STUDY: EUROPE REMAINS LOYAL TO TELEVISION, WITH VIDEO VIEWING DOMINATED BY THE BIG SCREEN IN THE LIVING ROOM

30. 3. 2026 | 9 min read RTL AdAlliance has published the fifth edition of its annual Living Room Study, which this year covers an even broader audience, thanks to newly added markets such as China and Hungary. The study clearly shows that television continues to play a key role in Europe even in the age of streaming services — it remains the main place for watching video, the centre of the shared viewing experience, and the natural home of local content.

AI TRENDS IN ADVERTISING, MARKETING AND THE MEDIA IN 2026

22. 3. 2026 | 13 min read Artificial intelligence is transforming the way people discover brands, marketing is becoming system-driven, and creativity is emerging as the key driver of growth, according to a new report by EACA and Advertising Week entitled “AI Forecasts & Predictions for 2026”.

THINKBOX: TOTAL TV IS FUNDAMENTAL FOR GETTING ADS SEEN

12. 3. 2026 | 2 min read The time people spend watching different video content is useful to know. But the most important analysis for advertisers is the time spent watching the advertising.

STUDY: WOMEN’S SPORTS OUTPERFORM PRIME TIME TV

10. 3. 2026 | 3 min read Third annual EDO report finds that women’s sports ads drove 15% more impact than the average primetime spot, led by financial service, insurance, and restaurant brands.

MUSIC IS THE GATEWAY TO EMOTIONS AND INCREASES MARKETING EFFECTIVENESS – BUT BRANDS OFTEN UNDERESTIMATE ITS POWER, SAYS THE STUDY SOUND SCIENCE

3. 3. 2026 | 9 min read Sometimes, adverts get under our skin. And then, even hours after watching them, we find ourselves humming a catchy melody or jingle that got stuck in our heads. Yet in planning advertising campaigns, music is often an “afterthought”. This was one of the reasons for the creation of the study Sound Science: How Music Is the Missing Link in Marketing ROI.

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.

THE VISUAL TRANSFER EFFECT: HOW SOUND BUILDS BRANDS

24. 2. 2026 In collaboration with neuro-marketing agency Unravel, Talpa Media has produced the scientific proof that audio does not just complement TV. It actively reactivates it, reconstructing visual brand memories in the consumer’s mind through sound. The findings carry significant implications for how audio is planned, sold, and valued within the wider media mix. Context Talpa Media is one of the Netherlands’ largest media companies, operating a broad portfolio of TV, radio, and digital platforms. That multiplatform reach puts them at the centre of a question: what actually happens in the brain when consumers encounter TV and audio advertising together? Specifically, Talpa aimed to explore whether prior exposure to a TV commercial changes how the brain processes a matching audio ad, and whether that effect can be measured without relying on conscious recall. Research Forty participants were fitted with EEG caps to capture real-time brain activity and exposed to commercial breaks from 14 brands. The study used a two-group design:

WHEN A CROSS-FORMAT APPROACH MULTIPLIES IMPACT: BOL × HUIS GEMAAKT ACROSS CONTENT & CONTEXT

23. 2. 2026 Description Bol is Belgium’s largest e-commerce platform, a household name for buying books, electronics, and everyday items online. But furniture and home décor? That was not what consumers associated with the brand. DPG Media set out to change this perception through a multi-format partnership with Huis Gemaakt (“Home Made”), a popular Flemish TV show where couples compete to renovate run-down properties, with the winning couple keeping their fully transformed home.

TURNING ONE TRAVEL OFFER INTO TWO TV STORIES FOR TWO TYPES OF FAMILIES

22. 2. 2026 Attraction Tickets sells Florida attraction tickets and theme-park hotel packages to UK customers. It has served more than five million customers since 2002 and offers access to destinations including Walt Disney World Resort, Universal Orlando Resort, SeaWorld and Disneyland Paris. In a competitive travel market, people compare options quickly, and marketing is judged by its ability to turn interest into bookings.

VAB STUDY: SOCIAL MEDIA HAS NO CHANCE OF HELPING SMALL BRANDS BREAK THROUGH WITHOUT ADVERTISING ON STREAMING TV

17. 2. 2026 | 5 min read Today’s VAB webinar showed that while social media is popular among advertisers, it is far from a silver bullet. It’s true that it is easy to buy, easy to measure, and allows for quick testing. But there is one major problem: new research shows that its effect on new brands is limited and absolutely insufficient for breakthrough success. However, when streaming TV is added as an additional channel alongside social media, brands achieve significantly greater attention, better recall, and higher purchase intent.

WHAT GIVES A SUPER BOWL AD SHELF LIFE IN 2026

10. 2. 2026 | 4 min read For decades, the price tag to advertise during the Super Bowl has been justified by access to a centralized audience. As attention disperses across platforms and star power extends to creators, marketers are rethinking how Super Bowl investments translate into consumer recall.

THE STATE OF PERFORMANCE TV IN 2026

6. 2. 2026 | 10 min read Attention is the hardest thing to buy. And everyone else is bidding too. People are scrolling, skipping, swiping, and split-screening their way through the day. Which is exactly why TV stands out. It offers a rare, uninterrupted moment where your audience is truly paying attention.

THE MOST EFFECTIVE SUPER BOWL COMMERCIALS, RANKED BY VIEWERS

4. 2. 2026 | 4 min read The top 10 Super Bowl ads of the past five years and why they work, according to System1. Every year, about 60 brands spend millions—in 2026, up to $10 million— to advertise in the Super Bowl. They try to shock, delight, surprise, confuse, and inspire the upwards of 127 million-strong audience in the hopes that they’ll be remembered long after the Big Game ends.

MARK RITSON: CZECH MARKETING KNOWS WHAT TO DO AT CHRISTMAS. BUT IN JANUARY, IT FORGETS.

4. 2. 2026 | 8 min read Marketing expert Mark Ritson focused his commentary on Czech Christmas campaigns and how January campaigns are failing.

CAMPAIGNS SEE BETTER BUSINESS EFFECTS WHEN THEY INCREASE BRAND TRUST

3. 2. 2026 | 2 min read Advertising that amplifies brand trust can have an outsized impact on traditional markers of commercial success, including growth in sales, market share or profit, according to new analysis from the IPA.

THINKBOX: TV WORKS LIKE A BATTERY, POWERING OTHER MEDIA

2. 2. 2026 | 8 min read Do brands still matter? How should media mixes be planned in an environment of limited budgets? How long does advertising work, and why is trust becoming one of the most valuable currencies in communication? These are the questions addressed by the British marketing organisation Thinkbox in its Nickable Studies 2025 report. The new study summarises key research responding to the major dilemmas of modern marketing. Results across the studies show that long-term media, particularly television, play an irreplaceable role in building brand value and sustaining business growth.

EVERYONE HATES ADS. EXCEPT ON SUPER BOWL SUNDAY

1. 2. 2026 | 4 min read “The Super Bowl is such an egregious waste of money. Brands who advertise during its ad breaks are stuck in the past.”

CREATIVE AND MEDIA TOGETHER DRIVE ADVERTISING IMPACT

28. 1. 2026 | 3 min read Creative quality and media support together explain 60.1% of the business results generated by advertising, according to The Creative Dividend, a new book published by System1 and Effie. Why joined-up thinking matters Creative and media are often siloed endeavours within the advertising process. Making sure creative work has emotional resonance is undoubtedly vital, as is reaching consumers through the right mix of media channels. But thinking about these activities in a connected, coordinated way ultimately leads to the strongest returns. Media and creative’s combined power While creative quality and media support are responsible for just over 60% of advertising’s business impact on average, The Creative Dividend found clear variation by category.