Written by: Nina Remenar
The credibility and strength of television was the main theme of the UMTG panel The Prime Time of Television Advertising, held at Days of Communication, which captured the attention of the marketing and media industry. Prominent industry representatives exchanged valuable insights on the role of television in contemporary advertising, concluding that it embodies the most valuable assets – credibility, attention, and tangible results.
Panelist Stella Litou, CEO of RTL Croatia and Pro Plus Slovenia, emphasized the importance of local content:
“When you invest in local content, you invest in content that is culturally relevant and resonates with the audience. We need to be much louder about the significance and popularity of local content – viewers are particularly connected to it. We must recognize that television is a unique medium because it brings people together and offers content that audiences prefer to watch socially rather than alone.”
Marko Matejčić, a global expert in media, data, and technology, presented concrete indicators of effectiveness and reminded the audience of the impressive figures behind TV screens:
“It’s important to know that while we watch hours of video content every day, this translates into about ten minutes of video advertising. TV content accounts for more than 50% of the total video content we consume – and over 85% of all video ads we see. Among younger audiences, TV content makes up around 20% of total video consumption, yet still accounts for over 50% of video advertising.”
Reach – one of the most valuable metrics in today’s advertising landscape – was given special focus in the discussion. Michal Jordan, Executive Director at ATO, JIC Czech Republic, highlighted the importance of industry consensus:
“When it comes to measuring effectiveness, high-quality measurement is crucial. The industry must be united in this, as it brings great value to both the media and advertising markets.”
As on the global stage, the issue of media credibility received particular attention during the panel. Moderator Magdalena Malinova, Executive Director of UMTG, emphasized the importance of this aspect:
“Brands that advertise on television are perceived as serious and trustworthy because TV campaigns are not easily accessible—they require a serious approach and investment, which builds audience trust and even historical moments. A great example is the well-known fan anthem ‘Samo je jedno’, originally created for an advertising campaign ahead of the 2008 football championship. Seventeen years later, it’s still sung in stadiums and homes as an unofficial football anthem. That’s a strong indication that television is the main and credible stage where moments become part of culture.”
The discussion reminded all attendees that television is not merely an “old-school medium,” but a platform that has maintained its relevance through constant adaptation – without compromising on quality. Viewership remains stable, return on investment is high, and audience perception is still overwhelmingly positive. Panelists concluded that television is not a competitor to digital media, but rather a foundation that helps audiences stay informed, educated, and entertained – and helps brands grow and communicate with credibility.
The Television Viewership Measurement Association (UMTG) continues to promote transparency in television viewership measurement and support the industry’s development through data, standards, and open dialogue – like the one held today in Rovinj.
