Advertising Research Foundation
The Advertising Research Foundation (ARF) is the only organization that creates and curates objective, original research through education, events, and networking for advertising practitioners. By providing leading-edge solutions and anticipating the industry’s challenges, we are trusted by over 400 member companies from leading brands, agencies, research firms, media, and tech. Our unique network enables us to generate relevant insights, provide a platform for members to share findings, empower members to make impactful marketing decisions, and challenge convention. We help our members be smarter faster and support them in being fearless leaders in their organization and in the future.www.thearf.org
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Search complete. 2 mentions across 2 episodes found for "Advertising Research Foundation".
Sep 27, 2026
Herman PoppleberryHOST
That definition stopped tracking actual viewing a long time ago.
Herman PoppleberryHOST
The Advertising Research Foundation has been lobbying to move the measurement to TV-accessible households, instead, precisely because owning a set and watching television have come apart.
Herman PoppleberryHOST
So the 8% number isn't 8% of households that opted out of television? Not remotely.
Herman PoppleberryHOST
And that's the thing to hold onto.
Thomas Zoëga RamsøyGUEST
In 2017 or 18, we did a pretty big study.
Thomas Zoëga RamsøyGUEST
We tested something like 1,000 people in the U.S. together with the Advertising Research Foundation and the Mobile Marketing Association and also with companies like Facebook or Meta TikTok, Pinterest, ESPN, and a couple of other channels as well.
Thomas Zoëga RamsøyGUEST
So we tested across multiple different channels.
Thomas Zoëga RamsøyGUEST
And we tested with eye tracking and EEG to measure both attentional responses, but also emotional and cognitive responses.