THEME OF THE MONTH: BACK TO SCHOOL

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.

More articles about this topic

STUDY USA: BY THE NUMBERS: MOST AMERICANS WANT BRANDS TO PROMOTE DIVERSITY. BUT THERE’S A BIG CAVEAT

15. 3. 2024

A new survey from Morning Consult found that American adults in every age demographic believe that corporations have at least some responsibility to display diverse, inclusive marketing. This data comes even as DE&I efforts at companies, universities and elsewhere are being criticized or even penalized by conservative legislators. Still, despite evidence of some fatigue around… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

RETHINKING SOME SUSTAINABLE STEREOTYPES

13. 3. 2024

While European consumers can be divided into four broad groups when thinking about the environment, their behaviours differ from one country to the next, often in unexpected ways, finds a new study. The study by Forrester identifies the following types of green consumer: Active Greens (21%): environmentally friendly products are chosen ahead of low cost… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

JENNA STUDT FROM CRITICAL MASS: HOW CAN BRANDS EFFECTIVELY REACH GENERATION Z?

1. 3. 2024

In an interview with AdForum, Jenna Studt, “social strategy director” at Critical Mass, says employers and brands need to actively engage in culture, sustainability and social responsibility to reach Generation Z. Generation Z is redefining the world of content and communication as we know it through activism, authenticity and social media. Jenna Studt, “social strategy… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

GREEN TV ADS NO MORE ENGAGING THAN AVERAGE

27. 12. 2023

Television adverts with an environmental message are no more emotionally engaging than the average commercial, according to an analysis by System1. System1 analysed 1,000 randomly selected adverts from the last three years to assess whether they contained environmental messages and how these were being communicated. The analysis found that across System1’s ad testing metrics, ads… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

POSITIVE ENVIRONMENTAL IMAGES MOTIVATE PEOPLE TO TAKE ACTION

12. 9. 2023

If you want to motivate a consumer about an ongoing environmental issue, it’s better to use a positive image – for example, a smiling tree or smiling Earth – than to be a doomsayer.  That’s according to a study in the Journal of Academic Research which examined the use of anthropomorphism in motivating people about environmental issues.… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

ESG INITIATIVE CME CARES WILL BE LED BY SOŇA SCHWARZOVÁ AND HANA DE GOEIJ

31. 5. 2023

ESG, an initiative of the media company CME, which operates TV Nova and the Voyo video platform in the Czech Republic, will be led by Soňa Schwarzová and Hana de Goeij starting June under the brand CME CARES. Soňa Schwarzová will be CME Chief People and Sustainability Officer and Hana de Goeij will be CME… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

THE ‘GREEN HALO’ OF SUSTAINABILITY ADVERTISING

29. 4. 2023

Three in five people say sustainability messaging in advertising influences their brand choice, according to research from Sky Media. A study of 52 campaigns, across seven categories, tapped into a UK-representative audience of over 5,300 Sky participants, using both survey and qualitative interview and focus groups, as well as implicit association measurement techniques. Key findings… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

SUSTAINABILITY ISN’T FRONT OF MIND FOR BRAND MESSAGING

24. 4. 2023

Most brands have made some sort of commitment to becoming more sustainable but just 4% of ads contain any such messaging, according to analysis that finds brands are prioritising price messaging over sustainability.  Creative X, a data-to-creativity business, used AI technology to analyse over 2.5 million global ads over a three-year period, supported by over… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

BRANDS CAN BE A FORCE FOR GOOD

2. 3. 2023

Most 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. 2022

We 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. 2022

Most 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. 2022

The 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. 2022

In 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. 2022

Firms 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. 2022

After 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. 2022

Two 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. 2022

Consumers 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. 2022

Consumers 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. 2022

TVBEurope 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. 2021

Within 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

MARKETING TRENDS 2021: BRANDS SHOULD OFFER NEW CERTAINTIES

4. 1. 2021

Brand purpose, credibility, social wellbeing, green strategy and e-commerce will all have an impact on marketing in the new year. Any crisis creates room for innovations. This year’s crisis, caused by the coronavirus pandemic, is no different in this respect. The world that lost confidence expects new certainties. And brands can help it. The next… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

TARGETED BYRON SHARP, ANYONE?

1. 4. 2019

Data can now make TV more effective. Even Byron Sharp should welcome more accurate targeting. Brands and their agencies face a dilemma. On the one hand, evidence from Byron Sharp shows that brands should drive reach of all purchasers in the category as often as possible. What’s more, according to effectiveness gurus Peter Field and Les… Continue reading THEME OF THE MONTH: BACK TO SCHOOL