Our Take:

MVPDs, cable networks and broadcasters have come together to form a research and insights association called the Video Advertising Bureau, which replaces the Cabletelevision Advertising Bureau (CAB). It’s meant to raise the bar on research and analytics behind premium TV content across platforms by commissioning research in two main camps: “quantifying the primary role that ad-supported TV plays in generating consumer sales traffic, and clarifying attribution in the modern media mix,” according to the release below. There has been much talk of the value of premium video content, particularly during the upfront season; this is one way the industry intends to quantify the value of that premium TV content for advertisers. A total of 110 networks and the 11 largest MVPDs are members.

NEW YORK–()–For the first time, an association will combine the biggest broadcast networks, cable networks, and distributors to advance the power of video advertising. Starting today, the Video Advertising Bureau (VAB) will replace the longstanding Cabletelevision Advertising Bureau (CAB).

Read More at Business Wire

The Daily

Subscribe
Wednesday–December 11

Levin Reads Tea Leaves on Starlink’s Place in BEAD

New Street Research analyst and Brookings nonresident senior fellow Blair Levin has been peppered with all sorts of questions about Donald Trump’s second term as president.

Read the Full Issue
The Skinny is delivered on Tuesday and focuses on the cable profession. You'll stay in the know on the headlines, topics and special issues you value most. Sign Up

Calendar

Apr 16
Cablefax 100 Awards Nominations Open November 13th, 2024.
Full Calendar

Jobs

Seeking an INDUSTRY JOB or hiring for one?
VIEW JOBS

In conjunction with our sister brand, Cynopsis, we are offering hiring managers a deep pool of media-savvy, skilled candidates at a range of experience levels and sectors. The result will be an even more robust industry job board, to help both employers and job seekers.

Contact Carley Ashley, [email protected], for more information about posting a job on the website and our Jobs newsletter, sent twice weekly to 85,000 media professionals.