Article
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WARC Best Practice, January 2019
This article explores the current thinking and writing on TV audiences - a group of people once defined by the use of one stable, popular medium, which has now fragmented forcing a re-evaluation of audience measurement.
Article
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Matt Hill, WARC Best Practice, September 2017
This article provides key ways to use TV effectively in the media mix by combining it with social, OOH, radio and press, and explains why TV has not been negatively impacted by new technologies.
Article
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Stephen Whiteside, Event Reports, ARF AUDIENCExSCIENCE, April 2019
WarnerMedia, the media company owned by AT&T, is set to disrupt the streaming-video industry with a new platform, and is drawing inspiration from the consumer-packaged goods (CPG) sector.
News
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16 May 2019
When it comes to free-to-air TV, Australians say news and reality shows rule, new research shows. A study by Roy Morgan found that news is the most watched genre, with 61% of Australians saying they watch it in any given week.
News
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16 May 2019
Indian children spend more time entertaining themselves on digital media than ever, a trend that the leading streaming platforms, hungry for new audiences, are keen to exploit.
News
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10 May 2019
Television spots may have a “variable advertisement shelf life” among DVR audiences depending on the genre of content they appear in, according to a study published in the Journal of Advertising Research (JAR).
Article
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Stephen Whiteside, Event Reports, SXSW Interactive, March 2019
CNN, the news brand, is tapping the power of digital data to help it make smarter choices and better serve its audience.
News
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03 May 2019
Brands seeking to understand the audience for their television spots need to consider the impact of the “commercial-zapping effect” among viewers, a study published in the Journal of Advertising Research (JAR) has argued.
News
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02 May 2019
Streaming service Hulu grew subscriber numbers rapidly during the first quarter at the same time as the big four US broadcast networks registered a slump in ratings.
Article
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Henry G. Wolf VII and Paul Donato, Journal of Advertising Research, Digital First, April 2019
Six-second advertisements are used widely in digital video but only recently have appeared on television.
Article
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Alex Brownsell, Event Reports, Connected TV World Summit, March 2019
Thinkbox, the UK’s television advertising body, and Ebiquity, the consultancy, debate the evolving role of TV as a deliverer of brand profitability, and what this means for media strategists.
Article
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Alex Brownsell, Event Reports, Advertising Week Europe, March 2019
RTL/Adconnect, the European TV broadcaster, is packaging connected TV and addressable TV inventory in different ways depending on local market trends.
News
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29 March 2019
The 2019 season of the Indian Premier League (IPL) got underway last weekend and preliminary data suggests that the world’s biggest cricket tournament has already set records for viewership and reach.
News
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29 March 2019
The Formula One circus moves to Bahrain this weekend, where the TV viewing experience is being informed by an innovative research method that captures the real-time emotional arousal of fans watching the action on screen.
News
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29 March 2019
Television retains a key role in building brands, but it may need fresh measurement solutions to fully demonstrate its value, according to a paper in the Journal of Advertising Research (JAR).
News
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22 March 2019
American consumers now enjoy more media options than ever and the boom in digital streaming means they are piecing together multiple services, yet the downside is that the sheer quantity of options can lead to frustration.
News
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22 March 2019
The marketing research industry needs a TV measurement standard that reflects the multiculturalism of the audience, the impact of genre, the use of technology and the influence of demographics, according to a paper in the Journal of Advertising ...
News
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21 March 2019
The viewability of TV ads is being questioned, as new research suggests that one-in-three ads on TV are not watched by anyone and there is a growing demand from TV industry executives for common standards for ad viewability across TV and video.
News
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20 March 2019
When it comes to TV, kids in India like domestically made shows and movies – and both, preferably, in their own language.
News
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18 March 2019
TV advertising has driven consumer conversations for years, but evidence suggests younger viewers' growing preference for digital channels and streaming is making it harder for brands to engage with them.
Research Paper
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Lianlian Song, Peng Zhou, Geoffrey Tso, and Hingpo Lo, Journal of Advertising Research, Vol. 59, No. 1, 2019, pp. 53-72
Advertisers prefer second-by-second measurements of advertisements over program ratings, but collecting individual viewing data that are accurate to the unit of one second is very difficult and expensive.
Research Paper
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J. P. James and Tyrha M. Lindsey-Warren, Journal of Advertising Research, Vol. 59, No. 1, 2019, pp. 40-52
Academic and practitioner studies have found that television consumption is highest among American audiences of diverse races and ethnicities.
Research Paper
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Bob Kent, Buffy N. Mosley, and David A. Schweidel, Journal of Advertising Research, Vol. 59, No. 1, 2019, pp. 73-84
Time-shifted television can time-shift advertising. This study explores the frequency and timing of digital video recorder (DVR) advertising views in a sample of 2015–2016 drama, reality, and sports programs.
Article
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Artie Bulgrin, Journal of Advertising Research, Vol. 59, No. 1, 2019
This article looks at the emerging issues with measurement of television advertising in the digital age in the US.
Research Paper
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IAB, April, 2018
IAB Video Center conducted a primary consumer research study to gain a deeper understanding of digital video viewers and their connection with direct brands in the US, which found that:
