IN AN ATTENTION ECONOMY, TV ADS STILL MAKE THE STRONGEST MEMORIES

1. 4. 2026 | 4 min read As consumers fluidly jump from social feeds to podcasts, search engines, and streaming apps, capturing meaningful attention has never been more challenging. Fragmentation has not only multiplied the number of touchpoints, but it has also intensified the competition for consumer focus.

OMNICONNECT: WITHOUT THE RIGHT METRICS, YOU CAN’T MANAGE MARKETING TODAY

30. 3. 2026 | 5 min read This year’s OmniConnect conference demonstrated that well-defined metrics are key to marketing management, brand growth and return on investment. Alongside global insights, local case studies were also presented, confirming the growing role of data, AI and attention management in modern communication.

ATTENTION IS NOT THE GOAL; IT IS A BRIDGE TO CAMPAIGN EFFECTIVENESS

30. 3. 2026 | 5 min read Advertising needs to return to a focus on effectiveness rather than chasing cheap impressions and clicks. Attention can play a key role as a bridge between reach and results. However, using it effectively lies in planning, not optimisation. This was highlighted by Malcolm Devoy of PHD at the OmniConnect conference.

STUDY: EUROPE REMAINS LOYAL TO TELEVISION, WITH VIDEO VIEWING DOMINATED BY THE BIG SCREEN IN THE LIVING ROOM

30. 3. 2026 | 9 min read RTL AdAlliance has published the fifth edition of its annual Living Room Study, which this year covers an even broader audience, thanks to newly added markets such as China and Hungary. The study clearly shows that television continues to play a key role in Europe even in the age of streaming services — it remains the main place for watching video, the centre of the shared viewing experience, and the natural home of local content.

OMDIA: SECOND-SCREEN VIDEO VIEWING SPREADS TO OLDER AUDIENCES

11. 3. 2026 | 2 min read Media multitasking is no longer confined to younger viewers, with new Omdia research showing sharp growth in mobile video viewing alongside television among older age groups in the United States.

MUSIC IS THE GATEWAY TO EMOTIONS AND INCREASES MARKETING EFFECTIVENESS – BUT BRANDS OFTEN UNDERESTIMATE ITS POWER, SAYS THE STUDY SOUND SCIENCE

3. 3. 2026 | 9 min read Sometimes, adverts get under our skin. And then, even hours after watching them, we find ourselves humming a catchy melody or jingle that got stuck in our heads. Yet in planning advertising campaigns, music is often an “afterthought”. This was one of the reasons for the creation of the study Sound Science: How Music Is the Missing Link in Marketing ROI.

NEW SCREAM HITS THEATERS AS AUDIENCES BUZZ WITH ANTICIPATION. BRANDS TAP INTO THE POPULARITY OF HORROR IN ADVERTISING CAMPAIGNS

2. 3. 2026 | 5 min read Three years have passed since the release of Scream 6, and the seventh instalment is now racing into theatres. The trailer for the new film premiered during this year’s Super Bowl, leaving fans of the franchise eager for more. The sixth film was a major commercial success, grossing over $168 million worldwide and becoming the highest-grossing entry in the series on the North American market. It also received positive reviews from both audiences and critics. Horror films are generally popular with viewers, so anticipation is high for the next addition to the franchise. But terror doesn’t come only from movies. Sometimes, audiences let out frightened screams while watching TV ads, too. And let’s be honest, some of them are truly worth it.

THE STATE OF PERFORMANCE TV IN 2026

6. 2. 2026 | 10 min read Attention 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.

STREAMING VIDEO ADS HOLD ATTENTION FAR BETTER THAN TV

30. 1. 2026 | 4 min read The Video Futures Collective and Amplified have published findings from a market-wide study that measured attentive viewing of advertising on streaming video platforms in Australia.

THE IMPORTANCE OF SMALL AND MEDIUM-SIZED INFLUENCERS IS GROWING

23. 1. 2026 | 4 min read Audience size is no longer the main measure of success, and the importance of small and medium-sized influencers is growing.

ATTENTION ABOVE ALL: THE SUCCESS OF ADVERTISING DEPENDS ON CONTENT QUALITY AND A TRUSTWORTHY ENVIRONMENT

28. 12. 2025 | 5 min read Advertising that is not seen does not sell. Yes, it sounds banal. Yet a new, large-scale study by Newsworks, conducted in collaboration with Lumen Research and marketing expert Peter Field, once again shows that the attention paid to advertising is becoming the decisive measure of campaign effectiveness. It also demonstrates that ads placed in high-attention media, such as news brand sites and television, are more visible, more memorable, and deliver key business effects, including profit.

HOW CAN ADVERTISING RECAPTURE ITS APPEAL AND DRIVE BUSINESS RESULTS? BESIDES CREATIVITY, THE KEY FACTORS ARE EMOTION, DISTINCTIVENESS, AND CONSISTENCY

19. 12. 2025 | 6 min read New research by System1 and Effie Worldwide shows that advertising is losing effectiveness. However, the study also reveals how effectiveness can be increased again. While outstanding creative is one of the essential prerequisites, it is not enough on its own. Advertising needs to return to three simple yet often neglected principles: emotion, distinctiveness and consistency, according to a webinar entitled The Creative Dividend.

STUDY: CTV ADS HAVE UP TO FOUR TIMES THE ATTENTION SPAN OF DIGITAL

7. 12. 2025 | 3 min read Advertising in big-screen streaming (CTV) is getting nearly four times the attention of digital channels, according to a study by Amplified and VFC.

TV’S THIRD PLACE: HOW TVOOH CAN HELP EXTEND REACH, ATTENTION, AND INCREMENTAL OUTCOMES

17. 11. 2025 | 5 min read TVOOH combines the scale and storytelling power of TV with the targeting and flexibility of digital. C-Screens’ CEO offers advice for planners considering TV’s ‘third place’. You don’t need to be an expert to know that TV has never been more under pressure to command the marketing plans and budgets it used to. Certain media owners are now emphasising ‘video’ to justify why they should be seen as on par with linear TV, BVoD, and the likes of Netflix. But even within the two ‘places’ of linear TV and video, audiences are splintering further.

FINNISH STUDY: ATTENTION IS THE MOST VALUABLE CURRENCY IN ADVERTISING, SAYS SCREENFORCE ATTENTION REPORT

3. 11. 2025 | 8 min read The attention paid to advertising is more important than ever in today’s fragmented media environment. The world of advertising has entered a new era in which it is no longer enough to monitor the number of views or the reach of a campaign. Attention is becoming the key factor, specifically, how long and to what extent a viewer actually takes in the advertising message.

THE FESTIVE FORMULA: HOW TO WIN LASTING AUDIENCE ATTENTION THIS CHRISTMAS

2. 11. 2025 | 6 min read Christmas ads may be big business, but attention is hard won. Lumen’s Mike Follett reveals how advertisers can sustain festive impact year after year.

STUDY AUSTRALIA: THE OTHER HALF OF THE ATTENTION EQUATION

1. 11. 2025 | 5 min read We’ve all become obsessed with attention as a media metric. As marketers, we’ve spent the past few years fixated on measuring how long people look at our ads, how engaged they are, and which channels deliver the most eyeball time. But we’re missing something fundamental: before anyone can pay attention to your ad, they first must be willing to receive it.

MARK RITSON AT THE VISION 2025 CONFERENCE: TELEVISION ADVERTISING OUTPERFORMS DIGITAL IN KEY AREAS – EMOTION AND ATTENTION

20. 10. 2025 | 6 min read In an inventive presentation, Mark Ritson channels Steve Jobs, presenting an alternative reality in which television and television advertising are only being invented today. This stylisation has a single aim: to show how dramatically we underestimate a medium that we have long had at our disposal, and to highlight the fundamental advantages that television advertising offers over everything we now label as “modern digital marketing”.