SPORTS ENTHUSIASTS PREFER LINEAR TV, WHILE ADVERTISING DURING GAMES DRIVES ONLINE SEARCHES

23. 7. 2026 | 5 min read Linear television remains the preferred way for sports enthusiasts to watch a range of popular sports. Local television stations also continue to play an important role: nine out of ten sports enthusiasts believe it is important for them to broadcast matches involving local teams. In addition, advertising shown during sports broadcasts can influence consumers’ choices when they subsequently search online for products or services. These findings come from TVB’s 2026 Sports Survey.

PRIMA SPORT WILL BROADCAST SPARTA’S CHAMPIONS LEAGUE MATCH, WHICH WILL SERVE AS THE HIGHLIGHT FOR THE CHANNEL’S OFFICIAL LAUNCH ON 17 AUGUST

20. 7. 2026 | 3 min read Prima will broadcast AC Sparta Prague’s home match in the third qualifying round of the Champions League. The live broadcast will be shown on the new Prima sport channel, which viewers will be able to tune into even before its official launch, scheduled for 17 August.

THE SPAIN’S GOLD MEDAL SUCCESS BROKE A TELEVISION RECORD IN THE HOST COUNTRY

20. 7. 2026 | 2 min read Spain’s victory over Argentina in the final of the 2026 World Cup became the most-watched World Cup match in the history of Spanish television broadcasting. An average of 15.7 million viewers watched the match, and more than 20 million people tuned in to at least part of the broadcast, with an audience share of 87 per cent.

COLOURS OF OSTRAVA TO WELCOME NEW BRAND ACTIVATIONS

15. 7. 2026 | 3 min read This year, the Colours of Ostrava Festival is expanding its collaboration with brands that are setting up their own experience zones on the festival site. New main partner Allegro will present the Wishlist Zone, whilst Decathlon will be taking part for the first time and Tic Tac will build on last year’s initiative with an expanded programme.

THE CZECH FINAL AT WIMBLEDON WAS THE MOST-WATCHED PROGRAMME ON SATURDAY

12. 7. 2026 | 2 min read This year’s Wimbledon women’s final, which featured an all-Czech line-up, was the highlight of Saturday’s television schedule. Thanks to its live broadcast, Prima achieved the highest audience share on Saturday.

STUDIE USA: LIVE SPORTS INCREASINGLY INFLUENCING VIEWERS’ STREAMING SUBSCRIPTION CHOICES

8. 7. 2026 | 3 min read Bango Survey reports that 43% of Americans would switch mobile, broadband or TV provider for a better sports streaming bundle.

SPORTS KEEPS VIEWERS CONNECTED TO TRADITIONAL TELEVISION

6. 7. 2026 | 2 min read Inscape's Q1 2026 data shows sports viewing grew to 1.8 hours weekly, but traditional TV's dominance is slipping as streaming claimed 12% of sports time—up from 11.5% a year prior.

NIELSEN PREPARES ANOTHER MAJOR SHAKE-UP IN SPORTS TV RATINGS

5. 7. 2026 | 6 min read Nielsen is making another big shift in its audience measurement, this time with how it counts co-viewing within television households.

THE FOOTBALL WORLD CUP FROM THE PERSPECTIVE OF BRANDS AND MARKETERS

3. 7. 2026 | 4 min read Mundial. World Cup. World Championship. This football festival goes by many names, and it would be hard to find an event that can match it in terms of reach.

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.