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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
LINEAR TV STILL OUTPERFORMS STREAMING AND OTT IN EUROPE
16. 2. 2025 Despite the growth in digital video content viewership, linear TV is holding on as the main source for watching video content on the European continent. Linear TV remains the largest source of video content in Western Europe, despite a gradual decline in minutes watched. This is according to analysis of OTT & Video and TV… Continue reading LINEAR TV STILL OUTPERFORMS STREAMING AND OTT IN EUROPE
MAJOR U.S. MVPDS AGREE ON DEFINITIONS FOR KEY MULTISCREEN TV ADVERTISING TERMS
14. 2. 2025 The agreement on terminology and how it is used will help simplify buying and selling of ads. At a time when major changes in the media landscape have transformed multiplatform advertising, a larger group of MVPDs have come together to offer some unified guidance on Multiscreen TV Advertising Terminology. The effort is important because commonly… Continue reading MAJOR U.S. MVPDS AGREE ON DEFINITIONS FOR KEY MULTISCREEN TV ADVERTISING TERMS
STUDY EU: TV DOMINATES VIDEO IN EUROPE
12. 2. 2025 TV still dominates video in Europe, but viewing time in key markets drops by 30 to 55mn over 5 years. Linear TV is pursuing a slow decline, both in terms of viewing time and revenue generated, in the most advanced media markets worldwide. In Western Europe, it is still nonetheless the largest audience driver for… Continue reading STUDY EU: TV DOMINATES VIDEO IN EUROPE
STUDIE USA: STREAMING, LINEAR TV SET NEW VIEWING RECORDS
7. 2. 2025 Streaming was up by 56% in the second half of 2024 but traditional TV also grew by 8%, highlighting the importance of live events. New data from Samba TV shows, as expected, that time spent streaming continues to grow at a rapid pace, growing year-over-year by 56% in the second half of 2024. Meanwhile, linear… Continue reading STUDIE USA: STREAMING, LINEAR TV SET NEW VIEWING RECORDS
MAJORITY OF CONSUMERS PREFER TO WATCH TV WITH ADS IF IT’S CHEAPER, NEW REPORT REVEALS
2. 2. 2025 Hub Research finds that two-thirds of viewers deem ads during live events more tolerable than ads during on-demand content. Prime Video and Netflix may have been onto something with their recent expansions into ads. That’s because two-thirds of TV consumers now say they’d rather watch a cheaper, ad-supported option over a more expensive, ad-free offering,… Continue reading MAJORITY OF CONSUMERS PREFER TO WATCH TV WITH ADS IF IT’S CHEAPER, NEW REPORT REVEALS
TRUST IN ADVERTISING RISES IN 2024, DRIVEN BY YOUNGER PEOPLE
22. 1. 2025 Trust in advertising has risen from 36% to 39% over the past 12 months, primarily driven by young people, according to new research from the Advertising Association (AA). Trust in ads has grown across all age groups, with a notable 16-point increase among 18- to 34-year-olds since 2022. In contrast, trust among those aged… Continue reading TRUST IN ADVERTISING RISES IN 2024, DRIVEN BY YOUNGER PEOPLE
STUDY UK: WHY BRANDS ARE FALLING SHORT WITH THEIR MEDIA STRATEGIES
15. 1. 2025 Leading brands are using an ineffective combination of media channels for their campaigns, a major new study has found, with many optimizing for reach instead of for brand metrics that will yield more impact. The study, from the University of Oxford’s Saïd Business School, concluded that current marketing practices are “far from optimal” and that… Continue reading STUDY UK: WHY BRANDS ARE FALLING SHORT WITH THEIR MEDIA STRATEGIES
STUDY USA: STREAMING VIEWERS MORE ACCEPTING OF TV ADS
12. 1. 2025 Annual survey finds two-thirds of viewers find advertising more tolerable than in on-demand programming. With a greater number of lower-cost ad-supported programming sources available, TV viewers’ resistance to ads continues to wane, according to a new report from Hub Research. Hub’s semiannual “TV Advertising: Fact vs. Fiction” survey indicates most consumers prefer to watch TV ads… Continue reading STUDY USA: STREAMING VIEWERS MORE ACCEPTING OF TV ADS
WHAT’S NEXT FOR CTV ADVERTISING: COMSCORE’S STATE OF PROGRAMMING 2025 SURVEY
3. 1. 2025 Comscore’s State of Programmatic 2025 report offers survey-based data that reveals where ad budgets will be going in 2025 (think CTV), how quickly marketers will move to cookie-free advertising (48% of ads will be cookie-free by the end of 2025), and what CTV ads do well (branding) and not so well (performance). It’s free to… Continue reading WHAT’S NEXT FOR CTV ADVERTISING: COMSCORE’S STATE OF PROGRAMMING 2025 SURVEY
TALKING TV TO THE RIGHT PEOPLE
19. 12. 2024 Despite the frequent obituaries of linear TV, research consistently demonstrates its effectiveness – and financial analysts ought to be asking questions based on those findings, suggests Haleon’s head of global media. At the recent Future of TV Advertising Global conference, Simon Peel observed how digital platforms have been very successful in promoting themselves to CMOs… Continue reading TALKING TV TO THE RIGHT PEOPLE
CRISTAL INNOVATES WITH IMPROVED AUDIENCE TARGETING TO REDUCE WEAROUT
9. 12. 2024 In 2023, Cristal, a Belgian beer brand, sought to increase positive brand association and awareness by highlighting the local ingredients and green energy they use in their production. The purpose of this campaign was to appeal to younger consumers and minimizing ad waste. To achieve this, Dentsu and Ads & Data partnered with Cristal to… Continue reading CRISTAL INNOVATES WITH IMPROVED AUDIENCE TARGETING TO REDUCE WEAROUT
GEN Z DO WATCH TV — IT’S PLANNERS WHO ARE GETTING IT WRONG
7. 12. 2024 The decline in linear and rise in streaming have been apparent for years, yet broadcast-first media planning is alive and well. We need a framework that’s based on how audiences actually engage with TV content. It is time the media industry admitted it. Gen Z have never really fallen for broadcast TV. And yet they… Continue reading GEN Z DO WATCH TV — IT’S PLANNERS WHO ARE GETTING IT WRONG
WHY ADVERTISERS NEED TO UNDERSTAND ‘CHANNEL RISK’
25. 11. 2024 When seeking to identify the optimal media mix for a campaign, advertisers need to be aware not just of the typical ROI of each channel, but also the likelihood that it will deliver to that level – that’s the risk element. What is channel risk? The Profit Ability 2 report from Thinkbox explains that every… Continue reading WHY ADVERTISERS NEED TO UNDERSTAND ‘CHANNEL RISK’
CATCHING ON FAST: WHY EUROPE IS EMBRACING FREE ADVERTISING-SUPPORTED STREAMING TV
24. 11. 2024 As the TV industry comes together in Cannes for MIPCOM, the growth of FAST is not restricted to the U.S. anymore: “Our mission is to entertain the planet!” Is Europe going FAST, but the U.S. going FASTer? FAST, or free advertising-supported streaming television, and AVOD (advertising-based video on demand) services have been a key growth… Continue reading CATCHING ON FAST: WHY EUROPE IS EMBRACING FREE ADVERTISING-SUPPORTED STREAMING TV
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.
“DROP THE WORDS LINEAR AND DIGITAL; LET’S JUST TALK TV” SAYS NICK MANNING
20. 11. 2024 The distinction between linear and digital TV is becoming increasingly nonsensical from a broadcaster perspective, argues Nick Manning, Founder of Encyclomedia International. Although different TV platforms have different functions, Manning suggests “the trick is to treat it as a single entity.” In this interview, Manning explores ways for European broadcasters to attract more ad spend,… Continue reading “DROP THE WORDS LINEAR AND DIGITAL; LET’S JUST TALK TV” SAYS NICK MANNING
NOBODY WILL PAY ME FOR ADVERTISING FOR PENSIONERS, THERE IS ROOM FOR CT, SAYS PRIMA BOSS SINGER
7. 11. 2024 The two largest commercial TV groups in the Czech Republic are experiencing a successful year from the point of view of advertisers. Both Prima and Nova are close to full advertising sell-out this year. “I think this year is the first time in the history of the Czech TV market that both commercial TV groups… Continue reading NOBODY WILL PAY ME FOR ADVERTISING FOR PENSIONERS, THERE IS ROOM FOR CT, SAYS PRIMA BOSS SINGER