Knowledge Center
ARF KC Resources Overview: TV Ad Measurement
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 AccessARF KC: 2025: A Year of Innovation and Insights at the ARF
This 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 AccessARF KC Deep Dive: Retailers, 2024 Election and Holidays Q4
This 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 AccessARF KC Deep Dive: Hispanic Snacking and Beverage Consumption Trends
Section 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 AccessARF KC Resources Overview: Ad Exposure—Gamification in Surveys
This report curates resources on how gamification can improve survey-based measurement outcomes.
Member Only AccessARF KC Resources Overview: State of the Industry
The 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 Access