The fact is that cable MVPDs, broadcasters and cable networks provide the vast majority of professional ad-supported video content viewed by Americans, and an existing trade organization is morphing into a more expansive one to make the case.
In short, what once was the Cabletelevision Advertising Bureau is now the Video Advertising Bureau.
The membership roster has grown from all of the industries mentioned in the opening of this article.
According to VAB, member industrys are responsible for 80% of all content viewed, amounting to 140 of the 175 hours the average person devotes to television viewing, regardless of platform.
All four major broadcast networks are part of the new organization.
“Our industry is changing rapidly, however one constant is the unquestionable power of television to reach consumers with advertiser messaging,” said Joe Abruzzese, President, Advertising Sales at Discovery Communications and inaugural Co-Chair of the VAB. “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.”
“The time has come for the TV industry to be represented holistically with the power of the content superseding the differences in distribution,” said Rino Scanzoni, Chief Investment Officer for media buyer Group M. “This will clearly advance the share of voice for the industry and support the initiatives that will provide incremental value to advertisers as technology, data and consumer choice change the dynamics of the medium.”
“There is no substitute for quality content in the presence of valuable data and insights,” said Linda Yaccarino, Chairman, Advertising Sales and Client Partnerships at NBCUniversal. “It only makes sense to expand this organization’s focus to reflect the rapidly changing premium video environment and strengthen the research it can provide to content creators and advertisers regardless of platform — it doesn’t matter where the content is consumed, it only matters that it’s great.”
Among the members:
Time Warner Cable