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.
PREVIOUS THEMES OF THE MONTH
MORE ARTICLES ABOUT THIS TOPIC
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
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
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
19. 3. 2025For many brands, branding is all about a bigger logo and name, but that’s not enough, says Arnad Debia, Global Creative Development Director at Ipsos. Brands nowadays very often stick to a guaranteed formula in their creative. Car manufacturers have their type of advertising, beer companies have theirs, and the downside is that within the… Continue reading THEME OF THE MONTH: TV MAKES YOU WIN
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
THE 25 BEST SUPER BOWL ADS OF THE PAST 25 YEARS
15. 3. 2025From Pepsi’s collab with Britney Spears to Bud’s ‘Wassup?’ ADWEEK selects 25 of the best Big Game commercials since 2000. Social media is evolving. Are you adapting? Connect with a community of brand pros and content creators at Social Media Week, May 12–14 in NYC, to learn how to keep pace with new trends and… Continue reading THEME OF THE MONTH: TV MAKES YOU WIN
POSITIVE EFFECT OF ADS DURING THE SUPER BOWL 2025: TELEVISION SUPPORTS BRAND SEARCHES
13. 3. 2025The goals and strategies of brands advertising during the Super Bowl vary. However, for all of them – regardless of their goal – television advertising viewed on various screens (Multiscreen TV) delivered excellent results in the middle part of the marketing funnel. It significantly increased brand searches of all types. This is the conclusion of… Continue reading THEME OF THE MONTH: TV MAKES YOU WIN
SUPER BOWL: ADS DOMINATED BY CELEBRITY, HUMOUR AND NOSTALGIA
5. 3. 2025This year’s Super Bowl ads were noticeably less controversial than in the past, according to an analysis by Ipsos. The Super Bowl is probably the one time of year when many people tune in to commercials rather than switch them. Companies are keen to take advantage of this unique opportunity, which is why to raise… Continue reading THEME OF THE MONTH: TV MAKES YOU WIN
THREE TIPS ON HOW TO ENGAGE CUSTOMERS WITH ADVERTISING AND NOT BURN THE BUDGET
3. 3. 2025There are several ways to get viewers’ attention with your creative without having to invest millions, writes Votějch Prokeš of Behavio. Seven to eight million dollars. That’s roughly how much a 30-second ad slot at halftime of the US Super Bowl cost in 2025. And that’s not counting the cost of producing the spot itself.… Continue reading THEME OF THE MONTH: TV MAKES YOU WIN
ADC EXTENDS THE DEADLINE FOR ENTRIES TO THE ADC AWARDS
21. 2. 2025Art Directors Club is extending the deadline for entries to this year’s ADC Awards by one week. Art Directors Club (ADC) is extending the deadline for entries to this year’s ADC Czech Creative Awards by one week. Creatives, agencies and studios have until 7 March 2025 to register their projects. “We want to give creatives… Continue reading THEME OF THE MONTH: TV MAKES YOU WIN