In November, we celebrate World Television Day. This year is dedicated to the power of ATTENTION and highlights the growing importance of attention as a benchmark for advertisers. The idea is encapsulated in the new TV spot that accompanies World Television Day each year.
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.
We’ve also prepared the latest article in ScreenVoice magazine on the topic of attention. It features a selection of ads that have performed excellently in terms of capturing the attention of the audience.
PREVIOUS THEMES OF THE MONTH
MORE ARTICLES ABOUT THIS TOPIC
YEAR-END IN E-COMMERCE: WHEN CAMPAIGNS WORK BUT BUSINESS DOESN’T KEEP UP
11. 11. 2025The last quarter of the year determines the success of most e-shops. While a record-breaking season can bring in up to 80% of the year’s sales, any mistake in the campaign, logistics or preparation can mean millions lost, warns performance advertising expert Honza Bartoš. The last quarter of the year determines the success of most… Continue reading THEME OF THE MONTH: ATTENTION
BRAND FAME: HOW BRANDS CAN BREAK THROUGH AND BE PROFITABLE
10. 11. 2025In an advertising-saturated world, the brands that succeed are those that become part of the culture. According to Darko Silajdžić of McCann Prague, the path to brand fame leads through emotion, creativity and relevant activations that respond to customer needs. Brands that can become part of the culture have an edge over their competitors. “People… Continue reading THEME OF THE MONTH: ATTENTION
RESEARCH: YOUNG SHOP FAST, OLDER PLAN AHEAD
6. 11. 2025While there are differences in shopping behaviour between generations, they have one thing in common: they want shopping to be clear, fair and human. Young consumers shop quickly and impulsively, while older consumers plan ahead more. Yet they have one thing in common: they expect clarity, fairness and humanity in shopping. This is according to… Continue reading THEME OF THE MONTH: ATTENTION
ART DIRECTORS CLUB ANNOUNCES THE THIRD CREATIVE EXPRESS
5. 11. 2025ADC is launching the next edition of the Creative Express Czech Slovakia competition for young talents aged 21 to 28. The Art Directors Club Czech Republic (ADC) is launching registration for the third edition of the Creative Express Czech Republic competition, aimed at young talents aged 21 to 28. The project connects the Czech and… Continue reading THEME OF THE MONTH: ATTENTION
CHRISTMAS CREEP IS HERE AGAIN
3. 11. 2025Brands and retailers on both sides of the Atlantic are bringing forward the launch of their holiday advertising campaigns, partly in response to consumers bringing forward their spending plans. What’s happening In the UK, Halloween was barely over before several supermarkets, including Sainsbury’s and Asda, aired their Christmas ads for the first time over the weekend. John Lewis, the department store which has come to “own” Christmas in the UK, launched its annual offering on 4… Continue reading THEME OF THE MONTH: ATTENTION
“WE HAVE TO AGREE ON SOMETHING.” CONCERT FOR THE FUTURE PRESENTS A NEW SPOT
3. 11. 2025The Concert for the Future, which annually concludes the 17 November celebrations in Prague, has prepared its first feature spot for its upcoming 10th year. It communicates this year’s theme and the dramaturgy of the programme in the form of the so-called “safeguards” of democracy, which need to be agreed upon regardless of which politicians… Continue reading THEME OF THE MONTH: ATTENTION
THE FESTIVE FORMULA: HOW TO WIN LASTING AUDIENCE ATTENTION THIS CHRISTMAS
2. 11. 2025Christmas ads may be big business, but attention is hard won. Lumen’s Mike Follett reveals how advertisers can sustain festive impact year after year. For most of us, this time of year is about barbeques, beaches and sunburn – not sleigh bells and Santa hats. But for adland, Christmas is bigger in August than it… Continue reading THEME OF THE MONTH: ATTENTION
STUDY AUSTRALIA: THE OTHER HALF OF THE ATTENTION EQUATION
1. 11. 2025We’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… Continue reading THEME OF THE MONTH: ATTENTION
THE POPULAR HOLIDAY OF THE AUTUMN SEASON DOES NOT AVOID THE TELEVISION SCREENS
31. 10. 2025🎃👻Halloween – the popular holiday of the autumn season does not avoid the TV screens. Check out the articles that are full of spooky advertising inspiration as well as the latest facts and trends about consumer behaviour during this popular holiday. 👉 Read here on ScreenVoice.
STUDY USA: 60% OF TV TIME SPENT VIEWING STREAMING CONTENT
30. 10. 2025Sports remains strong for linear broadcasters, but streaming platforms are challenging their status. Television viewers are spending more time watching streaming content than linear TV, but sports continues to be a bright spot for broadcasters, according to the findings of a Samba TV market report. The report, “The State of Streaming U.S. Market Q4 2025,”… Continue reading THEME OF THE MONTH: ATTENTION
“GO!” THE CZECH OLYMPIC COMMITTEE LAUNCHES A NEW MOTIVATIONAL CAMPAIGN FOR THE WINTER OLYMPIC GAMES IN ITALY
29. 10. 2025Pojď! (Go!) This Word rings out from stadiums and living rooms when fans wish Czech athletes well. But also an inner voice that reminds everyone why it makes sense to move regularly, even if it sometimes means overcoming laziness or adversity. It is with this double meaning that the Czech Olympic Team’s campaign for the… Continue reading THEME OF THE MONTH: ATTENTION
KIDNAPPED M&M’S OR VAMPIRES IN A BURGER JOINT. THE SEASON OF SCARY COMMERCIALS IS COMING TO AN END
26. 10. 2025With October’s Haunted Holiday, or Halloween, comes the opportunity for themed campaigns. Well-known and lesser-known brands alike are dressing up in spooky graphics, inviting monsters into restaurants, bringing old faces to life or playing with ghosts. Like Christmas, for example, Halloween has its place in the world of marketing. Of course, this is especially true… Continue reading THEME OF THE MONTH: ATTENTION