FALSE PREJUDICES AGAINST TELEVISION. TV REMAINS ESSENTIAL FOR VIEWERS AND ADVERTISERS

13. 8. 2025 “Television is for older people,” “They only show ads on TV,” “I never watch it,” etc. There are many prejudices against television. But is there any truth to them? The answer to this question was provided by a new study from Screenforce titled “The Beauty of TV.” The results, presented during an exclusive webinar, show… Continue reading FALSE PREJUDICES AGAINST TELEVISION. TV REMAINS ESSENTIAL FOR VIEWERS AND ADVERTISERS

STUDY USA: LINEAR’S AD-SUPPORTED ADULT VIEWING SHARE STILL NEAR 70%

7. 8. 2025 Traditional TV content viewing of long-form programming (half-hour and hour-long TV shows) still commands major attention among adults age 18 and up comprising 67.4% share for June for ad-supported linear TV networks, according to the TVB. The non-profit trade association for the ad-supported TV industry says June’s streaming share is 32.6% (excluding YouTube) for long-form… Continue reading STUDY USA: LINEAR’S AD-SUPPORTED ADULT VIEWING SHARE STILL NEAR 70%

OPTIMISING REACH TO THE WELTHIEST CZECHS AGED 45–64

5. 8. 2025 Part of the WPP Media project called Češi 45+ (Czechs aged 45–64), which aims to focus greater attention on the richest Czech age group, naturally includes the topic of the media behaviour of these Czechs. Given the thematic focus of this page, today we will primarily concentrate on the role of television. Just a note… Continue reading OPTIMISING REACH TO THE WELTHIEST CZECHS AGED 45–64

STUDY: TV ADS ARE TOP INFLUENCER OF OLDER ADULTS BUYING RETIREMENT HOMES

27. 7. 2025 Television advertising remains an effective means to market and influence younger baby boomer and Generation X consumers approaching retirement age, according to the findings of a study from the Television Advertising Bureau (TVB). 80% of baby boomers and Gen Xers are reached by TV ads; 94% took some action. “The 2025 Active Adult/Retirement Community Purchase… Continue reading STUDY: TV ADS ARE TOP INFLUENCER OF OLDER ADULTS BUYING RETIREMENT HOMES

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

25. 6. 2025 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. Platform penetration usage of TV “boomer” consumers — those born in the late 1940s through… Continue reading STUDY USA: YOUNG/OLD TV CONSUMERS’ DIVERGENCE: AVOD VS. FAST

REPORT: 56% OF SUPER BOWL LIX VIEWERS EXPECTED TO STREAM EVENT

7. 2. 2025 With the upcoming Super Bowl LIX, featuring the Kansas City Chiefs against the Philadelphia Eagles from the Superdome in New Orleans, again expected to dominate broadcast television viewing, new data suggests streamers will be a big part of the audience. About 56% of total Super Bowl viewers — approximately 67 million people — expected to also stream… Continue reading REPORT: 56% OF SUPER BOWL LIX VIEWERS EXPECTED TO STREAM EVENT

CZECHS 45+ AND THEIR CHRISTMAS: IN WHAT DO THEY DISAGREE WITH THE YOUNGER GENERATION AND WHERE DO THEY RESONATE?

7. 1. 2025 How do Czechs 45+ enjoy Christmas? Tradition, peace, but also surprises. Find out what's most important to them and how they differ from younger generations.

CZECHS AGED 45-64 – THE RICHEST TARGET GROUP YOU MIGHT BE OVERLOOKING

4. 11. 2024 Middle age (and retirement) still seems to be mainly associated in marketers’ minds with outdated notions of a “walking-stick-and-scarf” lifestyle. But people in 45-64 age group also have aspirations and dreams, and truth be told, they finally have the financial means to pursue them.

ADVERTISING FAILS THE AGE TEST

14. 10. 2022 Not only are the over-55s inadequately represented in TV advertising, but they are also much harder to please than younger viewers, according to new research from System1. Why it matters Wise Up!, a study from the marketing decision-making platform in partnership with broadcaster ITV, found that over 55s appear in just 23% of ads. But… Continue reading ADVERTISING FAILS THE AGE TEST