CZECHS SPEND OVER FOUR HOURS IN FRONT OF THE TELEVISION, OF WHICH 37 MINUTES ARE SPENT STREAMING OR PLAYING GAMES

16. 7. 2026 | 3 min read Television broadcasts still account for the bulk of the time spent in front of the TV screen. However, people are increasingly using their televisions to watch streaming services, online videos or play games, according to data provided by Atmedia.

STUDY USA: PROGRAMMATIC CTV PAUSE ADS MORE EFFECTIVE THAN TRADITIONAL SPOTS

18. 6. 2026 | 2 min read WunderKIND Ads has released a new study analyzing the impact of Pause Ads compared with traditional CTV spots that show Pause Ads delivered nearly two times higher attention than standard 60-second CTV ads.

AN AD THAT WAITS UNTIL YOU TAKE A BREAK. PAUSE ADS TURN VIEWING BREAKS INTO A NEW ADVERTISING SPACE

4. 6. 2026 | 12 min read Streaming platforms and online TV services are looking for ways to monetise advertising without making the viewing experience unpleasant for audiences. One of the solutions is pause ads: advertisements that do not interrupt the action itself but appear only when the viewer pauses playback. At first glance, this unobtrusive format neatly illustrates where the entire advertising business is heading: towards greater interactivity, contextual relevance, and the search for a fine line between relevance and overload.

LG RESEARCH HIGHLIGHTS GROWING ROLE OF TV HOME SCREENS IN FILM DISCOVERY

4. 6. 2026 | 2 min read The smart TV home screen is becoming an increasingly important tool for film marketers, influencing both cinema attendance and at-home viewing decisions, according to new research from LG Ad Solutions.

PRIMA’S NEW ADVERTISING FORMAT, PAUSE AD, PROMISES 100% VISIBILITY

11. 5. 2026 | 2 min read The advert is only displayed to the viewer when they actively interact with the remote control and pause the content they are watching.

VAB: PREMIUM STREAMERS OUTPERFORM YOUTUBE IN ADVERTISING EFFECTIVENESS

21. 4. 2026 | 5 min read The Video Advertising Bureau said premium CTV platforms outperform YouTube in co-viewing, attention and session length, citing a year-long study of 22 services. Premium video delivered 33 percent higher co-viewing and sessions averaging 1 hour and 18 minutes, 49 percent longer than YouTube. The report argues premium CTV impressions generate stronger presence, sustained attention and overall advertising efficiency for marketers. The Video Advertising Bureau (VAB) has commissioned a study that encourages brands and marketers to re-think their approach to buying advertising against YouTube over premium media experiences like network-owned streaming platforms.

ADVANCED TV STUDY 2026: CONNECTED TV BECOMES PRIMARY VIEWING ENVIRONMENT

21. 4. 2026 | 3 min read Connected TV (CTV) usage continues to diversify across households in Germany and Austria, strengthening its value for advertisers through more targeted and attentive audiences, according to the Advanced TV Study 2026 by Azerion Austria and Goldvertise Media.

FAST AND THE NEW LINEAR TV: HOW FREE STREAMING CHANNELS ARE REWRITING THE RULES OF TELEVISION

12. 4. 2026 | 16 min read Imagine a television channel that needs no cable operator, charges no subscription fee, and yet still generates billions of dollars in advertising revenue. That is precisely how FAST, or Free Ad-Supported Streaming TV, works. It is one of the fastest-growing segments of the media industry and, at the same time, one of the most interesting answers to a question now being asked by broadcasters, advertisers and viewers alike: what comes after linear television?

ADVERTISERS MUST ALSO FOCUS ON CONNECTED TV

10. 4. 2026 | 3 min read Smart TV is experiencing growth in the Czech Republic, with a million new viewers added between 2020 and 2022 alone, says Vojtěch Lambert, head of the LCG New Media agency.

TV WAS ALWAYS PERFORMANCE. WE JUST FORGOT HOW TO PROVE IT

27. 3. 2026 | 4 min read Let’s move beyond the idea of “brand vs performance” and instead focus on what drives growth across the whole advertising ecosystem, writes WPP Media Solutions’ SVP.

BUILDING A SHOPPABLE, ATTENTION-READY CTV OFFER: THE BIG BROTHER CONTEXTUAL CASE

26. 3. 2026 In 2025, Paramount Australia, in partnership with FreeWheel and egta, hosted a webinar outlining a forward-looking view of the evolving advertising market. One key topic explored the industry’s shift to pull-based discovery, experience-driven engagement, and frictionless content-commerce integration. Paramount Australia’s Contextual Advertising Suite directly responds to these trends, reinforcing the company’s leadership in premium CTV innovation through real-time, contextually immersive ad experiences, that meet audiences in the moment.

HBBTV PUBLISHES FULL VIDEO RECORDINGS FROM HBBTV SYMPOSIUM AND AWARDS 2025

23. 3. 2026 | 2 min read The HbbTV Association has published video recordings of all 20 conference sessions from the HbbTV Symposium and Awards 2025, offering the industry comprehensive insight into the key discussions and developments shaping connected television. The recordings are now available on the Association’s channel on YouTube.

SURVEY: 70% OF CTV ADVERTISERS PLAN TO BOOST SPENDING IN 2026

2. 3. 2026 | 5 min read They were planning to increase spending an average of 17% this year, according to Premion and Advertiser Perceptions.

THE RISE OF CONNECTED TV: RESHAPING ADVERTISING IN THE DIGITAL AGE

2. 3. 2026 | 6 min read The landscape of television has undergone a profound transformation over the past decade, driven by technological advancements and shifting consumer behaviors.

STUDY: ADVERTISERS BOOSTING SPENDING ON CONNECTED TV, NEW STUDY FINDS

2. 3. 2026 | 3 min read Premion, Advertiser Perceptions respondents see best results when linear TV and CTV are coordinated.

GLOBO CREATES HOME SCREEN PROMINENCE FOR FREE-TO-AIR TV ON SMART TVS

26. 2. 2026 Globo, Brazil’s largest commercial TV group, is rolling out DTV+, a next-generation free-to-air TV standard designed for connected TVs. It brings broadcast channels into the TV operating system, with app-like navigation, login and interactive layers placed directly on top of live programming.

STUDY: CTV ADS HAVE UP TO FOUR TIMES THE ATTENTION SPAN OF DIGITAL

7. 12. 2025 | 3 min read Advertising in big-screen streaming (CTV) is getting nearly four times the attention of digital channels, according to a study by Amplified and VFC.

STUDY UK: BRAND-BUILDING WINS OVER PERFORMANCE FOR UK MARKETERS

19. 11. 2025 | 2 min read Marketers in the UK are shifting away from spending on performance-building activities and leaning more towards brand-building in 2026, according to a new study about media budgets.