9:00-6:30pm PT (In-person including Cocktail Reception) | 10:00-5:15pm PT (Livestream)
Sony Pictures studio lot
3990 Overland Ave.
Culver City, California 90232
The ARF and CIMM have merged events to launch “What’s Next for the Streaming Revolution: Viewing Trends, Measurement & Insights”. This year’s event delivers fresh, research-driven insights on how viewers are shifting their TV and video habits across platforms—and how to measure those changes. Experts will tackle today’s biggest media challenges, revealing what drives audience behavior, how to promote content effectively, and where to advertise for maximum impact.
Join us on October 29 in-person or virtually to hear the latest data and discussions of the data’s implications from leading media and measurement experts. They will share:
A panel of leading experts will share their predictions for 2025 and beyond, based on new data.
Attendees will have the opportunity to network over breakfast, lunch, breaks and the cocktail reception.
Mark your calendar for October 29 – Register Today!
The TV NOW conference, formerly ARF OTT/CIMM West, is focused on delivering fresh, research-driven insights on how viewers are shifting their TV and video habits across platforms—and how to measure those changes.
Experts will tackle today’s biggest media challenges, revealing what drives audience behavior, how to promote content effectively, the role and impact of AI, and how and where to advertise to help develop optimal strategies to manage those challenges.
Industry leaders will discuss:
· Trends in viewing patterns, including streaming subscriptions with and without ads and churn
· Drivers of platform, program service and content preferences among different viewer segments
· Updates on cross-platform audience, ad impact and attention measurement
· The growing impact of AI on search and content discovery
· Optimizing sports media strategies
· Advertising innovation and optimization
· Measurement challenges and insights
Hosted by Sony Pictures Entertainment, this full-day member event on October 28 offers attendees the opportunity to explore the latest industry challenges, solutions, and ideas while networking over breakfast, lunch, breaks, and a cocktail reception on the legendary Sony Pictures studio lot—one of the world’s most storied production sites and a premier destination for film and television.
Tania Missad
EVP Insights Strategy & Analytics,
Sony Pictures
Co-Chair, LA Media Research Council
Brian Fuhrer
SVP, Product Strategy & Thought Leadership,
Nielsen
Carolyn Bisson
Executive Director, Research,
Warner Bros Discovery
Co-Chair, LA Media Research Council
Jon Giegengack
Principal and Founder, Hub Entertainment Research
Sandy Padula
Vice President, Enterprise Research & Consumer Insight,
E.W. Scripps
Rameez Tase
Co-Founder and President,
Antenna
Michelle Gelman
Principal Product Manager,
Amazon Ads
Ben Valenta
Executive Vice President, Strategy & Analytics,
FOX Sports
Alie Cirgenski
Chief Revenue Officer,
IV.AI
Natasha Hritzuk
VP Corporate Research
Warner Bros. Discovery
Laura Vanison
Vice President, Research & Measurement
Vevo
Jim Meyer
General Manager,
DASH
Jon Watts
Managing Director,
CIMM
Samantha Zhang
Senior Data Scientist,
ARF
Tracy Adams, Ph.D.
Senior Director, Research & Insights,
ARF
Noelle Huynh
SVP, Projects & Strategic Initiatives,
CIMM
Matthew Gottlieb
SVP, Insights & Measurement,
NBCUniversal Advertising & Partnerships
Stephanie Jaw
VP Insights, Strategy & Analytics,
Sony Pictures Television
Maia Wapnick
VP Strategy,
Hypothesis Group
Scott McDonald, Ph.D.
President & CEO,
ARF
Horst Stipp, Ph.D.
EVP, Research & Innovation,
ARF
Paul Donato
Chief Research Officer,
ARF
Scott McDonald, Ph.D.
President & CEO,
ARF
Scott McDonald, Ph.D.
President & CEO,
ARF
Scott McDonald, Ph.D.
President & CEO,
ARF
More Speakers to be Announced Soon.
Dave Kaplan
EVP, Content Analytics, Media Group, NBCUniversal
Michael Mulvihill
President, Insights and Analytics,
Fox Corporation
Sara Quinn
Senior Product Marketing Manager for Measurement Products
Amazon Ads
Monica Longoria
Head of Marketing Insights,
LG Ad Solutions
Audra Priluck
SVP Business Development, SmithGeiger Group
Natasha Hritzuk
VP, Head of Corporate Research,
Warner Bros. Discovery
Grady Miller
Chief Strategy Officer,
NRG
Yan Liu
CEO, TVision
Dan Reines
SVP Research & Insights, SmithGeiger Group
Taylin Shoemaker
Research Director, SmithGeiger Group
Kara Manatt
EVP of Intelligence Solutions,
MAGNA Global
Rachel Herbstman
VP, Data Innovation
Ampersand
David Lawson
Client Partner & Qualitative Specialist,
Hypothesis Group
Lauren Izzo
VP, Sales – Commercial,
Comscore
Jen Carton
SVP of Product Management,
Comscore
Stephen Battaglio
Staff Writer,
The Los Angeles Times
Neela Sakaria
SVP, Consumer Insights - Audience Strategy,
NBCUniversal
Anna Miller
Head of Ad Measurement & Research,
Roku
Rameez Tase
Co-Founder and President,
Antenna
Evan Bregman
GM, Streaming & Direct to Consumer,
Tastemade
Kelly Metz
Chief Investment Officer,
Spark Foundry
Michael Bernstein
SVP, Data and Analytics, Excel Sports Management
Michael Bernstein
SVP, Data and Analytics, Excel Sports Management
Michael Bernstein
SVP, Data and Analytics, Excel Sports Management
Justin Fromm
Head of Insights, Samsung Ads
Tracy Scher
Senior Director, NBCU Data & Measurement Strategy, NBCUniversal
Mark Loughney
Senior Consultant, Hub Entertainment Research
Jennifer Pelino
Chief Commercial Officer & President, Data Cloud, Sports Innovation Lab
Matthew Wiesemann
Senior Manager, Marketing, Comscore
Christian Kurz
SVP, Global Streaming Research and Insights,
Paramount
Ed Isabella
SVP Research, Insights, and Analytics, Disney Entertainment Television
Kaylin FitzSimons
Senior Director
ESPN Research
Jackie Day
Director, Inclusive Insights and Analytics,
GroupM
Chris Lang
Partner & Chief Insights Officer, SmithGeiger
Mercedes Bender
Principal, Inclusive Growth Strategy,
Ipsos Strategy3
Horst Stipp, Ph.D.
EVP, Research & Innovation, ARF
Kaylin FitzSimons
Senior Director
ESPN Research
| 9:00-10:00am | Registration and Breakfast Registration – Scenic Arts Building – 1st Floor Lobby Breakfast – Scenic Arts Building – 4th Floor |
TV NOW General Session | |
| 10:00-10:10am | Opening Remarks Scott McDonald, Ph.D. – President & CEO ARF |
| 10:10-10:15am | Welcome Tania Missad – EVP Insights Strategy & Analytics, Sony Pictures Co-Chair, LA Media Research Council |
| How We Watch Viewing Behavior and Trends 10:15am – 12:00pm | |
| Keynote Presentation Macro Cultural Trends: A Look Into 2027 As culture continues to evolve, new forces are reshaping how people express identity, seek connection, and engage with the world around them. This keynote will explore the macro cultural trends poised to shape 2027, from more distinct expressions of identity and evolving sources of comfort to the emergence of an increasingly global mainstream, and what these shifts reveal about where culture is headed next. Tania Missad – EVP Insights Strategy & Analytics, Sony Pictures Co-Chair, LA Media Research Council | |
| Presentation Brian Fuhrer – SVP, Product Strategy & Thought Leadership, Nielsen | |
| Things You Thought You Knew About Television: Season 2 This conference brings together the most knowledgeable people in the television industry. Can surprising new findings from the DASH TV Universe Study stump a roomful of experts again? From DASH producers Paul Donato and Jim Meyer comes Season 2 of “Things You Thought You Knew about Television”. Test your knowledge of television and learn about the latest consumer trends in TV connection and consumption in this interactive session. Jim Meyer – General Manager, DASH Paul Donato – Chief Research Officer, ARF | |
| The “New” New Fall Season Roughly 40% of SVOD annual subscriber acquisition happens between September and December. In a streaming-first world, this is the New, New Fall Season. Hear the latest data for why Fall matters more than ever — for streamers, studios, leagues, and brands alike. Rameez Tase – Co-Founder and President, Antenna | |
| The New Mechanics of TV Search and Discovery Viewers today don’t need more content. They need a better way to find titles they’ll love across services they already have. In this session, new research will be presented on: Why more decisions happen outside of TV apps, before a person ever sits down to watch; the growing influence of creators and AI on which titles get discovered and watched; and the specific attributes consumers say make one TV app more valuable than another. Jon Giegengack – Principal and Founder, Hub Entertainment Research | |
| 12:00 – 1:05pm | LUNCH OPTIONS TV NOW Networking Lunch – Morita Building – Urban Edge Outside Patio Or WIA Luncheon Event – Morita Building – 4th Floor Terrace |
TV NOW General Session | |
| Afternoon Sessions: Welcome Back Paul Donato – Chief Research Officer, ARF | |
Advertising Optimization, AI Impact and Measurement Challenges and Insights 2:30-5:15pm | |
Beyond the Rating Point: Audiences, Impact, and Outcomes | |
| Key Takeaways from the Thought Leadership Salon about Measurement Jon Watts – Managing Director, CIMM | |
| The Future of Measurement in the Age of AI and Streaming (Panel) This session will be going deep into the transformation of measurement, the challenges and opportunities presented by the growth of streaming, and the potential for AI capabilities to help strengthen and improve measurement offerings in the future. Alie Cirgenski – Chief Revenue Officer, IV.AI Natasha Hritzuk – VP Corporate Research, Warner Bros. Discovery Laura Vanison – Vice President, Research & Measurement – Vevo Stephanie Jaw – VP Insights, Strategy & Analytics, Sony Pictures Television Moderator: Noelle Huynh – SVP, Projects & Strategic Initiatives, CIMM | |
| Afternoon Break | |
| Optimizing Sports Media Strategies (Panel) In today’s fragmented media landscape, live Sports is the only content that regularly reaches mass audiences. Therefore, it is more important than ever to understand what drives viewers’ choices and preferences. How is sports fandom evolving and how can media companies entice sports fans to watch content on their network/streaming platform, enhance fan engagement and drive advertising effectiveness? How should advertisers lean into the changing landscape? An expert panel will discuss today’s sports industry opportunities, challenges and measurement. Ben Valenta – EVP – Strategy & Analytics, Fox Sports Sandy Padula – Vice President, Enterprise Research & Consumer Insight, E.W. Scripps Matthew Gottlieb – SVP, Insights & Measurement, NBCUniversal Advertising & Partnerships Maia Wapnick – VP, Strategy, Hypothesis Group Moderator: Jon Watts – Managing Director, CIMM | |
| The Road Ahead Trends, Technologies, and Market Forces Set to Define the Future of the Media Business | |
| The Future of TV in the Age of Streaming (Panel) This session will focus on managing a TV business in a multi-platform TV market and the role of measurement and insights to support effective decision-making. Carolyn Bisson – Executive Director, Research, Warner Bros Discovery Co-Chair, LA Media Research Council Moderator: Jon Watts – Managing Director, CIMM (More speakers to be announced) | |
| Closing Remarks Paul Donato – Chief Research Officer, ARF | |
| 5:15-6:30pm | Cocktail Reception Calley Park (Outside) |
Download Hotel Information – Four Points by Sheraton Los Angeles Westside
Cut-off date for the ARF/CIMM hotel discount rate has been extended to 10/14.
Attendees included C-Suite executives, senior and mid-career leaders and young professionals hailing from the marketer, media, agency, research and academic institutions.
84.51
A+E Networks
Abbott
Ad Monsters
Adelaide
Adexchanger.com
Advertising Age
Affectiva
Albertsons Companies, Inc.
Ally
Antenna, Inc.
Applecart
Aquila
Aqxle AI
Assembly Global
Association Of National Advertisers (ANA)
AstraZeneca PLC
Bank of America
Basis Technologies
Bill Harvey Consulting
Blackstone Group
Boston Beer Company
Boston University
Brand Metrics Pty Ltd
Campbell Soup Company
Canada Media Fund
Capital One
CBS Corporation
Choreograph
Cint
Circana
The Coca-Cola Company
Colgate-Palmolive Company
Collage Group
Comcast Advertising
Comcast Cable
Comscore
Concept M Research & Consulting
CONSEJO DE INVESTIGACIÓN DE MEDIOS
CVS Health
DataPOEM
DirecTV
Dotdash Meredith
DoubleVerify
Dylan Alcott Foundation
Eli Lilly and Company
eye square
Feldman Research Lab
Fox Corporation
Galileo Research & Strategy Consultancy
GfK
Globo
Grey Zebra
GroupM
GSTV
Hakuhodo DY Media Partners
Havas Media
Horizon Media
Hudson Ferris
Ipsos
ISpot.tv
Jaguar Land Rover
Kenvue
KnotSimpler
Koddi
LG Ads
LinkedIn Corporation
Lucid
Luma
Lumen Research
Magna Global
Management Science Associates
MBN Media Rep
McCormick & Company, Inc.
Measure Protocol
Media Japan Network, Inc.
Mediaocean
MediaPost
MediaScience
Meredith
Milton Data
MindShare
Mitsubishi Motors North America Inc.
MMA Global
Morning Brew
MRL
National Research Group
NBCUniversal
NCS
Netflix
New Balance Athletics, Inc.
Nielsen
Nielsen Catalina Solutions
Nielsen Consumer Neuroscience
Nike
Northwestern University
Obsssn.co
Ocean Spray Cranberries, Inc.
Olympic Media Consultancy
Omnicom MediaGroup
Operative
Optable
OptiMine
PA Consulting
Paramount
Pernod Ricard
Pfizer
Procter & Gamble
Publicis Groupe
Publix Supermarkets, Inc.
Reach3 Insights
Roku
RSMB Ltd
Samsung Ads
Savanta
Screen Engine/ASI
Screenvision Media
Seven.One Entertainment Group GmbH
Snap, Inc.
Suffolk University
Swayable
SXM Media
Television Bureau Of Advertising
The B2B Institute at LinkedIn
The Kantar Group
The Ohio State University
The Trade Desk
The Wharton School
TheTradeDesk
TikTok
Tracksuit
TransUnion
TVision
Unilever
UnitedHealth Group
University Of San Diego
Univision Communications
Up Entertainment
Upwave
Video Research USA
Videoamp, Inc.
ViewersLogic
VIZIO
Walmart Connect
WARC
Warner Bros. Discovery
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