Cabletelevision Advertising Bureau also adopts new brand

An association once devoted to promoting cable TV to advertisers is expanding its reach to include broadcast networks, and in the process the group is getting a new identity.

The Cabletelevision Advertising Bureau announced Monday a rebranding as the Video Advertising Bureau. As part of the change, VAB has added five broadcasters to its membership—FOX, NBC, ABC, CBS and CW.

"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," said Joe Abruzzese, co-chair of VAB's board of directors.

VAB is comprised of 110 networks and the 11 largest multichannel video programming distributors. The move comes as both broadcast and cable networks are increasingly competing against online streaming video services for viewer attention.

"More than ever, consumers are tuning in to premium, multiscreen TV content—at a moment's notice, at arm's-length, on the best available screen," VAB CEO Sean Cunningham said. "Advertisers instinctively know this world-class video initiates the sales cycle. The VAB will lead the charge to prove it."

VAB is a $6 million-revenue association based in New York City. http://bit.ly/1II3csp

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