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CAB Extends Data Contract with Simmons

Syndicated surveys critical to providing advertisers with actionable TV insights

November 19, 2004

The CAB (Cabletelevision Advertising Bureau) has extended its multi-year agreement with Simmons, an Experian Company. The comprehensive agreement provides the organization with a full compliment of Simmons' syndicated surveys: National, Hispanic, Teens and Kids.

"We're dedicated to providing advertisers and agencies with the most current, complete and actionable television insights," says Ira Sussman, vice president of research at CAB. "Day in, day out, we supply definitive answers regarding cable TV viewing relative to other TV and media options. Simmons has the most robust national consumer database. The information is critical to demonstrating the advertising value of cable's growing audiences."

Simmons' innovative unification of the National Consumer Study marks the first syndicated research survey designed to measure and analyze all American adults-Hispanics/Latinos and non-Hispanics, English-speaking and Spanish-speaking-in a single cross-cultural database. Simmons also assists marketers in targeting their products and services to teenagers and children through the collection of comprehensive information of these valuable younger consumers.

"We're delighted to continue our relationship with the CAB and assist in their mission to promote cable television advertising," noted Ken Wollenberg, executive vice president and general manager, Simmons Integrated Marketing Solutions. "The 'drill down' capabilities of Simmons brand and product categories as well as our lifestyle and life stage measures will help CAB paint a complete picture of the American consumer and help agencies and advertisers better target advertising dollars to the cable industry."

About Simmons
Simmons, an Experian Company, is America's leading provider of consumer product purchase, shopping and media usage behavior, as well as detailed demographic, psychographic, lifestyle and attitudinal descriptions. Simmons surveys more than 30,000 people annually to produce the National Consumer Adult, Teens and Kids Surveys. Each of these reports provides individual and household information on approximately 8,000 brands in more than 450 data categories. Simmons' proprietary BehaviorGraphicsTM and other segmentation systems provide unique and powerful capabilities to segment consumers by lifestyle, attitudes, shopping frequency and volume, price preference, entertainment consumption, media usage and myriad other descriptors. Experian is a global leader in providing information solutions to organizations and consumers. It helps organizations find, develop and manage profitable customer relationships by providing information, decision-making solutions and processing services.

For more information, visit the company's web site on www.experian.com.

For more information, please visit us at www.smrb.com or contact Tara Goldstein, Simmons Director of Marketing & Communications at 212-598-5492 or [email protected].

About the Cabletelevision Advertising Bureau
Representing virtually all of the nation's ad-supported cable networks and system operators that serve more than 90 percent of all U.S. cable subscribers, CAB (www.onetvworld.org) is dedicated to working with advertisers and agencies to increase the effectiveness of their media strategies with cable-nationally, regionally and locally.