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

SURVEY REVEALS STREAMERS’ DOMINANCE OVER MEDIA SPORTS RIGHTS

16. 3. 2026 | 2 min read Report says driving factors are streaming's 'global reach' and data collection.

66.7% OF AD-SUPPORTED TV VIEWING BY 18 TO 49 YEAR OLDS GOES TO STREAMERS

12. 3. 2026 | 5 min read New Nielsen guide says sports account for 29.2% of ad-supported viewing by 25–54-year olds.

STUDY: WOMEN’S SPORTS OUTPERFORM PRIME TIME TV

10. 3. 2026 | 3 min read Third annual EDO report finds that women’s sports ads drove 15% more impact than the average primetime spot, led by financial service, insurance, and restaurant brands.

NOVA GROUP ALSO ACQUIRES RIGHTS TO 2026 FIFA WORLD CUP, WILL SHARE BROADCASTS WITH ČESKÁ TELEVIZE

4. 3. 2026 | 5 min read Czech Television took advantage of the sublicensing option and sold part of the broadcasting rights to the 2026 World Cup to the Nova group in the new World Cup format with 104 matches.

OUT-OF-HOME VIEWING REACHED SEVEN PERCENT IN FEBRUARY

4. 3. 2026 | 2 min read Total television viewership in February increased by ten per cent year-on-year. The inclusion of out-of-home viewership measurements contributed significantly to this increase. As a result, daily viewership is higher by an average of 17 minutes.

GLOBO CREATES HOME SCREEN PROMINENCE FOR FREE-TO-AIR TV ON SMART TVS

26. 2. 2026 Globo, Brazil’s largest commercial TV group, is rolling out DTV+, a next-generation free-to-air TV standard designed for connected TVs. It brings broadcast channels into the TV operating system, with app-like navigation, login and interactive layers placed directly on top of live programming.

VIEWERS CONTINUE TO ‘STRUGGLE’ WITH SPORTS PROGRAM DISCOVERY

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

FIRST DATA: OUT-OF-HOME VIEWING INCREASED THE RATING OF TOP OLYMPIC BROADCASTS BY 13%

25. 2. 2026 | 3 min read Extended ATO measurement provided the first hard data on how watching broadcasts "outside the home" can increase the overall television rating of a major sporting event. Broadcasts from the 2026 Winter Olympics showed that outside-the-home viewing increases the reach of the most-watched sports broadcasts by up to 13 per cent.

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

22. 2. 2026 | 11 min read 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.