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
IN THE CZECH REPUBLIC, ROUGHLY ONE IN SEVEN ADVERTISEMENTS ON SOCIAL MEDIA IS FRAUDULENT
11. 2. 2026Fraudulent advertisements generate billions in revenue for social networks in Europe, according to a study by Juniper Research. The prediction for 2030 is even more pessimistic, forecasting that the average user will encounter fraudulent advertisements about a third more often than today. A new peer-reviewed study by Juniper Research highlights the systemic problem of fraudulent… Continue reading THEME OF THE MONTH: ATTENTION
MARKETING TRENDS 2026: WHY IS TRUST MORE IMPORTANT THAN THE AMOUNT OF CONTENT?
10. 2. 2026How can you succeed in an era when artificial intelligence is producing a flood of content, while consumers are more distrustful and protective of their data? Experts answered this question at the WPP Media webinar. They presented key trends that will shape marketing in 2026. According to them, the future does not belong to the… Continue reading THEME OF THE MONTH: ATTENTION
LIDL INVESTED THE MOST IN ADVERTISING IN 2025. HOW MUCH WAS INVESTED IN MEDIA?
9. 2. 2026Lidl also confirmed its position as the strongest advertiser in the domestic media in 2025. Advertising for food and food chains was once again the most intense. Total advertising investment in the purchase of advertising space in the media increased only slightly, according to data from Nielsen monitoring. The top three advertisers in the media… Continue reading THEME OF THE MONTH: ATTENTION
THE STATE OF PERFORMANCE TV IN 2026
6. 2. 2026Attention is the hardest thing to buy. And everyone else is bidding too. People are scrolling, skipping, swiping, and split-screening their way through the day. Which is exactly why TV stands out. It offers a rare, uninterrupted moment where your audience is truly paying attention. Performance TV combines the power of TV advertising with the… Continue reading THEME OF THE MONTH: ATTENTION
THE WINTER OLYMPICS ARE STARTING, AND PARTNERS ARE FINE-TUNING THEIR COMMUNICATIONS
6. 2. 2026The 2026 Winter Olympics in Milan and Cortina will officially begin on the evening of Friday, 6 February. They will also bring with them advertising campaigns from Olympic partners. These partners have been communicating their connection to the Olympics in the media for several weeks and are also preparing to participate in the Olympic Festival.… Continue reading THEME OF THE MONTH: ATTENTION
THE MOST EFFECTIVE SUPER BOWL COMMERCIALS, RANKED BY VIEWERS
4. 2. 2026The top 10 Super Bowl ads of the past five years and why they work, according to System1. Every year, about 60 brands spend millions—in 2026, up to $10 million— to advertise in the Super Bowl. They try to shock, delight, surprise, confuse, and inspire the upwards of 127 million-strong audience in the hopes that… Continue reading THEME OF THE MONTH: ATTENTION
MARK RITSON: CZECH MARKETING KNOWS WHAT TO DO AT CHRISTMAS. BUT IN JANUARY, IT FORGETS.
4. 2. 2026Marketing expert Mark Ritson focused his commentary on Czech Christmas campaigns and how January campaigns are failing. Mark Ritson’s commentary was provided to MediaGuru.cz by the Proficio agency, which accompanied it with a commentary by Jan Kurel. We are publishing both texts. Yes, I know. Christmas is long gone. Weeks have passed since the holidays… Continue reading THEME OF THE MONTH: ATTENTION
CAMPAIGNS SEE BETTER BUSINESS EFFECTS WHEN THEY INCREASE BRAND TRUST
3. 2. 2026Advertising that amplifies brand trust can have an outsized impact on traditional markers of commercial success, including growth in sales, market share or profit, according to new analysis from the IPA. Commercial campaigns in the IPA Effectiveness Databank that recorded large increases in brand trust reported an average of 65% more large business effects than… Continue reading THEME OF THE MONTH: ATTENTION
A NEW LOOK FOR MEDALS. THE CZECH PARALYMPIC COMMITTEE UNVEILS ITS MODERN VISUAL IDENTITY AND LAUNCHES ITS CAMPAIGN FOR THE GAMES
2. 2. 2026In exactly 32 days, the flame will be lit and the Winter Paralympics will begin in Italy. The Czech team will enter the games with a new look: a communication campaign based on black humour, a completely redesigned visual identity and an expanded partner structure. To prepare the campaign, the Czech Paralympic Committee (ČPV) joined… Continue reading THEME OF THE MONTH: ATTENTION
YOUNG LIONS 2026 COMPETITION KICKS OFF, REGISTRATION OPENS
30. 1. 2026The eighteenth edition of the Young Lions CZ competition for young creators is kicking off. Building on last year’s changes, it aims to serve as a year-round community and development platform again this year. The Young Lions Czechia competition for young creatives and marketers is entering its 18th year. This year, the organisers are building… Continue reading THEME OF THE MONTH: ATTENTION
PRIMA TO TIGHTEN UP ADVERTISING REWINDING, VIEWERS WILL NO LONGER BE ABLE TO SKIP IT
29. 1. 2026The Prima media group is cancelling the so-called “grace period”, which allowed pay-TV operators to skip through advertising blocks for one minute. Viewers were abusing this feature. From 1 February, FTV Prima, inagreement with pay-TV operators, will tighten the conditions under which it will be possible to watch programmes on its channels on catch-up. This… Continue reading THEME OF THE MONTH: ATTENTION
CREATIVE AND MEDIA TOGETHER DRIVE ADVERTISING IMPACT
28. 1. 2026Creative quality and media support together explain 60.1% of the business results generated by advertising, according to The Creative Dividend, a new book published by System1 and Effie. Why joined-up thinking matters Creative and media are often siloed endeavours within the advertising process. Making sure creative work has emotional resonance is undoubtedly vital, as is reaching… Continue reading THEME OF THE MONTH: ATTENTION