ARF Members’ Top Questions in 2025
The over 300 member questions answered by the ARF’s Knowledge Center reveal which concerns agencies, media companies, marketers and researchers dealt with last year.
News You Can Use
A weekly round-up of the industry’s top stories and research curated by the ARF.
Dealing with Threats to Corporate Reputation and Image
Two studies have explored how companies and brands can defend their reputation and image in the face of two different threats: a backlash against a company’s activism and criticism about their use of AI.
Media in 2026: Uncertainties and Opportunities
An LA Media Research Council event reviewed recent changes in viewer behavior and preferences and identified key issues for 2026 that promise growth opportunities.
How to Engage Black Audiences
Nielsen has issued a report that shows how to engage Black audiences and why it is important.
Social Drives TV Viewing
Data demonstrate the power of social media to drive TV viewing, and not only among younger demos.
Furry Influencers
One of two new reports on creator marketing and influencer effectiveness comes to a surprising conclusion: “Petfluencers” can be more persuasive than human ones. Read more »
How to Use AI Effectively
New analyses point to gender bias in LLMs that can be avoided by modifying interactions with Generative AI.
Big Picture, Strategy and General Trends for 2026
While most of the issues addressed in these analyses have always been important to marketers’ success, we find that 2026 forecasts are dominated by the expected (or assumed) impact of AI. Thus, AI is widely seen as the main reason for re-examining issues considering a changed environment and fluid consumer behaviors.
Advertising Forecasts
Reviewing these forecasts, one may want to keep in mind that economic developments impact advertising expenditure and strategies and that predictions about the economy are not always accurate.