After being known for years as TVB, the Television Bureau of Advertising in New York is adopting TVB as its official name. More than 600 stations are its members. The rebranding echoes a decision by the American Association of Advertising Agencies to adopt a shorthand designation, the Four A’s, as its name. A goal of the changes is to acknowledge that when it comes to advertising, “it’s no longer just about local spot television” and to remind marketers that local stations now also have “digital subchannels, mobile, Web sites and hyperlocal Web sites” on which they can buy commercial time and ad space.
Spending by advertisers on spot, or local, television rose 25.1 percent in the first half of 2010 compared with a year earlier, according to a report released on Monday by the Kantar Media unit of WPP.
Read more here.
