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
BINET AND DAVIS: MARKETERS WATCH ROI, BUT BUDGET SIZE IS MORE IMPORTANT
17. 10. 2025Larger budgets have eight times more impact on effectiveness than focusing on campaign return on investment (ROI). That’s according to new research from the IPA, led by Les Binet and Will Davis. The new research reveals a disconnect between what really drives marketing effectiveness and what marketers believe. That’s one of the conclusions of new… Continue reading THEME OF THE MONTH: ATTENTION
GOLDEN DRUM: VANIK AND SANTARIUS FROM SAATCHI & SAATCHI TAKE GOLD
15. 10. 2025This year’s winners at the Portorož Advertising Festival in the Young Drummers category were Czech talents Joanna Santarius and Vojtěch Vaník from Saatchi & Saatchi Prague. TheYoung Drummers Competition 2025, held alongside the 31st edition of the Slovenian International Festival of Creativity Golden Drum, knows its young winners. This year’s Young Drummers winners are Czech… Continue reading THEME OF THE MONTH: ATTENTION
HOW DO CZECHS PERCEIVE ADVERTISING? RELEVANCE IS KEY FOR THEM
7. 10. 2025We see thousands of advertisements every day, but only one tenth of Czechs agree that people like them appear in advertisements. New research from WPP Media shows that relevance is the key to engagement, writes Petr Tomáš. Estimates of how many ads a person might see in a day, for example, vary widely, but are… Continue reading THEME OF THE MONTH: ATTENTION
FLEMA: GRAND PRIX GOES TO THE SLOVAK CAMPAIGN FOR THE REALITY SHOW PIT OF LIONS
1. 10. 2025The Flema Innovative Media Usage Competition gave away its prizes. This year, it introduced new categories and looked primarily at campaign objectives and their boldness. The Grand Prix of this year’s Flema competition, which recognises innovative achievements in media planning, goes to Slovakia. It was won by Slovenská sporiteľňa and the agency Wavemaker Slovakia for… Continue reading THEME OF THE MONTH: ATTENTION
EFFECTIVENESS IS BUILT ON CONSISTENCY AND CREATIVITY, EMERGED FROM THE CREATIVE IMPACT DISCUSSION FORUM AT THE CANNES LIONS FESTIVAL
26. 9. 2025At the Cannes Lions Festival, leading marketers, prominent creatives, and representatives from research agencies come together each year to explore the relationships between creativity, consistency, and effectiveness. This year, as part of the Creative Impact discussion forum, they focused on finding ways to maintain brand consistency in an uncertain and ever-changing environment, leverage creators and… Continue reading THEME OF THE MONTH: ATTENTION
STUDY USA: SHOPPERS TURN TO AI FIRST FOR RESEARCH
26. 9. 2025More than half (53%) of US consumers turn to AI for conducting shopping research, per an August Adobe survey. Beyond the chart: One-third of US adults use AI agents for brand discovery regularly (24%) or frequently (9%), per a July Cordial survey. Research and information gathering is one of the tasks consumers are most comfortable… Continue reading THEME OF THE MONTH: ATTENTION
CREATIVITY IS IMPORTANT, BUT WHAT DOES GOOD CREATIVITY ACTUALLY MEAN?
26. 9. 2025Up to 85% of marketers believe that creativity is the key to success, but only 59% know what good creativity actually means, according to the survey. 83.5% of marketers believe that creativity is the key to advertising performance, but only 58.5% of respondents agree within their team on exactly what good creative is. That’s according… Continue reading THEME OF THE MONTH: ATTENTION
WOOD AND HEGARTY: ADVERTISING NEEDS A NEW CREATIVE REVOLUTION
25. 9. 2025Creativity is essential for business growth, and its importance is increasing in the age of AI. Agencies and CMOs have the opportunity to become drivers of creativity and strategic partners to company leadership, as emphasised in a webinar featuring John Hegarty and Orlando Wood. During Wednesday’s Global TV Group webinar hosted in the Czech Republic… Continue reading THEME OF THE MONTH: ATTENTION
ORLANDO WOOD AND SIR JOHN HEGARTY ON HOW CREATIVITY FUELS BRAND GROWTH
24. 9. 2025This year marks a symbolic anniversary – 150 years since the first documented use of the word creativity in English. Historian Adolphus William Ward used the term in 1875 in reference to William Shakespeare’s “poetic creativity”. Today, the importance of creativity in all sectors, including the media, is unquestionable. According to Sir John Hegarty, who… Continue reading THEME OF THE MONTH: ATTENTION
CONSUMERS PREFER TO WATCH ADS ON AMAZON, FINDS KANTAR STUDY
23. 9. 2025Consumers are more receptive to ads on Amazon than those on other global media platforms, while X is the least trusted platform among marketers, according to a Kantar global study of the media landscape. These are among the top findings from the analytics and consulting firm’s Media Reactions 2025, which canvasses the opinions of both… Continue reading THEME OF THE MONTH: ATTENTION
GEN Z HOLIDAY SPENDING TANKS IN 2025
22. 9. 2025Gen Z’s expected holiday spend in 2025 is $1,357, down 22.5% from 2024, according to July data from PwC. Beyond the chart: Nearly a quarter (24%) of US holiday shoppers ages 18 to 29 will buy gifts earlier to avoid possible price increases due to tariffs this year, according to July CivicScience data. Younger consumers… Continue reading THEME OF THE MONTH: ATTENTION
KNOW.ATTENTION RESEARCH MAPS THE MEDIA BEHAVIOUR OF CZECHS
22. 9. 2025The Know.attention research project will deliver attention indices across TV, online, audio and outdoor advertising. The effectiveness of advertising is not only determined by its visibility, but also by the attention people pay to it. This is what the Know.attention project by media group Knowlimits and agency Median is investigating using eye cameras and EEG… Continue reading THEME OF THE MONTH: ATTENTION