The following resources are recent presentations at ARF conferences that discuss different methodologies and innovations in TV advertising measurement. Also included are broader discussions on the issues and challenges impacting measurement and emerging trends for the future.
Member Only AccessThis report reviews 2025 at the ARF. In 2025, the ARF delivered a wide range of resources and programming to advance advertising and media research. From original research studies and council-led reports to engaging podcasts and concise Knowledge at Hand briefs, the ARF’s content addressed pressing industry topics such as artificial intelligence (AI), privacy, measurement, attention and retail media. The year also saw the ARF host 43 events, including seven conferences, on these critical issues, providing members with opportunities to learn, connect and stay ahead of the curve.
Member Only AccessThis report investigates how the 2024 election will impact retailer holiday media plans. The election, potential political unrest, as well as the stability of the job market, interest rates and geopolitical tensions will impact consumer confidence and their holiday shopping behavior in 2024. Despite these challenges, brand marketers will seek to optimize their media planning strategies for the Q4 holidays.
Member Only AccessSection I of this project focuses on Hispanic preferences, consumption and purchasing behavior for snacks, and Section II is focused on non-alcoholic beverages. Connecting with Hispanic consumers via marketing in Spanish, demonstrating cultural understanding and offering snacks, beverages and other products from their home countries has proven effective for convenience stores. Section III provides additional details. Section IV provides broader research on Hispanic food shopping and consumption trends. Research revealed that non-Hispanic consumers enjoy Hispanic handheld and portable snacks and foods, as well as spicy Latino flavors, which represents an opportunity for brands and convenience stores.
Member Only AccessThis report curates resources on how gamification can improve survey-based measurement outcomes.
Member Only AccessThe advertising industry is undergoing a rapid evolution brought on by an ongoing shift to digital channels and the use of artificial intelligence (AI). The reports and articles in this resource overview provide an overall positive outlook for the industry in 2025. The strength of digital advertising, the rise in merger and acquisition activities and the uses of AI are major themes. Potential threats include consumer privacy regulations, data security and negative economic changes impacting consumer and business spending.
Member Only AccessBrand salience is a measure of a brand's prominence and recognizability in the minds of consumers, such as how easily consumers recognize and recall a brand when considering a purchase. Strong brand salience has been linked to brand selection and purchase, resulting in brand growth and profitability. Research on parent-line extension salience and benefits of brand salience for portfolio development are presented in these key takeaways.
Member Only AccessEffectively executing across the digital/retail ecosystem involves delivering brand experiences across every consumer touchpoint, physical, digital and social. The power of social media, brand ambassadors, influencers, experiential events and pop-up activations as well as placement in music videos and other marketing strategies can be increased further by leveraging cultural trends and conversations.
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