• by Wayne Friedman , October 16, 2017

Looking to compete with digital media’s strong return-on-investment metrics, the Video Advertising Bureau offered a presentation on Friday on a new "attribution" measuring system for traditional TV networks.

Some 40 or more advertising executives attended, including ABC, A+E Networks, AMC Networks, CBS, The CW, ESPN, Fox, Discovery Communications, Crown Media’s Hallmark channels, and Turner and Viacom.

The VAB offered a presentation from analytics company Data Plus Math on an attribution measurement platform that evaluates data showing the value of different media and channels connected with marketers' sales.

The effort is called "Thor," and is planned to begin next year. It comes at a time when spending on TV advertising remains mostly flat, with digital media advertising still growing at double-digit percentage hikes.

Earlier this year, Fox Networks Group, Turner and Viacom started a consortium called Open AP -- an effort looking to standardize new audience targets for TV marketers beyond traditional age and gender demographics.

Media analysts say Open AP is another effort by traditional TV to stem the tide of growth migrating to digital -- with executives citing traditional TV reach over digital media.