In the face of declining ratings and a shift in ad dollars to digital platforms, television networks are expanding their data and analytics capabilities. On Monday, leading broadcast and cable TV companies announced the formation of the Video Advertising Bureau (VAB), a new trade organization that plans to promote research and data that highlights the impact of TV commercials to Madison Avenue. The VAB intends to provide marketers with insights and measurement tools that help gauge whether video ads drive consumer purchases.

“It really is a one-video world or one-television world, and it really doesn’t matter if it’s broadcast or cable or how the content gets to the screen,” said Linda Yaccarino, chairman of advertising sales and client partnerships at NBCUniversal. “It really just matters that it’s premium content, which really is the lion’s share of video consumption.”

“We’re in a data proof point and analytics era, we have to provide data proof points and analytics around context questions, commitment, connectivity and about what binds people to content and how that affects sales,” noted VAB Chief Exec Sean Cunningham.

The VAB consists of 110 networks and 11 top pay-TV distributors. In addition to sales attribution data, the group is expected to address issues such as viewability.

“The organization replaces the Cabletelevision Advertising Bureau as it adds major broadcast networks like NBCUniversal and CBS Corp. to its ranks,” reports The Wall Street Journal. “Other trade group members include cable channels like A&E Networks and AMC Networks and cable providers such as Cablevision, Comcast and Time Warner Cable.”