News You Can Use
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.
How AI is Changing Marketing Decision Making
By Tracy Adams, Ph.D. – Senior Director, Research & Insights, ARF Read more »
Television of Tomorrow Conference Insights
This year’s TVOT (Television of Tomorrow) conference in New York (December third) featured panels of media experts discussing key issues. Here are the key takeaways:
Media Use Trends
New reports on trends in media usage have been issued by several measurement companies.
Focus on Local TV Measurement
The expansion of local video consumption has prompted CIMM and TVB to identify critical gaps in measurement and call for measurement innovation.