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
BINET AND DAVIS: MARKETERS WATCH ROI, BUT BUDGET SIZE IS MORE IMPORTANT
17. 10. 2025Larger budgets have eight times more impact on effectiveness than focusing on campaign return on investment (ROI). That’s according to new research from the IPA, led by Les Binet and Will Davis. The new research reveals a disconnect between what really drives marketing effectiveness and what marketers believe. That’s one of the conclusions of new… Continue reading THEME OF THE MONTH: RECESSION
EFFECTIVENESS IS BUILT ON CONSISTENCY AND CREATIVITY, EMERGED FROM THE CREATIVE IMPACT DISCUSSION FORUM AT THE CANNES LIONS FESTIVAL
26. 9. 2025At the Cannes Lions Festival, leading marketers, prominent creatives, and representatives from research agencies come together each year to explore the relationships between creativity, consistency, and effectiveness. This year, as part of the Creative Impact discussion forum, they focused on finding ways to maintain brand consistency in an uncertain and ever-changing environment, leverage creators and… Continue reading THEME OF THE MONTH: RECESSION
CREATIVITY IS IMPORTANT, BUT WHAT DOES GOOD CREATIVITY ACTUALLY MEAN?
26. 9. 2025Up to 85% of marketers believe that creativity is the key to success, but only 59% know what good creativity actually means, according to the survey. 83.5% of marketers believe that creativity is the key to advertising performance, but only 58.5% of respondents agree within their team on exactly what good creative is. That’s according… Continue reading THEME OF THE MONTH: RECESSION
ORLANDO WOOD AND SIR JOHN HEGARTY ON HOW CREATIVITY FUELS BRAND GROWTH
24. 9. 2025This year marks a symbolic anniversary – 150 years since the first documented use of the word creativity in English. Historian Adolphus William Ward used the term in 1875 in reference to William Shakespeare’s “poetic creativity”. Today, the importance of creativity in all sectors, including the media, is unquestionable. According to Sir John Hegarty, who… Continue reading THEME OF THE MONTH: RECESSION
L’ORÉAL UNCOVERS NEW INSIGHTS FOR EFFECTIVE BEAUTY ADS
3. 9. 2025L’Oréal worked with Google and research partner Sundogs to analyse 5,000 YouTube ads and found that moving beyond category conventions can drive measurable gains: replacing product-led formats, for example, with richer, character-driven storytelling boosted engagement by 55%. The AI-driven analysis across seven markets highlighted the value of character-driven storytelling, contextually relevant casting, and emotional diversity.… Continue reading THEME OF THE MONTH: RECESSION
ORLANDO WOOD INTERVIEW: WHY ADVERTISING NEEDS SHOWMANSHIP AGAIN – AN INTERVIEW WITH ORLANDO WOOD
2. 9. 2025Orlando Wood share his views on the enduring principles of effective advertising, the future role of television, and how brands can rediscover the creativity that fuels long-term growth.
RADIOHOUSE AND TV NOVA WILL AGAIN SUPPORT SMALLER ENTREPRENEURS WITH CZK 100 MILLION
1. 9. 2025Media agency Radiohouse in collaboration with TV Nova is launching another edition of the RH 300 Cross programme. Radiohouse and TV Nova are relaunching the RH 300 Cross project , which will provide regional entrepreneurs with CZK 100 million worth of media support. The aim of the project is to support the growth of small… Continue reading THEME OF THE MONTH: RECESSION
CREATIVITY IS THE MOST IMPORTANT COMPONENT OF OUR CIVILISATION. CREATIVITY IS LIFE, SAYS SIR JOHN HEGARTY
26. 8. 2025Creativity is not the domain of artists—it is the holy grail for people working in various fields. It is an act of self-expression and therefore a vital competency for anyone who wants to grow and innovate, and who seeks new ways to create value and move themselves and their community forward. As such, it is… Continue reading THEME OF THE MONTH: RECESSION
EFFIE REGISTERS 118 APPLICATIONS THIS YEAR, A FIFTH MORE THAN LAST YEAR
26. 8. 2025The largest domestic advertising effectiveness competition Effie will evaluate 118 applications this year. This is a record number. A record 118 entries will compete in the 28th edition of the Effie Awards Czech Republic, announced by the Association of Communication Agencies (AKA). The fiercest competition is in the sports category, in activation marketing and in… Continue reading THEME OF THE MONTH: RECESSION
STUDY USA: CONSUMERS SEE ‘STRONG VALUE’ IN STREAMING BUT ARE ‘VERY CONCERNED’ ABOUT ECONOMY
12. 8. 2025The newest Hub survey highlights the impact that economic uncertainty could have on the streaming industry. PORTSMOUTH, N.H. —A new study shows that the post-pandemic economic strain and rising prices continue to rattle U.S. consumers, who are keeping an eye on their spending and streaming video price increases. Yet, the results of Hub Entertainment Research’s… Continue reading THEME OF THE MONTH: RECESSION
SIR JOHN HEGARTY FOR GTVG ON THE POWER OF CREATIVITY
4. 8. 2025Few figures have shaped modern advertising as profoundly as Sir John Hegarty, who speaks of creativity as a force that moves people and markets.
PEOPLE LOSING TRUST IN SOCIAL MEDIA AS DISINFORMATION SPREADS
30. 7. 2025The trust gap between legacy media and social media is growing, as disinformation, fake news, and a lack of regulation knocks people’s confidence in creator-led content, research finds. European consumers trust radio, linear TV, cinema and print due to their established credibility, finds RTL AdAlliance’s The New Life of the Living Room study*, which provides… Continue reading THEME OF THE MONTH: RECESSION