It’s Not A Video Revolution, It’s TV’s Evolution

Sean Cunningham, CEO of the Cabletelevision Advertising Bureau: “TV content fuels the growth engine of American business. It delivers the scale and immediacy that big brands can’t build without. Getting a clear picture on all TV viewing is critical to advertisers. The obstacle is a measurement industry that hasn’t evolved with viewers’ content commitment. Until we have an industry-accepted, single-source measurement for viewing across all platforms, there won’t be complete transparency in video, and the full range of connections won’t be usable for marketers.”

Cable’s Upfront Dollars Fell 6% To $9.6B

Advertisers committed fewer dollars to national cable TV networks for the first time since before the 2009-10 TV season, according to data released Thursday.

CAB Eyes Cable Upfront Haul At $9.29 Billion

After a frenzied selling season that saw top-tier cable network groups writing price increases of as much as 15%, the final tally for the 2011-12 upfront is in. At the risk of trafficking in a vast form of understatement, business was a-boomin’. According to calculations made by the Cabletelevision Advertising Bureau, ad-supported cable nets took in $9.29 billion in upfront commitments, making this the most lucrative sell-off in history.

CAB: Cable Ads Hit Record $27.1B In 2010

The Cabletelevision Advertising Bureau called 2010 the industry’s best year ever with national ad sales growing 9.6% To $20.5 billion and local sales up 20% to $6.6 billion.