New digital media technologies and changes in the media landscape are impacting the media use of most Americans. Some of these changes cannot yet be measured accurately, and ARF members point out that the trade press and general media often report data that are at odds with well-documented research insights on media use. Typically, these erroneous reports (especially in their headlines) highlight changes and “surprising” trends that are often contradicted by validated data.
Members have asked that the ARF play a role in providing better information on these issues since accurate information on media use is essential for creating successful media plans, strategies on reaching consumers across platforms, and many other business decisions. The ARF’s research quality projects have demonstrated that poor research quality almost always affects the accuracy of data and, thereby, the quality of business decisions. This project specifically focuses on the need for quality data in the field of media use measures and will provide best practice insights to facilitate better measurement and reporting.
In sum, this project has been requested by ARF members because of the fast pace of media technology development and adoption; the increased complexity and segmentation of media behavior; and the resulting need for accurate data to understand today’s use patterns and forecast future trends.
The project will focus three data sets:
The project will explore these key issues:
Timeline:
We welcome your feedback on this project. Please contact Horst Stipp, EVP, Global Business Strategy to learn more about how you can get involved!
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