TV DELIVERED COMPARABLE GRPS LAST YEAR

13. 1. 2021 Although the pandemic has affected the volume of TV advertising GRPs namely in spring, in total, TV delivered GRPs comparable to the previous year. The aggregate number of TV ad GRPs delivered by TV companies last year achieved a level nearly comparable to the previous year. Given the coronavirus pandemic, it is a good result. The number… Continue reading TV DELIVERED COMPARABLE GRPS LAST YEAR

ADDRESSABLE TV ADVERTISING: ENHANCING BRAND BUILDING WITH THE POWER OF RELEVANCE

12. 1. 2021 With 2021 around the corner, marketers and advertisers will be reviewing their budget and mix of spend with increased scrutiny. It is a time for, albeit busy, reflection. TV and SVOD services have seen a surge in screen time throughout the various lockdowns and are looking for ways to continue to engage viewers. However, TV advertising typically… Continue reading ADDRESSABLE TV ADVERTISING: ENHANCING BRAND BUILDING WITH THE POWER OF RELEVANCE

UNILEVER DEEMS TV ‘VERY COST EFFECTIVE’ ALONGSIDE ADVANCED CAPABILITIES

17. 12. 2020 Television is a highly cost effective media for large advertisers, Unilever’s global media operations director has said, with new developments in advanced TV further increasing the value of the channel. Speaking on a panel at the Future of TV Advertising Global, Richard Brooke said: “As a company that sells to 2 billion plus consumers a day on an annualised… Continue reading UNILEVER DEEMS TV ‘VERY COST EFFECTIVE’ ALONGSIDE ADVANCED CAPABILITIES

TRADITIONAL TV ADVERTISING IS GROWING – UNLIKE NEWSPAPERS

29. 11. 2020 A mistake is often made by the Silicon Valley “insiders” when they lump all traditional media into one big (failing) bucket. Newspaper advertising in print has been decimated, but TV advertising has actually held up quite well, even during the pandemic. While we are all watching a lot of Netflix (NFLX -0.6%), advertisers know that millions… Continue reading TRADITIONAL TV ADVERTISING IS GROWING – UNLIKE NEWSPAPERS

RECORD TV RATING IN OCTOBER, TERRESTRIAL RECEPTION PREVAILS

22. 11. 2020 In terms of TV viewing, October 2020 has been the strongest of all months of October since the start of people meter measuring in 1997. The daily ATS in the 15+ target group accounted for 4 hours and 18 minutes this October, which is 35 minutes more compared to the average values for the same… Continue reading RECORD TV RATING IN OCTOBER, TERRESTRIAL RECEPTION PREVAILS

WORLD TELEVISION DAY CELEBRATES A TRUTH THAT HOLDS AROUND THE GLOBE: TV MAKES A DIFFERENCE

21. 11. 2020 TV companies around the world celebrate World Television Day on 21 November to remind us that TV makes a difference in people’s lives. As part of the annual United Nations initiative, a 30 second-spot will be broadcast on-air and shared online worldwide. The clip will be adapted and translated into many languages. Putting the spotlight on society… Continue reading WORLD TELEVISION DAY CELEBRATES A TRUTH THAT HOLDS AROUND THE GLOBE: TV MAKES A DIFFERENCE

ASA DATA REVEALS UNPRECEDENTED LOCKDOWN BOOST TO TV AD EXPOSURE

9. 10. 2020 A lockdown fuelled television boom has brought an unprecedented boost to TV ad exposure according to the Advertising Standards Authority (ASA). The regulators figures – sourced from the Broadcasters Audience Research Board (BARB) – reflect the rapid evolution of advertising and advertisers to respond to our needs and wants in an era of public health… Continue reading ASA DATA REVEALS UNPRECEDENTED LOCKDOWN BOOST TO TV AD EXPOSURE

RITSON: DON’T STOP CAMPAIGNS IN RECESSION, YOU WILL INCREASE MARKET SHARE

23. 9. 2020 It is advisable to retain communication activity, especially in a recession, as it is important for a brand’s market share. This is a message conveyed to marketers by Mark Ritson. Nobody is able to predict now when the current recession relating to the Covid-19 pandemic will come to an end. The situation will calm down with vaccination, which… Continue reading RITSON: DON’T STOP CAMPAIGNS IN RECESSION, YOU WILL INCREASE MARKET SHARE

ADVERTISERS TAKE MAJOR STEP TOWARDS ‘HOLY GRAIL’ OF CROSS-MEDIA MEASUREMENT

17. 9. 2020 A new framework aimed at giving advertisers a far greater understanding of their ads’ reach and frequency across all media is to be road-tested in the US and UK, the World Federation of Advertisers (WFA) has said. Accurate cross-media measurement has been a long-standing challenge within the industry, and the WFA has teamed up with global advertisers… Continue reading ADVERTISERS TAKE MAJOR STEP TOWARDS ‘HOLY GRAIL’ OF CROSS-MEDIA MEASUREMENT

THE GLOBAL PROOF OF TV’S POWER AND POPULARITY

5. 8. 2020 While our way of life in the UK seems miles away from the sunny shores of Spain, the vibrancy of Colombia or Santa’s Northern Lights in Finland, how the world watches its TV is remarkably similar. Despite local difference in video offerings and tech capabilities, the bottom line is that the world loves TV. And,… Continue reading THE GLOBAL PROOF OF TV’S POWER AND POPULARITY

IN UNCERTAIN TIMES BE TV CERTAIN

21. 7. 2020 So far 2020 (not only in Australia) has brought uncertainty upon us. Bushfires, a pandemic, and then a recession. As marketers we do the best we can with the information we have available, making choices to deliver growth for our brands. Now, more than ever before, marketing budgets are under pressure and the battle for market share is… Continue reading IN UNCERTAIN TIMES BE TV CERTAIN

EUROPEAN BROADCASTERS TARGETING THE YOUNG WITH VOD

20. 7. 2020 European broadcasters are no longer playing catch up on first run video on demand content. A new study by Ampere Analysis has found that broadcasters’ VOD audiences tend to be both younger and more affluent than those watching linear television. This has contributed to an increase in digital only commissions. Ampere believes investment in online… Continue reading EUROPEAN BROADCASTERS TARGETING THE YOUNG WITH VOD

VIDEO ADVERTISING IMPACT STUDY – KEY FINDINGS

1. 7. 2020 What are the fundamental mechanics of TV and video advertising? How they works? Lets summarize it: How video works The Media Equivalence Study provides evidence of the power of video across all channels – especially when it comes to advertising recall indicators. Video advertising has a stronger impact on television than on YouTube and Facebook. Two… Continue reading VIDEO ADVERTISING IMPACT STUDY – KEY FINDINGS

PEOPLEMETER CELEBRATES: BOXES HAVE BEEN MEASURING WHAT CZECHS ARE LOOKING AT FOR ALMOST 25 YEARS!

23. 6. 2020 The measurement of TV viewership using peoplemeters is celebrating 23 years in the Czech Republic. Thanks to a small device connected to the TV, viewers can tell TV stations what programmes they want to watch. The most watched Czech programme is Televizni noviny on Nova. This and other results were obtained by independent measurement of… Continue reading PEOPLEMETER CELEBRATES: BOXES HAVE BEEN MEASURING WHAT CZECHS ARE LOOKING AT FOR ALMOST 25 YEARS!

GEN Z ACQUIRES A TV HABIT

19. 6. 2020 Gen Z is typically less engaged with traditional media, but COVID-19 is drawing a younger audience to TV and is likely to change their media consumption habits permanently. That’s the view of Daniel Bischoff, chief marketing & operations officer at RTL AdConnect, part of the Luxembourg-based media group RTL Group. Writing for WARC, he notes that “all… Continue reading GEN Z ACQUIRES A TV HABIT

WHAT PEOPLEMETERS SAY

2. 6. 2020 TV rating, which is measured electronically using so called peoplemeters in the Czech Republic, celebrates its 23rd anniversary today. This method started to be applied in 1997. Since that time, it has been subject to a number of changes and it ranks among the most advanced methods across the globe today. Research for the Association of… Continue reading WHAT PEOPLEMETERS SAY

PETER FIELD: BRANDS HAVE TO INVEST DESPITE THE CRISIS, OTHERWISE THEY WILL GO WEAK

28. 5. 2020 Investment advantages grow faster in recession, says the expert Peter Field based on experience gained in the previous crisis in 2008/2009. In recession, brands should not cancel their investments in communication and should predominantly focus on brand building rather than short-time activation. This is one of the recommendations given to clients by Peter Field who,… Continue reading PETER FIELD: BRANDS HAVE TO INVEST DESPITE THE CRISIS, OTHERWISE THEY WILL GO WEAK

ADVERTISING OUT OF CV-19

25. 5. 2020 How will the advertising out of covid look like?  The bellow summarized questions are answered in document Advertising-out-of-COVID-19.pdf. What are the benefits, short and long term, of remaining on air during and out of CV-19? What considerations or adjustments that need to be made to brand advertising out of CV-19? What media channels to cut… Continue reading ADVERTISING OUT OF CV-19