On March 19 during AUDIENCExSCIENCE, the ARF Women in Analytics and Young Pros held an interactive luncheon. Board Members from both groups led dynamic, small-group conversations designed to spark connections and sharpen communication skills. Attendees had the opportunity to exchange career insights and walk away with real-world techniques to strengthen their professional presence.
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On April 22, Nielsen discussed the evolving ad-supported TV landscape, including how linear TV, FAST, and AVOD platforms function as a unified ecosystem with distinct audience profiles and strategic roles. Attendees gained actionable insights on leveraging sports content and emerging streaming environments to engage high-value, diverse audiences with greater precision and impact.
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On April 21, the ARF hosted a rebroadcast of last year’s panel discussion of “How to Win an ARF David Ogilvy Award,” to help guide potential entrants in creating a standout award submissions. The panel included moderator, Kerry Benson, SVP and Creative Lead at Kantar, Lindsay Franke, Group President at Ipsos NA and member of the ARF Board of Trustees, and Ed Gunn, EVP of Strategy at Mischief @ No Fixed Address. Ariane Pol, Global Head of Research and Data Science at Google and Lisa Zielinski, SVP, Creative Excellence Strategy at Ipsos, kicked off the event, with updates to this year’s award program and what they look forward to most while reviewing the applications. The panel emphasized practical takeaways for strengthening award submissions, including the importance of a clear, cohesive narrative that connects research, insights, creative execution, and measurable impact, while also stressing the need for simplicity, originality, and honesty in each submission.
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At this event, members of the ARF Organizational Insights Council presented the results of 21 in-depth interviews (IDIs) with industry leaders that they had conducted from June to November 2025. The purpose of these IDIs was to gain an understanding of the “how” and “why” behind industry shifts uncovered in the Council’s third Organizational Benchmark Survey in 2024. The five Council members – Council Chair Susan Pizarro (Dynata) and Council members Shelley Yang (Ipsos), Remy Spoentgen (Nielsen), John Baro (Transunion), and Maris Cohen (Blackstone), revealed insights on the trends impacting the evolution of insights and analytics team such as the breaking down of silos, shifting roles and responsibilities, and the impact of AI on work distributions and teams.
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While we have all heard about biases in AI LLMs regarding gender and race, we wondered what other biases might be lurking beneath the surface that we can’t readily see. On April 9, we dove into a study from Galileo Research & Strategy Consultancy about Americans’ Health & Wellness behaviors and attitudes. Attendees discovered what was learned and its implications for using AI in research studies.
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On April 8, 2026, the ARF featured three new articles from the Journal of Advertising Research focusing on advertising budget allocation, viewer attention, and digital magazine audience analysis. Sönke Albers presented research on optimal rules for allocating advertising budgets across movie distribution stages, extending previous work by incorporating carryover effects between stages. Zack Bhan discussed findings on ad repetition's impact on viewer attention, revealing that attention declines more rapidly in connected TV (CTV) compared to linear TV (LTV) due to higher engagement with content in CTV environments. Kaye Chan and Mark Uncles analyzed actual viewing behavior of digital magazine subscribers, finding that circulation numbers overstate actual ad delivery, with only 37% of subscribers repeating viewing content from issue to issue, with most subscribers being infrequent viewers. The presentations were followed by a Q&A session where speakers discussed practical implications and limitations of their research findings.
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On April 7, the ARF Young Pros held a fireside chat on the powerful dynamic between mentor and mentee within the workforce. Through the lens of real career experiences, we dove into the journeys of professionals, emphasizing growth, the pivotal role of mentorship and innovative networking strategies, especially in the remote work era. Attendees at various stages of their professional journeys left with insights and inspiration to enhance your industry knowledge and professional relationships.
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ARF’s annual AUDIENCExSCIENCE conference showcased the most urgent challenges and recent breakthroughs in audience measurement. Industry leaders gathered in NYC March 18-19 to examine the rapidly changing intersection of AI, marketing, media, and consumer insights. As AI shifts research workflows, alters measurement systems, and changes consumer behavior, we explored new insights on how audience measurement is adapting to rapid change.
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