New Video Ad Research Remit for Re-branded CAB

In New York, the Cabletelevision Advertising Bureau (CAB) has been replaced by the Video Advertising Bureau (VAB), with a remit to spearhead research to quantify the 'selling power' of TV content.

Set up by a team of national broadcast and cable programmers and distributors, the newly named association will focus on research data and analytics, to expand the market for advertising in professionally produced video content. Its top priority is commissioning research on two levels - quantifying the primary role that ad-supported TV plays in generating consumer sales traffic, and clarifying attribution in the modern media mix.

Leading the VAB will be the executive team that ran CAB for the past twelve years, including Sean Cunningham (pictured), President & CEO; Chuck Thompson, EVP; and Danielle DeLauro, SVP/Strategic Sales Insights. Together they will provide advertisers with one source for research, insight and perspective on video advertising, which will also include new primary research on the impact of TV advertising.

Joe Abruzzese, inaugural co-Chair of the VAB, and President, Advertising Sales at Discovery Networks, comments: 'By broadcasters, cable networks and distributors coming together in this unprecedented way, VAB members will share expertise and insights, put forward original research and push toward a common goal of elevating television's leadership in driving product sales and brand affinity for clients.'

Web site: www.thevab.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.