The research group's proposal of using “TV-accessible households” would better capture viewing by younger viewers on mobile devices When you purchase through links on our site, we may earn an ...

In a move likely to spark some ad industry controversy, the Advertising Research Foundation this morning issued a call to the industry to scrap the way it has defined the fundamental building block of ...

US-based association the ARF has reiterated its call for a change in the definition of TV audience measurement, to include all households consuming TV signals, not just those who own television sets.

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 ...

The Advertising Research Foundation (ARF) has issued a call for a change to the way the industry defines the basis of television audience measurement - away from 'TV households' to 'TV-accessible' ...

It was intended to be a teaser for future research validating ad attention measurement by medium, but the Advertising Research Foundation (ARF) this week teased an anecdotal finding from its latest ...

Like the packaged products he helps market, Omnicom Media Group Chief Research Officer Jonathan Steuer wishes data segments disclosed their ingredients on the side of the label. “You really have to ...

Says move to “TV-accessible households” is needed as ARF’s DASH universe study shows a significant and growing percentage of U.S. homes now consume TV without owning a TV set New York, March 27, 2023 ...