ATTENTION DETERMINES ADVERTISING EFFECTIVENESS: STUDY CONFIRMS THE POWER OF THE TELEVISION ENVIRONMENT

26. 6. 2026 | 11 min read The Attention: Effectiveness Driver study highlights a simple but often overlooked fact: advertising can influence purchasing behaviour only if people actually notice it. Attention is not a proxy metric but a fundamental prerequisite for memorability, increased brand awareness, a shift in perception, and business outcomes. The available data indicate that television advertising can attract significantly more seconds of attention than most digital formats, and that the large screen remains an exceptionally powerful environment for brand building.

CARAT WINS THE ‘MEDIA NETWORK OF THE YEAR’ TITLE AT THE CANNES LIONS

26. 6. 2026 | 2 min read Carat, the media agency network part of the Dentsu Group, was named Media Network of the Year at the 2026 Cannes Lions Festival. It secured the award thanks to three Gold, one Silver and two Bronze Lions.

CONSUMERS ARE SICK AND TIRED OF HEARING ABOUT AI ALL THE TIME

24. 6. 2026 | 3 min read New research found that large majorities of consumers are less likely to trust ads made by AI and less likely to buy from brands that use AI-generated ads.

MOVING IMAGE STUDY 2026: TELEVISION REMAINS THE BACKBONE OF AUDIOVISUAL CONTENT CONSUMPTION

23. 6. 2026 | 6 min read The representative study commissioned by RTR Medien and Arbeitsgemeinschaft TELETEST is examining video consumption in Austria for the eleventh time. Its findings show that consumer behaviour continues to be shaped by television broadcasters’ content.

FIVE MARKETING TRUTHS: RITSON AND SHARP REACHED A CONSENSUS IN CANNES

23. 6. 2026 | 9 min read Mark Ritson and Byron Sharp are among the most prominent and most frequently cited figures in contemporary marketing. At the Cannes Lions festival, their rare joint appearance was based on a simple premise: given that they are known for frequently competing against one another, are there any issues on which they can actually agree?

STUDY: YOUNGER VIEWERS MORE DISTRACTED BUT MORE RECEPTIVE TO ADS

22. 6. 2026 | 5 min read A new study finds the long-term rise in ad acceptance continues, with ad intolerance falling to a record low across all age groups, and that viewers are supportive of AI tools if they are used to improve discoverability and the viewing experience.

STUDY USA: PROGRAMMATIC CTV PAUSE ADS MORE EFFECTIVE THAN TRADITIONAL SPOTS

18. 6. 2026 | 2 min read WunderKIND Ads has released a new study analyzing the impact of Pause Ads compared with traditional CTV spots that show Pause Ads delivered nearly two times higher attention than standard 60-second CTV ads.

STRONG EMOTIONS LEAD TO STRONG RESULTS, SAYS NEW SCREENFORCE STUDY

14. 6. 2026 | 5 min read The new Screenforce study, entitled Follow the Feelings – Emotional Advertising as an Effectiveness Booster, explores the full spectrum of emotions, their practical significance and a detailed understanding of creative approaches to advertising.

THE WORLD CUP WILL CAPTURE YOUNGER CONSUMERS’ ATTENTION AND BUDGETS

8. 6. 2026 | 3 min read Many companies are betting on the World Cup to capture consumers’ attention, build awareness, and drive spending.

SURVEY USA: JUST 13% OF U.S. VIEWERS ‘TYPICALLY’ PLAN TO WATCH WORLD CUP

8. 6. 2026 | 1 min read This is much lower than markets like the U.K., where nearly half of viewers say they ‘typically’ plan to watch, according to S&P Global Market Intelligence.

LG RESEARCH HIGHLIGHTS GROWING ROLE OF TV HOME SCREENS IN FILM DISCOVERY

4. 6. 2026 | 2 min read The smart TV home screen is becoming an increasingly important tool for film marketers, influencing both cinema attendance and at-home viewing decisions, according to new research from LG Ad Solutions.

STUDY: LATE WORLD CUP KICK-OFFS TO CHANGE UK VIEWING HABITS, SAYS EE

4. 6. 2026 | 2 min read Late-night World Cup kick-offs are expected to change how UK football fans watch this summer’s tournament, according to new research from EE.

FAST GOES MAINSTREAM AS EUROPEAN VIEWERS EMBRACE FREE STREAMING, RAKUTEN TV SAYS

3. 6. 2026 | 2 min read Free ad-supported streaming television (FAST) is moving firmly into the mainstream across Europe, according to new research from Rakuten TV Enterprise.

TELEVISION IN 2026: THE BIG SCREEN AS THE CENTRE OF MODERN CONSUMER BEHAVIOUR

2. 6. 2026 | 11 min read Television has undergone a profound transformation. Watching television today looks completely different from how it did just a few years ago. Viewers move between screens, search for products online during advertising breaks and use social media while watching television content. The Consumer Trends Report 2026 shows that television is no longer a passive medium. Quite the opposite: it is becoming a space where purchasing decisions are made, trust in brands is built and the online environment is connected with the emotions generated by television content.

APPLE SPENDS THE MOST, BUT OTHERS ARE GRABBING THE LIMELIGHT. WHAT DETERMINES A VIEWER’S VALUE?

31. 5. 2026 | 3 min read The highest investment in content does not automatically translate into the greatest audience attention. At the same time, streaming platforms are beginning to shift their perspective on their most valuable customers. Viewers who watch adverts and spend more time engaging with content are becoming increasingly valuable.

STUDY FINDS GROWING ACCEPTANCE OF ADVERTISING ON STREAMING PLATFORMS

28. 5. 2026 | 2 min read Consumers are becoming increasingly receptive to advertising-funded streaming services, according to new research published by German public broadcaster ARD’s Research Service.

STREAMING VIEWERS WAIT LONGER FOR RETURNING ORIGINALS, SAYS AMPERE

27. 5. 2026 | 2 min read Viewing of Stranger Things rose 300% in the second half of 2025 ahead of its fifth and final season.

STUDY: NEARLY HALF OF U.S. VIEWERS WATCH VIDEO WITH CAPTIONS

23. 5. 2026 | 4 min read Survey results from U.S., U.K., France, Spain and Germany show captions have become a mainstream viewing behavior in every market.