The most recent data from the ARF's DASH service finds 86% of U.S. homes still have a TV set in their living room, and that it is the most-watched in the home among them.
Overall, specialized streaming services grew to a collective 42 million paying subscribers for the first six months of 2026 - a 14% improvement vs. a year ago, says subscription streaming researcher
Antenna.
At a time when marketers seem transfixed on the "visibility" their brands have with AI, Comscore is taking the next step: analyzing how it is changing the way humans engage with brands.
AI can now predict how an ad will match human emotions based on millions of possible responses and hundreds of pieces of content, to identify how an ad will connect with humans.
This email is how one knowledgeable source sums up one of the weirdest - and most ironic - of multiple "enhancements" Nielsen unveiled late last week for measuring the new TV season.
By holding company, Omnicom Media was the top group with a 32.7% share, followed by WPP Media (24.4%), Publicis Media (24%), Dentsu (13.1%) and Havas Media (5.7%).
Dentsu says commerce media has reached a point where operational competence supersedes growth.
Nearly 40% of linear audiences now access linear TV channels via some form of streaming platforms or apps - up from 38% a year ago.
A CIMM report says children's viewing has scattered across YouTube, streaming and gaming while measurement has fallen behind, raising fresh questions about privacy, ad dollars and whether Big Tech can
ever stop chasing young eyeballs.
The announcement comes with the release of a study identifying social, economic, legal and advertising issues, and the role advertisers, media and measurement need to address.
The reasons for withdrawing were not disclosed, but both have implications for an increasingly competitive measurement marketplace.
A study finds that 43% of U.S. consumers would switch their mobile, broadband or TV provider to find a better sports streaming bundle.
Google's search engine reached its highest query use ever during Tuesday's knockout-round World Cup thriller, but the company did not share the numbers.
Nearly two-thirds of U.S. internet consumers 18-24 (61%) have been to a movie theater at least once in the last six months, Ampere Analysis finds - up from the pre-pandemic period of Q1 2020 (at 58%).
Research from average daily viewing time across nearly 20 international markets shows YouTube had 99.1 minutes per day in 2025 vs. Netflix at 87.1 minutes.
Explicit details were not disclosed, but Nielsen said the integrations enhance its "advanced audience" data offerings.
Can we drill down into all the overlapping behavioral and viewing trends among all the various platforms? This can be a daunting task.
Attention and revenue often have very little to do with one another. Perhaps no category better illustrates the problem than health and beauty.
Analysis of 1,611 scripted original shows on premium streamers found viewers waited an average of 21 months between new seasons -- up from the 16-month period in 2022.
Andy Brown, best known for his role as chairman-CEO of Kantar Media, died May 21. He was 63.
Global CTV-based advertising will nearly double in four years to $81 billion by 2030 from $44 billion in 2025, research and advisory firm Omdia estimates.
The World Cup frenzy is real. Gartner's research shows most sponsors have no idea if it's working.
That's what I asked Brandience's Brian McHale when he briefed me on the agency's new AI-generated "Synthetic Market Research & Testing" system.
Looking to give advertisers another way to look at app ad-measurement data, Reddit released "Dual Attribution" into beta on Wednesday.
OpenAI, Microsoft and others recently introduced ads in their chatbots that create incentives to identify conversations and track user behavior for ad targeting and conversion measurement, but what
happens to user privacy when companies begin tracking and analyzing these conversations?
The Advertising Research Foundation's CIMM East Conference began where last year's left off: on an advertising "currency fiesta," per Fox Senior Vice President-Research & Data, Ad Sales' Kym Frank,
who famously made that quip in 2025.
Research led Prescient AI to develop and launch new marketing mix models intended to fix the problem of overspending on budgets and misattribution in traditional models.
YouTube has some distance to go to surpass all legacy TV networks, stations, and platforms in total advertising - at around $60 billion per year, depending on the estimates.
The only thing worse than AIs hallucinating false facts about human behaviors is humans hallucinating false facts about AI behaviors. Today's post is about a prime example of that: a new global
research study from Snowflake purporting to measure the ROI of companies overall - and in specific industrial sectors - from adopting AI.
CIMM's and the 4A's "Paradox of Plenty" report isn't one of them, though it does contain interesting findings about what advertisers value most from media measurement suppliers.