Gen Z’s Media Habits
A recent HUB survey confirms that Gen Z uses media differently. Gen Z spends more time watching non-premium and short form video and playing video games than watching “regular” TV. Read more »
TV
- Research & Data Quality
- Article
The State of Cross-Platform Metrics: The Advertiser’s Perspective
Metrics for planning, buying and evaluating buys have been in great flux, especially over the last five years. New channels have emerged, some have changed, and a multiplicity of data sources have sprouted up. To gain a better understanding of the way advertisers are navigating this complex landscape, the Online-Offline Working Group of the ARF Cross-Platform Measurement Council interviewed representatives from major advertisers and put out a report about what they learned. This report provides the advertising industry with a glimpse into how major marketers are approaching audience measurement in all the different environments.
Member Only AccessQuote of the Week
“The clock is ticking. In September 2024, the currency we’ve all used for decades is going to disappear. That means no more year-over-year comps. Sorry, no more media mix models based on outdated TV metrics that are simple, siloed counting and was yesterday’s consumers.” Read more »
The Transition to a Multi-Currency Market
Deloitte, with input from the 4A’s, ANA and CIMM, has issued “The Future of Television: A Transition to a Multi-Currency National TV Market: Industry Perspectives on TV Currency.” The report describes the TV industry as in transition and that the future of the TV currency — or rather currencies — is yet to be determined.
How Viewers Keep Changing…and Churning
In our last issue, we featured insights from an LA Media Research Council event on recent research insights. This issue of NYCU presents a summary of new studies and media experts’ conclusions regarding 2023 priorities. Read more »
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 »
Can Bad Guys Sell Good Products?
A new study in the Journal of Advertising Research (JAR) explored if negative or outlaw film and television characters can be effective product endorsers. The findings were quite surprising. Read more »
- Audience & Media Measurement
- Article
Why Ad Expenditures Impact Perceived Quality in Some Cases But Not Others
There is a ton of research on the signaling effects of ad spending. But new work tackles lingering questions: Why do advertising expenditures have a stronger impact on perceived quality for some brands and in some product categories but not as much for others? And how do increases in expenditures across different media channels affect quality perceptions?
Member Only AccessHow 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 Access