The Advertising Research Foundation (ARF) has taken a significant step forward by proposing a novel framework to classify how US households connect to TV. This move aims to replace the long-standing pay/BBO/OTA scheme that has been the backbone of the TV industry for years. The implications of this new framework are far-reaching and are set to reshape the advertising and media landscape.

Unlock the Future of TV Connection with ARF's Innovative Framework

Data from the DASH TV Universe Study

The DASH TV Universe Study, with its first wave of DASH 2024 data, has provided crucial insights. It highlights the continuous mainstreaming of streaming television, the 'appification' of pay-TV, and the erosion of Broadband Only (BBO) penetration as a defining characteristic of TV connection. These findings, summarized in a newly released ARF report, showcase the shifts in US television usage that present fresh opportunities for advertisers and media companies. 1: The data clearly indicates that the traditional boundaries between different forms of TV services are blurring. Streaming television is no longer a niche phenomenon but has become a mainstream part of how Americans consume media. Pay-TV is also undergoing a transformation, with more and more households adopting virtual means of access. This shift is having a profound impact on the advertising industry, as advertisers need to adapt their strategies to reach these changing audiences. 2: The erosion of BBO penetration is another significant trend. As more households embrace multiple ways of connecting to TV, the traditional definition of TV based solely on broadband access is becoming outdated. This calls for a more comprehensive and accurate framework to understand how households interact with TV.

A New Framework for TV Connection

In response to these trends, ARF has recommended a new classification system for US TV households. This framework divides households into six segments based on the TV signals they receive. Four of these segments belong to the pay-TV universe, which accounted for 59 per cent of TV-accessible households in spring 2024. The other two segments capture households relying on Over-the-Air (OTA) and digital-only signals. Notably, the pay-TV segments and OTA together make up the Linear TV universe, which represents 74 per cent of US TV households in spring 2024. 1: The new framework provides a more detailed and accurate picture of how households connect to TV. It takes into account the various ways in which households access TV content, including traditional and virtual pay-TV, as well as OTA and digital-only signals. This allows advertisers and media companies to better target their audiences and develop more effective advertising strategies. 2: By dividing households into six segments, ARF's new framework also enables a more granular analysis of TV usage patterns. This can help identify specific customer groups with different viewing behaviors and preferences, allowing for more targeted marketing efforts.

About the DASH Study

Established in 2021 and conducted annually in collaboration with NORC at the University of Chicago, the DASH study offers a comprehensive view of how Americans connect to and consume TV across devices, platforms, and services. Conducted through online, in-person, and phone surveys of a national probability sample of more than 10,000 adults, the DASH study produces reliable and projectable results for the media industry. The study is overseen by a technical committee of measurement experts representing the licensees of the study, ensuring the highest level of accuracy and relevance. 1: The DASH study is a valuable tool for understanding the evolving TV landscape. It provides detailed data on how different demographics and consumer groups connect to TV and what their viewing behaviors are. This information is essential for advertisers and media companies looking to stay ahead in the competitive marketplace. 2: By keeping a close eye on changes in the ecosystem and refining the survey ahead of each wave, the DASH study ensures that it remains at the forefront of TV research. This allows it to provide timely and relevant insights to the media industry, helping them make informed decisions about their advertising and content strategies.