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.
News You Can Use
A weekly round-up of the industry’s top stories and research curated by the ARF.
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.
Focus: AI Impact
The exact impact of AI on marketing is hard to predict, but all analyses and forecasters agree that AI will affect strategies, research methods and workflow in many ways.
Media Trends
In addition to these analyses and predictions, please note that the ARF’s LA Media Research Council will hold an event on January 14 to present new research insights and discuss trends in media usage.