This report is an update of the Advertising Research Foundation’s historic 1961 monograph, "Toward Better Media Comparisons." It has been revised to include new levels of paid media performance—attentiveness, persuasion and response—and to consider new media types, especially online media and Interactive TV.
This new ARF media model contains eight levels at which media performance can be measured to
help marketers plan their advertising campaign: vehicle distribution, vehicle exposure, advertising exposure, advertising attentiveness, advertising communication, advertising persuasion, advertising response, sales response.
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This section provides an in-depth analysis of how agencies and advertisers utilize key advertising metrics across various purposes, revealing shared priorities, differences in approach and emerging trends. This report serves as an addendum to The ARF Metrics Survey. By examining metrics such as attention, awareness, reach/impressions, incrementality and ROAS (Return on Advertising Spend), the analysis explores their roles in performance benchmarking, budget allocation, audience insights and creative decision-making. Particular attention is given to metrics like sales and ROAS, which demonstrate universal alignment, while others, like sustainability and advanced tools for measuring attention, reveal differing adoption levels and challenges.
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The ARF Metrics Survey explores critical trends in advertising strategies, including budget allocation, metric usage and targeting solutions. Drawing on insights from agencies and brand-side advertisers, the findings reflect shared priorities, notable differences and challenges in evaluating and optimizing campaign performance. The study highlights the dominance of digital channels, with high-priority channels such as digital video, social media, SEM and television receiving significant budget allocations.
This study is part of the ARF’s Metrics Trilogy, alongside deep dives on attention metrics and retail media networks, designed to provide a comprehensive understanding of how advertisers and agencies are redefining effectiveness across today’s complex media landscape.
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This eBook tribute to Erwin Ephron, compiled by the ARF, revives over 150 of his iconic newsletters—each reinterpreted through a modern lens using AI. Known as the “father of recency theory,” Ephron championed simple truths in media and advertising, transforming industry paradigms. His timeless observations, from reach versus frequency to engagement confusion, remain strikingly relevant in today’s digital, data-heavy marketing landscape.
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