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.

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).

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.

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.

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 download and well worth loading and digesting. The steep rise of CTV One of the most striking findings of the report is the rapid growth of CTV advertising. The average budget allocated to CTV is projected to double from 14% in 2023 to 28% in 2025, with marketers shifting resources from linear TV and web and mobile digital advertising to take advantage of this growing channel. This trend is being fuelled by the growing popularity of streaming services and a decline in traditional TV viewership as consumers cut cable TV and embrace digital content consumption.

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.

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.

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 love TV.

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 media channel has a different level of variation around its average ROI, which will depend on factors such as the range of formats available and the ability to get creative right. Channels like Linear TV and Print, for example, have low variation and so represent a lower risk investment. Channels such as Paid Social and Cinema, on the other hand, have higher variation and can therefore be regarded as a higher risk investment. While less predictable channels can yield a higher ROI than more predictable ones when they work well, they can also deliver a well-below-average return if they don’t. What it means Advertisers facing these trade-offs can run multiple optimal media mix scenarios, the report suggests: Thinkbox’s own Media Mix Navigator allows the choice of different levels of risk when assessing potential ROI.

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!"

MULTIPLATFORM TV IS A KEY FACTOR IN BRAND COMMUNICATION, ACCORDING TO EGTA RESEARCH

24. 11. 2024 Last year's egta 2024 CEOs’ & Top Execs’ Survey provided answers to questions about new opportunities, current challenges and revenue estimates in TV advertising sales.

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. 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.

“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.”

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.

TRENDS FOR 2025 BY KANTAR: FROM “WOKE” BRANDS TO “TOTAL” VIDEO

6. 11. 2024 The top 10 trends that will influence marketing in the next year and beyond have been presented by Kantar. It addresses the limits of innovation, generative AI and the demands of retail media.

STUDY GERMANY: LINEAR TV STILL POPULAR WITH VIEWERS

3. 11. 2024 Linear TV is clearly - despite strong competition from streaming platforms - more resilient than expected. According to the survey, its use has declined only slightly over the last three years. By contrast, the streaming market appears to be saturated.

HOW DIFFERENT GENERATIONS WATCH TV

19. 10. 2024 Imagine a Millennial flipping through cable channels, a Gen Xer catching the game live on YouTube TV, and a Baby Boomer binge-watching Netflix. Today, media viewing habits might not be exactly what you'd expect.

TV VIEWING AND ITS ROLE COMPARED TO OTHER TOUCHPOINTS

17. 10. 2024 Gigabytes of articles have already been written about the current viewership of classic television. But it doesn’t hurt to look at what is behind the claims of people who indicate in surveys that they watch TV. In a previous article, we examined what “watching TV” means. Only with a clear definition of “watching TV” can we assess the role of classic TV as a touchpoint. TV viewing surveys The question of how often people watch television has been the subject of dozens of studies. The results of these studies are used, among other things, for media planning. Although everyone might seem to know what watching TV means, clarifying the concept and asking viewers about their understanding appears to be a good idea. This is what the GroupM project Media Bubbles is doing. It examines the differences in media habits between the general Czech online population (which includes about 92% of the total population) and people from media and advertising agencies. In addition, the latest survey took a closer look at young consumers under 25. What does it mean to watch TV? Let’s briefly summarise what people mean when they say they watch TV. For 80% of the Czech online population, watching TV is equivalent to watching a live broadcast in real time. Among young people under 25, 72% have the same understanding. However, watching TV includes watching pay VOD services for almost half of the population. A quarter of the population (and 31% of the young under 25) even include YouTube in watching TV. Watching TV – what does that mean?