We analyzed the topics featured in News You Can Use during the last nine months. This is what we found.
The goal of this e-newsletter is to cover a wide range of topics that are of interest to the ARF’s membership. We provide summaries of ARF, MSI and CIMM events and JAR papers, but most articles are gathered from many other sources. We think this analysis gives insights into the ARF members’ key issues during the last year.
- Over 45% of all NYCU topics fell into three categories: Video (Measurement, TV, Streaming), Ad Effectiveness (creative, targeting, attention) and Brands/Advertisers. ALL CAPS for Video, Ad Effectiveness, Brands/Advertisers
This is how another 42% of topics ranked (in order): Consumer Attitudes/Behavior, Social Media/FAANG, Ad Industry, Research Methods/Quality, Diversity, Agencies, Forecasting, Tech/AI, Audio.
Miscellaneous subjects accounted for the remaining 13%.
Our analysis method:
We went through nine recent months of NYCU articles, including this edition. For each we assigned an article either one point
(the article is clearly a single subject, e.g.,
it was clearly about consumer behavior), or a half-point
(the material could include up to two topics, e.g.,
consumer behavior & video). We ended up with 150 points.
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