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.

THINKBOX: TV ADVERTISING IS THE MOST TRUSTED MEDIUM

11. 4. 2026 | 1 min read One factor is becoming a clear differentiator in advertising: trust. As uncertainty grows and consumer confidence declines, it’s playing an increasingly critical role in shaping brand preference and driving profitability.

STUDY: EUROPE REMAINS LOYAL TO TELEVISION, WITH VIDEO VIEWING DOMINATED BY THE BIG SCREEN IN THE LIVING ROOM

30. 3. 2026 | 9 min read RTL AdAlliance has published the fifth edition of its annual Living Room Study, which this year covers an even broader audience, thanks to newly added markets such as China and Hungary. The study clearly shows that television continues to play a key role in Europe even in the age of streaming services — it remains the main place for watching video, the centre of the shared viewing experience, and the natural home of local content.

TVB: LINEAR TV STILL KING

5. 3. 2026 | 3 min read TV, viewed on a television screen, has the highest reach and time spent of all media platforms studied, according to the advertising association.

TURNING TRUSTED TV MOMENTS INTO BOOK SALES BY LINKING ATTENTION TO CLEAR PLACES TO BUY

20. 2. 2026 Standaard Boekhandel is a Belgian book retailer. It wanted to make reading feel relevant again at a time when many people spend more time with other entertainment. The brand also wanted its bookstores to stay strong places for discovery, where people browse and find new titles, not only pick up a book they already decided to buy.

MARKETING TRENDS 2026: WHY IS TRUST MORE IMPORTANT THAN THE AMOUNT OF CONTENT?

10. 2. 2026 | 6 min read How can you succeed in an era when artificial intelligence is producing a flood of content, while consumers are more distrustful and protective of their data? Experts answered this question at the WPP Media webinar. They presented key trends that will shape marketing in 2026. According to them, the future does not belong to the reckless deployment of technology, but to the strategic building of trust and authenticity.

TRUST IN TV GREW FASTER OVER PAST FOUR YEARS THAN ANY OTHER MEDIUM, RESEARCH REVEALS

5. 2. 2026 | 4 min read Following the launch of the Credos Trust Tracker data for 2025, Channel 4’s chief commercial officer analyses the results and their implications for TV advertising.

CAMPAIGNS SEE BETTER BUSINESS EFFECTS WHEN THEY INCREASE BRAND TRUST

3. 2. 2026 | 2 min read Advertising that amplifies brand trust can have an outsized impact on traditional markers of commercial success, including growth in sales, market share or profit, according to new analysis from the IPA.

YOUNG ADULTS ARE CHOOSING TO READ THE NEWS, NOT WATCH IT

3. 2. 2026 | 2 min read 45% of 18-29-year-olds prefer reading the news, compared to just 31% who prefer watching it, according to an August 2025 survey from Pew Research Center.

THINKBOX: TV WORKS LIKE A BATTERY, POWERING OTHER MEDIA

2. 2. 2026 | 8 min read Do brands still matter? How should media mixes be planned in an environment of limited budgets? How long does advertising work, and why is trust becoming one of the most valuable currencies in communication? These are the questions addressed by the British marketing organisation Thinkbox in its Nickable Studies 2025 report. The new study summarises key research responding to the major dilemmas of modern marketing. Results across the studies show that long-term media, particularly television, play an irreplaceable role in building brand value and sustaining business growth.

CAMPAIGNS SEE BETTER BUSINESS EFFECTS WHEN THEY INCREASE BRAND TRUST

28. 1. 2026 | 2 min read Advertising that amplifies brand trust can have an outsized impact on traditional markers of commercial success, including growth in sales, market share or profit, according to new analysis from the IPA.

TRUST MATTERS – AND TV EARNS IT

22. 11. 2025 | 4 min read In a world saturated with advertising, trust is everything. People are exposed to more commercial messages than ever before, across more platforms, but attention doesn’t guarantee belief or action.

STUDY UK:TRUST AND PERSONALISATION KEY TO WINNING OVER B2B BUYERS

17. 11. 2025 | 2 min read B2B buying decisions are being increasingly influenced by personal drivers – such as trust, values, and instincts – a shift that has grown in importance by 10% since 2021, according to research from Dentsu.

MOST TRUSTED BRANDS 2025: CZECHS VALUE RELIABILITY AND QUALITY

15. 11. 2025 | 2 min read The latest edition of the Most Trusted Brand 2025 awards revealed which brands Czech consumers trust the most.

GEN AI CREATIVE FINDS GROWING ACCEPTANCE

1. 11. 2025 | 3 min read The use of Gen AI in advertising is growing as attitudes shift across clients, creatives and consumers, but greater openness to the tech doesn’t mean there won’t be strings attached.

THE REAL BATTLE FOR TV’S FUTURE ISN’T CONTENT. IT’S TRUST

23. 10. 2025 | 6 min read As AI makes it easier to fake, fabricate and flood our feeds, audiences won’t just ask “Is this video good?” — they’ll ask “Is this video even real?” Why TV values still matter in the streaming age Hello everyone — my name is Omar Oakes, a journalist and commentator who is obsessed with the business of media and advertising and how they intersect with power.

THE MAJORITY OF THE POPULATION DISTRUSTS PAID INFLUENCER PROMOTION

17. 9. 2025 | 2 min read Paid promotion by influencers is trusted by 39% of those who have an opinion on such posts. But more than three-fifths do not trust such promotion, according to research by ResSolution Group.

STUDY USA: CONSUMERS DISTRUST INFLUENCER MARKETING MORE THAN ADVERTISING

4. 8. 2025 | 3 min read A new report from the National Advertising Division reveals the trust gap.