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 […]
According to the latest DASH study by The Advertising Research Foundation (ARF), the household penetration levels of the major subscription streaming services held mostly flat YoY in the US, with the exception of Paramount+, which has jumped up to 17 per cent from 11 per cent. Additionally, Disney (41 per cent up from 39 per […]