Although summer is considered a low season in media terminology, according to Nielsen Atmosphere research, a large proportion of viewers (66%) watch media during the holidays as often as during the rest of the year. More than a fifth of at least occasional summer media consumers prefer live TV in the summer, dominated by the oldest age group 55 and over (37%) over all others. So even in the summer, advertising on TV for selected segments has the opportunity to reach its audience and can be included in the brand’s media mix.
In the middle of August, summer is inevitably coming to an end, and students and parents of small school children are approaching the time of returning to school. Therefore it is necessary to check the school bags and to sharpen crayons in the pencil case. The so-called back to school advertising is one of those specific categories that begin to appear on the screen in the second half of summer. In ScreenVoice magazine, you can read which brands took their back to school advertising unconventionally and which, on the other hand, belong to the constants of this period.
PREVIOUS THEMES OF THE MONTH
More articles about this topic
BRANDS CAN BE A FORCE FOR GOOD
2. 3. 2023Most consumers believe business can be a force for good, with 80% agreeing that brands can make money and support good causes at the same time, according to research from Ipsos. Further, almost two-thirds say they try to buy products from brands that act responsibly, even if it costs more. These are among the findings… Continue reading THEME OF THE MONTH: BACK TO SCHOOL
HOW TO DO ‘GREEN’ ADVERTISING? AUTHENTICITY AND A PROACTIVE APPROACH WIN WITH CONSUMERS, HYPOCRITES ARE PUNISHED
3. 10. 2022We are living in a time of climate crisis and brands are therefore giving more and more space to ecology and sustainability in their advertising campaigns. But keep one thing in mind - the "preach the water and drink the wine" approach is becoming fatal in this discipline. Examples of good practice from abroad will show you how to master this difficult task.
KANTAR STUDY: FUTURE BRAND GROWTH WILL COME FROM BEING SUSTAINABLE AND AFFORDABLE
14. 9. 2022Most people around the world want to live in a more environmentally conscious way, but a cost of living crisis and the perception that sustainable products are more expensive means that it is only the wealthy who are able to do so – it’s a missed opportunity for brands. The latest Sustainability Sector Index from market researcher… Continue reading THEME OF THE MONTH: BACK TO SCHOOL
HOW TO MAKE AN ENVIRONMENTALLY FRIENDLY FILM
6. 7. 2022The workshop on eco-friendly filming was led by Michaela Rýgrová (Association of Producers in Audiovisual, Greenfilming.cz) and Hana de Goeij, Head of Sustainable Filming & Content, TV Nova. The seminar took place within the workshops of the Karlovy Vary Film Festival and Hana de Goeij from TV Nova shared her experience with sustainable film production… Continue reading THEME OF THE MONTH: BACK TO SCHOOL
SUSTAINABILITY SHOULDN’T BURDEN CONSUMERS WITH GUILT OR EXPENSE
22. 5. 2022In his first interview since becoming Unilever’s global personal care CMO, he details how the consumer goods giant is evolving hygiene products into wellness products and is embedding sustainability in its brands while facing growing local competition. Unilever’s Samir Singh: Sustainability shouldn’t burden consumers with guilt or expense With the world emerging unevenly from a… Continue reading THEME OF THE MONTH: BACK TO SCHOOL
BRAND PURPOSE CAN HAVE A BUSINESS EFFECT
21. 5. 2022Firms that decide to communicate socially beneficial topics must select carefully the area they want to focus on. A link between a topic and a brand that is not credible will backfire on the brand. That was the issue discussed at the Communication Summit. Brands that focus on non-commercial and non-profit projects as part of their… Continue reading THEME OF THE MONTH: BACK TO SCHOOL
WILLINGNESS TO PAY EXTRA FOR A SOCIALLY RESPONSIBLE BRAND IS GROWING
4. 5. 2022After declining during the pandemic, willingness to pay extra for a socially responsible brand is on the rise again. For 44 % of Czechs, social responsibility is important when shopping. Up to 57 % are willing to pay extra for an environmentally friendly product or a product where a portion of sales goes to a… Continue reading THEME OF THE MONTH: BACK TO SCHOOL
TV NOVA RECEIVES OFFICIAL SUSTAINABLE PRODUCTION CERTIFICATIONS
2. 5. 2022Two projects of TV Nova have received official sustainable production certifications from the British Albert platform. The first one is a new series Mimořádné intelektové nadání (m.i.n.) directed by Marek Najbrt and Tomáš Pavlíček. the latter awarded project is the original sketch show První dobrá conducted by Vincent Navrátil. TV Nova has become the first… Continue reading THEME OF THE MONTH: BACK TO SCHOOL
CONSUMERS DON’T BELIEVE A WORD WE SAY ON SUSTAINABILITY, HERE’S WHAT TO DO ABOUT IT
24. 2. 2022Consumers are increasingly skeptical of brands’ sustainability claims. Brands must be honest, transparent, committed and show urgency in order to build credibility with consumers, explains Wim Vermeulen, Director Strategy and Sustainability at Bubka, a Belgian advertising agency. We know that the drive for greater sustainability will affect every aspect of what a company or a brand does. We… Continue reading THEME OF THE MONTH: BACK TO SCHOOL
CONSUMER PRESSURE ON BRANDS FOR SUSTAINABILITY IS INCREASING
18. 2. 2022Consumers are increasingly demanding a sustainable dimension and clear values from brands. Despite the pandemic, the direction of consumer behaviour, attitudes and preferences has not changed much in recent years. Trends that were observed before the outbreak of the covid-19 pandemic are still broadly valid and growing. This is according to this year’s Global Trends… Continue reading THEME OF THE MONTH: BACK TO SCHOOL
HOW BROADCASTERS ARE TAKING STEPS TOWARDS SUSTAINABILITY
10. 1. 2022TVBEurope hears from the signatories of The Content Climate Pledge about how they are implementing sustainable practises across their businesses At November’s Cop26 event, a number of UK broadcasters signed up to The Content Climate Pledge, agreeing that they will develop processes that help them to consider climate themes when commissioning, developing and producing… Continue reading THEME OF THE MONTH: BACK TO SCHOOL
SUSTAINABLE MEDIA ISN’T A THING FOR CONSUMERS – YET
7. 12. 2021Within the next year, three in five people could start to boycott brands that don’t act on climate change, new research says, but the effect of media delivery and consumption of advertising on carbon emissions has so far largely escaped public attention. Key findings A global study covering 24,000 people from 19 countries, by media… Continue reading THEME OF THE MONTH: BACK TO SCHOOL
