The Advertising Research Foundation (ARF) has proposed a new framework for classifying how US households connect to TV. The new framework would replace the pay/BBO/OTA scheme the TV industry has relied on for years. Data from the DASH TV Universe Study, including the first wave of DASH 2024, underscore the continued mainstreaming of streaming television, […]

The results of a joint study between Hub Entertainment Research and the Advertising Research Foundation (ARF) fielded as part of Hub’s annual Decoding The Default survey found significant differences between liberals and conservatives in which entertainment TV shows they find appealing. Study highlights include: The TV viewing audience is almost equally split between liberals and […]

The Advertising Research Foundation (ARF) has released findings from the second phase of its Attention Measurement Validation Initiative. The report, presented at the ATTENTION 2024 event this week in New York, compares the findings of 12 attention measurement companies. Phase Two delves into the role of attention in creative testing, striving to offer a more […]

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 […]

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 […]