WHAT’S NEXT FOR CTV ADVERTISING: COMSCORE’S STATE OF PROGRAMMING 2025 SURVEY

3. 1. 2025 | 5 min read Comscore's State of Programmatic 2025 report offers survey-based data that reveals where ad budgets will be going in 2025 (think CTV), how quickly marketers will move to cookie-free advertising (48% of ads will be cookie-free by the end of 2025), and what CTV ads do well (branding) and not so well (performance). It's free to download and well worth loading and digesting. The steep rise of CTV One of the most striking findings of the report is the rapid growth of CTV advertising. The average budget allocated to CTV is projected to double from 14% in 2023 to 28% in 2025, with marketers shifting resources from linear TV and web and mobile digital advertising to take advantage of this growing channel. This trend is being fuelled by the growing popularity of streaming services and a decline in traditional TV viewership as consumers cut cable TV and embrace digital content consumption.

CTV ADVERTISING LAUNCHES ALSO ON THE CZECH MARKET

9. 12. 2024 | 5 min read Video advertising on large screens of smart TVs (CTV) is starting to interest domestic advertisers as well. Within two years, its possibilities could become more widespread, a meeting between Adform and Tivio suggested.

GEN Z DO WATCH TV — IT’S PLANNERS WHO ARE GETTING IT WRONG

7. 12. 2024 | 6 min read The decline in linear and rise in streaming have been apparent for years, yet broadcast-first media planning is alive and well. We need a framework that’s based on how audiences actually engage with TV content. It is time the media industry admitted it. Gen Z have never really fallen for broadcast TV. And yet they love TV.

TERRESTRIAL BROADCASTING MAY BE THE SOLUTION FOR STREAMING SPORTS

6. 12. 2024 | 4 min read It's been a problem for years - angry sports fans who can't watch the expected live coverage in tense moments. However, this problem could have a solution in the future in the form of terrestrial broadcasters.

EUROPEAN VIDEO SUBSCRIPTIONS ENTERING ‘STABLE MARKET PHASE’

30. 11. 2024 | 2 min read The European video subscription market is heading for a period of fewer growth opportunities, according to consultancy Oliver Wyman.

CATCHING ON FAST: WHY EUROPE IS EMBRACING FREE ADVERTISING-SUPPORTED STREAMING TV

24. 11. 2024 | 13 min read As the TV industry comes together in Cannes for MIPCOM, the growth of FAST is not restricted to the U.S. anymore: "Our mission is to entertain the planet!"

TELEVISION CELEBRATES ITS DAY: EVEN IN 2024, IT REMAINS A RELIABLE COMPANION AND GUIDE IN MODERN LIFE

21. 11. 2024 | 13 min read Every year on 21 November, we celebrate World Television Day, which highlights the irreplaceable role of this medium in our lives. While streaming platforms are changing the ways we consume content, traditional television still holds a crucial position. It delivers current information, supports education, preserves cultural heritage, offers moments of entertainment and shared emotions, and serves as a significant marketing platform. How does television continue to shape our society today, and why is it important to remember its significance? TV informs As more primarily fictional content moves to streaming platforms, the significance of news channels and programmes as the dominant content for traditional continuous television broadcasting grows. Television remains one of the main sources of information for the general public, with millions of people worldwide turning to news channels to stay informed about events both at home and globally. Thanks to globalisation and technological advancements, it is now possible to watch events in real time, even on the other side of the world. The news and informational function of television becomes increasingly important, especially during crises and exceptional events, when access to verified information is crucial.

“DROP THE WORDS LINEAR AND DIGITAL; LET’S JUST TALK TV” SAYS NICK MANNING

20. 11. 2024 | 1 min read The distinction between linear and digital TV is becoming increasingly nonsensical from a broadcaster perspective, argues Nick Manning, Founder of Encyclomedia International. Although different TV platforms have different functions, Manning suggests “the trick is to treat it as a single entity.”

CASE STUDY: VOYO THRIVES WHERE NETFLIX LOSES

4. 11. 2024 | 3 min read VOD service Voyo has managed to gain ground where foreign Netflix falls short in the Czech market, according to a case study by Ipsos.

STUDY GERMANY: LINEAR TV STILL POPULAR WITH VIEWERS

3. 11. 2024 | 3 min read Linear TV is clearly - despite strong competition from streaming platforms - more resilient than expected. According to the survey, its use has declined only slightly over the last three years. By contrast, the streaming market appears to be saturated.

CRA: 5G TV BROADCASTING COULD GO COMMERCIAL IN 2027

24. 10. 2024 | 3 min read The development of the new 5G Broadcasting standard is progressing rapidly, according to Ceske Radiokomunikace (CRA). The company believes that within three years it could be commercially operational in the Czech market.

HOW DIFFERENT GENERATIONS WATCH TV

19. 10. 2024 | 5 min read Imagine a Millennial flipping through cable channels, a Gen Xer catching the game live on YouTube TV, and a Baby Boomer binge-watching Netflix. Today, media viewing habits might not be exactly what you'd expect.

MIPJUNIOR: STREAMERS’ KIDS CONTENT ACQUISITIONS INCREASE AS COMMISSIONING PLUNGES – AMPERE ANALYSIS

18. 10. 2024 | 4 min read “In 2007 I watched the “X Files” on YouTube. That changed my consumer experience!” said analyst firm Ampere Analysis’s Research Manager Olivia Deane, invited to discuss audience’s shift in the last 20 years, structural adaptations and new business models in kids’ content at MipJunior’s opening session Oct. 18.

6 WAYS TECHNOLOGY IS TRANSFORMING TV ADVERTISING

18. 10. 2024 | 7 min read It’s July 1, 1941. A baseball game between the Brooklyn Dodgers and Philadelphia Phillies flickers on TV screens in New York City. Suddenly, the game cuts away. A Bulova watch appears, accompanied by a voiceover intoning, "America runs on Bulova time." In just 10 seconds, the world's first TV commercial airs, forever changing the advertising landscape.

TV VIEWING AND ITS ROLE COMPARED TO OTHER TOUCHPOINTS

17. 10. 2024 | 5 min read Gigabytes of articles have already been written about the current viewership of classic television. But it doesn’t hurt to look at what is behind the claims of people who indicate in surveys that they watch TV. In a previous article, we examined what “watching TV” means. Only with a clear definition of “watching TV” can we assess the role of classic TV as a touchpoint. TV viewing surveys The question of how often people watch television has been the subject of dozens of studies. The results of these studies are used, among other things, for media planning. Although everyone might seem to know what watching TV means, clarifying the concept and asking viewers about their understanding appears to be a good idea. This is what the GroupM project Media Bubbles is doing. It examines the differences in media habits between the general Czech online population (which includes about 92% of the total population) and people from media and advertising agencies. In addition, the latest survey took a closer look at young consumers under 25. What does it mean to watch TV? Let’s briefly summarise what people mean when they say they watch TV. For 80% of the Czech online population, watching TV is equivalent to watching a live broadcast in real time. Among young people under 25, 72% have the same understanding. However, watching TV includes watching pay VOD services for almost half of the population. A quarter of the population (and 31% of the young under 25) even include YouTube in watching TV. Watching TV – what does that mean?

WHAT’S IN STORE FOR THE MEDIA GIANTS? TURBULENT CHANGES AND ACQUISITIONS

6. 10. 2024 | 3 min read Big media companies may fundamentally reshuffle their portfolios, estimates Erika Luzsicza based on current developments.

SUBSCRIBERS LOSING TRACK OF WHAT THEY’RE PAYING FOR

29. 9. 2024 | 2 min read One in three Americans now pay for a subscription they never use and 35% have lost track of how much they spend on subscriptions each month.

STREAMING MARKET IS ABOUT TO CHANGE, SUBSCRIPTIONS WILL GROW SLOWER THAN ADVERTISING

3. 9. 2024 | 3 min read PwC's five-year revenue outlook for the streaming market suggests only a modest increase in subscription revenues and double-digit growth in advertising revenues.