In November, we celebrate World Television Day, dedicated to the theme of ATTENTION this year and highlighting the growing importance of attention also for advertisers. See the idea of this year celebrations in the new TV spot that accompanies World Television Day in 2022.
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.
On the topic of attention, we’ve also produced the latest article in ScreenVoice magazine, which also features a selection of ads that have stood up well in terms of capturing the attention of the audience.
PREVIOUS THEMES OF THE MONTH
MORE ARTICLES ABOUT THIS TOPIC
THE STATE OF PERFORMANCE TV IN 2026
6. 2. 2026Attention 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. Performance TV combines the power of TV advertising with the… Continue reading THEME OF THE MONTH: RECESSION
THE MOST EFFECTIVE SUPER BOWL COMMERCIALS, RANKED BY VIEWERS
4. 2. 2026The top 10 Super Bowl ads of the past five years and why they work, according to System1. Every year, about 60 brands spend millions—in 2026, up to $10 million— to advertise in the Super Bowl. They try to shock, delight, surprise, confuse, and inspire the upwards of 127 million-strong audience in the hopes that… Continue reading THEME OF THE MONTH: RECESSION
MARK RITSON: CZECH MARKETING KNOWS WHAT TO DO AT CHRISTMAS. BUT IN JANUARY, IT FORGETS.
4. 2. 2026Marketing expert Mark Ritson focused his commentary on Czech Christmas campaigns and how January campaigns are failing. Mark Ritson’s commentary was provided to MediaGuru.cz by the Proficio agency, which accompanied it with a commentary by Jan Kurel. We are publishing both texts. Yes, I know. Christmas is long gone. Weeks have passed since the holidays… Continue reading THEME OF THE MONTH: RECESSION
CAMPAIGNS SEE BETTER BUSINESS EFFECTS WHEN THEY INCREASE BRAND TRUST
3. 2. 2026Advertising that amplifies brand trust can have an outsized impact on traditional markers of commercial success, including growth in sales, market share or profit, according to new analysis from the IPA. Commercial campaigns in the IPA Effectiveness Databank that recorded large increases in brand trust reported an average of 65% more large business effects than… Continue reading THEME OF THE MONTH: RECESSION
CREATIVE AND MEDIA TOGETHER DRIVE ADVERTISING IMPACT
28. 1. 2026Creative quality and media support together explain 60.1% of the business results generated by advertising, according to The Creative Dividend, a new book published by System1 and Effie. Why joined-up thinking matters Creative and media are often siloed endeavours within the advertising process. Making sure creative work has emotional resonance is undoubtedly vital, as is reaching… Continue reading THEME OF THE MONTH: RECESSION
STUDY: TOP REASON FOR CANCELLING STREAMING SERVICE IS PROGRAMMING
27. 1. 2026In contrast the main reason for cancelling pay TV services is to reduce costs and save money, according to Parks Associates As pay TV operators continue to struggle with cord cutting and streaming platforms seeks to retain fickle consumers who regularly cancel subscriptions, a new study from Parks Associates takes a deep dive into consumer… Continue reading THEME OF THE MONTH: RECESSION
HOW TO EXTEND THE LIFE OF SUPER BOWL ADS
25. 1. 2026Read about creating messages that resonate with consumers well beyond the Big Game. Super Bowl advertising is a major test of creative effectiveness. It commands extraordinary investment and attention, yet the lessons that matter most aren’t about one night of buzz; they’re about consistent, brand‑building that works both in the moment and afterward for an… Continue reading THEME OF THE MONTH: RECESSION
HOW TO USE UNSOLD INVENTORY TO PROVE TV’S EFFECTIVENESS
28. 11. 2025Transfer Media, Belgium’s sales house for premium thematic and kids channels, worked with DSTRSD media to turn unsold linear TV minutes into measurable single product commerce tests. The goal was to show how unused airtime can support a low effort conversion pilot that brings incremental revenue and gives sales teams concrete evidence on audience response,… Continue reading THEME OF THE MONTH: RECESSION
HOW A LIGHTER AD LOAD ON CANAL+ BRAND SOLUTIONS’ STREAMING PLATFORMS BOOSTS EFFECTIVENESS IN ALL FUNNEL STAGES
28. 11. 2025Canal+ Brand Solutions – the sales house for Canal+ in France – released the results of a study on the advertising experience offered on Stream+, their aggregated digital video offer, which limits ads to an average of three minutes per hour and two pre-roll ads at the start of each program. The results show that… Continue reading THEME OF THE MONTH: RECESSION
TRUST MATTERS – AND TV EARNS IT
22. 11. 2025In a world saturated with advertising, trust is everything. People are exposed to more commercial messages than ever before, across more platforms, but attention doesn’t guarantee belief or action. This is where TV stands apart. It is consistently rated as the most trusted form of advertising in the UK. That trust is not incidental. It… Continue reading THEME OF THE MONTH: RECESSION
WORLD TELEVISION DAY AND HIGHLIGHTS ITS IMPORTANCE AS A MEDIUM THAT SIGNIFICANTLY IMPACTS PEOPLE’S LIVES AND ADVERTISERS’ BUSINESS SUCCESS
21. 11. 2025World Television Day aims to highlight the contribution of television as a symbol of communication and global connectivity between people and nations. This year's event is a reminder of the importance of a medium that has been with us for more than seventy years.
TV’S THIRD PLACE: HOW TVOOH CAN HELP EXTEND REACH, ATTENTION, AND INCREMENTAL OUTCOMES
17. 11. 2025TVOOH 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… Continue reading THEME OF THE MONTH: RECESSION