SPORTS KEEPS VIEWERS CONNECTED TO TRADITIONAL TELEVISION

6. 7. 2026 | 2 min read Inscape's Q1 2026 data shows sports viewing grew to 1.8 hours weekly, but traditional TV's dominance is slipping as streaming claimed 12% of sports time—up from 11.5% a year prior.

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.

AGAINST ALL ODDS: LINEAR TV’S SURPRISING RESILIENCE

26. 3. 2026 | 5 min read For years, we’ve been told that linear television is declining. Streaming services would render traditional broadcasting obsolete, the story went, as viewers abandoned scheduled programming for the freedom of on demand content.

66.7% OF AD-SUPPORTED TV VIEWING BY 18 TO 49 YEAR OLDS GOES TO STREAMERS

12. 3. 2026 | 5 min read New Nielsen guide says sports account for 29.2% of ad-supported viewing by 25–54-year olds.

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.

WHEN BRANDS BECOME CHARACTERS: TRANSFORMING PRODUCT PLACEMENT INTO ENTERTAINMENT

30. 1. 2026 ProSieben and Joyn broke new creative ground with The Masked Singer Germany, transforming traditional product placement into something unprecedented. Seven.One Media worked with Playmobil to create a partnership where the brand did not just sponsor the program or place products within it – instead, the brand became a competing character. The Playmobil Pirate mask sang, performed, and competed alongside celebrities in one of Germany’s most-watched entertainment shows.

SUMMER-FLAVOURED TV ADS — WHEN BRANDS RIDE THE WAVE OF VACATION VIBES AND CHILL

26. 6. 2025 | 5 min read Success in summer requires more than just the right product. It is important to understand that people live differently during the summer. They move from their living rooms outdoors, spend more time away from home, and consume media differently. They think less, feel more, and shop much more impulsively. They respond to ads that evoke atmosphere and emotion, radiating authenticity, ease, and a natural connection to the summer feel.

MYTHS ABOUT GEN Z CAN HARM MARKETING

2. 6. 2025 | 7 min read This year’s Best Brands competition revealed which brands are particularly well received by members of Generation Z. Numerous myths about this generation were also uncovered – and debunked.

TIME TO GET SERIOUS ABOUT HUMOUR IN ADVERTISING

22. 2. 2025 | 5 min read Humour in advertising is a powerful driver of brand memorability and engagement. WARC’s India Editor Biprorshee Das dives into why humour works, where brands go wrong, and how to get it right – some key takeaways from the recently published What’s working in humorous advertising report.

WHAT SPORTS CAN TEACH US ABOUT CO-VIEWING ON TV

17. 2. 2025 | 5 min read Also known as the “Big Game” in the U.S., the Super Bowl is typically one of the most viewed TV moments. In fact, in 2024 Super Bowl LVIII, featuring the Kansas City Chiefs and the San Francisco 49ers, had the largest TV audience for a single-network telecast. It’s also a sports event that audiences will frequently watch together. But it’s not the only programming audiences gather for. Our research shows that Americans watch TV with other people (friends, family, even strangers at the bar) 47% of the time, on average, and alone the rest of the time.

THE KEY TASKS OF THE TELEVISION INDUSTRY AND BRANDS ARE TO PROMOTE DEMOCRACY AND RESPECT FOR VALUES

17. 2. 2025 | 5 min read Speakers at egta Online Talk entitled Advertising in the Age of Giants: Protect Your Brand, Support Democracy discussed how the TV industry can best contribute to a safe media landscape and uphold responsible advertising.

TELEVISION CELEBRATES ITS DAY: EVEN IN 2024, IT REMAINS A RELIABLE COMPANION AND GUIDE IN MODERN LIFE

21. 11. 2024 | 13 min read Every year on 21 November, we celebrate World Television Day, which highlights the irreplaceable role of this medium in our lives. While streaming platforms are changing the ways we consume content, traditional television still holds a crucial position. It delivers current information, supports education, preserves cultural heritage, offers moments of entertainment and shared emotions, and serves as a significant marketing platform. How does television continue to shape our society today, and why is it important to remember its significance? TV informs As more primarily fictional content moves to streaming platforms, the significance of news channels and programmes as the dominant content for traditional continuous television broadcasting grows. Television remains one of the main sources of information for the general public, with millions of people worldwide turning to news channels to stay informed about events both at home and globally. Thanks to globalisation and technological advancements, it is now possible to watch events in real time, even on the other side of the world. The news and informational function of television becomes increasingly important, especially during crises and exceptional events, when access to verified information is crucial.

THE 2024 OLYMPICS IS A REMINDER THAT APPOINTMENT TV IS ALIVE AND WELL

9. 8. 2024 | 4 min read This summer, the world has been glued to their screens for the Olympics. Traditionally, these events have been synonymous with appointment TV, where viewers gather around the television to tune in at specific times.

SURVEY USA AND EU: LIVE EVENT BROADCASTING IS PREFERRED CHOICE FOR 40% OF TV VIEWERS

18. 6. 2024 | 3 min read A new survey highlights the growing importance of live event programming, particularly sports, for the broadcast industry with the finding that live events are the preferred type of broadcast content for 40% of TV viewers around the world, proving more popular than any other type of programming.

LINEAR TV DRIVES HIGHER ENGAGEMENT FOR QSRS THAN STREAMING, STUDY FINDS

9. 6. 2024 | 2 min read Among quick-serve restaurant brands, consumer search engagement as a response to TV advertising is still higher when the ad runs on linear TV rather than on a streaming platform.

HOW TO BOOST ENGAGEMENT AND DEEPEN CONSUMER RELATIONSHIPS

7. 5. 2024 | 11 min read Good marketing is all about the consumer. If it isn't geared toward real people, then, honestly, who is it for? Of course, while being consumer-obsessed may seem like common sense, truly understanding your consumer base — and how this audience(s) will change and evolve, is no easy feat. It requires dedication, constant research, and social listening, as well as an openness to learning about different demographics. It isn't a "one and done" approach.

STUDY USA: SPORTS INCREASINGLY INFLUENCING CONSUMER STREAMING CHOICES

11. 3. 2024 | 3 min read More than a third of respondents to Hub survey say sports is "much more important than other kinds of content".

STUDY: ADVERTISING THRIVES IN THE LIVING ROOM

7. 3. 2024 | 7 min read The living room is the environment at home that’s best suited for advertising to succeed. That’s the key finding from a study of video advertising that examined where in the home advertising was most likely to be remembered – and why.