Author: Daniela Sedláčková
MARKETING TRENDS 2026: WHY IS TRUST MORE IMPORTANT THAN THE AMOUNT OF CONTENT?
10. 2. 2026 How can you succeed in an era when artificial intelligence is producing a flood of content, while consumers are more distrustful and protective of their data? Experts answered this question at the WPP Media webinar. They presented key trends that will shape marketing in 2026. According to them, the future does not belong to the… Continue reading MARKETING TRENDS 2026: WHY IS TRUST MORE IMPORTANT THAN THE AMOUNT OF CONTENT? Více informací
DURING THE FIRST OLYMPIC WEEKEND, VIEWERS WERE MOST INTERESTED IN BIATHLON, SNOWBOARDING AND SPEED SKATING
9. 2. 2026 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 DURING THE FIRST OLYMPIC WEEKEND, VIEWERS WERE MOST INTERESTED IN BIATHLON, SNOWBOARDING AND SPEED SKATING Více informací
TAXI DRIVER TURNS FIFTY, BUT THE TAXI BUSINESS IS MUCH OLDER: TAXIS AND DE NIRO IN TV ADVERTISING
9. 2. 2026 The film Taxi Driver, which premiered on 8 February 1976, is celebrating a milestone and remains one of the most influential works in film history. The producers didn’t have to spend a fortune to make it. With a budget of $1.3 million, the film, directed by Martin Scorsese, was shot mostly on the real streets… Continue reading TAXI DRIVER TURNS FIFTY, BUT THE TAXI BUSINESS IS MUCH OLDER: TAXIS AND DE NIRO IN TV ADVERTISING Více informací
MEDAL WINS FOR MADĚROVÁ AND JÍLEK ON SUNDAY, EVENING FOR EXTRACTORS
9. 2. 2026 Biathlon competitions, snowboarding with Zuzana Maděrová’s golden success, and speed skating were among the most watched programmes on Sunday. The snowboarding competition was watched by almost 1.5 million viewers over the age of 15. Metoděj Jílek’s silver medal run was watched by over 1.2 million viewers. Among the evening programmes, another episode of the series… Continue reading MEDAL WINS FOR MADĚROVÁ AND JÍLEK ON SUNDAY, EVENING FOR EXTRACTORS Více informací
LIDL INVESTED THE MOST IN ADVERTISING IN 2025. HOW MUCH WAS INVESTED IN MEDIA?
9. 2. 2026 Lidl also confirmed its position as the strongest advertiser in the domestic media in 2025. Advertising for food and food chains was once again the most intense. Total advertising investment in the purchase of advertising space in the media increased only slightly, according to data from Nielsen monitoring. The top three advertisers in the media… Continue reading LIDL INVESTED THE MOST IN ADVERTISING IN 2025. HOW MUCH WAS INVESTED IN MEDIA? Více informací
WHY SUPER BOWL ADVERTISERS KEEP PRANKING US
8. 2. 2026 As brands chase attention before kickoff, elaborate pranks risk becoming too easy to spot. Last month, photos circulated on gossip sites like TMZ and MailOnline of actor William Shatner eating a bowl of Raisin Bran in his car and clutching the cereal box as if it were his most prized possession. The bizarre paparazzi shots… Continue reading WHY SUPER BOWL ADVERTISERS KEEP PRANKING US Více informací
IT WAS MEANT TO BE A SHOWCASE OF TECHNOLOGY, BUT NOSTALGIA STOLE THE SHOW: WHAT DOES SUPER BOWL LX REVEAL ABOUT THE STATE OF MARKETING?
8. 2. 2026 Super Bowl LX is behind us. The evening at Levi’s Stadium in Santa Clara was once again more than just a sporting event—it turned into a media platform watched by over 124.9 million viewers in the U.S., peaking at 137.8 million during the second quarter, making it the second most-watched broadcast in American television history.… Continue reading IT WAS MEANT TO BE A SHOWCASE OF TECHNOLOGY, BUT NOSTALGIA STOLE THE SHOW: WHAT DOES SUPER BOWL LX REVEAL ABOUT THE STATE OF MARKETING? Více informací
THE OPENING OF THE WINTER OLYMPICS IN MILAN DOMINATED FRIDAY’S VIEWING FIGURES.
7. 2. 2026 The live broadcast of the opening ceremony of the 2026 Winter Olympics was watched by 1.2 million viewers over the age of 15 and 1.25 million viewers over the age of 4 on the Czech Television sports channel. It was the best result of the evening and also of the entire Friday. ČT stations recorded… Continue reading THE OPENING OF THE WINTER OLYMPICS IN MILAN DOMINATED FRIDAY’S VIEWING FIGURES. Více informací
THE STATE OF PERFORMANCE TV IN 2026
6. 2. 2026 Attention is the hardest thing to buy. And everyone else is bidding too. People are scrolling, skipping, swiping, and split-screening their way through the day. Which is exactly why TV stands out. It offers a rare, uninterrupted moment where your audience is truly paying attention. Performance TV combines the power of TV advertising with the… Continue reading THE STATE OF PERFORMANCE TV IN 2026 Více informací
THE WINTER OLYMPICS ARE STARTING, AND PARTNERS ARE FINE-TUNING THEIR COMMUNICATIONS
6. 2. 2026 The 2026 Winter Olympics in Milan and Cortina will officially begin on the evening of Friday, 6 February. They will also bring with them advertising campaigns from Olympic partners. These partners have been communicating their connection to the Olympics in the media for several weeks and are also preparing to participate in the Olympic Festival.… Continue reading THE WINTER OLYMPICS ARE STARTING, AND PARTNERS ARE FINE-TUNING THEIR COMMUNICATIONS Více informací
TRUST IN TV GREW FASTER OVER PAST FOUR YEARS THAN ANY OTHER MEDIUM, RESEARCH REVEALS
5. 2. 2026 Following the launch of the Credos Trust Tracker data for 2025, Channel 4’s chief commercial officer analyses the results and their implications for TV advertising. In a world of deepfakes, bots and post-truth politics, it’s not surprising that consumers are seeking shelter in trusted environments where accuracy is everything, and facts are back in fashion.… Continue reading TRUST IN TV GREW FASTER OVER PAST FOUR YEARS THAN ANY OTHER MEDIUM, RESEARCH REVEALS Více informací
CZECH TELEVISION OUTPERFORMED COMMERCIAL STATIONS IN JANUARY AND CONFIRMED ITS LEADERSHIP
5. 2. 2026 In January, Czech Television stations increased their share by three percentage points year-on-year and improved the most of all television groups in the overall results. In January 2026, Czech Television stations recorded the highest audience share on the television market in the viewer group aged 15 and over in both all-day and prime-time broadcasting. The… Continue reading CZECH TELEVISION OUTPERFORMED COMMERCIAL STATIONS IN JANUARY AND CONFIRMED ITS LEADERSHIP Více informací
MARK RITSON: CZECH MARKETING KNOWS WHAT TO DO AT CHRISTMAS. BUT IN JANUARY, IT FORGETS.
4. 2. 2026 Marketing expert Mark Ritson focused his commentary on Czech Christmas campaigns and how January campaigns are failing. Mark Ritson’s commentary was provided to MediaGuru.cz by the Proficio agency, which accompanied it with a commentary by Jan Kurel. We are publishing both texts. Yes, I know. Christmas is long gone. Weeks have passed since the holidays… Continue reading MARK RITSON: CZECH MARKETING KNOWS WHAT TO DO AT CHRISTMAS. BUT IN JANUARY, IT FORGETS. Více informací
SUPER BOWL LX BRINGS CELEBRITY REUNIONS AND A FRESH WAVE OF NOSTALGIA
3. 2. 2026 Celebrity-packed Super Bowl ads aren’t new, but for Super Bowl LX, some brands are leaning into something even more familiar: Cast reunions that tap directly into pop-culture memory. That strategy builds on an already star-heavy trend. According to iSpot, 68% of last year’s Super Bowl ads featured at least one celebrity, and more than half… Continue reading SUPER BOWL LX BRINGS CELEBRITY REUNIONS AND A FRESH WAVE OF NOSTALGIA Více informací
STARTUPJOBS TRANSFORMED THE MOVEMENT FORWARD INTO ACTION IN A NEW ADVERTISEMENT
3. 2. 2026 The StartupJobs career portal is launching a campaign created entirely using artificial intelligence. The advertisement visually embodies the platform’s main motto, which is moving forward. The marketing agency Ydeal participated in the creation, combining more than nine AI tools in the production of the spot. The campaign is running on social networks and online. The… Continue reading STARTUPJOBS TRANSFORMED THE MOVEMENT FORWARD INTO ACTION IN A NEW ADVERTISEMENT Více informací
CZECHS AND TELEVISION: AMONG THE MOST LOYAL VIEWERS IN EUROPE
3. 2. 2026 In the European context, Czechs are among the nations that have long been avid television viewers. Even in an era of growing media fragmentation, television broadcasting maintains a strong reach, stable viewership and the ability to appeal to a wide audience throughout the week. While watching television remains a normal part of the day in… Continue reading CZECHS AND TELEVISION: AMONG THE MOST LOYAL VIEWERS IN EUROPE Více informací
THINKBOX: TV WORKS LIKE A BATTERY, POWERING OTHER MEDIA
2. 2. 2026 Do brands still matter? How should media mixes be planned in an environment of limited budgets? How long does advertising work, and why is trust becoming one of the most valuable currencies in communication? These are the questions addressed by the British marketing organisation Thinkbox in its Nickable Studies 2025 report. The new study summarises… Continue reading THINKBOX: TV WORKS LIKE A BATTERY, POWERING OTHER MEDIA Více informací
TV MARKET HAS EXTENDED DATA ON OUT-OF-HOME VIEWING
2. 2. 2026 Since the beginning of February, the Czech television market has officially had new data on television viewership. The data has been expanded to include out-of-home viewing. It will now be delivered at around 9:30 a.m. From 1 February 2026, the Association of Television Organisations (ATO) is expanding its official television audience measurement to include data… Continue reading TV MARKET HAS EXTENDED DATA ON OUT-OF-HOME VIEWING Více informací