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TV RATING WAS GROWING IN ALL CENTRAL EUROPEAN COUNTRIES LAST YEAR
25. 2. 2021 | 3 min read Hungarians spend most of their time before the TV screen out of all viewers in Central Europe, the highest increase in the rating was seen in the Czech Republic and Slovakia.
TV VIEWING WAS THE HIGHEST IN 24 YEARS OF MEASURING LAST YEAR
7. 2. 2021 | 2 min read The average daily time spent watching TV increased to nearly four hours last year; time-shifted viewing doubled year on year.
WHY GETTING ON TV IS YOUR BEST MARKETING BET FOR 2021
17. 1. 2021 | 5 min read How’s your TV watch time been? Don’t sugarcoat it - you know it’s been more than usual. With nothing to go out and do and all the reasons in the world to stay home, our TVs have kept us more engaged than ever. As entrepreneurs are constantly looking for opportunities in the midst of confusion and crazy times, some have been taking full advantage of the surge in TV watch hours.
WHY GETTING ON TV IS YOUR BEST MARKETING BET FOR 2021
17. 1. 2021 | 5 min read How’s your TV watch time been? Don’t sugarcoat it - you know it’s been more than usual. With nothing to go out and do and all the reasons in the world to stay home, our TVs have kept us more engaged than ever. As entrepreneurs are constantly looking for opportunities in the midst of confusion and crazy times, some have been taking full advantage of the surge in TV watch hours.
VIDEO ADVERTISING 2021-2024
14. 1. 2021 | 4 min read The video ad world will change more in the next three years than it has in the past 60. What was built originally as a brand-building channel is quickly evolving into one of the most important customer acquisition and performance channels available to marketers.
WHAT WILL TV LOOK LIKE IN 2021?
6. 1. 2021 | 10 min read In 2020, television cemented its role as the arbiter of the national mood. Will that mood turn to hope in 2021?
A NEW DAWN FOR TV
14. 12. 2020 | 5 min read TV viewing habits have been upended. Audiences are more likely to watch content by themselves. Dayparts no longer determine platform choice. These changes demand a new approach to TV planning, writes Sky Media’s Sarah Jones.
‘SORRY TV’S SO COMPLEX, I DIDN’T HAVE TIME TO MAKE IT SIMPLER’
7. 12. 2020 | 8 min read John Litster, managing director at Sky Media, considers the need for simplification in media and calls on the industry to start making a change.
WORLD TELEVISION DAY CELEBRATES A TRUTH THAT HOLDS AROUND THE GLOBE: TV MAKES A DIFFERENCE
21. 11. 2020 | 5 min read TV companies around the world celebrate World Television Day on 21 November to remind us that TV makes a difference in people’s lives. As part of the annual United Nations initiative, a 30 second-spot will be broadcast on-air and shared online worldwide. The clip will be adapted and translated into many languages. Putting the spotlight on society For its 24th edition, World Television Day celebrates a truth that holds around the globe: TV makes a difference! Our medium has made and will continue to make a difference in society by putting the spotlight on racial and social injustice, hate speech, the pressing climate issues and the support TV has provided to people and businesses throughout the continuing COVID crisis. “While circumstances kept us apart this year, TV has brought us together. TV is and always has been a social glue. As viewing rocketed, broadcasters the world over reacted to the unique circumstances nimbly and with great creativity to ensure that TV was there for us all as a source of trusted information, comforting distraction, and much-needed escapism,” asserts Lindsey Clay, President of the Global TV Group and CEO of Thinkbox. “This pandemic demonstrates like never before the role of television to support society and democracy. Throughout these difficult months, TV is there to care. Care for the provision of editorially responsible trusted news. Care for the distribution of entertainment to bring light in times of darkness. Care for preserving variety and cultural diversity in the media landscape. All in all, TV is and will continue to be a true beacon of resistance against the Coronavirus”, proclaims Guillaume de Posch, President of the Association of Commercial Television in Europe. “The past year, TV has continued to uphold its long tradition of addressing the critical issues in our global community. It brings our attention to social injustice, sheds a neutral light on society’s mishaps, helps relieve the strain of an unprecedented era giving us a hopeful outlook on the future. World TV Day is an opportunity for us all to pay tribute to the many professionals who make the magic happen both on screen and from behind the scene. We invite everyone to once again celebrate our medium around the world,” says Laurent Bliaut, President of egta and Deputy General Director, Marketing and R&D, TF1 Publicité “At the time of COVID-19, Television has never been so present and important. Broadcasters have a dual responsibility to inform and to connect people by sharing positive and verified stories about building back better and greener. Thank you to the TV industry for making a difference,” says Caroline Petit, Deputy Director United Nations Regional Information Centre for Europe (UNRIC).
ASA DATA REVEALS UNPRECEDENTED LOCKDOWN BOOST TO TV AD EXPOSURE
9. 10. 2020 | 3 min read A lockdown fuelled television boom has brought an unprecedented boost to TV ad exposure according to the Advertising Standards Authority (ASA). The regulators figures – sourced from the Broadcasters Audience Research Board (BARB) – reflect the rapid evolution of advertising and advertisers to respond to our needs and wants in an era of public health messaging.
PEOPLEMETER CELEBRATES: BOXES HAVE BEEN MEASURING WHAT CZECHS ARE LOOKING AT FOR ALMOST 25 YEARS!
23. 6. 2020 | 2 min read The measurement of TV viewership using peoplemeters is celebrating 23 years in the Czech Republic. Thanks to a small device connected to the TV, viewers can tell TV stations what programmes they want to watch.
GEN Z ACQUIRES A TV HABIT
19. 6. 2020 | 2 min read Gen Z is typically less engaged with traditional media, but COVID-19 is drawing a younger audience to TV and is likely to change their media consumption habits permanently.
WHAT PEOPLEMETERS SAY
2. 6. 2020 | 3 min read TV rating, which is measured electronically using so called peoplemeters in the Czech Republic, celebrates its 23rd anniversary today. This method started to be applied in 1997. Since that time, it has been subject to a number of changes and it ranks among the most advanced methods across the globe today. Research for the Association of Television Organisations (ATO), the client and project owner, is carried out by Nielsen Admosphere. What do the measurement data tell us? We know from the peoplemeter project data, for example, that TV is the strongest medium. On average, we dedicate more daily time to watching TV than to listening to the radio, reading the print media or browsing the Internet. Last year, TV was watched 3 hours and 42 minutes per day on average (category 15+).
THE FUTURE OF TV PLANNING
18. 5. 2020 | 4 min read One of the questions I was asked at Mediatel’s recent Future of TV event was “Will more streaming mean a more diverse distribution landscape for ad-supported television, and how should advertisers think about the opportunity in this space?” or words to that effect.
AUDIENCES ARE TURNING TO TV IN THIS CRISIS. HOW ARE BROADCASTERS AND BRANDS SHOWING THEIR SUPPORT?
4. 5. 2020 | 4 min read Stéphane Coruble, CEO of RTL AdConnect, reflects on how broadcasters and advertisers are adopting a new approach to retain relevancy during the COVID-19 lockdown.
CO-VIEWING DURING COVID-19
28. 4. 2020 | 2 min read During CV-19, television has been delivering better value than ever before. The simple reason for this is co-viewing.
WHY NOW IS A GOOD MOMENT FOR BRANDS TO ADVERTISE ON TV
24. 4. 2020 | 3 min read Television audiences have gone through the roof because of the coronavirus lockdown, but will advertisers use the spike in engagement to drive brand-building campaigns, given the economic uncertainty? That is the billion dollar question, and according to Mike Shaw, Director of Advertising Sales at Roku, the answer should be ‘yes’. He has a long list of reasons why brand activity now, rather than later, will pay handsome dividends.