CBS, NBC, the CW and ABC have joined a trade group once devoted to promoting cable TV to Madison Avenue. As such, the Cabletelevision Advertising Bureau, which has for years played a large role in touting cable TV’s ability to deliver ad messages effectively to marketers, will now be known as the Video Advertising Bureau, reports Variety.
“Our charter really was cable,” explained Sean Cunningham, chief executive of the group, in an interview. In 2015, however, he said, “there’s never been less” of a difference perceived by advertisers when it comes to analyzing TNT or MTV and CBS or NBC. Marketers, he added, are more interested in “premium content” that is of high quality and is distributed widely.
The move places a spotlight on the effect the rise of streaming video has had on the media industry. For decades, cable pitched itself as an alternative to the higher ad prices charged by broadcast networks, while broadcast networks touted their ability to reach the biggest audiences possible. The rise of a host of new-media options – everything ranging from new video series presented on Snapchat to high-profile efforts from Hulu, Yahoo and AOL – has given new options to consumers, while placing pressure on traditional purveyors of TV programming.
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