 8 min read The rapidly changing entertainment industry has had two work stoppages in three years — the pandemic and the WGA and SAG-AFTRA strikes — and continues to grapple with an “existential crisis” of inclusion that has been decades in the making. How will Hollywood adapt so that it can move forward? Now that the strikes are over, what’s next? “If we fail to adapt, we fail to move forward.” John Wooden

WHY IT’S TIME FOR MARKETERS TO PAY ATTENTION TO GEN ALPHA

19. 4. 2023 | 3 min read Millennials are parenting. Gen Z is entering the workforce. And the never-ending wheel of time has spun a new generation for marketers to watch: Generation Alfa. The oldest members of this digitally native, pandemic-influenced generation are tweens now, and marketers need to pay attention to how today’s children differ from their Gen Z older siblings. Diverse and digital Gen Alfa comprises those born around 2012 through to now, meaning the oldest members of Gen Alfa are already 11 years old.

DON’T BE AGEIST: MARKETING TO PEOPLE 50 AND OLDER

4. 4. 2023 | 5 min read Over the past several years, marketers, brands, creative teams, and media agencies have done a meaningful job of focusing on the importance of diversity in the representation of images and strategies in their advertising and communications efforts.

CONSUMPTION AND MEDIA BEHAVIOUR OF THE 55+ GENERATION IS CHANGING

19. 10. 2022 | 5 min read Today’s generation of people aged 55-69 is more active and technologically savvy than it was six years ago. this is the result of the new wave of the omg research focused on the ‘silver generation’.

ADVERTISING FAILS THE AGE TEST

14. 10. 2022 | 2 min read Not only are the over-55s inadequately represented in TV advertising, but they are also much harder to please than younger viewers, according to new research from System1. Why it matters Wise Up!, a study from the marketing decision-making platform in partnership with broadcaster ITV, found that over 55s appear in just 23% of ads. But this group accounts for nearly one-third of the UK population; for 65% of TV impressions and 60% of the UK’s wealth, a recalibration of target audiences may be in order.

CTV VIEWERS PREFER ADS OVER PAYING MORE FOR CONTENT

1. 6. 2022 | 3 min read A new survey from DeepIntent and LG is reporting that nearly two thirds (64%) of connected TV viewers would prefer to view ads rather than pay more for content. A majority (57%) also said that CTV ads are more relevant than linear TV ads according to a DeepIntent, LG survey.