Advertising performance is entering a new era: one in which attention can be controlled.

It is no longer just about broadcasting a message.

It now relies on an asset that has become central: attention.

In a fragmented, fast-paced and saturated video ecosystem, the challenge is no longer to add up impressions, but to guarantee the conditions in which a message is actually received — and can produce effects, both in the short and long term.

At FranceTV Publicité, we have made a clear choice: to place attention at the heart of performance, not as an isolated indicator, but as the common link between brand building and sales activation.

This is the meaning of our 2030 goal: Giving more meaning to performance.

From measuring attention to creating value

For more than two years, with the Cultivons l’attention research programme, conducted with CESP, Ipsos, Tobii and all the major media agencies, we have been measuring attention in real viewing conditions across the entire TV and video universe.

The reality is simple: not all exposure is equal.

Total Video Premium environments — and in particular France Télévisions’ linear TV and CTV — generate levels of attention that are significantly higher than market standards.

But the challenge is no longer just about measuring attention.

In 2026, we will no longer just observe it: we will transform it into value creation.

Because attention is now a prerequisite. It enables memorisation, consideration and preference. It is also what allows us to influence activation and sales objectives.

In other words, we don’t choose between branding and short-term performance: we do both, because attention is the common foundation of all advertising effectiveness.

In a world saturated with messages, only attention creates value. The rest is just noise.

This approach echoes a key finding of the MAGNA – TV Attention, Deconstructed (2025) study: fragmentation is not a problem in itself; it becomes one when control over the pace of exposure is lost.

We now know that messages that are orchestrated over time, contextualised and consistent reinforce attention – and with it effectiveness, including on short-term objectives.

Conversely, the accumulation of contacts weakens the real value of campaigns.

This is precisely what television and Total Premium Video enable: setting up appointments, creating peaks of attention, and placing messages in a timeframe that is clear and conducive to full funnel performance.

France Télévisions does not simply add up impressions. It orchestrates attention over time.

The guarantee of attention

The decisive shift occurs when attention becomes controllable.

By integrating attention scores not only into the advertising market planning and management tools -POPCORN, but also at the heart of our B-to-B platform ADspace•ia-, we are taking a big step forward: enabling media teams at agencies and advertisers to now arbitrate their plans based on the quality of reception, the consistency of exposure and their ability to produce measurable effects across the entire funnel.

This development is part of an international trend. In the United States, Nielsen has incorporated attention into its outcome measurement systems, confirming that it is becoming a key indicator for assessing advertising performance.

This is the context for our promise: guaranteed attention by design.

Not promising attention, but guaranteeing the conditions under which it can produce value, immediately and over time.

Giving more meaning to performance means rejecting false dilemmas.

We don’t choose between image and sales. We do both, because attention is becoming a strategic asset for forward-looking brands.

Because attention cannot be decreed.

It must be earned.

It must be cultivated.

And now, it must be chosen.

Marianne Siproudhis