TV NOW 2026

9:00-6:30pm PT (In-person including Cocktail Reception) | 10:00-5:00pm PT (Livestream)

Sony Pictures studio lot
3990 Overland Ave.
Culver City, California 90232

Overview

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:

Trends and insights on viewing behavior
Drivers of platform, program service and content preferences of different viewer segments
Updates on cross-platform audience, ad impact and attention measurement
How to benefit from contextual buying on CTV
Advertising innovation and optimization
Effective promotions
The role and impact of AI

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!

Overview

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.

On October 28, TV NOW explored fresh, research-driven insights on how viewers are shifting their TV and video habits across platforms—and how to measure those changes. Experts tackled 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. Check back soon for takeaways, presentations, and videos.

Speakers

AGENDA

9:00-10:00am	Registration and Breakfast Registration – Scenic Arts Building – 1^st Floor Lobby Breakfast – Scenic Arts Building – 4^th Floor
	TV NOW General Session Scenic Arts Building – 4^th Floor
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 Behaviors and Trends 10:15am – 12:00pm
10:15 – 10:35am	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
10:35 – 10:55am	A Year Like No Other: Key Drivers of Change Across The U.S. Video Landscape In this presentation, Brian will examine key events that drove consumers’ media choices over the past year. He will also be joined by FOX’s Kym Frank as they explore the unexpected joy, enthusiasm and record-setting viewing levels for the 2026 FIFA World Cup. Brian Fuhrer – SVP, Product Strategy & Thought Leadership, Nielsen Kym Frank – SVP Research & Data, Fox Corp.
10:55 – 11:15am	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
11:15 – 11:35am	The “New” New Fall Season Roughly 40% of SVOD annual subscriber acquisition occurs 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
11:35 – 11:55am	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 the 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 are 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 – 1:20pm	LUNCH OPTIONS *TV NOW Networking Lunch – Morita Building – Urban Edge Outside Patio* Or *WIA Luncheon Event – Morita Building – 4^th Floor Terrace* Women In Analytics Luncheon Event

1:30pm	TV NOW General Session Scenic Arts Building – 4^th Floor
1:30 – 1:35pm	Afternoon Sessions: Welcome Back Paul Donato – Chief Research Officer, ARF
1:35 – 1:40pm	Update on LA Media Research Council Horst Stipp, Ph.D. – EVP, Research & Innovation, ARF
	Optimizing Advertising in the AI Era: Measurement Challenges and Opportunities 1:40-5:00pm
1:40 – 2:00pm	Beyond the Rating Point: Audiences, Impact, and Outcomes For decades, television was valued on one number: a share of the right demographic. But just like streaming changed content, it also changed advertising. Brands now want to go beyond which audiences they reached, to whether they’re driving the impact and outcomes that grow their business. This session will reflect on that evolution: what advertisers measure today, and what it takes to win budgets. Michelle Gelman – Principal Product Manager, Amazon Ads
2:00 – 2:20pm	YouTube Panel: Small Screen To Big Screen As viewing habits continue to shift toward more personalized and on demand experiences, YouTube has emerged as a critical destination for entertainment, discovery, and fandom. This panel will explore how audiences are redefining what TV means, why creator content resonates alongside premium programming, and how media companies can better engage consumers. Lisa Dracolakis – VP Insights, Strategy & Analytics, Sony Pictures Television Jordan Barillas – VP, Business Operations, Sony Pictures Entertainment Lauren Glaubach – EVP, Distribution, Digital and Social Platforms, Sony Pictures Entertainment Moderator: Tracy Adams, Ph.D. – Senior Director, Research & Insights, ARF
2:20 – 2:30-pm	Key Takeaways from the Thought Leadership Salon about Measurement Jon Watts – Managing Director, CIMM
2:30 – 3:00pm	The Future of Measurement in the Age of AI and Streaming (Panel) This session will delve 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 Laura Vanison – Vice President, Research & Measurement – Vevo Stephanie Jaw – VP Insights, Strategy & Analytics, Sony Pictures Television Moderator: Noelle Huynh – SVP, Projects & Strategic Initiatives, CIMM
3:00 – 3:20pm	The Shifting TV Universe: What Drives Change in How Households Access Video? How households access television and video is constantly evolving, but what drives those changes? Using longitudinal DASH data, this session will trace year-over-year movement across reception types, streaming services and ad-supported versus ad-free tiers, while exploring the demographic and behavioral factors behind those shifts. Samantha Zhang – Senior Data Scientist, ARF Paul Donato – Chief Research Officer, ARF
3:20 – 3:50pm	Afternoon Break
3:50 – 4:20pm	The Power of Sports Fandom in Today’s Media Market (Panel) In today’s fragmented media landscape, live sports is the only content that regularly reaches mass audiences – but the power of sports extends beyond scale. Fandom, engagement and passion uniquely drive value – yet are we really capturing that value? How can media owners and advertisers capitalize on sports fandom to amplify returns on their investments? How is sports fandom evolving in a multi-platform media market? 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 & Partnership 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
4:20 – 4:50pm	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 in supporting effective decision-making. Carolyn Bisson – Executive Director, Research, Warner Bros Discovery – Co-Chair, LA Media Research Council Tania Missad – EVP Insights Strategy & Analytics, Sony Pictures Co-Chair, LA Media Research Council Joanna Drews – Cofounder & CEO, HyphaMetrics Jon Giegengack – Principal and Founder, Hub Entertainment Research Brian Fuhrer – SVP, Product Strategy & Thought Leadership, Nielsen Moderator: Jon Watts – Managing Director, CIMM
4:50 – 5:00pm	Closing Remarks Paul Donato – Chief Research Officer, ARF
5:00-6:30pm	Cocktail Reception *Calley Park (Outside)*

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Travel

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PREFERRED HOTEL

Hotel Information – Four Points by Sheraton Los Angeles Westside

See Who Attended

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 INVESTIGACI√ìN 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

Google

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

Ad Measurement	Ad Sales Research	Analytics and Insights	Audience Impact
Consumer Insights	Data Insights	Data Science	Digital Research
Marketing Analytics	Marketing Effectiveness	Marketing Science	Measurement
Media Analytics	Media Research	Research	Strategy

To further, through research, the scientific
practice of advertising and marketing

Overview

Overview

Speakers

AGENDA

Sponsors

HOST

Cocktail Reception Sponsor

HOST

REGISTER For In-Person

Register for Livestream

Travel

PREFERRED HOTEL

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See Who Attended