In November, we celebrate World Television Day. This year is dedicated to the power of ATTENTION and highlights the growing importance of attention as a benchmark for advertisers. The idea is encapsulated in the new TV spot that accompanies World Television Day each year.
According to research by Group M, 66% of respondents said they are seeing significantly more advertising these days. A full 53% of respondents feel that ads are repeated too often and 35% of respondents often see ads that are completely irrelevant to them. Research also shows that the attention paid to advertising on social media and the attention paid to advertising on TV is not the same.
The Track the Success study and Karen Nelson-Field’s research reveal that television is the leading medium in terms of audience retention. Attention is therefore a topic that advertisers should pay close attention to if they want their brand to achieve its goals. Inspiration on how to achieve success and what to focus on in advertising from an attention perspective can also be found in the selection below.
We’ve also prepared the latest article in ScreenVoice magazine on the topic of attention. It features a selection of ads that have performed excellently in terms of capturing the attention of the audience.
PREVIOUS THEMES OF THE MONTH
MORE ARTICLES ABOUT THIS TOPIC
THE CHOICE OF CHEAPER WATER SERVICES IS INCREASINGLY COMMON IN EUROPE
13. 4. 2025The desire to save money is increasingly reflected in media behaviour. Europeans, who on average have two paid subscriptions to SVOD services, are looking for cheaper options. Media behaviour is changing. Europeans are seen to be trying to save on subscriptions for SVOD services. The credibility of social media is decreasing in their eyes due… Continue reading THEME OF THE MONTH: ATTENTION
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: ATTENTION
THICK, LIKE A LEPRECHAUN SPITTING. GOLDEN WELL SYRUPS ENTER THE CZECH MARKET
10. 4. 2025Slovakia’s market leader in fruit syrups is coming to the Czech Republic with a campaign from Triad Prague. The spot was produced by Divize studio with director Bára Anna Stejskalová. With the concept of Fairy Tales from the Golden Well, the syrup brand wants to differentiate itself from the established communication in the category. “We… Continue reading THEME OF THE MONTH: ATTENTION
IS SHOPPABLE CTV THE NEXT BIG OPPORTUNITY FOR RETAIL MEDIA?
4. 4. 2025Historically, brands used upper-funnel channels like connected TV (CTV) for brand awareness, while relying on lower-funnel tactics such as retail media to drive conversions. But with shoppable CTV ads, brands can do both, leveraging retail media network (RMN) data to target consumers across CTV platforms, connecting the moment of discovery directly to the point of purchase. Consumer interest in shopping via TV is growing,… Continue reading THEME OF THE MONTH: ATTENTION
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: ATTENTION
RAPID GROWTH OF RETAIL MEDIA WILL ALSO BE SUPPORTED BY LINKING WITH CTV ADVERTISING
3. 4. 2025Shopping directly from the TV screen will soon become a reality, thanks to the rapid growth of retail media and its integration with smart screen advertising (CTV), Duncan Painter said at the OmniConnect conference. The retail media segment is becoming an important part of marketing strategies around the world and its influence is growing. Retail… Continue reading THEME OF THE MONTH: ATTENTION
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: ATTENTION
STUDY EU: BROADCASTER CONTENT REMAINS TOP CHOICE IN EUROPE AND US
1. 4. 2025A new report has found 59% of connected TV users begin their journey with broadcaster-produced content when they switch on TV. RTL AdAlliance has revealed the fourth edition of its annual study – The New Life of the Living Room. In the quantitative research, RTL Group’s international sales house separates signal from noise in the… Continue reading THEME OF THE MONTH: ATTENTION
NIELSEN: MEDIA MIX’S DIGITAL VS. TRADITIONAL ALLOCATION A MATTER OF BUDGET SIZE.
31. 3. 2025Nielsen Insights says that while there’s general agreement that the right media mix ultimately embraces solutions from the worlds of both digital and traditional media, the question remains one of balance. “It’s been a favorite question among marketing pundits, and the consensus today is that advertisers need brand building and performance marketing to work in… Continue reading THEME OF THE MONTH: ATTENTION
CZECHS AND ADVERTISING: YOUNG PEOPLE BUY MORE OFTEN ACCORDING TO NETWORKS, OLDER ONES ACCORDING TO TV AND LEAFLETS
31. 3. 2025Young people are more often guided in their purchases by advertising on social networks, while the older generation prefers TV spots and leaflets. This is according to a new wave of research on Czechs and advertising. Czechs’ attitudes towards advertising have stabilised in recent years, but there are still clear trends reflected in their buying… Continue reading THEME OF THE MONTH: ATTENTION
WARC: GLOBAL AD SPENDING TO FALL BY $20 BILLION
30. 3. 2025The global advertising market is slowing down due to growing economic uncertainty, trade barriers and tightening regulation. According to WARC’s latest study, ad spending growth will decline by $20 billion over the next two years. WARC’s new study shows that global ad spending will grow 6.7 percent this year to $1.15 trillion, but that is… Continue reading THEME OF THE MONTH: ATTENTION
STUDY USA. POSITIVE AD ENVIRONMENTS BOOST PERFORMANCE AND CONSUMER INTENTION
29. 3. 2025Ads on a positively viewed platform are more effective regarding purchase intent, brand favorability and preference, according to the latest research from MAGNA and Pinterest. The study suggest that users trust and like the same ad more if they feel positively about the environment in which it plays. Why is positivity a key part of… Continue reading THEME OF THE MONTH: ATTENTION