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TV Tech

George Winslow

ARF Calls For Move Away From TV Households as Basis of TV Measurement

ARF United States Dash

Horowitz

NEW YORK—The Advertising Research Foundation (ARF) is calling for a notable change in the way TV viewing is measured by proposing a “gradual migration” away from “TV households” to “TV-accessible (TVA) households” as the basis of TV measurement.

The move reflects an ongoing shift in the way TV content is viewed and the fact that a growing number of homes view TV content on mobile devices without owning a TV. Making the change would capture currently unmeasured viewing on mobile devices by viewers that tend to skew younger.

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