WORLD CUP BRAND ADS GETTING HIGHER ‘ATTENTION’

2. 7. 2026 | 2 min read Nearly three weeks into the 2026 FIFA World Cup, TV advertisers are seemingly getting a major bang for their national TV ad spend with higher "attention" scores for their messaging, according to iSpot.

PRIMA SPORT IS SET TO ENTER THE FREE-TO-AIR TV MARKET; NOVA AND O2TV HAVE PREVIOUSLY PAVED THE WAY

1. 7. 2026 | 4 min read The Prima television group wants to shake things up in the sports channels sector. However, this is a challenging sector in which not everyone will succeed.

ONEPLAY IS PLANNING MAJOR CHANGES TO ITS BROADCASTING OF THE FOOTBALL CHANCE LEAGUE. THE NEW STUDIO WILL ACCOMMODATE 80 SPECTATORS

30. 6. 2026 | 6 min read Whilst the World Cup dominates television screens, behind the scenes at the Oneplay streaming service, major changes are afoot regarding the broadcast of the new season of the domestic Chance Liga. According to Marek Kindernay, director of Oneplay Sport’s pay-TV sports channels, this is set to be one of the biggest transformations in the service’s history. The changes will be visible on screen in just a month’s time. Programmes with a live studio audience are to be introduced It has been known for some time that Oneplay Sport is setting up a new television studio in the Stages Praha building. The pay-TV sports channels are due to move to the new premises in the middle of the summer holidays.“We’ve got a really busy month ahead of us. A new studio, new facilities, moving the editorial team and loads of details that need to fall into place,” explained Marek Kindernay on the professional social network LinkedIn.“It’ll be a big step forward. But it’s precisely moments like these that make the world of television so enjoyable for me,” he says. The new studio will also feature a visitor area with capacity for up to 80 spectators. It will therefore be used to film programmes for which Oneplay Sport has an audience, such as the popular sports show TIKI-TAKA.

ONEPLAY IS ADDING PODCASTS, UPDATING THE PIN ENTRY PROCESS AND EXPANDING ITS SPORTS STATISTICS

24. 6. 2026 | 2 min read The Oneplay service has also started offering podcasts. Their introduction is one of the platform’s June updates. The process for entering the parental PIN when programmes play automatically has also been revised, and more detailed statistics have been added for Formula 1 races.

STREAMING HAS BECOME A SOCIAL NETWORK AND EVERY SHOW IS AN EVENT: DISNEY’S DANA MCGRAW

23. 6. 2026 | 5 min read Marketers have spent years trying to figure out how to keep consumers engaged. Disney Advertising’s Dana McGraw may have a simpler answer: give people something to obsess over together.

FIFA WORLD CUP: VIEWERS REMEMBER MORE THAN JUST THE GOALS. LINKING UP WITH ADVERTISING PAYS OFF FOR BRANDS!

12. 6. 2026 | 10 min read Gooaaal! From the windows of homes comes a chorus of cheers, sweeping through the city like a roaring wave. Everyday life stops for a few seconds. At that moment, football is not just a game, but a shared ritual full of tension, emotion and moments that viewers remember long after the final whistle. And advertising enters this incredible atmosphere — not as an ordinary break between events on the pitch, but as part of an experience that can connect a brand with joy, victory and fan passion.

THE WORLD CUP WILL CAPTURE YOUNGER CONSUMERS’ ATTENTION AND BUDGETS

8. 6. 2026 | 3 min read Many companies are betting on the World Cup to capture consumers’ attention, build awareness, and drive spending.

SURVEY USA: JUST 13% OF U.S. VIEWERS ‘TYPICALLY’ PLAN TO WATCH WORLD CUP

8. 6. 2026 | 1 min read This is much lower than markets like the U.K., where nearly half of viewers say they ‘typically’ plan to watch, according to S&P Global Market Intelligence.

THE FOOTBALL CHANCE LEAGUE HAS ATTRACTED MORE VIEWERS TO ONEPLAY, WITH A 23% INCREASE OVER THE PAST YEAR

5. 6. 2026 | 3 min read The past season of the Chance League confirmed the growing interest in Czech league football on television. Viewership of matches broadcast on Oneplay Sport rose by more than 23 per cent year-on-year, and the Prague ‘S’ derby became the most-watched broadcast in the channel’s history.

STUDY: LATE WORLD CUP KICK-OFFS TO CHANGE UK VIEWING HABITS, SAYS EE

4. 6. 2026 | 2 min read Late-night World Cup kick-offs are expected to change how UK football fans watch this summer’s tournament, according to new research from EE.

THE BEST CAMPAIGNS FROM THE 2026 WORLD CUP

11. 5. 2026 | 2 min read The 2026 World Cup is just round the corner, and TV screens, social media and shop shelves are rapidly filling up with sponsored products, a parade of sporting legends (no surprise there – Beckham is back) and plenty of events brimming with the spirit of football.

NIELSEN: CO-VIEWING PILOT DELIVERS +4% AVERAGE INCREASE IN TOTAL VIEWERS

5. 5. 2026 | 2 min read Nielsen has released data from its co-viewing pilot for February’s top live televised events that shows an average +4.19% lift in total viewers. Increases seen across February events including the Super Bowl, Womter Olympics, NBA All-Star Game and Daytona 500.

STUDY USA: TOP REASON FOR SUBSCRIBING TO PAY TV IS LIVE NEWS AND TV

14. 4. 2026 | 3 min read Parks Associates reports that 33% of subs said they liked the idea of having their content aggregated into one place.

ČT SPORT AND NOVA WILL BE BROADCASTING THE CZECH REPUBLIC’S MATCHES AT THE WORLD CUP. WHEN WILL THEY BE SHOWN?

3. 4. 2026 | 3 min read Live coverage of the Czech national team’s group matches at the World Cup will be provided by both ČT sport and Nova. However, most of the matches will be broadcast outside prime time.

TV EVENINGS HAVE GOT INTO FULL SWING. PEOPLE ARE WATCHING DRAMAS AND REALITY SHOWS IN PUBS TOO

28. 3. 2026 | 2 min read Watching television in the United States is becoming a social experience. Fans of TV series and reality shows are increasingly heading to bars for so-called ‘watch parties’, which are emerging as a new cultural and marketing phenomenon, notes Erika Luzsicza.

90% OF FANS SAY SPORTS ON BROADCAST TV STILL MATTER IN THE STREAMING ERA

27. 3. 2026 | 1 min read Despite the broader shift to digital platforms, linear TV remains the go-to choice for sports fans, per a report from Television Bureau of Advertising (TVB).

AGAINST ALL ODDS: LINEAR TV’S SURPRISING RESILIENCE

26. 3. 2026 | 5 min read For years, we’ve been told that linear television is declining. Streaming services would render traditional broadcasting obsolete, the story went, as viewers abandoned scheduled programming for the freedom of on demand content.

STUDY USA: STREAMERS STRUGGLE TO DIFFERENTIATE THEMSELVES WITH ORIGINAL PROGRAMMING

24. 3. 2026 | 4 min read YouTube is gaining ground with audiences as a `TV network’ rather than simply being a creator platform, according to Hub