Nothing creates fame like TV. Just as it’s shows turn people into stars, TV advertising turns brands into household names. There are a number of reasons for this… TV’s scale and reach are unbeatable, and you can’t become famous if no one has heard of you. Its scale and reach means that brands on TV are making a very public promise, which, as Rory Sutherland has pointed out, is powerful: “Public promises carry more weight,” he says, “hence why the words ‘as seen on TV’ are more convincing than ‘as seen on Facebook’”.
TV also creates fame because of its signalling power. In advertising it’s not just what you say, it’s where you say it that counts, and TV is proven to be the medium that drives the strongest fitness, social, popularity, and success signals, and to outperform other media at suggesting brand quality, self-confidence, and strength.
And the fact that TV is a shared experience also contributes to its fame-making power. Watching TV and its adverts in company creates opportunities for personal recommendations, generates conversation, increases memory, and intensifies emotions.
A TV spot effectively helps with the memorability of the promoted product or service. A successful TV commercial can cause the product itself to become a celebrity of sorts. What’s more, imagine the effect of advertising a lesser-known brand. The growth of the ‘brand awareness’ parameter thanks to a TV campaign is not just a naive idea. Television has proven to make a brand famous. In SCREENVOICE MAGAZINE we look at which celebrities have appeared in Czech commercials. And there were not a few of them.
PREVIOUS THEMES OF THE MONTH
MORE ARTICLES ABOUT THIS TOPIC
EFFIE REGISTERS 118 APPLICATIONS THIS YEAR, A FIFTH MORE THAN LAST YEAR
26. 8. 2025The largest domestic advertising effectiveness competition Effie will evaluate 118 applications this year. This is a record number. A record 118 entries will compete in the 28th edition of the Effie Awards Czech Republic, announced by the Association of Communication Agencies (AKA). The fiercest competition is in the sports category, in activation marketing and in… Continue reading THEME OF THE MONTH: TV MAKES BRANDS FAMOUS
SIR JOHN HEGARTY FOR GTVG ON THE POWER OF CREATIVITY
4. 8. 2025Few figures have shaped modern advertising as profoundly as Sir John Hegarty, who speaks of creativity as a force that moves people and markets.
PEOPLE LOSING TRUST IN SOCIAL MEDIA AS DISINFORMATION SPREADS
30. 7. 2025The trust gap between legacy media and social media is growing, as disinformation, fake news, and a lack of regulation knocks people’s confidence in creator-led content, research finds. European consumers trust radio, linear TV, cinema and print due to their established credibility, finds RTL AdAlliance’s The New Life of the Living Room study*, which provides… Continue reading THEME OF THE MONTH: TV MAKES BRANDS FAMOUS
ZLATÝ STŘEDNÍK PUBLISHES SHORTLIST, MSL LEADS THE WAY
26. 6. 2025Zlatý středník has announced the finalists for its 23rd annual awards. MSL Czech Republic received the most nominations, while Jsme Fér and Plzeňský Prazdroj received the most nominations from clients. The competition for communication projects and corporate media, Zlatý středník, organised by the Association for Strategic Communication and Public Relations (ASCOPA), announces the finalists of… Continue reading THEME OF THE MONTH: TV MAKES BRANDS FAMOUS
MUSIC THAT SELLS: AC/DC, THE ROLLING STONES AND QUEEN IN TV ADVERTISING
21. 6. 2025Rock anthems that once rocked concert halls can now be heard in TV commercials that want to grab your attention at first listen. Read which are the most catchable by ScreenVoice Originals opinion.
COMING UP LATER: THE EYEWATERING COST OF DULL MEDIA
13. 6. 2025Dull ads cost companies millions of dollars to achieve the same effect – now, new research to be presented today at Cannes Lions by eatbigfish’s Adam Morgan and Dr. Karen Nelson-Field examines and quantifies the silent drain on our budgets caused by dull media formats. Why dull matters As Adam Morgan explained at last year’s… Continue reading THEME OF THE MONTH: TV MAKES BRANDS FAMOUS
ADVERTISING DELIVERS NEARLY 3X RETURN ON INVESTMENT
12. 6. 2025Companies that invest 3% of their revenue in advertising see an 8.7% contribution to total sales – a near 3x ROI, according to Gain Theory. A new report from the marketing effectiveness consultancy, “Measure, Thrive, Optimize: How to Demonstrate Advertising’s Value and Boost Growth”, is based on an analysis of 75 company-market combinations across multiple… Continue reading THEME OF THE MONTH: TV MAKES BRANDS FAMOUS
MORE THAN JUST PROMOTION: HOW ADVERTISING CAN CREATE VALUE
31. 5. 2025Advertising can do much more than just increase sales. Brand support is and will continue to be a valuable tool that enriches the lives of both people and brands – starting with creating an emotional connection, through premium pricing, to embedding the brand within culture. Sometimes it seems like the only task of advertising today… Continue reading THEME OF THE MONTH: TV MAKES BRANDS FAMOUS
STUDY WARC: WHAT MARKETERS NEED TO KNOW ABOUT RAISING BRAND AWARENESS
30. 5. 2025Brand awareness might be seen as a “fuzzy” metric – it doesn’t help that it’s often used as a proxy for “top-of-funnel” goals, for example – but it can be a valuable goal in itself and a success indicator for marketers, boosting both ROAS and sales. A new WARC Strategy report, What’s working in raising… Continue reading THEME OF THE MONTH: TV MAKES BRANDS FAMOUS
BATTLES ON THE CATWALK AND TV SCREEN: ADVERTISING BATTLES BETWEEN FASHION GIANTS ZARA AND H&M
10. 4. 2025In the world of fashion, it’s no longer just about what hangs on the rack. Brands compete for attention in a world overwhelmed by advertising, fast fashion and ever-changing trends. The TV campaign is becoming a tool to stand out from the crowd, engage customers and convince them of the brand’s meaning and value. Zara… Continue reading THEME OF THE MONTH: TV MAKES BRANDS FAMOUS
BRAND BATTLES IN THE AUTOMOTIVE INDUSTRY: BMW, MERCEDES AND TESLA
31. 3. 2025The automotive industry is one of the most competitive sectors in the world. As a result, the battle between brands for customer favour doesn’t just take place on racetracks, but mainly in the advertising industry. Gone are the days when it was enough to show a beautiful woman casually leaning against a shiny car to… Continue reading THEME OF THE MONTH: TV MAKES BRANDS FAMOUS
STUDY USA. POSITIVE AD ENVIRONMENTS BOOST PERFORMANCE AND CONSUMER INTENTION
29. 3. 2025Ads on a positively viewed platform are more effective regarding purchase intent, brand favorability and preference, according to the latest research from MAGNA and Pinterest. The study suggest that users trust and like the same ad more if they feel positively about the environment in which it plays. Why is positivity a key part of… Continue reading THEME OF THE MONTH: TV MAKES BRANDS FAMOUS