COMMENTARY BY SEAN CUNNINGHAM

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.”