The Cabletelevision Advertising Bureau said Thursday that it has extended its multiyear agreement with Simmons, an Experian Company.
Simmons will continue to provide the trade group with syndicated national surveys covering demographics such as Hispanics, teen-agers and kids.
"We're dedicated to providing advertisers and agencies with the most current, complete and actionable television insights," CAB vice president of research Ira Sussman said in a prepared statement.
"Day in, day out, we supply definitive answers regarding cable-TV viewing relative to other TV and media options,” he added. “Simmons has the most robust national consumer database. The information is critical to demonstrating the advertising value of cable's growing audiences."
Simmons Integrated Marketing Solutions executive VP and general manager Ken Wollenberg added, “The 'drill-down' capabilities of Simmons’ brand and product categories, as well as our lifestyle and life-stage measures, will help the CAB to paint a complete picture of the American consumer and help agencies and advertisers to better target advertising dollars to the cable industry.”