• Past Event Highlights
• Article

AUDIENCEXSCIENCE 2025

ARF’s annual AUDIENCExSCIENCE conference returned March 25-26 to explore the most critical audience measurement issues. Through keynotes, panels, debates and rigorously peer-reviewed research presentations, attendees learned about a wide array of new and evergreen industry topics. World-class thinkers shared their perspectives on the future of advertising research and measurement and revealed how tomorrow’s technologies and data trends will impact advertising and media. Please continue to check this page. More content will be added shortly.

• Creative & Branded Content
• Article

Binge-Watching and Advertising: When Streaming Habits Challenge Ad Effectiveness

• JOURNAL OF ADVERTISING RESEARCH

Binge-watching dramatically reshapes how consumers respond to advertising on video-on-demand platforms. Drawing on psychological reactance theory, this study reveals that binge-watchers perceive ads as more intrusive and irritating, harming platform loyalty and boosting ad avoidance—unless the ad is highly likeable, which can soften negative reactions and protect platform engagement.

• Targets & Segments
• Article

The Power of Livestreaming: How Influencers Drive Video Game Engagement

This study investigates the relationship between consuming live-streamed content and engaging with a specific video game. It finds that live-streamed content significantly increases gameplay, with the effect varying by user loyalty to different types of streamer channels. The findings are crucial for firms allocating sponsorship resources.

• Audience & Media Measurement
• Article

Evaluate Identity Resolution Effectively with this Council Guide

• ARF ORIGINAL RESEARCH

Identity resolution (IDR) is crucial in media measurement and advertising, connecting media messaging to individuals. This guide, produced by the ARF Identity Resolution Working Group (of the ARF Cross-Platform Measurement Council), explores different units of analysis in IDR beyond individuals, such as households, geography and cohorts and their implications for matching quality, targeting and marketing success.  

• Targets & Segments
• Article

Mega- and Micro-Influencers Manage Authenticity Differently JAR Study Finds

• JOURNAL OF ADVERTISING RESEARCH

This study explores how mega- and micro-influencers manage authenticity in their sponsored content based on social network theory, which argues that individuals, groups and organizations are embedded within webs of social relations and interactions that impact their beliefs and actions. It compares their strategies and engagement rates, providing insights into the effectiveness of different influencer types.

• Targets & Segments
• Article

Enhancing Household Marketing: The Power of Dyad-Exposure Advertising

• JOURNAL OF ADVERTISING RESEARCH

The household is a crucial unit of consumption that involves joint decision-making. While many studies have focused on individual-level advertising impacts, the interactions among household members have been largely overlooked. This study investigates a dyad-exposure advertising method that targets both spouses as decision-makers in purchasing household products. The findings reveal that dyad exposure significantly increases conversion rates by stimulating intra-couple interaction.