GEN Z EXPECTS TO MAKE STEEP CUTS TO THEIR HOLIDAY BUDGETS THIS YEAR

5. 9. 2025 | 1 min read US consumers overall will slash their holiday spending about 5% this year, while Gen Zers expect to cut it 23%, per Inkl.

BEHIND THE WACKY AND WHIMSICAL REVIVAL OF MCDONALDLAND

31. 8. 2025 | 6 min read The nostalgic campaign continues a strategy rooted in fan truths, which is paying off for McDonald's.

HOLIDAY SHOPPING IS ENTERING A GEN Z, MOBILE, AND AI ERA

15. 8. 2025 | 4 min read Retailers face an atypical holiday season. Instead of the usual end-of-year boom, 2025 is expected to bring a rare deceleration in holiday sales growth.

IF YOUR TRAVEL AD LOOKS TOO PERFECT, GEN Z WON’T TRUST IT

28. 6. 2025 | 4 min read Show them the good, the bad and the ugly.

STUDY USA: YOUNG/OLD TV CONSUMERS’ DIVERGENCE: AVOD VS. FAST

25. 6. 2025 | 2 min read Young and older U.S. consumers continue to show diverging preferences when it comes to legacy and new TV-video platforms, according to ARF’s DASH, a syndicated study conducted in partnership with the National Opinion Research Center at the University of Chicago.

THE POWER OF GEN X IS OVERLOOKED AS OLDER AUDIENCES DRIVE DUAL-ROI EFFECT

10. 6. 2025 | 5 min read Advertisers remain fixated on youth, but failing to reach older audiences is bad for business when younger consumers turn to their elders for purchasing advice amid uncertainty.

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.

STUDY USA: 18-TO-34-YEAR-OLDS SPEND MORE FOR STREAMING, CHURN MORE OFTEN

2. 6. 2025 | 3 min read A new survey puts a spotlight on the streaming behavior of 18-to-34-year-olds finds those viewers pay more for content than other age groups, but are more likely to churn if they fail to get what they crave, according to Ampere Analysis.

YOUNG PEOPLE ARE RETURNING TO TELEVISION: NEW APPROACHES TO MEDIA PLANNING

1. 6. 2025 | 5 min read A study by Freewheel confirms the levelling of viewing habits and the growing role of ad-supported streaming.

CONTENT FIRST: GOOD CONTENT LIES IN DATA, AUTHENTICITY AND PERSONALISATION

12. 5. 2025 | 14 min read How can you remain relevant in a digital world where a high-quality product is no longer enough? The key lies in data, authenticity, consistent work with the community and the courage to adapt to new technologies, according to the Content First conference.

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?

PRIMA LAUNCHES COOLLAB MEDIA HUB AIMED AT YOUNG PEOPLE

24. 4. 2025 | 2 min read Prima has launched CoolLab, a new media project focused on projects for young target groups.

SHARE AND COCA-COLA IS BACK. MARKETING CHIEF JAKUB LOOS WILL TALK ABOUT THE CAMPAIGN IN THE NEXT ISSUE OF MAM

4. 4. 2025 | 5 min read The Coca-Cola Company is coming again with its legendary "Share a Coca-Cola" campaign. This time, it's calling on members of the younger generations in particular to meet in the real world. Read about the new campaign in the next issue of MAM, where the company's marketing director Jakub Loos talks about it.

APRIL FOOLS’ DAY 2025 — THE 21 BEST (AND WORST) JOKES AND PRANKS

2. 4. 2025 | 20 min read I'm rating every company April Fools' prank based on cringeworthiness.

STUDY AMPERE: STREAMING ALGORITHMS POWER TV, MOVIE CONTENT SELECTION

26. 3. 2025 | 3 min read More viewers are opting for content selections personalized through user algorithms offered by streaming platforms rather than recommendations from friends and family, according to new data from Ampere Analysis.

PAID VOD UNDER PRESSURE: PRICES RISE, GENERATION Z WATCHES VIDEO ON NETWORKS

26. 3. 2025 | 4 min read Content on streaming paid services is proving expensive for users, with younger Generation Z in particular spending more time watching videos on social platforms. That's according to a new report detailing media digital trends from Deloitte.

SURVEY USA: CONSUMERS EXPRESS GROWING DISSATISFACTION WITH STREAMING SERVICES

25. 3. 2025 | 6 min read M&E companies are at a tipping point. where they risk losing the next generation of viewers, a new study from Deloitte concludes.

TUNING IN TO SUCCESS: STUDIO BRUSSEL AND WIN FOR LIFE’S BREAKTHROUGH

19. 2. 2025 Win for Life: +74% awareness among young adults (18-24) with Studio Brussel’s help.