Data Intelligence by Publicis Groupe Romania

03/09/2026

🚀 Your prime-time rate is too expensive: that’s a common conversation in media negotiations. 👇👇

𝗕𝘂𝘁 𝘄𝗵𝗮𝘁 𝗶𝗳 𝘁𝗵𝗲 𝗿𝗲𝗮𝗹 𝗾𝘂𝗲𝘀𝘁𝗶𝗼𝗻 𝗶𝘀𝗻’𝘁 𝗵𝗼𝘄 𝗺𝘂𝗰𝗵 𝗮 𝗧𝗩 𝘀𝗽𝗼𝘁 𝗰𝗼𝘀𝘁𝘀, 𝗯𝘂𝘁 𝘄𝗵𝗮𝘁 𝗶𝘁 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗱𝗲𝗹𝗶𝘃𝗲𝗿𝘀?
For years, reach, GRPs, and awareness have been the dominant metrics used to justify TV investments. They worked because we assumed viewers would continue their journey online and eventually convert.

Today, that automatic connection is weakening. As consumer behavior evolves, marketers need more than audience delivery metrics. They need evidence of impact.

When we can measure the traffic generated within minutes of a TV spot airing, we gain a completely different perspective on performance. 𝗦𝘂𝗱𝗱𝗲𝗻𝗹𝘆, 𝘁𝗵𝗲 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗮𝘁𝗶𝗼𝗻 𝘀𝗵𝗶𝗳𝘁𝘀 𝗳𝗿𝗼𝗺 𝗯𝘂𝘆𝗶𝗻𝗴 𝘁𝗵𝗲 𝗰𝗵𝗲𝗮𝗽𝗲𝘀𝘁 𝗶𝗻𝘃𝗲𝗻𝘁𝗼𝗿𝘆 𝘁𝗼 𝗶𝗱𝗲𝗻𝘁𝗶𝗳𝘆𝗶𝗻𝗴 𝘁𝗵𝗲 𝗶𝗻𝘃𝗲𝗻𝘁𝗼𝗿𝘆 𝘁𝗵𝗮𝘁 𝗴𝗲𝗻𝗲𝗿𝗮𝘁𝗲𝘀 𝘁𝗵𝗲 𝘀𝘁𝗿𝗼𝗻𝗴𝗲𝘀𝘁 𝗿𝗲𝘁𝘂𝗿𝗻.

Why TV measurement must evolve beyond traditional media metrics 👉 link in comments

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01/09/2026

💫Gen Z is increasingly shaping consumer behavior and becoming a major growth audience, but a Global Web Index (GWI ) report challenges marketers to look beyond generational labels and question whether birth year alone is a meaningful way to define audiences.

Does Gen Z really exist? 👉 link in comments

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31/08/2026

🚩For years, cross-channel media planning ran on one assumption: 𝗮 #𝗧𝗩 𝗮𝗱 𝗮𝗶𝗿𝘀, 𝗽𝗲𝗼𝗽𝗹𝗲 𝗽𝗶𝗰𝗸 𝘂𝗽 𝘁𝗵𝗲𝗶𝗿 𝗽𝗵𝗼𝗻𝗲𝘀, 𝘁𝗵𝗲𝘆 𝘀𝗲𝗮𝗿𝗰𝗵 𝗼𝗿 𝘀𝗵𝗼𝗽. 𝗧𝗵𝗮𝘁 𝗵𝗮𝗻𝗱𝗼𝗳𝗳 𝗶𝘀 𝗾𝘂𝗶𝗲𝘁𝗹𝘆 𝗯𝗿𝗲𝗮𝗸𝗶𝗻𝗴.

Only 40% of Romanian viewers now say they go online exclusively during commercial breaks - the lowest level recorded across all 11 waves of Spark Foundry's study. And only 39% say a TV ad has actually prompted them to look up a product online, also a new low.

TV itself isn't going anywhere. Smart TV ownership just hit a record 91%, and combined TV-plus-online viewing is still the most common way people watch. 𝗪𝗵𝗮𝘁’𝘀 𝘄𝗲𝗮𝗸𝗲𝗻𝗶𝗻𝗴 𝗶𝘀𝗻’𝘁 𝗮𝘁𝘁𝗲𝗻𝘁𝗶𝗼𝗻 𝘁𝗼 𝗧𝗩, 𝗯𝘂𝘁 𝘁𝗵𝗲 𝗹𝗶𝗻𝗸 𝗯𝗲𝘁𝘄𝗲𝗲𝗻 𝘁𝗵𝗲 𝗧𝗩 𝗺𝗼𝗺𝗲𝗻𝘁 𝗮𝗻𝗱 𝘁𝗵𝗲 𝗱𝗶𝗴𝗶𝘁𝗮𝗹 𝗮𝗰𝘁𝗶𝗼𝗻 𝘁𝗵𝗮𝘁 𝘂𝘀𝗲𝗱 𝘁𝗼 𝗳𝗼𝗹𝗹𝗼𝘄 𝗶𝘁 𝗮𝘂𝘁𝗼𝗺𝗮𝘁𝗶𝗰𝗮𝗹𝗹𝘆.💥

If your media plan still treats TV exposure as a reliable trigger for digital response, this wave suggests that assumption deserves a second look. The awareness is probably still landing. The immediate behavioral follow-through isn't what it used to be.
Full insights - link in comments

25/08/2026

💡𝗜𝘀 𝗔𝗜 𝗺𝗮𝗸𝗶𝗻𝗴 𝗮𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗶𝗻𝗴 𝗯𝗼𝗿𝗶𝗻𝗴? A thought-provoking conversation from ’s On the Dotcast explores a growing challenge for marketers: can help create content faster than ever, but when everyone uses the same tools, differentiation becomes harder. Consumers may appreciate AI-generated content, yet brands risk blending into a sea of creative sameness.

𝗔 𝗰𝗼𝘂𝗽𝗹𝗲 𝗼𝗳 𝗶𝗱𝗲𝗮𝘀 𝘀𝘁𝗼𝗼𝗱 𝘂𝗽:
🚩 AI is becoming a commodity. Proprietary data and unique consumer insights are the real competitive advantage.
🚩 Data tells us what people do, but curiosity and human interpretation uncover why.
🚩 The value of first-party and behavioral data will only increase as AI enables personalization at scale.
🚩 Brands that combine AI efficiency with human creativity and cultural understanding will be best positioned to stand out.

𝗪𝗮𝘁𝗰𝗵 𝘁𝗵𝗲 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗮𝘁𝗶𝗼𝗻 👉 t.ly/zqXWh

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We're aboard the GWI Yacht in Cannes for the International Festival...

20/08/2026

💥Trust or relevance? 𝗔𝗿𝗲 𝘆𝗼𝘂𝗿 𝗯𝗿𝗮𝗻𝗱𝘀 𝘀𝘁𝗿𝘂𝗴𝗴𝗹𝗶𝗻𝗴 𝗯𝗲𝗰𝗮𝘂𝘀𝗲 𝗽𝗲𝗼𝗽𝗹𝗲 𝗱𝗼𝗻’𝘁 𝘁𝗿𝘂𝘀𝘁 𝘆𝗼𝘂, 𝗼𝗿 𝗯𝗲𝗰𝗮𝘂𝘀𝗲 𝘁𝗵𝗲𝘆 𝗻𝗼 𝗹𝗼𝗻𝗴𝗲𝗿 𝗳𝗲𝗲𝗹 𝗿𝗲𝗹𝗲𝘃𝗮𝗻𝘁?

According to the latest Edelman Trust Barometer Special Report, answering that question is becoming critical for growth: get both trust and relevance right, and willingness to engage jumps by 37 points.

The report explores why brands need to move beyond intuition and start diagnosing the real barriers holding them back, using data to understand where trust and relevance are gained, or lost.👇

17/08/2026

📍𝗧𝗲𝘅𝘁 𝘀𝗲𝗮𝗿𝗰𝗵 𝗷𝘂𝘀𝘁 𝗵𝗶𝘁 𝗶𝘁𝘀 𝗹𝗼𝘄𝗲𝘀𝘁 𝗽𝗼𝗶𝗻𝘁 𝗶𝗻 𝗥𝗼𝗺𝗮𝗻𝗶𝗮’𝘀 𝘁𝗿𝗮𝗰𝗸𝗶𝗻𝗴 𝗵𝗶𝘀𝘁𝗼𝗿𝘆: 𝟱𝟲%, 𝗱𝗼𝘄𝗻 𝗳𝗿𝗼𝗺 𝟳𝟯% 𝗷𝘂𝘀𝘁 𝘁𝘄𝗼 𝘄𝗮𝘃𝗲𝘀 𝗮𝗴𝗼.

It's not being replaced by one big alternative. It's splitting five ways: image search holding steady at 33%, AI-assisted search now claiming 26% of the information-seeking journey (a first as its own category), plus direct searches on YouTube, TikTok and Instagram.

The generational gap is the part worth planning around. Users 45+ are still anchored to the search box - for them, not much has changed. Under-34s are already blending five or six discovery methods without thinking of it as a shift at all.

If your content strategy is still optimized for a single results page, you're optimizing for half your audience at best. 𝗧𝗵𝗶𝘀 𝗶𝘀 𝗲𝘅𝗮𝗰𝘁𝗹𝘆 𝘄𝗵𝘆 𝗔𝗘𝗢 / 𝗚𝗘𝗢 - 𝗺𝗮𝗸𝗶𝗻𝗴 𝘀𝘂𝗿𝗲 𝘆𝗼𝘂𝗿 𝗯𝗿𝗮𝗻𝗱’𝘀 𝗶𝗻𝗳𝗼𝗿𝗺𝗮𝘁𝗶𝗼𝗻 𝘁𝗿𝗮𝘃𝗲𝗹𝘀 𝘄𝗲𝗹𝗹 𝘁𝗵𝗿𝗼𝘂𝗴𝗵 𝗔𝗜-𝗴𝗲𝗻𝗲𝗿𝗮𝘁𝗲𝗱 𝗮𝗻𝘀𝘄𝗲𝗿𝘀, 𝗻𝗼𝘁 𝗷𝘂𝘀𝘁 𝘀𝗲𝗮𝗿𝗰𝗵 𝗿𝗮𝗻𝗸𝗶𝗻𝗴𝘀 - 𝗶𝘀 𝗻𝗼 𝗹𝗼𝗻𝗴𝗲𝗿 𝗮 𝗳𝘂𝘁𝘂𝗿𝗲 𝗽𝗿𝗼𝗯𝗹𝗲𝗺. It's a current one, with numbers behind it.

Full data from Spark Foundry Romania's latest Focus On study 👉 link in comments

13/08/2026

💥𝗪𝗵𝗮𝘁 𝘁𝘂𝗿𝗻𝘀 𝗱𝗮𝘁𝗮 𝗶𝗻𝘁𝗼 𝗶𝗺𝗽𝗮𝗰𝘁? 𝗡𝗼𝘁 𝘁𝗵𝗲 𝗻𝘂𝗺𝗯𝗲𝗿𝘀 𝘁𝗵𝗲𝗺𝘀𝗲𝗹𝘃𝗲𝘀, 𝗯𝘂𝘁 𝘁𝗵𝗲 𝗵𝘂𝗺𝗮𝗻 𝗾𝘂𝗲𝘀𝘁𝗶𝗼𝗻𝘀 𝗯𝗲𝗵𝗶𝗻𝗱 𝘁𝗵𝗲𝗺.

We talked to Miruna Antonescu and Laurențiu Semeniuc at Saatchi & Saatchi Romania about what actually happens between a spreadsheet and a good ad.

🚩 Data can validate assumptions, challenge beliefs, and sometimes even change the question we’re asking. But its real value comes when it helps uncover a deeper human truth, the kind that inspires ideas people actually remember.
🚩 As gives us access to more information than ever, the role of strategists becomes even more important: separating signal from noise, connecting insights to culture, and translating complexity into relevance.
🚩 Because behind every dataset is a person. And behind every impactful campaign is a very human question: 𝙬𝙝𝙮?

Read the full conversation 👉 in comments

30/07/2026

💥 Attention is not collapsing evenly, but it is fragmenting by generation.
Spark Foundry 𝗥𝗼𝗺𝗮𝗻𝗶𝗮’𝘀 𝟭𝟭𝘁𝗵 𝘄𝗮𝘃𝗲 𝗼𝗳 𝘁𝗵𝗲 𝗙𝗼𝗰𝘂𝘀 𝗢𝗡 𝘀𝘁𝘂𝗱𝘆 𝗺𝗮𝗽𝗽𝗲𝗱 𝗵𝗼𝘄 𝗥𝗼𝗺𝗮𝗻𝗶𝗮𝗻𝘀 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗲𝗻𝗴𝗮𝗴𝗲 𝘄𝗶𝘁𝗵 𝗺𝗲𝗱𝗶𝗮 𝗶𝗻 𝟮𝟬𝟮𝟲.
𝗔 𝗳𝗲𝘄 𝗽𝗮𝘁𝘁𝗲𝗿𝗻𝘀 𝘄𝗼𝗿𝘁𝗵 𝗯𝘂𝗶𝗹𝗱𝗶𝗻𝗴 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆 𝗮𝗿𝗼𝘂𝗻𝗱:
🔺TV still commands the most attention overall, especially among 45+ audiences. But Smart TV ownership is now near-universal (91%) while ad exposure keeps slipping - reach no longer guarantees attention.

🔺Search is diversifying, not disappearing. Text search sits at a tracking low of 56%, while AI-assisted search has climbed to 26% of the information journey.

🔺AI has moved past novelty into practical decision support. Nearly half of AI users say they've relied on it for an important decision; one in four use it specifically to compare products or services.

🔺Social media's job is changing - less passive scrolling, more information-seeking, content creation, and selective utility.

🔺Trust is earned, not claimed. Source credibility and authentic third parties consistently outweigh brand messaging - direct brand claims remain the least trusted channel of all.

𝗧𝗵𝗲 𝗿𝗲𝗮𝗹 𝘀𝘁𝗼𝗿𝘆 𝗶𝘀𝗻’𝘁 “𝗱𝗶𝗴𝗶𝘁𝗮𝗹 𝘃𝘀. 𝘁𝗿𝗮𝗱𝗶𝘁𝗶𝗼𝗻𝗮𝗹”. 𝗜𝘁’𝘀 𝘁𝗵𝗮𝘁 𝗲𝘃𝗲𝗿𝘆 𝗴𝗲𝗻𝗲𝗿𝗮𝘁𝗶𝗼𝗻 𝗶𝘀 𝗯𝘂𝗶𝗹𝗱𝗶𝗻𝗴 𝗶𝘁𝘀 𝗼𝘄𝗻 𝗱𝗶𝘀𝘁𝗶𝗻𝗰𝘁 𝗺𝗶𝘅 𝗼𝗳 𝗽𝗹𝗮𝘁𝗳𝗼𝗿𝗺𝘀, 𝗳𝗼𝗿𝗺𝗮𝘁𝘀, 𝗮𝗻𝗱 𝗺𝗼𝘁𝗶𝘃𝗮𝘁𝗶𝗼𝗻𝘀 - 𝘄𝗵𝗶𝗰𝗵 𝗺𝗲𝗮𝗻𝘀 𝗮 𝘀𝗶𝗻𝗴𝗹𝗲-𝗰𝗵𝗮𝗻𝗻𝗲𝗹 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆 𝗶𝗻𝗰𝗿𝗲𝗮𝘀𝗶𝗻𝗴𝗹𝘆 𝘀𝗽𝗲𝗮𝗸𝘀 𝘁𝗼 𝗻𝗼 𝗼𝗻𝗲 𝗳𝘂𝗹𝗹𝘆.

Read the full perspective: 👉 link in comments

27/07/2026

💫 UNTOLD Festival is coming back soon. Worth talking about what actually works at events.
Starcom Romania 𝗽𝘂𝗯𝗹𝗶𝘀𝗵𝗲𝗱 𝘁𝗵𝗲𝗶𝗿 𝗘𝘃𝗲𝗻𝘁𝘀 𝗕𝗲𝗵𝗮𝘃𝗶𝗼𝗿 𝟮𝟬𝟮𝟲 𝘀𝘁𝘂𝗱𝘆, 𝗮𝗻𝗱 𝗮 𝗳𝗲𝘄 𝗻𝘂𝗺𝗯𝗲𝗿𝘀 𝘀𝘁𝗼𝗼𝗱 𝗼𝘂𝘁:
📍Attendance is holding up. Over 82% of Romanians went to at least one event this past year, despite the economic pressure everyone talks about. People are choosing where to spend their time, carefully.
📍It’s not about the ticket. Relaxation and discovering something new top the list of reasons people show up. They’re buying a break from routine, not a wristband.
📍Brands aren’t unwelcome - they’re just held to a higher bar. Almost 3 in 4 attendees are open to brand presence at events. But sampling, exclusive perks, and comfort touches (charging stations, chill-out zones) win far more goodwill than a logo on a banner.
📍The window is short. Over half of attendees start looking for event info less than a month out. If a brand isn’t part of the conversation now, it’s already late.
📍And nothing beats word of mouth. It’s still the #1 way people discover events - meaning the experience itself is the real media channel.

𝗧𝗵𝗲 𝘁𝗮𝗸𝗲𝗮𝘄𝗮𝘆 𝗳𝗿𝗼𝗺 𝘁𝗵𝗲 𝘀𝘁𝘂𝗱𝘆: 𝗲𝘃𝗲𝗻𝘁𝘀 𝗮𝗿𝗲𝗻’𝘁 𝘀𝗽𝗼𝗻𝘀𝗼𝗿𝘀𝗵𝗶𝗽 𝗿𝗲𝗮𝗹 𝗲𝘀𝘁𝗮𝘁𝗲 𝗮𝗻𝘆𝗺𝗼𝗿𝗲. 𝗧𝗵𝗲𝘆’𝗿𝗲 𝗮 𝘀𝗲𝗿𝘃𝗶𝗰𝗲 𝗯𝗿𝗮𝗻𝗱𝘀 𝗲𝗶𝘁𝗵𝗲𝗿 𝗽𝗿𝗼𝘃𝗶𝗱𝗲, 𝗼𝗿 𝗱𝗼𝗻’𝘁.
Full insights here 👉 link in comments

24/07/2026

🚩Markets are getting more guarded about who earns their attention - and growth strategies built on instinct alone are starting to show it.

𝗧𝗵𝗲 𝟮𝟬𝟮𝟲 𝗘𝗱𝗲𝗹𝗺𝗮𝗻 𝗧𝗿𝘂𝘀𝘁 𝗕𝗮𝗿𝗼𝗺𝗲𝘁𝗲𝗿 𝗼𝗳𝗳𝗲𝗿𝘀 𝗮 𝗰𝗹𝗲𝗮𝗿𝗲𝗿 𝘄𝗮𝘆 𝘁𝗼 𝗿𝗲𝗮𝗱 𝘁𝗵𝗲 𝘀𝗵𝗶𝗳𝘁: 𝗻𝗼𝘁 𝗮𝘀 𝗮 𝘁𝗵𝗿𝗲𝗮𝘁 𝘁𝗼 𝗯𝗿𝗮𝗻𝗱 𝗲𝘅𝗽𝗮𝗻𝘀𝗶𝗼𝗻, 𝗯𝘂𝘁 𝗮𝘀 𝗮 𝗾𝘂𝗲𝘀𝘁𝗶𝗼𝗻 𝗼𝗳 𝘄𝗵𝗶𝗰𝗵 𝗹𝗲𝘃𝗲𝗿, 𝘁𝗿𝘂𝘀𝘁 𝗼𝗿 𝗿𝗲𝗹𝗲𝘃𝗮𝗻𝗰𝗲, 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗻𝗲𝗲𝗱𝘀 𝗳𝗶𝘅𝗶𝗻𝗴.

We broke down what that diagnosis looks like in practice 👉 link in comments