THEME OF THE MONTH: TV MEASUREMENT

FORGET ABOUT IMPRESSIONS. MEASURE WHAT YOUR COMMUNICATION ACTUALLY ACHIEVES

At the Communication Summit, Katie Delahaye Paine argued that media mentions, impressions and reach no longer show the real value of PR, urging marketers to measure whether communications change trust, attitudes and behaviour among target audiences. She warned that impression-based metrics can be distorted by bots, out-of-market audiences and inflated traffic estimates, while today’s fragmented media journey requires measurement across channels rather than in isolation. Her recommendation is to define success from management’s perspective first and then build metrics, benchmarks and reporting around that business outcome, with results presented as a clear narrative rather than complex tables.

DIGIMEDIA: ONEPLAY IS PREPARING AN ADVERTISING PACKAGE, IVYSÍLÁNÍ IS LOOKING FOR A MODEL, ÓČKO REMAINS WITH MAFRA

At Digimedia 2026, TV Nova said Oneplay is preparing a lower-priced ad-supported package and plans to share one-off real-time user-behaviour data with ATO to test and potentially improve TV audience measurement accuracy. Czech Television is assessing the technical and legal case for mandatory registration on iVysílání, with a year to prepare arguments for the Council and market partners, while excluding news personalisation to avoid echo chambers. The conference also highlighted how platform convergence is reshaping rights, archive sales and advertising models, as Óčko remains within the Mafra media group.

NOVA FOLLOWS IN PRIMA’S FOOTSTEPS. SKIPPING ADS WILL NO LONGER BE POSSIBLE ON ITS CHANNELS EITHER

TV Nova will require pay-TV operators to block ad-skipping on Nova Group catch-up channels from 16 November 2026, extending a model Prima has applied since 2022. For operators and advertisers, the move signals a stricter monetisation approach to catch-up viewing, with operator feedback indicating no alternative implementation options have been offered. Nova says the Oneplay library will remain ad-free, while delayed live viewing on Oneplay and other platforms will no longer allow fast-forwarding through ad breaks.

CZECH CONTENT ACCOUNTS FOR A THIRD OF THE TELEVISION PROGRAMME LINE-UP, BUT ACCOUNTS FOR THE MAJORITY OF VIEWING FIGURES

Czech and Czechoslovak programmes made up 31 per cent of surveyed TV schedules in 2025 but captured 57 per cent of total viewing time, underscoring local production as a core competitive advantage for linear television. The audience pull extends beyond older viewers, with domestic content accounting for 50 per cent of viewing among 15 to 34-year-olds, 55 per cent among 35 to 54s, and 59 per cent among viewers aged 55 and over. The supply of local programming is also rising, increasing from 20 per cent of measured schedules in 2015 to 27 per cent in 2020 and 31 per cent in 2025, while pay-TV examples such as FilmBox and CS Film show that Czech content is strengthening its position beyond major free-to-air channels.

THE TV ADVERTISING PARADOX, A THINKTV NEW ZEALAND CASE STUDY (1/2)

In late 2024, ThinkTV New Zealand, under the leadership of Jacqueline Freeman, GM Communications, undertook a full market review to understand how television was being perceived, valued, and used across the New Zealand marketing ecosystem. This was a broad diagnostic rather than a simple pulse check. It drew on perspectives from CMOs, CFOs, insights people,… Continue reading THEME OF THE MONTH: TV MEASUREMENT

OMNICONNECT: WITHOUT THE RIGHT METRICS, YOU CAN’T MANAGE MARKETING TODAY

This year’s OmniConnect conference demonstrated that well-defined metrics are key to marketing management, brand growth and return on investment. Alongside global insights, local case studies were also presented, confirming the growing role of data, AI and attention management in modern communication. This year’s OmniConnect conference, the fourth in the series, was themed‘Measure to manage’and focused… Continue reading THEME OF THE MONTH: TV MEASUREMENT

TV WAS ALWAYS PERFORMANCE. WE JUST FORGOT HOW TO PROVE IT

Let’s move beyond the idea of “brand vs performance” and instead focus on what drives growth across the whole advertising ecosystem, writes WPP Media Solutions’ SVP. At the Connected TV World Summit, I joined a panel on how TV can take a greater share of performance budgets. What struck me is that we’re still asking… Continue reading THEME OF THE MONTH: TV MEASUREMENT

AI TRENDS IN ADVERTISING, MARKETING AND THE MEDIA IN 2026

Artificial intelligence is transforming the way people discover brands, marketing is becoming system-driven, and creativity is emerging as the key driver of growth, according to a new report by EACA and Advertising Week entitled “AI Forecasts & Predictions for 2026”. The report“AI Forecasts & Predictions for 2026”, on which Rob Hill, CEO of the agency… Continue reading THEME OF THE MONTH: TV MEASUREMENT

NIELSEN ‘BLIND SPOT’ GETS A LITTLE BLINDER, WILL CEASE MONITORING MANY TV MARKETS

Nielsen late last week began informing clients that, effective March 31, it will discontinue monitoring ads on TV in 137 markets. The news comes on the heels of Nielsen’s decision to also discontinue its radio advertising monitoring service – SIGMA Radio – ad the end of the month, something some sources see as cost-cutting moves… Continue reading THEME OF THE MONTH: TV MEASUREMENT

FIRST DATA: OUT-OF-HOME VIEWING INCREASED THE RATING OF TOP OLYMPIC BROADCASTS BY 13%

Extended ATO measurement provided the first hard data on how watching broadcasts “outside the home” can increase the overall television rating of a major sporting event. Broadcasts from the 2026 Winter Olympics showed that outside-the-home viewing increases the reach of the most-watched sports broadcasts by up to 13 per cent. The 2026 Milano Cortina Winter… Continue reading THEME OF THE MONTH: TV MEASUREMENT

WHEN SILENCE SPEAKS LOUDER

Code of Silence was a landmark drama for British television. The show starred Rose Ayling-Ellis, a deaf actress who became famous after winning Strictly Come Dancing, a popular British celebrity dance competition. In the drama, she plays a deaf woman whose exceptional lip-reading skills make her central to a covert police investigation. The production featured… Continue reading THEME OF THE MONTH: TV MEASUREMENT

DURING THE FIRST OLYMPIC WEEKEND, VIEWERS WERE MOST INTERESTED IN BIATHLON, SNOWBOARDING AND SPEED SKATING

Sunday’s mixed biathlon relay race became the most watched biathlon broadcast in the history of Czech Television. The station announced this based on data from official electronic audience measurement provided by the Association of Television Organisations. During the first weekend of the Olympic Games, 1.759 million viewers watched the broadcast on television and via internet… Continue reading THEME OF THE MONTH: TV MEASUREMENT