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
7 CINEMATIC ADS FROM THE 2026 OSCARS
16. 3. 2026ADWEEK rounds up the best spots from Hollywood’s big night, from Burger King’s reintroduction to Coinbase’s gamified ad. The Oscars may be Hollywood’s biggest night, but sometimes the ad breaks earn their own standing ovation. The commercials that ran during the 98th Academy Awards leaned into the ceremony’s themes of aspiration and transformation, with brands… Continue reading THEME OF THE MONTH: ATTENTION
66.7% OF AD-SUPPORTED TV VIEWING BY 18 TO 49 YEAR OLDS GOES TO STREAMERS
12. 3. 2026New Nielsen guide says sports account for 29.2% of ad-supported viewing by 25–54-year olds. With the annual upfront ad market approaching, Nielsen has come out with a new data point that will drive senior sellers of traditional network advertising in search of another martini. In its 2026 Upfront Planning Guide, Nielsen says that streaming now… Continue reading THEME OF THE MONTH: ATTENTION
GOLDEN DRUM KICKS OFF ITS 32ND EDITION, ACCEPTING APPLICATIONS UNTIL 26 AUGUST
11. 3. 2026The Golden Drum International Festival is kicking off another year. Entries can be submitted until 26 August. Golden Drum, an international creative festival, is launching its 32nd edition. Applications will be accepted until 26 August in six different sections: One-Channel Drum, Omni-Channel Drum, Craft Drum, Creative Media Excellence Drum, Creative Business Excellence Drum and a… Continue reading THEME OF THE MONTH: ATTENTION
OMDIA: SECOND-SCREEN VIDEO VIEWING SPREADS TO OLDER AUDIENCES
11. 3. 2026Media 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. According to the research, 52% of viewers aged 45-54 watched video clips on their mobile phones while watching TV in November 2025, up from 39%… Continue reading THEME OF THE MONTH: ATTENTION
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: ATTENTION
MEDIA CLUB SELLS REALITY ASIA EXPRESS AS A PREMIUM PROGRAMME
6. 3. 2026The Media Club sales agency has included the reality show Asia Express in its premium sales. This is the first format this year that Media Club is marketing in this way. The reality show Asia Express is the first format of this spring season that the advertising sales agency Media Club has included in the… Continue reading THEME OF THE MONTH: ATTENTION
TVB: LINEAR TV STILL KING
5. 3. 2026TV, viewed on a television screen, has the highest reach and time spent of all media platforms studied, according to the advertising association. A new report from the Television Bureau of Advertising (TVB) casts doubt among those who think linear TV’s days are numbered. According to the association’s 2026 Media Comparisons Study, TV, viewed on a television… Continue reading THEME OF THE MONTH: ATTENTION
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: ATTENTION
SURVEY: 70% OF CTV ADVERTISERS PLAN TO BOOST SPENDING IN 2026
2. 3. 2026They were planning to increase spending an average of 17% this year, according to Premion and Advertiser Perceptions. A new survey indicates that CTV advertisers are bullish on the medium in 2026, with seven in 10 CTV advertisers (70%) telling researchers that they expect to increase their CTV spending this year. The new 2026 CTV/OTT… Continue reading THEME OF THE MONTH: ATTENTION
STUDY: ADVERTISERS BOOSTING SPENDING ON CONNECTED TV, NEW STUDY FINDS
2. 3. 2026Premion, Advertiser Perceptions respondents see best results when linear TV and CTV are coordinated. If the way to figure out what’s going on is to follow the money, the story in the television business continues to be the shift to streaming and connected TV. The latest example is a new survey released by Advertiser Perceptions… Continue reading THEME OF THE MONTH: ATTENTION
GLOBO CREATES HOME SCREEN PROMINENCE FOR FREE-TO-AIR TV ON SMART TVS
26. 2. 2026Globo, Brazil’s largest commercial TV group, is rolling out DTV+, a next-generation free-to-air TV standard designed for connected TVs. It brings broadcast channels into the TV operating system, with app-like navigation, login and interactive layers placed directly on top of live programming. The move fits Brazil’s viewing reality. Linear TV accounts for 57.9% of total… Continue reading THEME OF THE MONTH: ATTENTION
THE VISUAL TRANSFER EFFECT: HOW SOUND BUILDS BRANDS
24. 2. 2026In collaboration with neuro-marketing agency Unravel, Talpa Media has produced the scientific proof that audio does not just complement TV. It actively reactivates it, reconstructing visual brand memories in the consumer’s mind through sound. The findings carry significant implications for how audio is planned, sold, and valued within the wider media mix. Context Talpa Media… Continue reading THEME OF THE MONTH: ATTENTION