FORGET ABOUT IMPRESSIONS. MEASURE WHAT YOUR COMMUNICATION ACTUALLY ACHIEVES

At the Communication Summit, Katie Delahaye Paine argued that media mentions, impressions and reach no longer show the real value of PR, urging marketers to measure whether communications change trust, attitudes and behaviour among target audiences. She warned that impression-based metrics can be distorted by bots, out-of-market audiences and inflated traffic estimates, while today’s fragmented media journey requires measurement across channels rather than in isolation. Her recommendation is to define success from management’s perspective first and then build metrics, benchmarks and reporting around that business outcome, with results presented as a clear narrative rather than complex tables.

DIGIMEDIA: ONEPLAY IS PREPARING AN ADVERTISING PACKAGE, IVYSÍLÁNÍ IS LOOKING FOR A MODEL, ÓČKO REMAINS WITH MAFRA

At Digimedia 2026, TV Nova said Oneplay is preparing a lower-priced ad-supported package and plans to share one-off real-time user-behaviour data with ATO to test and potentially improve TV audience measurement accuracy. Czech Television is assessing the technical and legal case for mandatory registration on iVysílání, with a year to prepare arguments for the Council and market partners, while excluding news personalisation to avoid echo chambers. The conference also highlighted how platform convergence is reshaping rights, archive sales and advertising models, as Óčko remains within the Mafra media group.

THE TV ADVERTISING PARADOX, A THINKTV NEW ZEALAND CASE STUDY (1/2)

In late 2024, ThinkTV New Zealand, under the leadership of Jacqueline Freeman, GM Communications, undertook a full market review to understand how television was being perceived, valued, and used across the New Zealand marketing ecosystem. This was a broad diagnostic rather than a simple pulse check. It drew on perspectives from CMOs, CFOs, insights people,… Continue reading THE TV ADVERTISING PARADOX, A THINKTV NEW ZEALAND CASE STUDY (1/2)

OMNICONNECT: WITHOUT THE RIGHT METRICS, YOU CAN’T MANAGE MARKETING TODAY

This year’s OmniConnect conference demonstrated that well-defined metrics are key to marketing management, brand growth and return on investment. Alongside global insights, local case studies were also presented, confirming the growing role of data, AI and attention management in modern communication. This year’s OmniConnect conference, the fourth in the series, was themed‘Measure to manage’and focused… Continue reading OMNICONNECT: WITHOUT THE RIGHT METRICS, YOU CAN’T MANAGE MARKETING TODAY

TV WAS ALWAYS PERFORMANCE. WE JUST FORGOT HOW TO PROVE IT

Let’s move beyond the idea of “brand vs performance” and instead focus on what drives growth across the whole advertising ecosystem, writes WPP Media Solutions’ SVP. At the Connected TV World Summit, I joined a panel on how TV can take a greater share of performance budgets. What struck me is that we’re still asking… Continue reading TV WAS ALWAYS PERFORMANCE. WE JUST FORGOT HOW TO PROVE IT

AI TRENDS IN ADVERTISING, MARKETING AND THE MEDIA IN 2026

Artificial intelligence is transforming the way people discover brands, marketing is becoming system-driven, and creativity is emerging as the key driver of growth, according to a new report by EACA and Advertising Week entitled “AI Forecasts & Predictions for 2026”. The report“AI Forecasts & Predictions for 2026”, on which Rob Hill, CEO of the agency… Continue reading AI TRENDS IN ADVERTISING, MARKETING AND THE MEDIA IN 2026

NIELSEN ‘BLIND SPOT’ GETS A LITTLE BLINDER, WILL CEASE MONITORING MANY TV MARKETS

Nielsen late last week began informing clients that, effective March 31, it will discontinue monitoring ads on TV in 137 markets. The news comes on the heels of Nielsen’s decision to also discontinue its radio advertising monitoring service – SIGMA Radio – ad the end of the month, something some sources see as cost-cutting moves… Continue reading NIELSEN ‘BLIND SPOT’ GETS A LITTLE BLINDER, WILL CEASE MONITORING MANY TV MARKETS

WHEN SILENCE SPEAKS LOUDER

Code of Silence was a landmark drama for British television. The show starred Rose Ayling-Ellis, a deaf actress who became famous after winning Strictly Come Dancing, a popular British celebrity dance competition. In the drama, she plays a deaf woman whose exceptional lip-reading skills make her central to a covert police investigation. The production featured… Continue reading WHEN SILENCE SPEAKS LOUDER

THE STATE OF PERFORMANCE TV IN 2026

Attention is the hardest thing to buy. And everyone else is bidding too. People are scrolling, skipping, swiping, and split-screening their way through the day. Which is exactly why TV stands out. It offers a rare, uninterrupted moment where your audience is truly paying attention. Performance TV combines the power of TV advertising with the… Continue reading THE STATE OF PERFORMANCE TV IN 2026

TV MARKET HAS EXTENDED DATA ON OUT-OF-HOME VIEWING

Since the beginning of February, the Czech television market has officially had new data on television viewership. The data has been expanded to include out-of-home viewing. It will now be delivered at around 9:30 a.m. From 1 February 2026, the Association of Television Organisations (ATO) is expanding its official television audience measurement to include data… Continue reading TV MARKET HAS EXTENDED DATA ON OUT-OF-HOME VIEWING

WHAT GOOGLE’S LEGAL THREAT REALLY MEANS: STOP TREATING YOUTUBE LIKE IT’S TV

The real reason Google doesn’t want YouTube measured like television. Sometimes the news arrives not as a surprise, but as a head-slapping realisation. It emerged yesterday that Google handed the UK’s TV measurement body a cease-and-desist letter for doing something very simple: measuring YouTube like television. Not impressions nor claims. Actual viewing on TV sets,… Continue reading WHAT GOOGLE’S LEGAL THREAT REALLY MEANS: STOP TREATING YOUTUBE LIKE IT’S TV

TV MEASUREMENT OUTSIDE THE HOME IS BEFORE THE START, IT CAN INCREASE THE RATING EVEN BY 10%

From February 2026, data on TV viewing outside the home will be integrated into TV viewing and video content measurement. This could increase overall TV viewing by up to 10% in some target groups. The ReDam project, which is the first to systematically measure out-of-home TV viewership in the Czech Republic, is entering its final… Continue reading TV MEASUREMENT OUTSIDE THE HOME IS BEFORE THE START, IT CAN INCREASE THE RATING EVEN BY 10%

REAL TIME AND DIGITAL ENGAGEMENT. ATO MEASUREMENT HAS ITS SPECIFICS

Domestic television audience measurement complies with international standards, as confirmed by an audit conducted by CESP. In an interview, CESP Associate Director Olivier Daufresne talks about the benefits of the audit and the specifics of Czech measurement. The international auditing organisation CESP audited the domestic television audience and video content measurement carried out by Nielsen… Continue reading REAL TIME AND DIGITAL ENGAGEMENT. ATO MEASUREMENT HAS ITS SPECIFICS

NEW BRAND MEASUREMENT LINKS MARKETING AND FINANCIAL METRICS

In the following interview, Mary Kyriakidi of Kantar explains a new approach to brand measurement that delivers daily, AI-assisted data and transforms marketing into a strategic decision-making asset. Thanks to the opportunities created by new methods and technologies, brand measurement is shifting from passive monitoring to proactive, predictive measurement. According to Kantar’s Mary Kyriakidi, who… Continue reading NEW BRAND MEASUREMENT LINKS MARKETING AND FINANCIAL METRICS

ATO: STICKING TO THE PLAN. OUT-OF-HOME MEASUREMENT WILL START IN JANUARY 2026

The ReDAM project, which aims to bring out-of-home TV and video audience measurement to the Czech market, is progressing according to plan. According to ATO’s Managing Director, Michal Jordan, the official launch is still scheduled for January 2026. The Association of Television Organizations (ATO) is in the final preparation phase of the ReDAM project, which… Continue reading ATO: STICKING TO THE PLAN. OUT-OF-HOME MEASUREMENT WILL START IN JANUARY 2026

NEW TV CURRENCY? MORE DATA, MORE GRPs, MORE QUESTIONS FROM CLIENTS

The expansion of out-of-home viewership in Poland has brought a more accurate picture of the audience, but also debates with advertisers and agencies, said Wojciech Kowalczyk in the third part of Atmedia’s Expert Talks. In the third part of Atmedia’s Expert Talks, Wojciech Kowalczyk, an expert on the Polish TV market, Deputy Director of the… Continue reading NEW TV CURRENCY? MORE DATA, MORE GRPs, MORE QUESTIONS FROM CLIENTS

DELAYED TV VIEWING IS HIGHER IN THE CZECH REPUBLIC THAN IN EUROPE

Data shows that the percentage of delayed TV viewing in the Czech Republic is higher than the European average. The share of delayed viewing in total TV viewing in the Czech Republic last year was 12.5%, exceeding the average length of delayed viewing in Europe. This was 10%. This was announced by the domestic professional… Continue reading DELAYED TV VIEWING IS HIGHER IN THE CZECH REPUBLIC THAN IN EUROPE

OUT-OF-HOME MEASUREMENT HAS LED TO AN INCREASE IN TV VIEWING AND GRP IN POLAND

The specific impact of introducing out-of-home TV audience measurement is described by Wojciech Kowalczyk in an interview with Atmedia expert talks, based on the Polish experience. The introduction of out-of-home audience measurement has affected overall TV viewership in Poland. In the general target group of viewers aged 4+, viewership increased by 8%, and in the… Continue reading OUT-OF-HOME MEASUREMENT HAS LED TO AN INCREASE IN TV VIEWING AND GRP IN POLAND