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In new research, Rex Du, professor of marketing at the McCombs School of Business, devises a more exact way to measure the causal impact of TV ad exposures on consumer purchases.

New research using smart TV data reveals that traditional methods have overestimated the impact of TV ads by over 50 percent.

The Houston Astros will play their first road game of the season on Friday night against the Athletics in Sacramento. Here is how you can watch the game.

From blackjack and knobkerrie to a ‘shivering’ footballer, test your knowledge with the Saturday quiz ...

If your mind somehow requires more bending after Season 2 of Hulu's mystery-thriller, fear not — these shows will allow you ...

The nationwide measure has no connection to the ongoing war with Iran and was passed with bipartisan support months before ...

In Partnership with DISQO, Comcast Advertising’s Attribution Initiative Makes Trusted Deterministic Measurement a Standard Across Comcast TV and Streaming Campaigns ...

Why the 'Subwoofer Crawl' is the only way I found the bass sweet spot in my living room ...

Looking at a bright screen in a dark room for extended periods of time is generally a bad idea. It can cause quite a bit of ...

House Bill 283, the Teacher’s Shield Act, would require students who commit acts of violence to be removed from campus for at ...

NC State basketball faces Texas in a 2026 NCAA Tournament First Four matchup. Find out how to watch the game, including TV ...