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.

LINEAR TV STILL OUTPERFORMS STREAMING AND OTT IN EUROPE

16. 2. 2025 | 3 min read 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.

MAJOR U.S. MVPDS AGREE ON DEFINITIONS FOR KEY MULTISCREEN TV ADVERTISING TERMS

14. 2. 2025 | 3 min read The agreement on terminology and how it is used will help simplify buying and selling of ads.

STUDY EU: TV DOMINATES VIDEO IN EUROPE

12. 2. 2025 | 2 min read TV still dominates video in Europe, but viewing time in key markets drops by 30 to 55mn over 5 years.

STUDIE USA: STREAMING, LINEAR TV SET NEW VIEWING RECORDS

7. 2. 2025 | 5 min read Streaming was up by 56% in the second half of 2024 but traditional TV also grew by 8%, highlighting the importance of live events.

MAJORITY OF CONSUMERS PREFER TO WATCH TV WITH ADS IF IT’S CHEAPER, NEW REPORT REVEALS

2. 2. 2025 | 3 min read 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 | 4 min read 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 | 4 min read 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 | 4 min read 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 | 5 min read 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 | 2 min read 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 | 6 min read 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 | 2 min read 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 | 13 min read 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 | 5 min read 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 | 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.