CZECHS ARE SKEPTICAL ABOUT FILM SEQUELS. YOUNGER AUDIENCES, HOWEVER, ARE MORE ENTHUSIASTIC ABOUT THEM THAN THE OLDER GENERATION

17. 8. 2026 | 4 min read The year 2026 is all about the return of legendary film hits. Whilst cinemas are filling up with sequels to well-known films, Czechs would prefer to see new stories. Research by the ResSOLUTION Group has shown that, according to 8 out of 10 Czechs, film sequels rarely match the quality of the original film. Nevertheless, they are popular with some viewers, particularly younger ones. Czechs are rather sceptical about film sequels The Czech audience tends to be rather cautious about film sequels. Only a third view them positively: 17 per cent look forward to them, whilst 18 per cent are generally attracted to them. Half (52 per cent) are more reserved and base their assessment on the specific film. Eight per cent express a distinctly negative attitude.

TROJAN, ČERMÁK, KOTEK AND MORE: CZECH ACTORS BRING CHARISMA, HUMOUR AND AUTHORITY TO TELEVISION ADVERTISING

2. 7. 2026 | 8 min read Celebrities are a powerful draw in advertising, and actors are particularly effective. Which actors are favourites with brands, and which of their adverts have proved the most successful?

A TEST OF THE STRENGTH OF CZECH BRANDS: HOW DO THEY FAREWELL WITHOUT A NAME OR LOGO?

25. 6. 2026 | 4 min read A test of the visual identity of six selected brands from various categories, in which the logos were not shown, revealed that more than half of the respondents were unable to recognise any of the brands. The ResSolution Group and Media Age agencies investigated how the brands fared in the test.

THE FACE OF THE ADVERT IS RADKO GUDAS FROM THE KAUFLAND ADVERTS, AND THE MASCOT IS THE PURINA CAT

26. 5. 2026 | 3 min read The Czech love of ice hockey has, for the first time, had a significant impact on advertising ratings, which have been dominated by actors for the past nine years. The highest-rated personality in advertising was ice hockey player Radko Gudas, whilst last year’s best mascot was Gourmet from the Purina advert.

CZECHS ARE STILL TRYING TO BUILD TRUST IN AI-POWERED ADVERTS. THEY WANT THEM TO BE TRANSPARENT

21. 5. 2026 | 4 min read More than half of Czechs (56%) expect brands to state whether an advert was created using artificial intelligence, according to a survey by the ResSolution Group.

THE MARKETING COMMUNICATIONS MARKET GREW BY TEN PERCENT LAST YEAR. THIS YEAR, IT IS MORE CAUTIOUS

27. 4. 2026 | 4 min read Growth in the Czech marketing communications market in 2025 was driven not only by media channels but also, to a significant extent, by non-media channels, according to an expert report by the AKA.

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

2. 2. 2026 | 4 min read 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.

CZECHS MAINLY WANT TO WATCH THE WINTER OLYMPICS ON TELEVISION, WITH ICE HOCKEY AND BIATHLON PROVING MOST POPULAR

30. 1. 2026 | 4 min read Czechs want to watch the Winter Olympics mainly on television, with younger people preferring social networks and streams more than older people, according to research by ResSolution Group for MediaGuru.cz.

THE ALPHA GENERATION: WHAT BRANDS ARE WINNING WITH THEM AND WHAT ARE THEY LOOKING FOR?

10. 12. 2025 | 4 min read Research agency ResSolution Group has presented its extensive study on Generation Alpha. It maps their habits, behaviours, buying and media preferences and perceptions of advertising.

THE MAJORITY OF THE POPULATION DISTRUSTS PAID INFLUENCER PROMOTION

17. 9. 2025 | 2 min read Paid promotion by influencers is trusted by 39% of those who have an opinion on such posts. But more than three-fifths do not trust such promotion, according to research by ResSolution Group.

WHY IVAN TROJAN FELL OUT OF THE TOP RANKINGS

10. 6. 2025 | 3 min read Cooperation with actors in advertising works, but execution is key, according to research by ResSolution Group, which looked at Ivan Trojan's personality in advertising.

FREE TIME OF HALF OF CZECHS HAS CHANGED, SPORTS AND VIDEOS LEAD THE WAY

27. 5. 2025 | 3 min read More than half of Czechs are satisfied with the amount of free time they have. However, this is least true for the 35-54 age group, who feel they have less time for their hobbies due to work and family commitments, according to data from a ResSolution Group survey.

TELEVISION REMAINS THE MOST TRUSTED SOURCE OF NEWS AND JOURNALISM, ACCORDING TO A REPORT BY RESSOLUTION

19. 5. 2025 | 7 min read Television remains a key pillar of news and continues to enjoy high levels of trust and usage. This was confirmed by the 2024 ResSOLUTION study titled News in the Age of Media Fragmentation, which examined the news consumption habits of the Czech online population. The study provided a wealth of data showing that even in the digital platform era, television maintains its strong position.

ADVERTISING REPORT 2024: THE ADVERTISING MARKET IN THE CZECH REPUBLIC GREW BY 3%. IT IS STABLE, BUT COMPARED TO THE REST OF THE WORLD, THIS REPRESENTS A SLOWDOWN

15. 5. 2025 | 7 min read The results of the annual Advertising Report 2024 survey are in. The advertising market in the Czech Republic grew by 3%.

BEST ACTOR IN AN ADVERTISEMENT: HYNEK ČERMÁK, MASCOT: PAT AND MAT

14. 5. 2025 | 3 min read Hynek Čermák is the best actor in an advertisement in 2024, while Pat and Mat are the most popular mascots, according to the latest annual survey.

STUDY: MOST CZECHS DO NOT PLAN TO PAY FOR ONLINE NEWS

25. 4. 2025 | 4 min read The percentage of people in the Czech Republic who are willing to pay for online news is not increasing significantly. The vast majority do not plan to pay for news, according to a new study by ResSolution Group and Nielsen.

TV MEASUREMENT IS EXPANDING. WE WANTED OUR OWN PANEL, SAYS ATO

22. 4. 2025 | 14 min read The measurement of TV viewership will be extended to include viewership in second homes and public places. This is a significant step that takes the TV measurement project to a new level.

RESSOLUTION HAS A SOLUTION FOR MEDIA MEASUREMENT ALSO OUTSIDE THE HOME

25. 3. 2025 | 2 min read ResSolution Group had a mobile media measurement solution tested. It can be used for in-home and out-of-home metering. It did so in connection with an ATO tender for out-of-home viewership measurement.