THEME OF THE MONTH: YOUNG TARGET GROUP

ADVANCED TV STUDY 2026: CONNECTED TV BECOMES PRIMARY VIEWING ENVIRONMENT

Connected TV (CTV) usage continues to diversify across households in Germany and Austria, strengthening its value for advertisers through more targeted and attentive audiences, according to the Advanced TV Study 2026 by Azerion Austria and Goldvertise Media. Based on a survey of 2,500 respondents aged 16-69 conducted in January 2026, the study shows that CTV is now… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

GEN ALPHA DRIVES SHIFT TOWARD AI-POWERED ENTERTAINMENT DISCOVERY

Gracenote has released a new report examining how artificial intelligence is reshaping the way audiences search for and discover entertainment content, with younger viewers leading the adoption of chatbot-driven tools. The report, titled “TV Search and Discovery in the AI Era,” found that 66% of respondents reported increased chatbot use over the past 12 to… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

STUDY USA: YOUNGER CONSUMERS MORE WILLING TO LET AI CONTROL SUBSCRIPTIONS

A new report from Bango found that younger consumers are significantly more willing than the general population to let artificial intelligence manage their subscriptions, signaling a shift in how digital services may be accessed and bundled. The study reported that 40% of Gen Z respondents in the United States would allow AI to automatically subscribe,… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

BLACKPINK, BTS AND THE ART OF SELLING ANYTHING. HOW IDOLS BECAME A GLOBAL ADVERTISING PHENOMENON

BLACKPINK released their new EP Deadline on 27 February 2026. It is their first group project since the 2022 album Born Pink and also the first outcome of renewed group activity following a four year solo hiatus. The comeback of a group that ranks among the most commercially leveraged acts in the history of K… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

GENERATION ALPHA: CZECH CHILDREN ARE HAVING THEIR SAY ON PURCHASES AND BRAND CHOICES

Generation Alpha is growing up in both the digital and physical worlds. For them, a smartphone is not just a technological tool, but a means of connecting these two worlds, according to new research on Generation Alpha by Ipsos. The youngest generation, known as Generation Alpha – comprising children born between 2015 and 2024 –… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

OMDIA: SECOND-SCREEN VIDEO VIEWING SPREADS TO OLDER AUDIENCES

Media multitasking is no longer confined to younger viewers, with new Omdia research showing sharp growth in mobile video viewing alongside television among older age groups in the United States. According to the research, 52% of viewers aged 45-54 watched video clips on their mobile phones while watching TV in November 2025, up from 39%… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

GENERATION ALPHA 2025 STUDY: HOW THE YOUNGEST CONSUMERS ARE CHANGING THE PURCHASING DECISIONS OF CZECH HOUSEHOLDS

More than a million children in Czechia have a significant influence on their families’ purchasing decisions. Learn about the consumer behaviour and purchasing power of Generation Alpha, who are not afraid to express their opinions. An intuitive approach to Generation Alpha is no longer enough. This is probably the most sophisticated group of child consumers… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

RMB TURNS QR CODE VOTING INTO A SHARED VIEWING MOMENT THAT STRENGTHS BRAND IMAGE FOR SPRITE AND DELI CHOC

Campaign objectives The chocolate snack Deli Choc and soft drink Sprite brands worked with RMB to reach younger audiences by becoming part of Belgian hip-hop show “PLAYGROUND”, supporting new rap talent through a live QR vote and cross-platform content. This helps the brands appear as enablers of the format rather than separate ads. For RMB… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

DRESSING THE SCREEN: HOW ADIDAS BECAME GOLF’S NEW LOOK

Golf is a globally popular sport, but it has historically struggled to attract younger audiences. The sport’s traditional image does not always reflect the diversity and style of today’s players, which can limit its appeal to new generations. Adidas, one of the world’s leading sportswear brands, saw an opportunity to help modernise how golf is… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

YOUNG ADULTS ARE CHOOSING TO READ THE NEWS, NOT WATCH IT

45% of 18-29-year-olds prefer reading the news, compared to just 31% who prefer watching it, according to an August 2025 survey from Pew Research Center. This text-first preference aligns with how young adults consume content overall. Gen Z spends 58% of their video time on social media rather than streaming services, according to Deloitte, favoring… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

THE IMPORTANCE OF SMALL AND MEDIUM-SIZED INFLUENCERS IS GROWING

Audience size is no longer the main measure of success, and the importance of small and medium-sized influencers is growing. The year 2025 brought significant changes to influencer marketing. Audience size is no longer the main measure of success, reach is declining due to algorithm changes, and brands are focusing on long-term collaborations. At the… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

THE ALPHA GENERATION: WHAT BRANDS ARE WINNING WITH THEM AND WHAT ARE THEY LOOKING FOR?

Research agency ResSolution Group has presented its extensive study on Generation Alpha. It maps their habits, behaviours, buying and media preferences and perceptions of advertising. Generation Alpha, i.e. children born after 2010, are growing up in a world connected by digital technology and social networks. This generation is the first to be born “with a… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

GENERATION Z AND MARKETING: GAMIFICATION, WELLBEING AND DEEPER MEANING

Generation Z plays a significant role in today’s marketing and media. That is why it was the focus of this year’s conference, which was held on 26 November by the Department of Marketing Communications at the School of Creative Communication. This year’s marketing conference at the College of Creative Arts was entitled Generation Z, Marketing… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

TRUST MATTERS – AND TV EARNS IT

In a world saturated with advertising, trust is everything. People are exposed to more commercial messages than ever before, across more platforms, but attention doesn’t guarantee belief or action. This is where TV stands apart. It is consistently rated as the most trusted form of advertising in the UK. That trust is not incidental. It… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

RESEARCH: YOUNG SHOP FAST, OLDER PLAN AHEAD

While there are differences in shopping behaviour between generations, they have one thing in common: they want shopping to be clear, fair and human. Young consumers shop quickly and impulsively, while older consumers plan ahead more. Yet they have one thing in common: they expect clarity, fairness and humanity in shopping. This is according to… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

GEN AI CREATIVE FINDS GROWING ACCEPTANCE

The use of Gen AI in advertising is growing as attitudes shift across clients, creatives and consumers, but greater openness to the tech doesn’t mean there won’t be strings attached. “We have seen a shift in client openness to fully AI-developed campaigns,” Christian Pierre, global chief intelligence officer, Gut, told Digiday, as he described a… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

GENERATIONAL DIFFERENCES AND MEDIA. HOW ARE THEY CHANGING THE MEDIA OFFER?

The Digital AI 2025 study suggests that younger generations prefer audiovisual content on social media and streaming platforms. The media is set to transform into content producers across channels. The future of media is shifting to video platforms, streaming and artificial intelligence, according to the Digital AI 2025 study conducted by PR agency Nest Media… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

GEN Z HOLIDAY SPENDING TANKS IN 2025

Gen Z’s expected holiday spend in 2025 is $1,357, down 22.5% from 2024, according to July data from PwC. Beyond the chart: Nearly a quarter (24%) of US holiday shoppers ages 18 to 29 will buy gifts earlier to avoid possible price increases due to tariffs this year, according to July CivicScience data. Younger consumers… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

GEN Z GO STRAIGHT TO STREAMING SERVICES

Over half of British Gen Z start watching TV on streaming platforms such as Netflix or Amazon Prime over browsing regular broadcast channels, according to new research from Boston Consulting Group. When they can’t decide what to watch, 40% of Brits default to Netflix, close to three times more than Amazon Prime Video, the next… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

SURVEY: GEN Z, MILLENNIALS PREFER AI TOOLS FOR PRODUCT RESEARCH

A sizable amount of younger consumers are gravitating towards artificial intelligence tools for product research. According to a new survey from technology solutions company Commerce, Gen Z shoppers are nearly as likely to use AI platforms (33%) for product research as they are traditional search engines (37%). For millennials, 26% choose to use AI platforms… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

WHAT MARKETERS CAN LEARN FROM BRANDS CONNECTING WITH GEN Z

Following the publication of Collage Group’s “2025 State of Brand Cultural Fluency” report, the cultural intelligence data company also looked at which brands are most resonant with Gen Z, and which brands are more differentiated in appealing to the generation (compared to consumers overall). Oreo was the top-performing brand overall with Gen Z, followed by… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

GEN Z EXPECTS TO MAKE STEEP CUTS TO THEIR HOLIDAY BUDGETS THIS YEAR

US consumers overall will slash their holiday spending about 5% this year, while Gen Zers expect to cut it 23%, per Inkl. How we got here: This move is driven by a shift in spending toward experiences and entertainment, leaving less for holiday shopping. Retailers are already seeing customers trading down to cheaper options, per Inkl. Why this… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

BEHIND THE WACKY AND WHIMSICAL REVIVAL OF MCDONALDLAND

The nostalgic campaign continues a strategy rooted in fan truths, which is paying off for McDonald’s. On its journey to rebuild connections with younger audiences, McDonald’s has traveled into subcultures including hip-hop, K-pop, anime, and streetwear. But for years, one world had fallen off the map: the magical realm of McDonaldland. First introduced in 1971,… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

HOLIDAY SHOPPING IS ENTERING A GEN Z, MOBILE, AND AI ERA

Retailers face an atypical holiday season. Instead of the usual end-of-year boom, 2025 is expected to bring a rare deceleration in holiday sales growth. “We expect that consumer spending will be more restrained during the 2025 holiday season,” said our analyst Sky Canaves during a recent Meet the Analyst webinar. “Brands and retailers won’t be… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

FALSE PREJUDICES AGAINST TELEVISION. TV REMAINS ESSENTIAL FOR VIEWERS AND ADVERTISERS

“Television is for older people,” “They only show ads on TV,” “I never watch it,” etc. There are many prejudices against television. But is there any truth to them? The answer to this question was provided by a new study from Screenforce titled “The Beauty of TV.” The results, presented during an exclusive webinar, show… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

HUMOR AND MUSIC ARE THE WAY TO GET GEN Z’S ATTENTION

Almost half (49%) of US Gen Zers are much more likely to pay attention to ads that make them laugh or use music they like, per a June report from Edison Research and SiriusXM Media. Beyond the chart: 85% of Gen Zers listen to music to boost their mood, per Edison Research and SiriusXM Media.… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

MARKETING TO GEN ALPHA: HOW BRANDS CAN WIN OVER THE NEXT GENERATION

The cohort represents a major opportunity for advertisers, keying them into future trends in areas like gaming, according to research from Horizon Media. Winning over young generations is key for marketers in the chase for relevance and as those groups’ purchasing power rises. In the coming years, no cohort may be as valuable to reach… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

IF YOUR TRAVEL AD LOOKS TOO PERFECT, GEN Z WON’T TRUST IT

What clicks with Gen Z? Show them the good, the bad and the ugly.

STUDY USA: YOUNG/OLD TV CONSUMERS’ DIVERGENCE: AVOD VS. FAST

Young and older U.S. consumers continue to show diverging preferences when it comes to legacy and new TV-video platforms, according to ARF’s DASH, a syndicated study conducted in partnership with the National Opinion Research Center at the University of Chicago. Platform penetration usage of TV “boomer” consumers — those born in the late 1940s through… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

THE POWER OF GEN X IS OVERLOOKED AS OLDER AUDIENCES DRIVE DUAL-ROI EFFECT

Advertisers remain fixated on youth, but failing to reach older audiences is bad for business when younger consumers turn to their elders for purchasing advice amid uncertainty. We’re seeing a pattern emerge in our industry—one that mirrors a growing conversation about ageism in ad land. It’s an issue that’s obvious to many working in this… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

MYTHS ABOUT GEN Z CAN HARM MARKETING

This year’s Best Brands competition revealed which brands are particularly well received by members of Generation Z. Numerous myths about this generation were also uncovered – and debunked. The Best Brand Awards is an international competition based in Germany. Its goal is to recognise brand concepts from around the world. This year’s Best Brand Awards… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

STUDY USA: 18-TO-34-YEAR-OLDS SPEND MORE FOR STREAMING, CHURN MORE OFTEN

A new survey puts a spotlight on the streaming behavior of 18-to-34-year-olds finds those viewers pay more for content than other age groups, but are more likely to churn if they fail to get what they crave, according to Ampere Analysis. The Ampere study described the demographic’s subscription streaming behavior as “subscribe, stack, churn, repeat” and… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

YOUNG PEOPLE ARE RETURNING TO TELEVISION: NEW APPROACHES TO MEDIA PLANNING

Using streaming services is not a matter of age. This is the conclusion of the CTV Barometer report conducted by Freewheel in cooperation with GWI, a company specialising in technologies for consumer behaviour research.

ADS & DATA X SPA REINE ECO-PACK: UNLOCKING INCREMENTAL REACH THROUGH DATA-DRIVEN TV TARGETING

SPA Reine’s Eco-Pack campaign with Ads & Data sets a new benchmark in media innovation by combining linear TV with Addressable TV (Smart AD) to deliver incremental reach and optimize frequency. In a still water category under growing pressure from tap water and price-driven private labels, SPA Reine worked with Ads&Data to reaffirm its leadership… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

CONTENT FIRST: GOOD CONTENT LIES IN DATA, AUTHENTICITY AND PERSONALISATION

How can you remain relevant in a digital world where a high-quality product is no longer enough? The key lies in data, authenticity, consistent work with the community and the courage to adapt to new technologies, according to the Content First conference. Content is everywhere around us today, but very little of it really grabs… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

BABY BOOMERS, GEN Z, GEN BETA: THE POINT OF AGE COHORTS

After the legendary Baby Boomer generation came Generation X, followed by Generations Y, Z, and Alpha. And now? Starting in early 2025, Generation Beta is being born. What lies ahead for them? Members of Generation Beta have been born since 1 January 2025—at least according to English-language media that reference demographers and sociologists. This categorisation… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

PRIMA LAUNCHES COOLLAB MEDIA HUB AIMED AT YOUNG PEOPLE

Prima has launched CoolLab, a new media project focused on projects for young target groups. Media group Prima has unveiled a new brand CoolLab that focuses on young target groups. The new media hub is mainly responsible for content on social media and connects the digital world with TV production. It builds on the style… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

SHARE AND COCA-COLA IS BACK. MARKETING CHIEF JAKUB LOOS WILL TALK ABOUT THE CAMPAIGN IN THE NEXT ISSUE OF MAM

The Coca-Cola Company is coming again with its legendary “Share a Coca-Cola” campaign. This time, it’s calling on members of the younger generations in particular to meet in the real world. Read about the new campaign in the next issue of MAM, where the company’s marketing director Jakub Loos talks about it. Coca-Cola already celebrated… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

APRIL FOOLS’ DAY 2025 — THE 21 BEST (AND WORST) JOKES AND PRANKS

I’m rating every company April Fools’ prank based on cringeworthiness. April Fools’ Day has come and gone, and companies across the globe have given us their best shot — posting jokes and pranks that vary from being pretty funny to downright cringeworthy. From a gaming headset that can translate Gen Z “brainrot” to a wearable… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

STUDY AMPERE: STREAMING ALGORITHMS POWER TV, MOVIE CONTENT SELECTION

More viewers are opting for content selections personalized through user algorithms offered by streaming platforms rather than recommendations from friends and family, according to new data from Ampere Analysis. This trend is especially true for users aged 25 to 34 and those in households with young children, who are far more likely to “trust the… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

PAID VOD UNDER PRESSURE: PRICES RISE, GENERATION Z WATCHES VIDEO ON NETWORKS

Content on streaming paid services is proving expensive for users, with younger Generation Z in particular spending more time watching videos on social platforms. That’s according to a new report detailing media digital trends from Deloitte. The media industry is undergoing fundamental changes and is at a crossroads, according to a new report from Deloitte,… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

SURVEY USA: CONSUMERS EXPRESS GROWING DISSATISFACTION WITH STREAMING SERVICES

M&E companies are at a tipping point. where they risk losing the next generation of viewers, a new study from Deloitte concludes. The honeymoon between the streaming industry and consumers is definitely over, with a new consumer survey showing deep dissatisfaction. Nearly half (47%) of those surveyed by Deloitte said they pay too much for… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

TUNING IN TO SUCCESS: STUDIO BRUSSEL AND WIN FOR LIFE’S BREAKTHROUGH

Win for Life: +74% awareness among young adults (18-24) with Studio Brussel’s help. The scratch ticket Win for Life made an impressive comeback. A fresh look, improved gameplay experience, and a campaign that seamlessly resonated with a wide audience dispelled any doubts and regained their trust. The result? An enhanced image, a rejuvenated reach, and… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

REPORT: 56% OF SUPER BOWL LIX VIEWERS EXPECTED TO STREAM EVENT

With the upcoming Super Bowl LIX, featuring the Kansas City Chiefs against the Philadelphia Eagles from the Superdome in New Orleans, again expected to dominate broadcast television viewing, new data suggests streamers will be a big part of the audience. About 56% of total Super Bowl viewers — approximately 67 million people — expected to also stream… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

TRUST IN ADVERTISING RISES IN 2024, DRIVEN BY YOUNGER PEOPLE

Trust in advertising has risen from 36% to 39% over the past 12 months, primarily driven by young people, according to new research from the Advertising Association (AA). Trust in ads has grown across all age groups, with a notable 16-point increase among 18- to 34-year-olds since 2022. In contrast, trust among those aged… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

LATEST PODCAST FACTS & FIGURES

Podcasts have become more than just a daily habit – they are a powerful performance tool for brands aiming to connect with engaged audiences. With global popularity on the rise, podcasts offer a unique space where advertising drives real impact, earning trust and prompting action like few other channels can. Gen Z is leading the… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

CZECHS 45+ AND THEIR CHRISTMAS: IN WHAT DO THEY DISAGREE WITH THE YOUNGER GENERATION AND WHERE DO THEY RESONATE?

How do Czechs 45+ enjoy Christmas? Tradition, peace, but also surprises. Find out what's most important to them and how they differ from younger generations.

MARKETERS PLAN TO INVEST MORE IN BRAND AMBASSADORS IN 2025

Nearly three-quarters of US and UK marketers (73%) are planning to increase their investment in brand ambassadors next year, according to new research. Creator agency Billion Dollar Boy commissioned a Censuswide study of more than 4,000 consumers and over 500 senior marketers and brand managers in the US and UK. The reasons for investing more… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

GEN Z DO WATCH TV — IT’S PLANNERS WHO ARE GETTING IT WRONG

The decline in linear and rise in streaming have been apparent for years, yet broadcast-first media planning is alive and well. We need a framework that’s based on how audiences actually engage with TV content. It is time the media industry admitted it. Gen Z have never really fallen for broadcast TV. And yet they… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

CUSTOMER CONFIDENCE IN COMPANIES IS AT AN ALL-TIME LOW, AI WOULD TAKE ADVANTAGE OF YOUNGER

According to Salesforce research, AI is increasing the demands on brands. People would prefer AI over a human when shopping, especially for faster service. Consumer trust in companies is currently at a record low. Yet the development of AI is increasing demands on brands. According to 60% of consumers, AI is making trust even more… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

HOW DIFFERENT GENERATIONS WATCH TV

Imagine a Millennial flipping through cable channels, a Gen Xer catching the game live on YouTube TV, and a Baby Boomer binge-watching Netflix. Today, media viewing habits might not be exactly what you’d expect. Before you assume no one watches TV anymore, let’s dive into the real viewing habits reshaping how generations consume content and… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

MIPJUNIOR: STREAMERS’ KIDS CONTENT ACQUISITIONS INCREASE AS COMMISSIONING PLUNGES – AMPERE ANALYSIS

“In 2007 I watched the “X Files” on YouTube. That changed my consumer experience!” said analyst firm Ampere Analysis’s Research Manager Olivia Deane, invited to discuss audience’s shift in the last 20 years, structural adaptations and new business models in kids’ content at MipJunior’s opening session Oct. 18. From the boom of on-demand to peak… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

THE WOKE AD MYTH IS DEAD – HERE’S WHY

Inclusion = Income: Proving the business case for inclusive advertising. “Go woke, go broke”. It’s the belief that organisations which support inclusive thinking and approaches will suffer commercially. And it’s categorically untrue. That’s the finding from a pioneering study by the Unstereotype Alliance, an initiative led by UN Women, which we at Kantar are proud… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

MOST YOUNG PEOPLE WANT COMPANIES TO DO MORE IN SUSTAINABILITY

As many as 69% of Gen Z youth believe companies could and should be doing more to enable consumers to make more sustainable purchasing decisions, according to a Deloitte survey. Fast fashion is avoided by 37% of Czech Generation Z and 33% of domestic millennials. Around 70% of young people in the Czech Republic actively… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

TELEVISION IS THE MOST IMPORTANT CHANNEL IN THE VIDEO UNIVERSE

At the Screenforce Day conference in Zurich earlier this summer, Screenforce Switzerland presented a new study Die Welt der Screens, which focused on the analysis of the devices and channels that viewers in Switzerland use to consume video content. The conclusions of the study are clear. The most used device for watching all TV content… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

MALTE HILDEBRANDT, SCREENFORCE MD: “TELEVISION IS MORE THAN JUST AN ALGORITHM”

Screenforce Managing Director, Malte Hildebrandt, does not want to leave the interpretation of information to social media. In an interview with HORIZONT, he explains that the initiative of TV marketers in Germany, Austria, and Switzerland carries a great social responsibility on its shoulders. We are in a turbulent period, and it is evident on the… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

PARIS 2024 OLYMPICS: SPORTS MEDIA IN THE ERA OF FRAGMENTATION

The International Olympic Committee’s Jérôme Parmentier on Olympic viewing habits in the era of TikTok and Netflix, and what this means for media rights. What trends are you seeing at the IOC from a media perspective, in terms of how sports content is consumed and the impact this is having on broadcasters and media platforms?… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

CLEAR GENERATIONAL DIVIDE EMERGING IN ATTITUDES TO INCLUSIVITY, SURVEY SHOWS

Younger generations would like to see greater representation in advertising, along with more accessible creative. Gen Z would like to see better representation and accessibility in advertising, reveals new research from Clear Channel UK, which further highlights a growing divide between generational, and gendered, views on diversity and inclusion. According to the research, 42% of… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

THE OLYMPICS IS FIGHTING FOR YOUNG VIEWERS. SERVING THEM A VIDEO WITH A POPULAR SINGER AND LURING INFLUENCERS TO PARIS

The Summer Olympics are trying to target Generation Z, who watch sports differently – often in short segments instead of live broadcasts. The upcoming Olympic Games are trying to attract a young audience. Broadcasting rights are a source of huge revenue, yet surveys show that only a minority of young people watch sport via live… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

THE ALPHA GENERATION WILL GIVE LESS IN ADVERTISING TO CELEBRITIES AND ATHLETES

The technical prowess of the alpha generation presents a new challenge for brands. Celebrities and athletes in advertising appeal to them less than content creators. While children born after 2010 do not yet represent independent spending power, they already demonstrate greater technical prowess than older generations. Moreover, the alpha generation does not place much emphasis… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

DOOMING DATA OF THE DAY: GEN ALPHA SPENDS 78% OF ITS SCREEN TIME ON SOCIAL VIDEO

Forget ‘Netflix and chill,’ these young whippersnappers are leaving behind our whole professionally produced way of life! It’s no longer about video consumers “cutting the cord,” with younger folks determining new, more user-friendly ways of watching television. Heck, “Netflix and chill” isn’t even a thing with these kids anymore The whole idea of what is video… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

90 PERCENT OF CZECHS ALREADY USE THE INTERNET, THE NUMBER OF PEOPLE SHOPPING ONLINE HAS INCREASED SIGNIFICANTLY

The Czech population is above the EU average in the use of the internet and social networks. The number of online shoppers is also increasing and Generation Z is beginning to make its mark on the market. And what are the other current online trends? This is what Vojtěch Lambert from LCG New Media describes.… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

STUDIE USA: NEW RESEARCH SHOWS AUDIENCES SEEK OUT AUTHENTIC CROSS-CULTURAL CONTENT

Discerning viewers and shoppers want brands to help expand their global horizons and foster a sense of community, according to a wide-reaching Amazon Ads report. International audiences want brands to represent global culture by embracing diversity and depicting people in nuanced and respectful ways. As detailed in a new Amazon Ads report, “From Ads to… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

MANY OF MY FRIENDS DON’T OWN TVS, BUT THAT COULD CHANGE SOON

Gen Z wants TVs to function more like their phones. How can TV makers innovate to compete for young consumers’ attention? I recently joined CNET covering TVs (hello!) and started by asking some friends a basic question: What do you look for in a TV? But I quickly realized I should’ve been asking a different… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

GENERATION Z AND CLASSICAL MEDIA? BETTER THAN IT LOOKS

This year’s Innovation Lab focused on ways to most effectively reach Gen Z customers. Surprisingly, traditional media did not fare badly. Generation Z, people born between 1995 and 2009, is gradually getting older. Its descendants can easily attend high school today and make up the emerging Alpha generation (born since 2010). Among the Czech population… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

WHAT’S 1 THING PSBS COULD DO RIGHT NOW TO WIN BACK YOUNGER VIEWERS?

How public-service broadcasters (PSBs) can better appeal to the notoriously hard-to-reach younger demographics has been a hot topic for years, as they move away from linear TV. Recent investments into online offerings certainly suggests streaming is one route to achieve this goal. ITV, which released its results last week, said 2023 was the year of… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

MOVING IMAGE STUDY 2023: HIGH TV USAGE AND SMALL SHIFTS IN THE STREAMING MARKET

The study, which was carried out at the request of RTR Medien and the TELETEST working group, confirms the prevailing use of broadcasters’ offerings and the stagnation of online alternatives. You can download the study for free here. According to the “Moving Image Study 2023”, the use of moving image in Austria is consistently high… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

THE BIG SCREEN HAS AN UNDENIABLE CHARM FOR VIEWERS

The numbers are clear. The undefeated queen of home entertainment is still television. Modern technology may be exciting, but it hasn't dethroned television. Why? Read our summary to find out what aces today's TV has up its sleeve.

YOUTHFUL AND TO THE POINT. HOW TO CREATE AN AD FOR GEN Z

Generation Z has one foot in the working age. They make up 40 percent of the consumer population and brands should not underestimate them in their communications. The MAM editorial team explored the attitudes of young people towards advertising in the latest issue of MAM 15/2024. Generation Z expects authenticity from brands. Forget conventional advertising… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

STUDY UK: BRITS STICK WITH LIVE TV, FOR NOW

Media habits are changing but nearly two-thirds (64%) of Britons’ TV viewing time remains spent on live TV, with online streaming (36%) some way behind, according to a new study. GWI’s 2024 Global Media Landscape Report says hits like BBC’s The Traitors demonstrate TV’s durability, but cautions that, “as with any form of consumption, appetite is always… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

SURVEY USA: VIEWERS OVERWHELMINGLY WANT TO SEE MORE TV SHOWS DEPICTING REALISTIC WORK-LIFE BALANCE, FAMILY CARE AND GENDER EQUITY

When Hollywood accurately depicts work-family and gender-equity scenarios on screen, it’s good for business by driving up viewership and engagement, according to a new research study. The vast majority of engaged streaming viewers in the U.S. want to see their lives — working, managing family life and providing care — represented on screen more often… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

JENNA STUDT FROM CRITICAL MASS: HOW CAN BRANDS EFFECTIVELY REACH GENERATION Z?

In an interview with AdForum, Jenna Studt, “social strategy director” at Critical Mass, says employers and brands need to actively engage in culture, sustainability and social responsibility to reach Generation Z. Generation Z is redefining the world of content and communication as we know it through activism, authenticity and social media. Jenna Studt, “social strategy… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

TV IS HERE FOR EVERY GENERATION, EVEN IF EACH CONSUMES IT IN A DIFFERENT WAY

The reach of linear TV is not limited to older consumers. Data shows that young people are still watching quality TV content.

TWO-THIRDS OF GENERATION Z MEMBERS WATCHING VOD IN THE CZECH REPUBLIC

Millennials have emerged as the most avid users of paid VOD services in the Czech Republic, according to the latest Atmedia Index. Netflix, HBO Max and Disney+ are among the streamers favoured by Generation Z and Millennials, encompassing individuals aged 15–24 and 25–34. A combined 61% of the demographic are described as “avid viewers” of… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

CHANGING GEN Z MEDIA CONSUMPTION HABITS ARE TREND SETTERS FOR OTHER AGE GROUPS

While younger people spend the most time with non-premium content, others are as well according to a new survey. Gen Z media consumption and viewing habits not only has diverged from other generations. They also appear in some respects to be setting the trend for other age groups, particularly when it comes to how they… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

STUDY USA: BIGGEST INFLUENCE ON GEN Z TV VIEWING DECISIONS IS SOCIAL MEDIA

95% of Gen Z viewers aged 18 to 24 decided to watch a TV show or movie because it was trending on social media New research indicates that social media is the biggest influence on TV viewing decisions among younger viewers, with 95% of those aged 18 to 24 and 82% of those aged 25-34… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

EXPLORING GEN Z AND MILLENNIAL TRAVEL HABITS – NEW SKIFT RESEARCH

Millennials and Gen Z are steering travel trends with a focus on technology, sustainability, and a quest for distinctive and meaningful experiences. What are the preferences and behaviors of Millennials and Gen Z travelers across the United States, the United Kingdom, and Germany? Skift Research’s latest report, “Exploring Gen Z and Millennial Travel,” offers analysis of… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

STUDY: RECORD SPEND EXPECTED FROM US POLITICAL ADVERTISERS

Samba TV, a provider of TV technology for audience data and omniscreen measurement, has released its Guide to Political Advertising: 2024 Report, detailing proprietary Samba TV data and study results as part of a survey conducted with global research firm HarrisX. At a time of all-time low trust and dissatisfaction in media, this political season… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

RMB’S SLICE: WHERE INNOVATION AND EXPLORATION FUEL THE NEXT-LEVEL BRANDED CONTENT

RMB, the Belgian media sales house, is dedicated to transforming its business to make it more resilient with a focus on innovation, exploration, and sustainability. Nevertheless, they feel under pressure from the new players in the market. As a result, in 2022, as an addition to the creative solutions unit launched in 2018 known as… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

SURVEY: U.S. CONSUMERS WANT FEWER DEVICES BUT MORE TECH INNOVATION

Two fifths (41%) dislike managing their devices, while 28% say managing tech devices and subscriptions is “overwhelming,” according to Deloitte. The tech fatigue many consumers began feeling during the lock-downs of Covid-19 seem to have translated into a growing ambivalence towards technologies with U.S. consumers looking to both adopt new technologies and simplify how they… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

STUDY UK: YOUNGER AUDIENCES WARY OF AD BOMBARDMENT

Ad bombardment is the biggest driver of distrust in advertising and its importance has increased significantly for younger audiences over the last two years.  That’s according to new research* from Credos, UK advertising’s thinktank, which reports that the importance score this demographic attaches to ad bombardment has almost doubled, from 19 out of 100 in 2021… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

SURVEY: YOUNGER VIEWERS EMBRACE SUBTITLES

Nearly six in ten Gen Z viewers prefer to watch TV with subtitles according to YPulse. A new study from YPulse suggests that subtitles are being widely adopted by younger viewers as they watch TV, with 59% of Gen Z viewers and 52% of Millennials reporting that they prefer to watch TV with subtitles. The… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

STREAMING WITH INTENTION – CONNECTING WITH THE NEXT GENERATION OF VIEWERS

Leaders from Braze, Roku, and McCann Worldgroup dissect the updated media landscape and how it’s consistently evolving. With more forms of media than ever before, marketers have to reimagine how they are connecting with younger audiences that have ever-evolving preferences. Astha Malik, chief business officer of Braze, sat down with strategists from Roku and McCann… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

STUDY UK: KIDS HAVE BRANDS ON THE BRAIN

 Children in the UK are spontaneously talking about more brands than ever before, according to research from Beano Brain. The insights consultancy arm of Beano Studios, which produces the eponymous children’s comic, conducted a year-long in-depth study of 60,000 7 to 14-year-olds for its second annual Coolest Brands Report, which now examines 100 brands rather… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

REPORT UK / USA: KIDS AND TEENS DRIVE STREAMING DECISIONS AT HOME

Kids content needs are the top reason why parents subscribe, stick with and drop streaming services, a new report from SuperAwesome finds. Parents are more likely to subscribe to a streaming service if the platform offers content that interests their kids, according to a new SuperAwesome report. The study, called Gen Alpha and Gen Z: In… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

GEN Z DEMANDS MARKETING THAT REFLECTS DIVERSITY AND INCLUSION: STUDY

If you are struggling to engage Gen Z, you should keep one thing in mind: That 50% believe gender is non-binary and that they expect marketing to show sensitivity to that issue, judging by a study from SeeHer, conducted by Horowitz Research. Perhaps more importantly, 46% of Gen Zers expect brands to prove their commitment… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

CHILD-ORIENTED ADVERTISING OR THE BALANCE BETWEEN REGULATIONS AND ETHICS. WHAT ARE THE RULES OF THIS COMPLEX MARKETING DISCIPLINE?

For some business sectors, children are the main target group. However, the main question is - what is still allowed and what is already over the line while addressing kids via advertising?

WHAT MILLENNIAL PARENTING CAN TELL US ABOUT GEN ALPHA

Millennial parents are first-generation digital natives and are bringing their understanding of digital life to bear in their approach to parenting, a new report says. Raising Gen Alpha: How Millennial Parenting is Impacting the Next Generation is the result of a year-long study by insights company Beano Brain, based on more than 200 hours of… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

GEN Z CONTRADICTIONS THAT WILL SHAPE OUR FUTURE

It is human nature to live in contradiction. It’s part of what has always drawn us to the strategy and insights field. It’s my secret joy to zoom in on these paradoxes – to really hear and understand where the tension lies and what it might mean for someone’s behaviors and perceptions of the world… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

STUDY USA: GEN Z AUDIENCES HEAVY USERS OF MOBILE DEVICES WHILE WATCHING TV

New research from Samba TV highlights the importance of streaming media, mobile phones and social media for marketers trying to reach the elusive “streaming first” generation of adults aged 18-26 who are often referred to as Gen Z. Samba TV’s analysis indicates that streaming platforms are the go-to destination for content consumption for the Gen… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

WHY IT’S TIME FOR MARKETERS TO PAY ATTENTION TO GEN ALPHA

Millennials are parenting. Gen Z is entering the workforce. And the never-ending wheel of time has spun a new generation for marketers to watch: Generation Alfa. The oldest members of this digitally native, pandemic-influenced generation are tweens now, and marketers need to pay attention to how today’s children differ from their Gen Z older siblings.… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

STUDY UK: THE EVOLUTION OF CHILDREN’S MEDIA HABITS

How children use social media is changing, with less posting taking place and more platforms being used as search engines to answer questions, according to a new report from regulator Ofcom. Why it matters Now in its ninth year, Children’s Media Lives is a qualitative, longitudinal study following the same group of children aged 8… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

IN GRAPHIC DETAIL: GAMERS ARE WARMING UP TO IN-GAME ADS

The in-game advertising industry has grown in fits and starts, with some advertisers balking at the current lack of premium inventory available in the space. But new data from Comscore shows that more gamers than ever are ready and willing to consume ads alongside their games. Marketers have long been wary about entering the gaming… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

TV BECOMES INCREASINGLY RELEVANT AS GEN Z VIEWERS MATURE

Age demographic differences in the TV market are nothing new but a study from Horowitz Research, tracking the media lifestyles of Gen Z, has uncovered notable differences in a single group, that is the media lifestyles of 18-24 year-old Gen Zers compared with younger counterparts. Horowitz found that overall Gen Zers split video viewing time… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

TV VIEWING SHRINKS AMONG GEN Z

Those aged 13-24 spend only 17% of their time watching TV shows highlighting what the Hub calls an existential change in the entertainment ecosystem New research continues to highlight a generational shift in the importance of the TV screen and traditional TV viewing among younger viewers aged 13 to 24, the so-called Gen Z cohort.… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

GLOBAL AD TRENDS: GEN Z SPENDS MORE THAN TWO THIRDS OF MEDIA TIME ONLINE

A new analysis by WARC has found that Generation Z (16-24-year olds) spends more time online than any other group with 67.7% of their media time spent online – though social is incredibly important, the new report identifies an extremely valuable opportunity in audio. Why it matters While age isn’t the only factor determining consumer… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

GEN Z WANTS MORE APPS TO INCLUDE INTERACTIVE LIVE VIDEO

Just days after the app platform developer released research showing that the key Gen Z audience is flocking to real-time engagement (RTE) and interactive video, Agora has now published a study showing the key demographic’s platforms of choice in mobile app-based interactive live video. The  study defined interactive live video as including live-streaming video where… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

A BRIGHT FUTURE AWAITS TV ADVERTISERS THAT PUT CONSUMERS FIRST

Those who listen and reframe challenges as opportunities will come out on top The television industry has entered the golden age of everything. Audiences, advertisers and storytellers alike have ample reason to be optimistic. Yet, as an industry, there’s often bickering about the hurdles of what’s holding us back rather than what lies ahead. Instead,… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

GOLDBACH: 70% OF 16 TO 49-YEAR-OLDS IN DACH USE CONNECTED TV

Connected TV has become an integral part of the living room in Germany, Austria and Switzerland (DACH). Above all, the younger target group of 16 to 49-year-olds use Connected TV at over 70%. The figures for households with children are strikingly high: Here, 77% of the people living in the household use an internet-connected TV… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

STUDY USA: CAN STREAMING VIDEO KEEP UP WITH THE METAVERSE?

New Deloitte survey finds that the U.S. SVOD churn rate is 37% and that younger generations are increasingly embracing gaming, social media and user generated content NEW YORK— Amid the burgeoning debate about the metaverse and its prospects for dominating the media landscape, Deloitte’s Digital Media Trends survey found a number of signs that streaming… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP