AGAINST ALL ODDS: LINEAR TV’S SURPRISING RESILIENCE

26. 3. 2026 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. Yet globally, millions of people are still tuning in to broadcast live TV, and in impressive numbers. Despite the decline in overall viewing… Continue reading AGAINST ALL ODDS: LINEAR TV’S SURPRISING RESILIENCE

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

12. 3. 2026 New Nielsen guide says sports account for 29.2% of ad-supported viewing by 25–54-year olds. With the annual upfront ad market approaching, Nielsen has come out with a new data point that will drive senior sellers of traditional network advertising in search of another martini. In its 2026 Upfront Planning Guide, Nielsen says that streaming now… Continue reading 66.7% OF AD-SUPPORTED TV VIEWING BY 18 TO 49 YEAR OLDS GOES TO STREAMERS

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. The move fits Brazil’s viewing reality. Linear TV accounts for 57.9% of total… Continue reading GLOBO CREATES HOME SCREEN PROMINENCE FOR FREE-TO-AIR TV ON SMART TVS

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,… Continue reading WHEN BRANDS BECOME CHARACTERS: TRANSFORMING PRODUCT PLACEMENT INTO ENTERTAINMENT

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

26. 6. 2025 The right product is not enough for summer success. You need to understand that people live very differently in the summer. They move outside, they watch media differently.

MYTHS ABOUT GEN Z CAN HARM MARKETING

2. 6. 2025 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. The Best Brand Awards is an international competition based in Germany. Its goal is to recognise brand concepts from around the world. This year’s Best Brand Awards… Continue reading MYTHS ABOUT GEN Z CAN HARM MARKETING

TIME TO GET SERIOUS ABOUT HUMOUR IN ADVERTISING

22. 2. 2025 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. Humour in advertising is so much more than just… Continue reading TIME TO GET SERIOUS ABOUT HUMOUR IN ADVERTISING

WHAT SPORTS CAN TEACH US ABOUT CO-VIEWING ON TV

17. 2. 2025 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… Continue reading WHAT SPORTS CAN TEACH US ABOUT CO-VIEWING ON TV

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

17. 2. 2025 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. Moments in front of the camera were shared by Martin Andree, Professor of Media Sciences, University of Cologne, and Christina Forsgård, Founder… Continue reading THE KEY TASKS OF THE TELEVISION INDUSTRY AND BRANDS ARE TO PROMOTE DEMOCRACY AND RESPECT FOR VALUES

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

21. 11. 2024 Every year on 21 November, we celebrate World Television Day, which highlights the irreplaceable role of this medium in our lives.

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

9. 8. 2024 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. And we’re seeing that this draw persists today. The opening ceremonies alone drew in nearly 29 million US viewers – the… Continue reading THE 2024 OLYMPICS IS A REMINDER THAT APPOINTMENT TV IS ALIVE AND WELL

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

18. 6. 2024 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.  The survey involved consumers in the U.S., U.K.,… Continue reading SURVEY USA AND EU: LIVE EVENT BROADCASTING IS PREFERRED CHOICE FOR 40% OF TV VIEWERS

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

9. 6. 2024 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. Consumers were 5% more likely to engage with quick-serve restaurants’ (QSR) or fast-food advertising on linear TV than on streaming platforms, according to EDO Ad EnGage.… Continue reading LINEAR TV DRIVES HIGHER ENGAGEMENT FOR QSRS THAN STREAMING, STUDY FINDS

HOW TO BOOST ENGAGEMENT AND DEEPEN CONSUMER RELATIONSHIPS

7. 5. 2024 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… Continue reading HOW TO BOOST ENGAGEMENT AND DEEPEN CONSUMER RELATIONSHIPS

STUDY USA: SPORTS INCREASINGLY INFLUENCING CONSUMER STREAMING CHOICES

11. 3. 2024 More than a third of respondents to Hub survey say sports is “much more important than other kinds of content”. According to a new survey from Hub Research, sports is having an increasingly larger impact on consumers’ choice of streaming services. The survey—taken in advance of the blockbuster news of Disney, Warner Bros Discovery and… Continue reading STUDY USA: SPORTS INCREASINGLY INFLUENCING CONSUMER STREAMING CHOICES

STUDY: ADVERTISING THRIVES IN THE LIVING ROOM

7. 3. 2024 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. The Context Effects study – jointly conducted by Map The Territory and Tapestry Research, and commissioned… Continue reading STUDY: ADVERTISING THRIVES IN THE LIVING ROOM

SURVEY USA: 36% PLAN TO STREAM THE SUPER BOWL

8. 2. 2024 The annual Adtaxi Super Bowl Viewership survey highlights both the ongoing shift towards streaming media and the potential impact of Taylor Swift on the game’s audience. For Super Bowl LXVII, the Adtaxi survey found that audiences will rely heavily on digital services, with more than one third (36%) of those surveyed saying they plan to… Continue reading SURVEY USA: 36% PLAN TO STREAM THE SUPER BOWL

TELEVISION REMAINS THE MOST POPULAR FORM OF VIDEO IN THE WORLD

13. 9. 2023 The Global TV Group recently released an updated version of its survey of how television is consumed around the world. The figures show that despite the rise of digital alternatives, traditional television remains attractive and attracts viewers with its diverse range of content. The survey shows that television is still very popular. Commentary on the… Continue reading TELEVISION REMAINS THE MOST POPULAR FORM OF VIDEO IN THE WORLD