MYTHS ABOUT GEN Z CAN HARM MARKETING

2. 6. 2025 | 7 min read This year’s Best Brands competition revealed which brands are particularly well received by members of Generation Z. Numerous myths about this generation were also uncovered – and debunked.

STUDY USA: 18-TO-34-YEAR-OLDS SPEND MORE FOR STREAMING, CHURN MORE OFTEN

2. 6. 2025 | 3 min read A new survey puts a spotlight on the streaming behavior of 18-to-34-year-olds finds those viewers pay more for content than other age groups, but are more likely to churn if they fail to get what they crave, according to Ampere Analysis.

YOUNG PEOPLE ARE RETURNING TO TELEVISION: NEW APPROACHES TO MEDIA PLANNING

1. 6. 2025 | 5 min read A study by Freewheel confirms the levelling of viewing habits and the growing role of ad-supported streaming.

ADS & DATA X SPA REINE ECO-PACK: UNLOCKING INCREMENTAL REACH THROUGH DATA-DRIVEN TV TARGETING

22. 5. 2025 SPA Reine’s Eco-Pack campaign with Ads & Data sets a new benchmark in media innovation by combining linear TV with Addressable TV (Smart AD) to deliver incremental reach and optimize frequency. In a still water category under growing pressure from tap water and price-driven private labels, SPA Reine worked with Ads&Data to reaffirm its leadership by using data to reach more consumers, and to reach them in a smarter way. The campaign built on learnings from the award-winning Cristal case (read more here), and introduced a new layer of sophistication, frequency optimization for light TV viewers, now made possible for the first time in Belgium. The result: a powerful demonstration of how data-driven targeting can amplify both media efficiency and brand impact.

STUDY AMPERE: STREAMING ALGORITHMS POWER TV, MOVIE CONTENT SELECTION

26. 3. 2025 | 3 min read More viewers are opting for content selections personalized through user algorithms offered by streaming platforms rather than recommendations from friends and family, according to new data from Ampere Analysis.

TRUST IN ADVERTISING RISES IN 2024, DRIVEN BY YOUNGER PEOPLE

22. 1. 2025 | 4 min read Trust in advertising has risen from 36% to 39% over the past 12 months, primarily driven by young people, according to new research from the Advertising Association (AA).

CZECHS 45+ AND THEIR CHRISTMAS: IN WHAT DO THEY DISAGREE WITH THE YOUNGER GENERATION AND WHERE DO THEY RESONATE?

7. 1. 2025 | 3 min read Christmas rituals of Czechs 45+: Potato salad with celeriac and detective stories by the tree. What else is important to them and how do they differ from younger generations? Christmas research from GroupM reveals many interesting facts.

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.

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.

THE WOKE AD MYTH IS DEAD – HERE’S WHY

20. 9. 2024 | 4 min read Inclusion = Income: Proving the business case for inclusive advertising.

TELEVISION IS THE MOST IMPORTANT CHANNEL IN THE VIDEO UNIVERSE

9. 8. 2024 | 5 min read At the Screenforce Day conference in Zurich earlier this summer, Screenforce Switzerland presented a new study Die Welt der Screens, which focused on the analysis of the devices and channels that viewers in Switzerland use to consume video content. The conclusions of the study are clear. The most used device for watching all TV content is the big screen, with the mobile phone catching up in the news segment.

MALTE HILDEBRANDT, SCREENFORCE MD: “TELEVISION IS MORE THAN JUST AN ALGORITHM”

3. 8. 2024 | 7 min read Screenforce Managing Director, Malte Hildebrandt, does not want to leave the interpretation of information to social media. In an interview with HORIZONT, he explains that the initiative of TV marketers in Germany, Austria, and Switzerland carries a great social responsibility on its shoulders.

PARIS 2024 OLYMPICS: SPORTS MEDIA IN THE ERA OF FRAGMENTATION

26. 7. 2024 | 7 min read The International Olympic Committee’s Jérôme Parmentier on Olympic viewing habits in the era of TikTok and Netflix, and what this means for media rights.

MANY OF MY FRIENDS DON’T OWN TVS, BUT THAT COULD CHANGE SOON

16. 6. 2024 | 8 min read Gen Z wants TVs to function more like their phones. How can TV makers innovate to compete for young consumers' attention?

WHAT’S 1 THING PSBS COULD DO RIGHT NOW TO WIN BACK YOUNGER VIEWERS?

25. 5. 2024 | 8 min read How public-service broadcasters (PSBs) can better appeal to the notoriously hard-to-reach younger demographics has been a hot topic for years, as they move away from linear TV.

MOVING IMAGE STUDY 2023: HIGH TV USAGE AND SMALL SHIFTS IN THE STREAMING MARKET

2. 5. 2024 | 6 min read The study, which was carried out at the request of RTR Medien and the TELETEST working group, confirms the prevailing use of broadcasters’ offerings and the stagnation of online alternatives.

THE BIG SCREEN HAS AN UNDENIABLE CHARM FOR VIEWERS

14. 4. 2024 | 6 min read The figures are clear. Television is still the undefeated queen of home entertainment. It is the familiar big screen we all grew up with. Modern technology may be exciting, but it has not dethroned television. Why? Television offers advantages that other media cannot provide. According to ATO-Nielsen data, Czech TV viewers spend an average of 3.5 hours a day in front of the screen and 93% of households watch TV programmes at least sometimes.

EXPLORING GEN Z AND MILLENNIAL TRAVEL HABITS – NEW SKIFT RESEARCH

30. 1. 2024 | 3 min read Millennials and Gen Z are steering travel trends with a focus on technology, sustainability, and a quest for distinctive and meaningful experiences.