More than 5% of U.S. households do not have a television set, but it’s not because most of them are “off the grid.” Far from it: 80% of these households have broadband, and more than 50% watch on their devices.
DASH is a repository of deep insight into viewer behavior. DASH data can be used to estimate universes, weight panels, and project samples, address gaps in census-level data, and assign TVs, devices, impressions and accounts to individuals and households. Importantly, DASH creates an opportunity to standardize measures of coverage bias across the TV industry – essential progress in a world increasingly reliant on streaming viewership data from multiple sources.
Fielded in partnership with NORC at the University of Chicago, a premier polling firm, DASH is a syndicated study supported by multiple licensees, many of them competitors. Pooling resources enable a study that is higher in quality and more widely accepted than any conducted individually.
After a successful launch in 2021, DASH was renewed in 2022 and established as an annual study. We are pleased to report that the data gathered so far appears robust and the trends logical. We will be pursuing MRC accreditation.
The ARF releases to licensees an initial wave of DASH data in the fall and full-year data in January. The Fall 2022 report, available here, covers topline insights from the initial wave and includes year-over-year comparisons with 2021.
The final wave of the 2022 study, to be released in January, will include new data on subscriptions and ad exposure for the five major tiered (hybrid”) platforms, enabling detailed comparisons of AVOD and SVOD usage.
For more information, download the latest DASH findings.