STRONG EMOTIONS LEAD TO STRONG RESULTS, SAYS NEW SCREENFORCE STUDY

14. 6. 2026 | 5 min read The new Screenforce study, entitled Follow the Feelings – Emotional Advertising as an Effectiveness Booster, explores the full spectrum of emotions, their practical significance and a detailed understanding of creative approaches to advertising.

NOT ALL IMPRESSIONS HAVE THE SAME VALUE: ATTENTION IS THE KEY TO EFFECTIVE VIDEO ADVERTISING

29. 4. 2026 | 6 min read One of the most promising developments in video advertising is the emergence of genuine cross-platform measurement—the ability to track impressions across all screens, platforms and devices. However, this progress also raises a fundamental question: are all the impressions combined into a single overall picture really equal? VAB challenges this assumption. Drawing on findings from various studies, it shows that the true value of video lies not in volume, but in attention. In this article, Screenforce summarises the main findings and recommendations.

FINNISH STUDY: ATTENTION IS THE MOST VALUABLE CURRENCY IN ADVERTISING, SAYS SCREENFORCE ATTENTION REPORT

3. 11. 2025 | 8 min read The attention paid to advertising is more important than ever in today’s fragmented media environment. The world of advertising has entered a new era in which it is no longer enough to monitor the number of views or the reach of a campaign. Attention is becoming the key factor, specifically, how long and to what extent a viewer actually takes in the advertising message.

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

13. 8. 2025 | 7 min read “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 that while prejudices against television certainly exist, the reality is quite different.

REACH, BRANDING AND TRUST: THE REASON WHY MORE AND MORE BRANDS THAT ORIGINALLY PREFERRED SOCIAL NETWORKS ARE ADVERTISING ON TV

3. 8. 2025 | 4 min read More and more brands that have been primarily in the digital world are now advertising on TV. In doing so, they are not only reaching new target groups, but also investing in brand building, which is a real driver of growth. These include Kapten & Son, Duolingo and Snocks.

SPOTDELI: A UNIFIED PLATFORM FOR COMMERCIAL DELIVERY IN DUTCH TELEVISION

17. 7. 2025 In a major step toward modernization and efficiency, Screenforce has collaborated with TV broadcasters in the Netherlands and have launched SpotDeli, a centralized platform for submitting TV commercials. Developed by Screenforce and MediaLab, SpotDeli has become the exclusive gateway for delivering commercials to major Dutch sales houses, including Ster, Talpa Network, and Ad Alliance. This development simplifies and standardizes the commercial submission process across the industry, addressing longstanding logistical and technical challenges faced by advertisers, media agencies, and producers. Market Challenge Before the introduction of SpotDeli, producers and agencies were required to deliver their TV commercials separately to each broadcaster. This decentralized system introduced complexity, consumed time, and increased the risk of technical errors and inconsistencies. With each sales house using its own submission workflows and technical guidelines, advertisers had to navigate multiple systems to ensure their commercials were accepted and aired correctly. The need for a uniform, streamlined solution became more urgent with the growing volume of commercial content and evolving compliance standards such as the European Accessibility Act (EAA).

TELEVISION IS THE MOST IMPORTANT CHANNEL IN THE VIDEO UNIVERSE

9. 8. 2024 | 5 min read At the Screenforce Day conference in Zurich earlier this summer, Screenforce Switzerland presented a new study Die Welt der Screens, which focused on the analysis of the devices and channels that viewers in Switzerland use to consume video content. The conclusions of the study are clear. The most used device for watching all TV content is the big screen, with the mobile phone catching up in the news segment.

MALTE HILDEBRANDT, SCREENFORCE MD: “TELEVISION IS MORE THAN JUST AN ALGORITHM”

3. 8. 2024 | 7 min read Screenforce Managing Director, Malte Hildebrandt, does not want to leave the interpretation of information to social media. In an interview with HORIZONT, he explains that the initiative of TV marketers in Germany, Austria, and Switzerland carries a great social responsibility on its shoulders.

THE “MAPPING THE IMPACT” STUDY REVEALED A SIGNIFICANT LINK BETWEEN CONTEXT, CREATIVE ELEMENTS AND THE EFFECT OF TV ADVERTISING

14. 7. 2023 | 8 min read German company Screenforce has recently revealed the results of its new study “Mapping the Impact”. The research looked at whether the situation the viewer is currently in and the elements used in an ad spot can have an impact on the effect of a TV ad. The study came to a clear conclusion: there are large differences in the perception of advertising during different phases of the day, which offers advertisers and media agencies the chance to optimally design and plan ads using appropriate creative elements and thus achieve a higher impact and memorability with tv viewers.

THE “MAPPING THE MOODS” STUDY REVEALS THE RELEVANCE OF CONTEXT IN MEDIA VIEWING

25. 7. 2022 | 4 min read Technological developments in the world of media affect viewing. A new study commissioned by Screenforce provides evidence of new patterns of video consumption among the expanded population.

TV ADVERTISING IS THE MOST TRUSTED BY VIEWERS

18. 6. 2022 | 6 min read The latest Screenforce study was presented as Screenforce Day (24 May 2022). This year it focused on the on the trustworthiness of different moving image channels.

SCREENFORCE GERMANY’S MARTIN KRAPF BECOMES PRESIDENT OF THE GLOBAL TV GROUP

1. 3. 2022 | 2 min read Martin Krapf, Non-Executive Board member of Screenforce Germany, has been appointed as the new President of the Global TV Group, the grouping of TV broadcasters and sales houses’ trade bodies in Europe, the USA, Canada, Australia and Latin America.

TOTAL TV BRINGS THE BEST ROI – A STUDY BY SCREENFORCE FINLAND

10. 4. 2020 | 3 min read This week’s egtabite features an in-depth ROI study of the Finnish market - conducted by Screenforce Finland, the national TV trade body and Sellforte, an independent tech company specialised in granular marketing ROI measurements - which proves that Total TV (in this case meaning linear and online, with no programmatic) brings the highest incremental sales in the long-term and delivers a strong argument for advertisers to invest in Total TV.