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
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
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
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: RECESSION
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: RECESSION
WHEN A CROSS-FORMAT APPROACH MULTIPLIES IMPACT: BOL × HUIS GEMAAKT ACROSS CONTENT & CONTEXT
23. 2. 2026Description Bol is Belgium’s largest e-commerce platform, a household name for buying books, electronics, and everyday items online. But furniture and home décor? That was not what consumers associated with the brand. DPG Media set out to change this perception through a multi-format partnership with Huis Gemaakt (“Home Made”), a popular Flemish TV show where… Continue reading THEME OF THE MONTH: RECESSION
TURNING ONE TRAVEL OFFER INTO TWO TV STORIES FOR TWO TYPES OF FAMILIES
22. 2. 2026Attraction Tickets sells Florida attraction tickets and theme-park hotel packages to UK customers. It has served more than five million customers since 2002 and offers access to destinations including Walt Disney World Resort, Universal Orlando Resort, SeaWorld and Disneyland Paris. In a competitive travel market, people compare options quickly, and marketing is judged by its… Continue reading THEME OF THE MONTH: RECESSION
VAB STUDY: SOCIAL MEDIA HAS NO CHANCE OF HELPING SMALL BRANDS BREAK THROUGH WITHOUT ADVERTISING ON STREAMING TV
17. 2. 2026Today’s VAB webinar showed that while social media is popular among advertisers, it is far from a silver bullet. It’s true that it is easy to buy, easy to measure, and allows for quick testing. But there is one major problem: new research shows that its effect on new brands is limited and absolutely insufficient… Continue reading THEME OF THE MONTH: RECESSION