TV

• Creative & Branded Content
• Article

The Science Behind What Makes Content Binge-Worthy

• ARF

What drives the media momentum behind say binge viewing a TV series on a streaming platform? This MSI working paper introduces “media momentum” as a key driver of binge-watching. It shows how the interaction between narrative complexity and emotional engagement increases both the likelihood of continued viewing and overall satisfaction. The findings offer a predictive framework for identifying truly “binge-worthy” content and optimizing release strategies.

• Targets & Segments
• Article

Winning Sports Marketing: How Brands Capture Attention, Engagement and Growth

• ARF
• Knowledge at Hand | CMO Brief

Live sports remains one of the most powerful marketing platforms in today’s fragmented media environment—combining scale, attention, emotion and cultural relevance. This CMO Brief and Knowledge at Hand report explores how different sports deliver distinct value for brands and why the most effective strategies go beyond media buys to create connected, cross-platform fan experiences that drive engagement and business results.

• Article

ARF Knowledge at Hand: The Value and Impact of Sports Marketing

• Article

90 Years of Advertising Research

• Article

Attention, Media Weight and Outcomes

• Article

ARF DASH: Universe Study of Device and Account Sharing

• Article

TV Deconstructed: Latest Findings from the DASH Study (Full Year 2022)

• Article

TV Deconstructed: Latest Findings from the DASH Study (Full Year 2023)