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
CZECHS LIKE BRAND MASCOTS, BUT THEY DON’T CONVINCE THEM TO BUY
11. 7. 2025Brand mascots are generally liked by Czechs in advertisements, but they don’t usually convince them to buy, according to the results of a representative survey by MNForce. Brand mascots tend to have a positive effect on Czechs in advertising, but only a minority are willing to change their purchasing decisions because of them. According to… Continue reading THEME OF THE MONTH: ATTENTION
CZECH AUDIOVISUAL INDUSTRY SLUMPED LAST YEAR, BUT LOCAL VOD AND ADVERTISING GREW
6. 7. 2025The Czech audiovisual industry took a break in 2024 amid unfavourable incentives and focused on preparing conditions for new growth, with Czech VOD production and advertising on the rise. The Czech audiovisual industry experienced a significant decline in 2024, mainly due to a temporary loss of competitiveness in film incentives. The industry’s total turnover fell… Continue reading THEME OF THE MONTH: ATTENTION
TV COMMERCIALS WITH A TASTE OF SUMMER: THE WETTEST WATER AND THE HOTTEST SAND IN COMMERCIALS
2. 7. 2025New ScreenVoice Originals series focus on summer vibe in TV advertising. New article will explain, that TV advertising by the water isn't just about summer. It's a carefully orchestrated dream in which the brand shines like the sun in a blue sky without a single cloud.
IF YOUR TRAVEL AD LOOKS TOO PERFECT, GEN Z WON’T TRUST IT
28. 6. 2025What clicks with Gen Z? Show them the good, the bad and the ugly.
STUDY PARKS ASSOCIATES: SHOPPABLE TV GROWING IN POPULARITY
27. 6. 2025While digital goods and services remain the dominant transactions on CTV, consumers are growing comfortable purchasing physical goods through streaming channels and apps, too. Nearly one out of 10 households with a smart TV or streaming media device have purchased a physical good through a connected TV (CTV) platform within the past 30 days, according… Continue reading THEME OF THE MONTH: ATTENTION
TV ADVERTISING WITH A TASTE OF SUMMER OR WHEN BRANDS SURF THE WAVE OF HOLIDAY LIGHTNESS AND RELAXATION
26. 6. 2025The right product is not enough for summer success. You need to understand that people live very differently in the summer. They move outside, they watch media differently.
ZLATÝ STŘEDNÍK PUBLISHES SHORTLIST, MSL LEADS THE WAY
26. 6. 2025Zlatý středník has announced the finalists for its 23rd annual awards. MSL Czech Republic received the most nominations, while Jsme Fér and Plzeňský Prazdroj received the most nominations from clients. The competition for communication projects and corporate media, Zlatý středník, organised by the Association for Strategic Communication and Public Relations (ASCOPA), announces the finalists of… Continue reading THEME OF THE MONTH: ATTENTION
AKA ANNOUNCES EFFIE, APPLICATIONS CAN BE SUBMITTED UNTIL 24 AUGUST
26. 6. 2025The Association of Communication Agencies announces the 28th annual Effie Awards Czech Republic competition. The Association of Communication Agencies (AKA) is launching the 28th edition of the Effie Awards Czech Republic competition. Campaigns can be submitted until 24 August. The winners will be selected by a jury of more than forty members during the autumn,… Continue reading THEME OF THE MONTH: ATTENTION
THERE’S A FORMULA FOR CALCULATING VALUE OF ATTENTION, RESEARCH FINDS
23. 6. 2025There’s a secret to calculating the value of attention, new research suggests, with the winning formula not simply about the amount of time spent but how valuable that time is – and it’s driven by focus and intent. According to new research from McKinsey & Co, attention is influenced by how actively consumers are engaged with the content… Continue reading THEME OF THE MONTH: ATTENTION
4CAMPING ENTERS A NEW TV CAMPAIGN OUTSIDE ITS MAIN SEGMENT – TOURISM
23. 6. 2025A new TV commercial for the 4camping e-shop has been broadcast on TV Nova since 16 June. It takes the brand out of the campsite with an emotional campaign closer to tourism, without trying to show extreme conditions. “When you say “outdoor”, you imagine an eight-thousander, bad weather or sport. But the vast majority of… Continue reading THEME OF THE MONTH: ATTENTION
THREE AI TRENDS RESHAPING THE FUTURE OF MEDIA & ENTERTAINMENT
20. 6. 2025The annual NAB Show brings together the top innovators in media and entertainment, showcasing the tools, tech, and trends driving the next era of storytelling. Aside from the tens of thousands of attendees and hundreds of featured sessions, what really set this year’s event apart is that it wasn’t just a display of newfangled tech—in many… Continue reading THEME OF THE MONTH: ATTENTION
CANNES LIONS: ANOTHER CAMPAIGN WITH A CZECH FOOTPRINT WON LIONS
17. 6. 2025The ‘Fixables’ project by LePub Amsterdam and Milan for Philips, which was developed in collaboration with Publicis Groupe, OMD Czech and Prusa Research, won silver and bronze in Cannes. The Fixables campaign, whose pilot project was launched in the Czech Republic, was successful twice in the Design category. It won bronze for design aimed at… Continue reading THEME OF THE MONTH: ATTENTION