Data from the DASH 2023 TV Universe Study show that 6 per cent of US households now watch TV exclusively on mobile devices, an increase of more than a million homes since 2022. Driven primarily by younger viewers, the rise of device-only TV households highlights the need to redefine the basis of TV audience measurement […]
The Advertising Research Foundation (ARF) is calling for a ‘gradual migration’ away from ‘TV households’ to ‘TV-accessible (TVA) households’ as the basis of TV measurement, to account for shifts in viewing dynamics driven by broadband access and mobile devices. The group based its recommendation on data from its comprehensive TV universe study, DASH, the 2022 […]
The Advertising Research Foundation (ARF) has begun the process of mapping the current landscape of attention measurement providers to create an Attention Atlas as part of the ARF Attention Validation Initiative. The ARF Attention Validation Initiative is an empirically-based evaluation of the rapidly developing marketing for attention measurement and prediction that is being conducted in […]