ARF

Can AI change which brands consumers trust? ARF research finds 77% of experienced #AI users say AI recommendations can make them question preferred brands. The ARF's Tracy Adams explores what this means for #branddiscovery in her latest Ad Club article: thearf.org/category/ua_resou…

#Context effects, usually a result of content–ad alignment, can improve ad impact. But new studies with surprising results show that there is no magic formula. Members, get stories like this biweekly straight to your inbox. Inquire about our newsletter: thearf.org/category/ua_resou…

MMM was built to explain what already happened, but business now wants it to drive decisions as conditions shift. Join us to explore why MMM may not be built for that job and how Large Causal Models could enable granular, continuous decisioning. RSVP: bit.ly/ARF110526

How can TV businesses navigate an increasingly multiplatform market? Closing out TV NOW is Warner Bros. Discovery, Sony Pictures, HyphaMetrics, Hub Entertainment Research and Nielsen discussing how measurement and insights can support better decision-making in the streaming era.

Live sports bring mass audiences together, but fandom delivers value beyond reach. In this panel, leaders from FOX Sports, E.W. Scripps, NBCUniversal and Hypothesis Group discuss how the industry can better measure sports engagement and maximize its value across platforms.

How are households changing the way they access TV and video? The ARF’s DASH data reveals year-over-year shifts in reception types, streaming services and ad-supported versus ad-free viewing and the factors driving these changes.

How can AI strengthen TV and streaming measurement? Industry leaders from IV. AI, Vevo and Sony Pictures Television discuss the challenges, opportunities and future of measurement in a changing media landscape—only at TV NOW.

Live from TV NOW: How is TV advertising measurement evolving beyond audience reach? Amazon Ads explores how brands are measuring impact and business outcomes to demonstrate value and win budgets.

Welcome back from lunch. Tune in now for an update on the LA Media Research Council and its ongoing work in media research and innovation at TV NOW 2026.

How are viewers discovering what to watch? Hub Entertainment Research shares new findings on the growing influence of creators and AI, how viewing decisions happen beyond TV apps, and what consumers value in a TV platform.

Why does fall matter more than ever for streaming? Tune in to TV NOW now as Antenna share the latest data on subscriber acquisition and what the new fall season means for streamers, studios, leagues and brands.

How well do you know today’s TV landscape? DASH and ARF return with Season 2 of “Things You Thought You Knew About Television,” an interactive session exploring the latest trends in TV connection and consumption.

Next up, @nielsen and FOX explore the key events shaping U.S. media choices over the past year, including the unexpected enthusiasm and record-setting viewing levels for the 2026 FIFA World Cup at TV NOW 2026. bit.ly/TVNOW26

Tania Missad – EVP Insights Strategy & Analytics, @SonyPictures, described at #TVNOW how today's demanding cognitive load drives Americans toward retro tech, fashion and comfort content on TV #Trends #Culture #MediaResearch #AdvertisingResearch

Tania Missad – EVP Insights Strategy & Analytics, @SonyPictures, opened #TVNOW describing 2027 trend research on how the American Dream is being rewritten and how content today must reflect the reality of young people today. #Content #TV #MediaResearch

What cultural shifts will shape 2027? Kicking off TV NOW 2026 is a keynote by @SonyPictures exploring emerging trends in identity, connection and comfort, and the rise of an increasingly global mainstream.

Welcome to TV NOW 2026! Tune in as industry leaders explore the latest in TV and streaming, from audience measurement and AI to sports media and the cultural trends shaping what’s next. Follow along with us for live coverage from LA or join us virtually: bit.ly/TVNOW26

A recent report supports the notion that effective use of #GenAI demands human involvement, but it is critical of the “Human in the Loop” concept in AI-assisted research. Members! Get stories like this twice monthly. Sign up for News You Can Use: thearf.org/category/ua_resou… #AI #Work

More data doesn't always mean better measurement. How can advertisers distinguish what happened after an ad from what happened because of it? CIMM's latest paper explores attribution, incrementality and the future of TV and video outcomes measurement: ow.ly/QxtS5100ehO

What does it take to measure the impact of a national brand launch? At #ARFMEA, Brainlabs & Duke’s Mayo will share how they’re combining MMM & synthetic control testing to separate correlation from causation and make more confident media decisions. RSVP: bit.ly/ARFMEA26