World-renowned marketing expert Professor Byron Sharp says brands must target the entire market if they want to grow. Mass media is critical to marketing success. And there is no more mass media than television. Its reach is unsurpassed by any other media type – after all, there are nearly 7 million viewers in front of a screen every day, and television reaches 95% of the TV population on a monthly basis.
Viewers also pay much more attention to ads on TV than they do to ads on social media. And thus, TV has a major impact on sales. Television is also essential for online brands and e-commerce sites these days. Even with a lower budget, the investment pays off for small brands. Because with TV, you clearly know what you’re getting – mass impact, attention, brand recall and higher sales. So TV helps brands score and achieve their goals.
And because good scores belong with sports, ScreenVoice MAGAZINE writes this month about the Super Bowl, the most anticipated sporting event in America. The commercials aired during the final intermission are the most expensive and also the most anticipated. Find out what makes Super Bowl advertising special and which brands have managed to creatively enhance the sporting event with their commercials.
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ADC: MCCANN IS AGENCY OF THE EVENING, SAVAGE WINS GOLDEN TORCH
7. 5. 2025The ADC Creative Awards have announced their winners. McCann Prague received the highest number of points in the 32nd edition of the competition, while Leonard Savage took home the Golden Torch. The winners of the 32nd annual local competition for creativity in commercial communication, the ADC Czech Creative Awards, have been announced. The awards were… Continue reading THEME OF THE MONTH: TV MAKES YOU WIN
FOKTOVÁ AND BRICHTA TO JOIN THIS YEAR’S GOLDEN DRUM JURY
29. 4. 2025Nikola Foktová and Aleš Brichta will represent Czech creatives on the jury at this year’s Golden Drum festival. The international creativity festival Golden Drum has announced the juries and section presidents for its 31st edition. This year, two Czech creatives will also be on the jury – in the Craft Drum section, the submitted works… Continue reading THEME OF THE MONTH: TV MAKES YOU WIN
LIKE AWARD OF GENERATION Z GOES TO THE “NENASADITELNÝ PRSTEN” CAMPAIGN
26. 4. 2025The winner of the Like Generation Z award at the ADC Awards was the “Nenasaditelný prsten” campaign created by Leo Burnett for Prague Pride. For the third time, multimedia students studying economics at the University of Economics in Prague have chosen the winner of the Like Generation Z award at the ADC Awards. The award… Continue reading THEME OF THE MONTH: TV MAKES YOU WIN
THERE ARE 118 WORKS ON THE ADC AWARDS SHORTLIST, LED BY VML AND MCCANN
11. 4. 2025The ADC Czech Creative Awards already know their finalists. In total, there are 118 entries on the shortlist, with VML and McCann having the highest number of entries. After three days of intense jury evaluation, ADC, the organizer of the 32nd ADC Czech Creatie Awards, announces this year’s shortlist – out of 270 entries, 118… Continue reading THEME OF THE MONTH: TV MAKES YOU WIN
CREATIVITY INCREASES THE CHANCES OF INNOVATION TO SUCCEED
4. 4. 2025Most innovations are currently failing, but creative communication can contribute to their success, writes Kristián Hloušek from Marketup. When Apple introduced the first generation iPod music player in 2001, there were already a number of competitors on the market. Yet within two years, the new product had already captured more than a third of the… Continue reading THEME OF THE MONTH: TV MAKES YOU WIN
OMNICONNECT: EMOTIONS ARE AN UNTAPPED RESOURCE IN ADVERTISING
3. 4. 2025Another edition of the OmniConnect conference took place, with high-ranking representatives of Omnicom’s network agencies in attendance. The emphasis on emotional connection with audiences is proving crucial to the long-term success of brands. Yet, in today’s advertising world, the rational side of decision-making receives overwhelming attention. “But the future of business depends on how we… Continue reading THEME OF THE MONTH: TV MAKES YOU WIN
BRAND BATTLES: FAST-FOOD OUTLETS MCDONALD’S, BURGER KING AND KFC USE PROVOCATION, TECHNOLOGY AND EMPHASIS ON TRADITION
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MULTISCREEN TV’S ‘WINNING HAND’: PERFORMANCE + TRANSPARENCY = BUSINESS SUCCESS
26. 3. 2025Multiscreen TV: Smart, Strategic and Seriously Effective Marketers are constantly seeking ways to maximize impact, build trust and drive measurable business outcomes. The solution isn’t a gamble – it’s a sure bet when making a strategic investment in multiscreen TV. With its professionally produced content, unmatched audience engagement and brand-safe environment, multiscreen TV delivers results… Continue reading THEME OF THE MONTH: TV MAKES YOU WIN
THE BIG BRAND BATTLES: NOSTALGIA, COMPARISON, AND PROVOCATION WORK WELL IN ADVERTISING WARS
24. 3. 2025At first glance, it might seem that the global market is vast, with enough room for everyone. In a utopian world, each brand would peacefully claim its share of the market and leave the rest for others. Sounds funny, right? In reality, when two or three strong brands meet in a certain market segment, they… Continue reading THEME OF THE MONTH: TV MAKES YOU WIN
YOUNG LIONS: MOST PRIZES GO TO YOUNG PEOPLE FROM DENTS, WMC GREY AND ZARAGUZA
24. 3. 2025The seventeenth edition of the Young Lions development competition for young industry professionals has given out its prizes. This year’s seventeenth edition of Young Lions, a creative competition and training programme for young communications professionals up to and including 30 years of age, has announced the winners in each category. Seventy teams entered this year’s… Continue reading THEME OF THE MONTH: TV MAKES YOU WIN
DESPITE A LARGER LOGO, PEOPLE DON’T ASSOCIATE AN AD WITH A BRAND
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LAST YEAR, THE ADS FOR DOVE AND THE CZECH PHILHARMONIC RESONATED THE MOST AMONG CZECHS
18. 3. 2025The Dove and Czech Philharmonic advertisements scored the highest among Czech consumers last year, but Fio banka, Benu and ČAP also scored, according to an Ipsos analysis. Quality advertising that can reach its audience not only works with creative experiences that are deeply etched in the memory, but is empathetic enough to evoke a feeling… Continue reading THEME OF THE MONTH: TV MAKES YOU WIN