Seizing a moment of viewership change, the Cabletelevision Advertising Bureau said it will embark on a research initiative aimed at driving more ad dollars to cable at national, regional and local levels.
The data are intended to flesh out basic-cable ratings gains and delivery impact and to spell out returns on money invested in cable ads.
To pay for the research, the CAB will use funds that would have gone to the annual Cable Advertising Conference in New York Feb. 2. The CAB said that show will return in first-quarter 2005, and the Cable Sales Management Conference for local-cable ad sales next June in Chicago will go on as scheduled.
The CAB’s board approved the effort Oct. 23. CEO Sean Cunningham wouldn’t say how much the research might cost, how much revenue the New York show typically generated or what the CAB’s annual budget amounted to.
For more on the CAB, please see Mike Reynolds’ story on page 1 of Monday’s Multichannel News