PAUSE ADS COMPLEMENT VIDEO SPOTS BY TURNING AWARENESS INTO PURCHASE INTENT

14. 10. 2026 | 2 min read Pause ads may work best when being used as a complement to traditional 15- to 30-second streaming ads, according to research from Amazon Ads and Omnicom Media shared by Adweek.

COMCAST: MULTISCREEN H1 CAMPAIGNS DRIVE ATTENTION, REACH

7. 10. 2026 | 2 min read Big multiscreen advertising still scores a lot of power, impact and "attention" for brands, according to new industry research compiled from the first half of 2026.

FOR SOME AD CAMPAIGNS, BRANDS ARE BORROWING FROM CLASSIC TV

7. 10. 2026 | 4 min read Brands like Denny’s and JCPenney are making odes to sitcoms and reality television in an effort to tap into nostalgia and get consumers who “hate” ads to pay attention.

ANDREW TINDALL: AD AWARENESS DESERVES A PLACE BACK ON THE DASHBOARD

7. 10. 2026 | 6 min read Andrew Tindall digs into data across 1,478 brands and argues ad awareness deserves a place back in effectiveness planning, alongside attention, emotion and business outcomes.

MULTISCREEN TV AD CAMPAIGNS DOUBLE INCREMENTAL RETURN ON AD SPEND, SAYS COMCAST

1. 10. 2026 | 2 min read New findings from Comcast Advertising find they drive more website visits. Multiscreen TV ad campaigns deliver a 2x incremental return on ad spending and drive 2.4 times more web visits compared to using only one or the other, according to new research from Comcast Advertising.

REPORT: STREAMING AUDIENCES INCREASINGLY DISENGAGED

25. 9. 2026 | 2 min read TVision by Viant has released its 2026 State of Streaming report, built on one of the largest streaming attention panels in the world. The findings challenge assumptions about where viewers are actually paying attention across streaming and linear TV.

OMNIVISION: HOW ATTENTIVE ARE CZECH VIEWERS WHEN WATCHING TELEVISION ADVERTISEMENTS?

24. 9. 2026 | 9 min read At Wednesday’s OmniVision conference, Omnicom Media presented the first results of its measurements of actual attention paid to television adverts. Data from 300 Czech households reveal differences in attention levels depending on the viewing environment, target groups and advert length, and are intended to form the basis for the further development of total video planning across television, CTV and online video.

STUDY: 73% OF ADVERTISERS PLAN TO MAKE LIVE SPORTS STREAMING BUYS IN NEXT YEAR

17. 9. 2026 | 4 min read Interest in making live sports streaming and CTV advertising investments during the next 6 to 12 months is even higher among ad agencies.

TELEVISION KNOWS HOW TO CAPTURE ATTENTION: THROUGH THE BIG SCREEN, EMOTION AND SHARED EXPERIENCES

15. 9. 2026 | 11 min read Showing an advertisement today is no problem. Getting people to actually pay attention to it is the real challenge. The number of impressions or the reach of a campaign alone does not tell us whether someone genuinely watched the advertising message, engaged with it or remembered it. And according to the TV is engaging project, this is precisely one of television’s key advantages. Its strength lies not only in how many people it can reach, but also in the quality of that contact.

OMDIA: 75% OF U.S. TV VIEWERS USE SMARTPHONE WHILE WATCHING TV

14. 9. 2026 | 2 min read Nearly three in four U.S. TV viewers regularly use their smartphones for other media while watching television, highlighting growing competition for audience attention between TV and mobile video, according to new Omdia consumer research.

CZECH ATTENTION STUDY REVEALS SIGNIFICANT DIFFERENCES ACROSS ADVERTISING FORMATS

2. 9. 2026 | 8 min read Viewer attention can vary significantly depending on ad length, position within an advertising break, and the type of advertising format. These are among the preliminary findings of a pilot project by Omnicom Media, the first study in Central and Eastern Europe to measure real-world attention to TV and video advertising in people’s homes.

NEW GLOBAL TV GROUP OVERVIEW HIGHLIGHTS THE POWER OF TV ADVERTISING

31. 8. 2026 | 2 min read The Global TV Group has released its new 2026 deck, The Power of TV Advertising 2026, bringing together international research on reach, business outcomes, attention, trust and innovation. Among other findings, the data reveal significant differences in the amount of actual attention advertising receives on television, YouTube and social media.

WUNDERKIND’S ADAM GENDELMAN: PAUSE ADS DRIVE TWICE THE ATTENTION OF STANDARD 60-SECOND SPOTS

31. 8. 2026 | 3 min read When a viewer pauses a TV show they’re streaming, they’re still in the room. They’re still looking at the screen, still mentally engaged. That moment, it turns out, is far more valuable to advertisers than the traditional commercial break viewers routinely use to check their phones or go to the fridge.

SURVEY: MOST ‘UNSKIPPABLE’ ADS NOT BEING WATCHED

24. 8. 2026 | 4 min read Research from consumer insights platform Attest finds that many of the assumptions underpinning media planning simply don’t reflect how people actually consume content today.

HOME SCREENS ARE A PRIME CTV AD TOUCHPOINT

14. 8. 2026 | 3 min read The CTV home screen is becoming premium ad real estate.

INTERNATIONAL BEER DAY: ICONIC TELEVISION ADVERTS TOPPED WITH BEER FOAM

7. 8. 2026 | 7 min read International Beer Day falls on the first Friday in August each year. As well as providing an opportunity to try a new lager or thank the people who brewed and served it, the occasion offers a reason to revisit television advertisements that have succeeded in transforming an ordinary pint into a symbol of friendship, patience, craftsmanship and national identity.

MASCOTS ARE BACK, BUT NOT AS YOU KNOW THEM

14. 7. 2026 | 6 min read Future-focused brands know that mascots can embody a brand and bring it to life.

WORLD CUP BRAND ADS GETTING HIGHER ‘ATTENTION’

2. 7. 2026 | 2 min read Nearly three weeks into the 2026 FIFA World Cup, TV advertisers are seemingly getting a major bang for their national TV ad spend with higher "attention" scores for their messaging, according to iSpot.