Distilling 10 years of analysis across 23 reports, 1,000+ brands and 80 categories down to the 25 ways TV delivers KPIs along the purchase funnel.
Learn more.

We are VAB

We are media specialists, video intelligence experts, data geeks, creative thinkers and industry collaborators.

Together, we uncover new insights that help you reimagine your media strategies.

Learn more about VAB
TheVAB

What’s the Deal with Viewership Data Collection?

Part 1 of a 5-part series that will provide you with clear and straightforward answers to the most asked questions about video measurement. Learn how recent innovations can help you to plan, buy and measure campaigns more effectively.

Learn More
TheVAB

MarketWatch: These Are the Top Streaming Trends Impacting Marketing Plans in 2023

Learn more

Advertising Can Be Complicated. We’re Here To Help.

The marketing world offers more innovation and opportunities than ever before. VAB is here to help make sense of it all by simplifying the complex and discovering new insights to transform how you drive business growth.

You have questions. We have answers.

Get immediate access to our Insights library.

Get Access
Simplicity

Simplify

VAB saves you time by bringing you the latest data with actionable takeaways to inform your future marketing plans.

Learn more
What is?

What is TV?

The traditional notion of what TV is no longer applies. We share the modern, expanded definition of TV, rooted in how consumers define it.

Download Here
Discover

Discover

VAB provides you with fresh insights that inspire new ways of approaching your media strategies.

Learn more
Fast Facts

What’s the Spread? Understanding the Impact of Streaming Exclusivity on NFL Viewership

Data and analysis comparing the NFL viewership of streaming-only games vs. those on linear TV

Learn More
Transform

Transform

VAB provides innovative thinking to make a lasting impact on your brand’s growth.

Learn more
Marketer FAQ

How does audience-based TV buying drive results for my brand?

See how brands are successfully leveraging the targetability and personalization of audience-based buying to effectively and efficiently engage their best customer prospects.

Learn More

You have questions. We have answers.

Get immediate access to our Insights library.

Get Access

VAB Happenings

MarTech360 Interview With Sean Cunningham, VAB President and CEO

MarTech360 Interview With Sean Cunningham, VAB President and CEO

VAB President and CEO Sean Cunningham sits down with MarTech360 to share more about how VAB is working with industry partners to achieve more transparent, accurate and modern TV measurement.

Learn More

The Latest

Trusted by

Comcast
Dentsu Aegis
Disney_Plus
Horizon
Hulu
Mediacom
NBCUniversal
Paramount_Plus
Peloton
Ro
Spectrum Reach
TradeDesk
Tubi
Walton Isaacson
Wayfair
innovid_
ispot-tv
...

VAB Insights Library

We are known for our original first-class marketer’s guides, videos, and reports that are widely used throughout the industry

Go to Insights Library
JUST RELEASED!

How does audience-based TV buying drive results for my brand?

See how brands are successfully leveraging the key benefits of audience-based TV campaigns to drive business results

View Now
Marketer FAQ
How does audience-based TV buying drive results for my brand?

The Latest Insights

Marketer's Guide
3 Reasons to Advertise During a Soft Economy
3 Reasons to Advertise During a Soft Economy

Justify spend leading up to upfront season with insights from VAB and our partners
Marketer FAQ
What are the 7 key reasons advertisers launch TV campaigns?
What are the 7 key reasons advertisers launch TV campaigns?

See how brands are successfully leveraging the key benefits of TV campaigns to drive business results
Marketer FAQ
How can I drive in-store traffic with streaming?
How can I drive in-store traffic with streaming?

2 case studies showing how brands drove in-store traffic using a streaming video ad campaign.
Marketer FAQ
How can I make an impact on a local level with streaming?
How can I make an impact on a local level with streaming?

5 case studies showing how brands made an impact on a local level using a streaming video ad campaign.
Marketer FAQ
How do I use streaming video to boost sales?
How do I use streaming video to boost sales?

3 case studies showing how brands boosted sales using a streaming video ad campaign.
Marketer FAQ
How do I use streaming to extend the reach of my video campaign beyond linear TV?
How do I use streaming to extend the reach of my video campaign beyond linear TV?

5 case studies showing how brands extended their reach using a streaming video ad campaign.
Marketer's Guide
25 Ways TV Grows Brands
25 Ways TV Grows Brands

Distilling 10 years of analysis across 23 reports, 1,000+ brands and 80 categories down to the 25 ways TV delivers KPIs along the purchase funnel
Fast Facts
TV Upfront Historical CPMs
TV Upfront Historical CPMs

For VAB members-only, historical broadcast and cable CPMs
Task Force Logo
Together. Changing the way we measure TV.
Learn More
Insights Hubs
Explore VAB Insights Hubs
Your destination for data, trends and analysis