• by David Kaplan , November 18, 2004

The Cabletelevision Advertising Bureau (CAB) has extended its multi-year agreement with market researcher Simmons, a division of the credit reporting company Experian.

Simmons is noted for its surveys that focus on in-depth demographic, psychographic, lifestyle, and attitudinal descriptions. Simmons surveys more than 30,000 people annually to produce its national consumer surveys on adults, teens, and kids.

CAB and Simmons have been working together for the past two years, and the contract extends that relationship for another three years, said Tara Goldstein, a Simmons representative.

The agreement provides CAB with full access to the data in those surveys. Simmons' information will help CAB paint a more complete picture of American consumers and allow them to help influence agencies and advertisers to better target advertising dollars to the cable industry, said Ira Sussman, vice president of research at CAB.

"We're dedicated to providing advertisers and agencies with the most current, complete, and actionable television insights," said 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."