How Viewers are Changing
A new LA Media Research Council event featured insights from 2023 research, new studies on changes in behaviors and discussions about 2024 priorities. Read more »
consumer attitudes
- Past Event Highlights
- Article
2023 Media Research Insights and 2024 Priorities
On January 17 the ARF’s LA Media Research Council presented a webinar titled “2023 Media Insights and 2024 Priorities”. The event featured presentations and discussions on changes in viewer behavior and attitudes and on representing diversity in content and ads in an effective way.
Member Only AccessNew Insights on Attitudes about Privacy
The findings of the ARF’s Sixth Annual (2023) Privacy Study have just been released. It reveals changes in many consumers’ attitudes and awareness of privacy regulations and practices.
The Importance of Employee Treatment
Most discussions about corporate social responsibility are focused on companies’ efforts regarding sustainability and societal goals. A new study shows that many consumers think that a company’s concern for and treatment of their own workers is a key element of CSR. Read more »
- Targets & Segments
- Article
Influencer Partners a Must for Branded ASMR Content
How can brand managers maximize their engagement with tingle-inducing ASMR videos? A new study, recently published in the Journal of Advertising Research, offers evidence that brands risk being perceived as “inauthentic intruders” when advertising within ASMR communities. They should instead consider collaborating with ASMR influencers, especially those who are highly visible and/or terrific at building emotional connections with viewers.
Member Only Access
- Targets & Segments
- Article
Utilizing FOMO to Increase Engagement with Your Brand
Fear of missing out (FOMO) is a phrase that social media has given rise to. Those who follow others on such platforms can be made anxious about their own life choices and use of free time when following friends and their activities online. If brands can properly understand this phenomenon, however, they can find ways to engage with customers, including through the content and events consumers most care about. Researchers in this Marketing Science Institute (MSI) working paper find that those who are most attracted to a brand are the ones who become the most engaged through such a strategy.
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- Audience & Media Measurement
- Article
The 6th Annual Privacy Study
One of the ARF’s most popular reports for membership and the press, the 6th Annual Privacy Study has now been released. The study surveyed 1,329 American consumers in the spring of 2023 on a Qualtrics online sample and platform. The report contains perennial questions regarding device usage, trust in institutions and how well privacy terms are understood. Last and this year’s versions also investigated what changes in information the public is willing to share and under what circumstances they are willing to share it. A new aspect to this year’s study is that it contains longitudinal findings across all six years.
Member Only AccessMedia Use/Audience Behavior
Given the rapid changes in the media landscape and in viewer behavior and attitudes, this is sure to be an on-going concern for researchers.
Better Measurement of Media Use/Audience Behavior, Ad exposure and Attribution and Research/Survey/Panel Quality.
These “evergreen” issues are likely to be priorities in 2024 not only because of changes in the marketplace but also because of the emergence of new research tools, including the use of AI.
Content Measurement
During a panel on measurement issues at the recent ARF OTT 2023 conference, the importance of content measurement and how it differs from ad measurement was highlighted.