Key Drivers of Cord-Cutting
MRI-Simmons’ “Cord Evolution Study” has been tracking cord-cutting for eight years. This year’s iteration summarized key findings in “5 reasons why many consumers have cut their TV cord.”
MRI-Simmons’ “Cord Evolution Study” has been tracking cord-cutting for eight years. This year’s iteration summarized key findings in “5 reasons why many consumers have cut their TV cord.”
Changes in the media landscape and viewers’ behaviors have major implications for measurement, as outlined by the ARF’s Chief Research Officer, Paul Donato. Read more »
A recent LA Media Research Council event featured insights from 2022 research and discussions about 2023 priorities to meet business challenges. This issue of NYCU presents a summary of learnings from the 2022 studies outlined at the event. Highlights of the media experts’ conclusions regarding 2023 priorities will be in the next NYCU. Read more »
While there is still some disagreement over the definition of “OTT” and “CTV”, most use these terms now in a new way that reflects the changes in the media landscape and viewer behavior during the last five years.
Towards the end of 2018, the ARF issued a Knowledge at Hand report and a CMO Brief each called The OTT Revolution. Since then, the OTT revolution has not only continued but it has accelerated. Moreover, the pandemic acted as a catalyst, increasing the rate of this acceleration. At the same time, the meaning of the term OTT has changed.
Member Only AccessOn September 12, the ARF and Adelaide co-hosted an event to deepen understanding around how attention metrics work, how to utilize them and the nuances of their application to media and advertising quality measurement. Attention Economy experts from Adelaide, Anheuser-Busch InBev, the ARF, The Attention Council, Havas Media Group, OMD USA, Realeyes and TVision hosted shared presentations and held focused discussions on how attention metrics can optimize the match between media placement and consumer targets, improve creative testing and overall campaign outcomes, and more.
Member Only AccessA major new study from DoubleVerify (DV) reports both progress and ongoing problems in digital advertising. Viewability rates are improving while the number of ad fraud schemes uncovered by DV spiked up 70% in 2021.
While Wall Street is focused on Netflix’ subscriber decline, and some speculate that this indicates the end of streaming’s rise, new research from HUB finds that, while there are challenges, the shift to streaming has not slowed down. Read more »
John Watts of CIMM moderated a panel examining presentations on innovations and changes in video measurement on day three of AUDIENCExSCIENCE 2022. The topics in this discussion included the decline in linear television, measuring new viewing habits, challenges created by the new viewing ecosystem and getting access to more personalized one-on-one data.
Member Only AccessBob Ivins of TVSquared by Innovid, presented a discussion on the shift to cross-platform measurement in television viewing. In this presentation, the speaker examined the changes in consumer behavior in television viewership, challenges presented in metrics stemming from audience fragmentation, new platforms and new currencies in metrics. Additionally, the speaker gave key metric areas to consider in the era of converged TV.
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