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
APPLE SPENDS THE MOST, BUT OTHERS ARE GRABBING THE LIMELIGHT. WHAT DETERMINES A VIEWER’S VALUE?
31. 5. 2026The 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. Content comes at a high price. However,not every media… Continue reading THEME OF THE MONTH: RECESSION
THE TV ADVERTISING PARADOX, A THINKTV NEW ZEALAND CASE STUDY (2/2)
22. 5. 2026The strategic response: the TV advertising paradox. The TV Advertising Paradox did not begin as a creative idea in search of a problem. It emerged as the strategic response to what the market review revealed. At the centre of the response sat a contradiction that could not be ignored. Linear television was being described as… Continue reading THEME OF THE MONTH: RECESSION
TV NOW AND NEXT: A FIXED POINT AMID THE TRANSFORMATION OF MEDIA
27. 4. 2026The world of video viewing has undergone a significant transformation over the past decade. But it is becoming clear that Total TV, which includes traditional broadcasting and streaming services, remains a dominant and stable element of the media landscape.
THE TV ADVERTISING PARADOX, A THINKTV NEW ZEALAND CASE STUDY (1/2)
24. 4. 2026In late 2024, ThinkTV New Zealand, under the leadership of Jacqueline Freeman, GM Communications, undertook a full market review to understand how television was being perceived, valued, and used across the New Zealand marketing ecosystem. This was a broad diagnostic rather than a simple pulse check. It drew on perspectives from CMOs, CFOs, insights people,… Continue reading THEME OF THE MONTH: RECESSION
OMNICONNECT: WITHOUT THE RIGHT METRICS, YOU CAN’T MANAGE MARKETING TODAY
30. 3. 2026This 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. This year’s OmniConnect conference, the fourth in the series, was themed‘Measure to manage’and focused… Continue reading THEME OF THE MONTH: RECESSION
ATTENTION IS NOT THE GOAL; IT IS A BRIDGE TO CAMPAIGN EFFECTIVENESS
30. 3. 2026Advertising 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. One of the main themes… Continue reading THEME OF THE MONTH: RECESSION
STUDY: EUROPE REMAINS LOYAL TO TELEVISION, WITH VIDEO VIEWING DOMINATED BY THE BIG SCREEN IN THE LIVING ROOM
30. 3. 2026RTL AdAlliance has released the latest edition of its Living Room Study, which this year includes two new markets: China and Hungary. The study clearly shows that television continues to play a key role in Europe even in the age of streaming services.
AI TRENDS IN ADVERTISING, MARKETING AND THE MEDIA IN 2026
22. 3. 2026Artificial intelligence is transforming the way people discover brands, marketing is becoming system-driven, and creativity is emerging as the key driver of growth, according to a new report by EACA and Advertising Week entitled “AI Forecasts & Predictions for 2026”. The report“AI Forecasts & Predictions for 2026”, on which Rob Hill, CEO of the agency… Continue reading THEME OF THE MONTH: RECESSION
MIDDLE EAST CONFLICT CASTS SHADOW OF GLOBAL AD OUTLOOK
20. 3. 2026The ad spending numbers for 2026 looked good until the war in the Middle East made them provisional. Not because they were optimistic or vacuous about ad spending this year but because they were built on assumptions about a world that existed two weeks ago – one where the biggest variables were tariffs, AI and… Continue reading THEME OF THE MONTH: RECESSION
THINKBOX: TOTAL TV IS FUNDAMENTAL FOR GETTING ADS SEEN
12. 3. 2026The time people spend watching different video content is useful to know. But the most important analysis for advertisers is the time spent watching the advertising. In 2025, total video advertising time in the UK reached nearly 17 minutes per person. Total TV (incl. Linear, BVOD, SVOD) accounted for 85% of this. For younger audiences TV was… Continue reading THEME OF THE MONTH: RECESSION
STUDY: WOMEN’S SPORTS OUTPERFORM PRIME TIME TV
10. 3. 2026Third annual EDO report finds that women’s sports ads drove 15% more impact than the average primetime spot, led by financial service, insurance, and restaurant brands. Women’s sports advertising continues to outperform primetime TV, according to the third annual Women’s Sports TV Outcomes Report from EDO. The study found that women’s sports ads generated 15%… Continue reading THEME OF THE MONTH: RECESSION
MUSIC IS THE GATEWAY TO EMOTIONS AND INCREASES MARKETING EFFECTIVENESS – BUT BRANDS OFTEN UNDERESTIMATE ITS POWER, SAYS THE STUDY SOUND SCIENCE
3. 3. 2026Sometimes, 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… Continue reading THEME OF THE MONTH: RECESSION