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
MEDIA CLUB AND NOVA DELIVERED THE MOST GRP LAST YEAR, INCREASED BY ČT AND ATMEDIA
14. 1. 2025The position on the TV advertising market remains unchanged, with the overwhelming part of GRPs going to the Media Club and TV Nova networks. However, commercial TV channels are coping with the declining number of GRPs in linear broadcasting. Almost 86% of all TV advertising GRPs in 2024 were accounted for by the Media Club… Continue reading THEME OF THE MONTH: ATTENTION
AGENCIES LEO BURNETT AND PUBLICIS WORLDWIDE MERGE UNDER LEO
14. 1. 2025Creative agency Leo Burnett will become Leo following its merger with Publicis Worldwide. Creative agencies Leo Burnett and Publicis Worldwide from the Publicis Groupe are merging under the Leo brand. Along with this, the existing Leo Burnett logo is also changing. The merger creates a creative entity of 15,000 people globally. Leo joins Publicis Groupe’s… Continue reading THEME OF THE MONTH: ATTENTION
JACOBS WAS THE FIRST TO USE THE BRANDING OF DRIVING SKILLS IN THE HBBTV ENVIRONMENT
13. 1. 2025Jacobs Douwe Egberts, a leading coffee producer, in partnership with Prima TV and Kinet, is bringing a new twist to TV advertising. It was the first in the Czech Republic to use branding games in the HbbTV environment. It has also actively involved its Jacobs brand in the game and will reward successful players. The… Continue reading THEME OF THE MONTH: ATTENTION
ADC CZECH CREATIVE AWARDS STARTS ITS 32. ANNUAL
10. 1. 2025The ADC Czech Creative Awards is now accepting Early Birds entries. The 32nd edition of the ADC Czech Creative Awards, organised by the Czech Art Directors Club, has kicked off. The competition is now accepting Early Birds entries. The deadline for regular entries is 31 January, the extended deadline will run throughout February. “In the… Continue reading THEME OF THE MONTH: ATTENTION
NEWS ORGANISATIONS FEAR A DROP IN REFERRALS, THREATENING A KEY SOURCE OF TRUST FOR BRANDS
10. 1. 2025Leaders at news organisations are worrying about a drop in referrals from search in the coming year, as social media platforms turn away from news and AI-generated summaries become a mainstream part of search, according to new data from the Reuters Institute at the University of Oxford – for marketers, an internet without news is… Continue reading THEME OF THE MONTH: ATTENTION
MARKETING TRENDS 2025: TRANSPARENCY, AI AND RETAIL MEDIA
8. 1. 2025What all can make its way into marketing, advertising and communications in the Czech market? Here’s an overview of this year’s trends. At the beginning of the new year, we bring you a overview of the trends that several companies predict will influence marketing, advertising and communication on the Czech market in the coming months.… Continue reading THEME OF THE MONTH: ATTENTION
HOW TO CONQUER THE CHALLENGING YEAR 2025? DON’T FORGET CREATIVITY, ORIGINALITY AND WIT!
6. 1. 2025What will this year be like from a marketing perspective? In the first issue of the twenty-fifth edition of MAM, marketers from brands such as Komerční banka and Notino, as well as representatives of the media sector, reveal their predictions, expectations, plans and tasks. Almost none of the interviewees doubt that this year will be… Continue reading THEME OF THE MONTH: ATTENTION
ADVERTISING FORMATS THAT CAN CREATIVELY FILL IN A (SOMEWHAT) FORGOTTEN SEASON
3. 1. 2025What do we mentally associate with the end of one year and the arrival of a new one? A question that all those who are preparing a truly effective new year advertising campaign must seek to answer. This is not an easy task at all, as the new year quite commonly follows a bit behind Christmas. Is there any… Continue reading THEME OF THE MONTH: ATTENTION
CZECHS LIKE CHRISTMAS ADS, BUT THEY DON’T USE THEM WHEN CHOOSING GIFTS
18. 12. 2024Positive reactions to Christmas advertisements prevail over negative ones among the Czech population. The findings are presented in a research by ResSolution Group. Czechs have a rather positive (40%) than negative (27%) attitude towards Christmas ads. A third of respondents (33%) have a neutral attitude towards Christmas ads. This is according to a survey conducted… Continue reading THEME OF THE MONTH: ATTENTION
FAIR TENDER FOR ADVERTISING CONTRACTS COMES INTO FORCE IN JANUARY
12. 12. 2024Advertising tenders in the Czech Republic will be governed by a memorandum supported by nearly 100 directors and productions from January. Signed in June, the Memorandum on Fair Tender Terms for the selection of directors and productions for the production of advertising spots, which originated from an initiative of the Audiovisual Producers Association (APA), will… Continue reading THEME OF THE MONTH: ATTENTION
CTV ADVERTISING LAUNCHES ALSO ON THE CZECH MARKET
9. 12. 2024Video advertising on large screens of smart TVs (CTV) is starting to interest domestic advertisers as well. Within two years, its possibilities could become more widespread, a meeting between Adform and Tivio suggested. The CTV phenomenon is also taking hold in the Czech advertising market. Despite the strong position of linear TV advertising, there is… Continue reading THEME OF THE MONTH: ATTENTION
NEW STUDY OUTLINES THE FOUR DRIVERS OF CREATIVE IMPACT
8. 12. 2024Human connection, dynamic visuals and the successful integration of brand and product are among the main drivers of creative impact in advertising, new research has found. The study was published by Meta, the tech company which owns Facebook and Instagram, and also by analytics provider CreativeX, and research firm Kantar. Why creative effectiveness matters Creative… Continue reading THEME OF THE MONTH: ATTENTION
