The Cinema Advertising Council, a trade association that represents players in the movie theatre ad industry in the US, has merged with the Video Advertising Bureau.
The move means that the Video Advertising Bureau, whose members include AE Networks, CBS Corporation, and NBC Universal, will now represent $67bn in advertising revenue.
According to the Cinema Advertising Council, its members – which include National CineMedia and Screenvision – have “generated $600 million or higher in cinema and advertising revenue for six consecutive years.”
Under the agreement, the Cinema Advertising Council will still operate its own website but its data will now be incorporated into reports that the Video Advertising Bureau produces.
Sean Cunningham, president and CEO of the Video Advertising Bureau, said of the merger: “Now there is one industry resource to help brands learn how to mobilize the biggest and best audiences in all of advertising. Nothing can match the scale of audience commitment for exclusive, first-run, professionally produced video content. Ours is the programming that dominates all screens and generates the appointment viewing at scale that advertisers need more than ever.”
Last year, the Video Advertising Bureau replaced the Cabletelevision Advertising Bureau in an effort to become more inclusive and represent “premium multi-screen TV content.”