context

• Ad Effectiveness & ROI
• Article

Finding the Frequency Sweet Spot in Today’s TV Ecosystem

• ARF
• Knowledge at Hand | CMO Brief

How often should an ad be shown before it stops working—and starts to irritate viewers? The latest review of research across linear TV, connected TV (CTV) and streaming platforms makes one thing clear: there is no universal “magic number” for optimal ad frequency. Instead, effectiveness depends on context, including ad environment, timing, creative execution, brand category and audience type. This Knowledge at Hand report synthesizes academic and industry findings to help media planners strike the right balance between reinforcement and wearout in today’s fragmented TV landscape.

• Article

CMO Brief: Optimal Frequency for TV, CTV and Streaming

• Article

ARF Knowledge at Hand: Optimal Frequency for TV, CTV and Streaming

• Article

The Psychology of Gen AI: The Rule Without the Feeling: What AI's Moral Reasoning Reveals About Its Logic: Deep Dive

• Article

The Psychology of Gen AI: The Rule Without the Feeling: What AI's Moral Reasoning Reveals About Its Logic

• Research & Data Quality
• Article

Why Synthetic Respondents Flatten Consumer Sentiment

• ARF; MSI; CIMM
• Psychology of GenAI

A new ARF Psych of GenAI experiment reveals that large language models apply a rigid, rule-driven logic when evaluating privacy scenarios—even when humans typically shift their reasoning based on framing, emotion and social context. Unlike consumers, who blend intuition, feeling and social perspective into their judgments, GPT-4o relied on a single internal rule across all testing conditions: data use is acceptable only with explicit consent. This consistency offers value for certain analytic tasks but exposes limits for advertising research that depends on emotional nuance and context-sensitive consumer insight.

• Article

Positivity Performs: Ad Environments’ Critical Role in Media Planning

• Article

From Audience to Impact: Nielsen’s Framework for Modern Measurement