VIEWERS CONTINUE TO ‘STRUGGLE’ WITH SPORTS PROGRAM DISCOVERY

25. 2. 2026 Sports program discovery -- like that of overall TV/streaming discovery -- continues to be a challenge for TV viewers, according to Reviews.org.

WHEN ADS DON’T STOP THE RACE: HOW BRANDS CARVE OUT A PLACE IN WINTER SPORTS STORYLINES?

22. 2. 2026 Winter sports events are more than just ad space for brands – they are fully formed worlds with a distinct atmosphere, visual identity, and an audience that knows exactly why it is watching. That’s why campaigns work best when they don’t try to overpower the action but instead build on it. From the nighttime energy of the Winter X Games to the alpine precision of the World Cup, to the calm intensity of the biathlon range, it’s clear that when a creative concept respects the event’s pace, aesthetics, and values, advertising stops being an interruption. It becomes a continuation of the experience. Progressive prime-time revolution Anyone who considers themselves a fan of modern winter sports like snowboarding or freeskiing undoubtedly knows the Winter X Games. Held every year – usually in January – in Aspen, Colorado, they serve as a key showcase of the very best in Big Air, Slopestyle, SuperPipe, and many other disciplines. A significant portion of the programme takes place in the evening and at night, meaning the event is designed from the start for television prime time. The schedule is carefully planned well in advance to fit ABC and ESPN broadcast slots while also accommodating streaming on ESPN platforms. This setup aligns with the established aesthetics of the event and explains the enormous interest from advertisers wanting to be visible at an event of this scale.

DRESSING THE SCREEN: HOW ADIDAS BECAME GOLF’S NEW LOOK

20. 2. 2026 Golf is a globally popular sport, but it has historically struggled to attract younger audiences. The sport’s traditional image does not always reflect the diversity and style of today’s players, which can limit its appeal to new generations. Adidas, one of the world’s leading sportswear brands, saw an opportunity to help modernise how golf is perceived and broaden its reach. Sky Sports Golf, the UK’s leading dedicated golf broadcaster, offered the perfect platform to showcase a fresh, contemporary vision of the sport. Description Sky Media and Sky Sports Golf partnered with adidas to use television as a linear. Rather than a traditional sponsorship with logo placements on studio backdrops, pitch-side boards, or on-screen graphics, the partnership made adidas the exclusive apparel partner for all Sky Sports Golf on-screen talent. Every presenter, commentator, and expert wore adidas throughout tournament coverage and studio programming.

SUPER BOWL LX ATTRACTS NEARLY 125 MILLION U.S. VIEWERS

18. 2. 2026 Viewing peaked at a record 137.8 million; 128.2 million in the U.S. viewed Bad Bunny’s halftime show, which also set records on social media.

IT WAS MEANT TO BE A SHOWCASE OF TECHNOLOGY, BUT NOSTALGIA STOLE THE SHOW: WHAT DOES SUPER BOWL LX REVEAL ABOUT THE STATE OF MARKETING?

8. 2. 2026 Super Bowl LX is behind us. The evening at Levi’s Stadium in Santa Clara was once again more than just a sporting event—it turned into a media platform watched by over 124.9 million viewers in the U.S., peaking at 137.8 million during the second quarter, making it the second most-watched broadcast in American television history. This level of concentrated attention also underpins an astronomical advertising business. A 30-second slot cost around $8 million on average, with some premium placements exceeding $10 million, while total investment per commercial often ranged between $15 and $25 million. This year’s edition delivered the expected dominance of artificial intelligence and tech brands, but also a surprisingly strong return to emotion, nostalgia, and clearly defined values. What truly resonated in these ads—and what inspiration can be drawn from them—is illustrated in the following examples. Lay’s: Last Harvest One of this year’s most remarkable commercials felt, dramaturgically speaking, almost out of place at the Super Bowl. The chip brand Lay’s presented a short indie-style film about an aging farmer facing his final harvest. His daughter is taking over the farm, making it a story of generational transition. Even if it may not seem so at first glance, this was a very bold spot. Snack brands at the Super Bowl typically opt for humorous, celebrity-driven presentations. Here, however, we see an authentic story centred on emotion and a narrative of “real ingredients for real people.” Especially in a year dominated by highly hyped tech showcases, Lay’s offered a moment for genuine reflection and introspection. From the perspective of the evening’s overall structure, it was something of an anomaly—one that, nevertheless, received very positive reviews.

THE WINTER OLYMPICS ARE STARTING, AND PARTNERS ARE FINE-TUNING THEIR COMMUNICATIONS

6. 2. 2026 The 2026 Winter Olympics in Milan and Cortina will officially begin on the evening of Friday, 6 February. They will also bring with them advertising campaigns from Olympic partners. These partners have been communicating their connection to the Olympics in the media for several weeks and are also preparing to participate in the Olympic Festival.

THE MOST EFFECTIVE SUPER BOWL COMMERCIALS, RANKED BY VIEWERS

4. 2. 2026 The top 10 Super Bowl ads of the past five years and why they work, according to System1. Every year, about 60 brands spend millions—in 2026, up to $10 million— to advertise in the Super Bowl. They try to shock, delight, surprise, confuse, and inspire the upwards of 127 million-strong audience in the hopes that they’ll be remembered long after the Big Game ends.

A NEW LOOK FOR MEDALS. THE CZECH PARALYMPIC COMMITTEE UNVEILS ITS MODERN VISUAL IDENTITY AND LAUNCHES ITS CAMPAIGN FOR THE GAMES

2. 2. 2026 In exactly 32 days, the flame will be lit and the Winter Paralympics will begin in Italy. The Czech team will enter the games with a new look: a communication campaign based on black humour, a completely redesigned visual identity and an expanded partner structure.

EVERYONE HATES ADS. EXCEPT ON SUPER BOWL SUNDAY

1. 2. 2026 “The Super Bowl is such an egregious waste of money. Brands who advertise during its ad breaks are stuck in the past.”

SUPER BOWL 2026: BUDWEISER, KINDER BUENO, AND OTHER BRANDS ONCE AGAIN BANK ON THE MOST EXPENSIVE AD SPOTS

30. 1. 2026 Here it comes! The ads for this year’s Super Bowl are already making waves and sparking conversations. For fans in the U.S.—and beyond—the Super Bowl is far more than just the football championship game. It’s an event that, for one evening each year, brings together sports, entertainment, advertising, and pop culture. Even people who don’t normally follow American football tune in. It’s the ultimate mass spectacle, and the commercials are an inseparable part of it—many viewers watch them with the same anticipation as the game itself. And long after the stadiums have emptied, Super Bowl ads continue to be dissected and discussed across social media and in the press.

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

30. 1. 2026 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.

WHY SUPER BOWL ADS KEEP GETTING FUNNIER—AND LESS TOUCHING

26. 1. 2026 This year's Super Bowl ad lineup tilts decisively toward star power and humor over heartstring-pulling narratives, continuing a trend that has reshaped the game's advertising tone in recent years.

HOW TO EXTEND THE LIFE OF SUPER BOWL ADS

25. 1. 2026 Read about creating messages that resonate with consumers well beyond the Big Game.

YOUR BRAND SHOULD SHOW UP EARLY TO BE RELEVANT DURING SUPER BOWL LX

22. 1. 2026 For a short time during the Super Bowl, everyone is paying attention to the same thing. Reporters, creators, athletes and brands all show up knowing that the story won’t be confined to the field.

SUPER BOWL GIVES BRANDS A CHANCE TO MAKE FANS FOR LIFE

17. 1. 2026 The biggest gripe with Super Bowl campaigns is that most brands are just advertising during the Big Game, instead of creating content designed to specifically coexist with the Super Bowl. Those that do—like Rocket Mortgage and Uber Eats in 2025—can reap enviable rewards.

STUDY USA: BROADCAST REMAINS THE MOST POWERFUL PLATFORM FOR REACHING NFL AUDIENCES

15. 1. 2026 While Prime Video recently set a streaming record, broadcast still delivers the largest NFL audiences, TVB reports

STUDY USA: 60% OF TV TIME SPENT VIEWING STREAMING CONTENT

30. 10. 2025 Sports remains strong for linear broadcasters, but streaming platforms are challenging their status.

“GO!” THE CZECH OLYMPIC COMMITTEE LAUNCHES A NEW MOTIVATIONAL CAMPAIGN FOR THE WINTER OLYMPIC GAMES IN ITALY

29. 10. 2025 Pojď! (Go!) This Word rings out from stadiums and living rooms when fans wish Czech athletes well. But also an inner voice that reminds everyone why it makes sense to move regularly, even if it sometimes means overcoming laziness or adversity. It is with this double meaning that the Czech Olympic Team's campaign for the 2026 Winter Games in Italy works.