In November, we celebrate World Television Day, dedicated to the theme of ATTENTION this year and highlighting the growing importance of attention also for advertisers. See the idea of this year celebrations in the new TV spot that accompanies World Television Day in 2022.
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.
On the topic of attention, we’ve also produced the latest article in ScreenVoice magazine, which also features a selection of ads that have stood up well in terms of capturing the attention of the audience.
PREVIOUS THEMES OF THE MONTH
MORE ARTICLES ABOUT THIS TOPIC
ADS & DATA: LEVERAGING BEHAVIOURAL AND CONTEXTUAL INSIGHTS FOR SMARTER ADVERTISING
14. 2. 2025In today’s fast-paced digital landscape, Interest Targeting has been pioneered by Ads & Data. This involves leveraging behavioural and contextual data to serve the most relevant ads. This business case looks at how Ads & Data use this to advertise thereby enhancing campaign performance on their display and shortform platform. With the prospect of developing… Continue reading THEME OF THE MONTH: RECESSION
THE FUTURE OF RETAIL MEDIA: A COLLABORATIVE MARKETPLACE FOR TARGETED TV ADS
14. 2. 2025Last autumn, FranceTV Publicité, M6 Publicité, and RMC BFM Ads, collaborated and partnered with Unlimitail, to launched TV Retail Connect, the first collaborative Retail Media Marketplace for Addressable TV (ATV) and HVOD in the country. Addressable TV has experienced noticeable growth in recent years in France, with impressions increasing by 41% since early 2024. With… Continue reading THEME OF THE MONTH: RECESSION
WHO ‘WON’ THE ADVERTISING SUPER BOWL? IT DEPENDS
10. 2. 2025Budweiser, Lay’s, T-Mobile and Nike could all claim to have “won” the advertising Super Bowl – depending on who you ask and what was being measured. These were winning brands according to some Monday morning post-game analyses. The Super Bowl is a blue-chip advertising occasion as brands can reach what is far and away the… Continue reading THEME OF THE MONTH: RECESSION
SUPER BOWL LIX: HUMOUR DOMINATES CREATIVE STRATEGIES
6. 2. 2025Humor and positivity are set to be major themes among this year’s Super Bowl spots, based on analysis of various ads released ahead of the NFL season-closer by DAIVID, an ad-testing platform that uses artificial intelligence (AI) to measure creative effectiveness. The Super Bowl is a blue-chip advertising occasion that reaches millions of viewers. Interest… Continue reading THEME OF THE MONTH: RECESSION
WHY CELEBRITIES AND THE SUPER BOWL AREN’T LIKELY TO PART WAYS
4. 2. 2025There was a time when most Super Bowl commercials didn’t feature a celebrity. No Serena Williams. No Payton Manning. No Martha Stewart. In 2010, only about one-third of Big Game spots included a well-known actor, athlete, or musician, according to television analytics firm iSpot.tv. This changed in 2018, when famous faces appeared in the majority of Super… Continue reading THEME OF THE MONTH: RECESSION
WHY HUMOUR IN ADVERTISING WORKS – AND HOW BRANDS CAN USE IT MORE
4. 2. 2025Humour in advertising has declined by 37% over the past 20 years, according to Kantar, but evidence shows it remains a powerful tool for brand recall, emotional engagement, and long-term success. WARC’s new report, What’s Working in Humorous Advertising, unpacks how brands across industries – from Snickers to Specsavers – are using comedy to cut through… Continue reading THEME OF THE MONTH: RECESSION
WHAT VALUE ARE YOU CREATING FOR YOUR CUSTOMERS?
31. 1. 2025Creativity has a pivotal role to play in value creation, but today we need a broader definition of creativity – one that enshrines the belief that “it’s only creative if it creates value” and views the whole brand through the lens of customer experience. Why value matters Customers are the life blood of a business.… Continue reading THEME OF THE MONTH: RECESSION
FROM 1.9:1 TO 2.5:1: HOW ADVERTISING CAMPAIGNS ARE GETTING MORE EFFICIENT
22. 1. 2025An analysis of 1,537 successful advertising campaigns from the WARC case study database reveals that the median profit return on investment (ROI) for successful advertisers is 2.5:1, suggesting that campaigns have become more efficient over time. ROI is the ratio of net profit generated by an investment. In marketing, it is often used to refer… Continue reading THEME OF THE MONTH: RECESSION
STUDY UK: WHY BRANDS ARE FALLING SHORT WITH THEIR MEDIA STRATEGIES
15. 1. 2025Leading brands are using an ineffective combination of media channels for their campaigns, a major new study has found, with many optimizing for reach instead of for brand metrics that will yield more impact. The study, from the University of Oxford’s Saïd Business School, concluded that current marketing practices are “far from optimal” and that… Continue reading THEME OF THE MONTH: RECESSION
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: RECESSION
TALKING TV TO THE RIGHT PEOPLE
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INCREASING THE PERFORMANCE OF TV ADVERTISING WITH QR CODES
11. 12. 2024QR codes were invented in the 1990s. Their original purpose was to track vehicles during production. They were better than a traditional barcode because they could store a huge amount of information in a small area and were easy to scan. The use of QR codes spread quite quickly outside the industrial sector. Consumer goods… Continue reading THEME OF THE MONTH: RECESSION
