Changing Viewers – Changing Measurement Needs
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 »
gen Z
How Viewers Keep Changing
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 »
- Research & Data Quality
- Article
2022 Media Insights and 2023 Challenges
An ARF event presented by the LA Media Research Council focused on insights from 2022 research and on 2023 priorities to meet business challenges. Issues addressed in research presentations and by an expert panel included the evolution of streaming during an economic downturn, how to manage subscriber churn, understanding Gen Z and the continued need for better measurement across the ecosystem.
Member Only AccessMedia Trends
How media use and the media business will develop is one of the most frequently discussed topics. Here are some of the key issues from 2022 – which continue to be a focus of both research and speculation: Read more »
Marketing to Gen Z
The secret to Gen Z marketing success is understanding their different subcultures and connecting with them through their unique interests.
A Different Perspective on “Diversity”
While most marketers’ attention is focused on Gen Z and increasing diversity in ad creative, depictions of older adults are rarely part of that diversity. A new study concludes that bias in advertising prevents many brands from motivating a large, affluent consumer group.
How to Use Genders in Advertising
Casey Hobgood, Associate Strategy Director at We Are Social US, argues that “…brands are still failing to address the whole spectrum of gender identities in their market research, campaigns and products.”
Newspaper Reading Plummets
Only 21% of Americans aged 18 or older read a newspaper every day, according to the 2021 General Social Survey. Readership has plummeted since 1972 when 69% of the American public read a newspaper daily
How Social Users Spend Their Time
eMarketer predicts that TikTok will overtake YouTube in time spent (by a nose). TikTok is capitalizing on its rapid ascent by diving into longer-form content, most recently with the introduction of 10-minute videos. Read more »