On 21 November, World Television Day – as designated by the United Nations – was celebrated around the globe for the 26th time. On this occasion, broadcasters and TV associations put the spotlight on the medium’s resilience and its attention-grabbing power. In this week’s egtabite we revisit some of the initiatives carried out on the occasion of 2022 World Television Day.
The TV spot – Today’s TV captivates, fascinates and holds audiences’ attention
At the initiative of egta, The Global TV Group, EBU and ACT, a 30-second video was produced with a focus on attention. More so: how today’s TV captivates, fascinates and holds audiences’ attention.
Brands have also started to place more importance on attention as they realise the value of this metric: the more attention an advertisement receives, the better the business outcomes. TV is a medium with unmatched effectiveness because it provides one of the highest and most reliable levels of attention to both its content and advertising.
The clip also highlighted that today TV is always available, at home and on the go, across all screens, live or streamed, and no medium grabs audiences’ attention better.
As in previous years, the spot was translated and adapted by many local broadcasters, including in French, Italian, German, Czech and Bulgarian, to name a few. The adapted versions can be viewed here.
Coverage and initiatives – demonstrating the power of television
Many media companies expanded their coverage beyond airing the spot and social media activities.
Visitors to the offices of France Télévisions Publicité, for example, were welcomed in the lobby by an extensive array of World TV Day displays, showing the clip.
In Slovakia, the Markíza network aired extensive coverage about the impact of TV, both historically when covering significant events and in today’s multi-screen, multi-touchpoint world, where TV with its premium content and trusted news plays a vital societal role. The World Television Day coverage on Markíza and an interview with Matthias Settele, Markíza’s General Director, can be watched here below with English subtitles.
In Canada, CBC Media Solutions neatly visualised the 10 reasons why TV is more relevant than ever, tackling one-by-one the many myths and false narratives about the state of TV and stating the facts about the medium’s strengths for brands.
To celebrate the creatives, Thinkbox UK called on industry colleagues to put together a gallery of the best TV adverts in 2022. Contributions came from Tenk TV (Norway), TAM (Ireland), Thinktv (Canada), TVN Media (Poland) and DStv (South Africa), gathering some of this year’s best TV ads.
Attention is the new black
Meanwhile, egta put its focus on attention as a metric, as Katty Roberfroid, Director General at egta, underlined in the press release for World Television Day:
“The TV industry continues to build a more sophisticated understanding of ad attention. As content providers and brands compete for consumers’ attention, this metric will help demonstrate that TV delivers the short and long-term results both programmers and advertisers require. On World TV Day, we shine a light on the attention economy and celebrate Total TV’s role in it.”
Contributing to the conversation, egta released a series of interviews with four industry experts discussing ad attention, measurement and more. The interviews with Pooja Midha (EVP, General Manager, Effectv), Joe Marchese (General and Build Partner, Human Ventures), Andy Brown (CEO, The Attention Council) and Nicolas Grand (SVP Transformation, Global Investment, OMG) are available on Spotify, Apple Podcasts and Google Podcasts, as well as on Vimeo (links above).
OTHER CASE STUDIES
AN IMMERSIVE CANAL+ BRAND SOLUTIONS COLLABORATION FOR SKIN-CARE BRANDS WITH SENSITIVE STORIES TO TELL
26. 6. 2026CANAL+ BRAND SOLUTIONS and its in-house studio LA FACTORY created “Marquer l’Invisible” for Avène, linking Cicalfate+ to a documentary-style story about scars, tattooing, repair and protection without turning the content into a product demonstration. The activation combined production, premium CANAL+ app placement, a 20-second STREAM+ pre-roll teaser, and social distribution through Clique, giving advertisers a clear example of integrated branded content execution. Rolled out from 6 April 2026 and targeting women aged 25–54, the campaign shows how co-constructing the story, media setting and brand role from the outset can strengthen authenticity, cultural relevance and audience fit.
M6 UNLIMITED TESTS AI SPOT CREATION FOR SMALLER TV AND STREAMING ADVERTISERS
22. 5. 2026M6 Unlimited is testing a simpler route into TV and streaming for SMEs and new advertisers by combining lower entry budgets, a future ad manager, and support across strategy, creative production, and measurement. In a proof of concept with Waymark, it used INGA’s existing brand assets to create an AI-generated TV-ready spot, positioning ad sales teams earlier in the creative process for advertisers that do not arrive with finished video. Before any media plan was built, Toluna Insights pre-tested the ad and placed it in the top 20% for attention, brand recall, message recall, brand association, brand fit, and brand action, while also identifying weaker emotional resonance as a clear optimisation point. The case shows how AI-assisted production and testing can lower creative barriers for smaller advertisers while giving sales houses evidence to refine campaigns before wider rollout.
THE TV ADVERTISING PARADOX, A THINKTV NEW ZEALAND CASE STUDY (2/2)
22. 5. 2026ThinkTV New Zealand built its campaign around the contradiction that linear TV was being called obsolete while still delivering scale, attention, and brand outcomes, using evidence-led messaging aimed primarily at CMOs and CFOs rather than broadcasters speaking for themselves. The centerpiece was an 80-page standalone edition of NZ Marketing magazine, with 4,000 copies distributed to marketers, agencies, and key decision-makers, supported by eight weeks of out-of-home, four months of TV, and a dedicated website. The campaign’s core visual distilled the issue into a single question: TV reach is stable, so why is investment falling? LinkedIn then amplified the debate, with marketers publicly challenging agency recommendations and growing reliance on YouTube.
A BIG-SCREEN STUDY FINDS STRONGER ATTENTION ON TV4 PLAY THAN ON YOUTUBE
24. 4. 2026TV4 just launched its third attention study, comparing the viewing experience on its streaming service (TV4 Play) with YouTube’s big screen experience at home. It confirms once again the assumption that the streaming environment provided by a qualitative TV network (BVOD) delivers a much bigger attention than UGC platforms, such as YouTube. An at-home test… Continue reading EGTABITE 408: CELEBRATING WORLD TV DAY AROUND THE GLOBE
THE TV ADVERTISING PARADOX, A THINKTV NEW ZEALAND CASE STUDY (1/2)
24. 4. 2026In late 2024, ThinkTV New Zealand, under the leadership of Jacqueline Freeman, GM Communications, undertook a full market review to understand how television was being perceived, valued, and used across the New Zealand marketing ecosystem. This was a broad diagnostic rather than a simple pulse check. It drew on perspectives from CMOs, CFOs, insights people,… Continue reading EGTABITE 408: CELEBRATING WORLD TV DAY AROUND THE GLOBE
AD EMISSIONS MEASUREMENT: LESSONS FROM THE FINNISH MARKET
31. 3. 2026Finland’s commercial TV broadcasters spent the past year developing a carbon emissions measurement framework for linear TV advertising, starting with no local methodology and ending with a validated model owned by an industry body. For markets facing the same challenge, the experience offers a useful reference point. Start narrow, then scale The project focused exclusively… Continue reading EGTABITE 408: CELEBRATING WORLD TV DAY AROUND THE GLOBE
A NEW WAY FOR FRANCETV PUBLICITÉ TO SELL CONTEXTUAL VIDEO ADVERTISING
27. 3. 2026FranceTV Publicité (FTP), the advertising sales house for French public television, has introduced Context.IA into its digital video offer. The solution uses programme context to decide when an ad should appear, instead of relying only on fixed scheduling. That makes Context.IA a new commercial tool inside FranceTV Publicité’s own video inventory. Context.IA links programme cues… Continue reading EGTABITE 408: CELEBRATING WORLD TV DAY AROUND THE GLOBE
BUILDING A SHOPPABLE, ATTENTION-READY CTV OFFER: THE BIG BROTHER CONTEXTUAL CASE
26. 3. 2026In 2025, Paramount Australia, in partnership with FreeWheel and egta, hosted a webinar outlining a forward-looking view of the evolving advertising market. One key topic explored the industry’s shift to pull-based discovery, experience-driven engagement, and frictionless content-commerce integration. Paramount Australia’s Contextual Advertising Suite directly responds to these trends, reinforcing the company’s leadership in premium CTV… Continue reading EGTABITE 408: CELEBRATING WORLD TV DAY AROUND THE GLOBE
GLOBO CREATES HOME SCREEN PROMINENCE FOR FREE-TO-AIR TV ON SMART TVS
26. 2. 2026Globo, Brazil’s largest commercial TV group, is rolling out DTV+, a next-generation free-to-air TV standard designed for connected TVs. It brings broadcast channels into the TV operating system, with app-like navigation, login and interactive layers placed directly on top of live programming. The move fits Brazil’s viewing reality. Linear TV accounts for 57.9% of total… Continue reading EGTABITE 408: CELEBRATING WORLD TV DAY AROUND THE GLOBE
THE VISUAL TRANSFER EFFECT: HOW SOUND BUILDS BRANDS
24. 2. 2026In collaboration with neuro-marketing agency Unravel, Talpa Media has produced the scientific proof that audio does not just complement TV. It actively reactivates it, reconstructing visual brand memories in the consumer’s mind through sound. The findings carry significant implications for how audio is planned, sold, and valued within the wider media mix. Context Talpa Media… Continue reading EGTABITE 408: CELEBRATING WORLD TV DAY AROUND THE GLOBE
RMB TURNS QR CODE VOTING INTO A SHARED VIEWING MOMENT THAT STRENGTHS BRAND IMAGE FOR SPRITE AND DELI CHOC
24. 2. 2026Campaign objectives The chocolate snack Deli Choc and soft drink Sprite brands worked with RMB to reach younger audiences by becoming part of Belgian hip-hop show “PLAYGROUND”, supporting new rap talent through a live QR vote and cross-platform content. This helps the brands appear as enablers of the format rather than separate ads. For RMB… Continue reading EGTABITE 408: CELEBRATING WORLD TV DAY AROUND THE GLOBE
CANADIAN SUPERSTAR ANDREW PHUNG HELPS VIA RAIL CHALLENGE CAR CONVENIENCE ASSUMPTIONS WITH LONG-FORM STORYTELLING ACROSS CBC’S TV ECOSYSTEM
24. 2. 2026Campaign objectives VIA Rail, the company operating Canada’s national passenger rail service, combined a new product launch with brand building, using long-form content to tackle misconceptions that tend to block conversion in travel: comfort, ease, and whether rail feels like a realistic alternative to driving for intercity trips. The objectives behind this campaign were to… Continue reading EGTABITE 408: CELEBRATING WORLD TV DAY AROUND THE GLOBE