TVB, the trade group that looks to encourage advertising at local stations, has tapped Madison Avenue veteran Stacey Lynn Schulman to serve as its chief research officer.
Schulman, who began her career in 1989, has recently held top posts at Turner Broadcasting and Interpublic.
As the chief of the TVB research operations, she will work with the organization’s business development operations to provide insight that will be useful for TVB member stations to use in sales pitches. Schulman will also interface with the Media Rating Council, Nielsen and an NAB committee on local audience measurement.
Much of her early work is expected to involve analysis of an upcoming Nielsen overhaul of its local-market measurement service that will meld in set-top-box data and use of a new code reader device.
TVB said Schulman has expertise in “fan culture behavior and insights that drive better connections between consumers, technology and content." She has worked on a consumer engagement study with MIT.
TVB chief Steve Lanzano stated that Schulman’s experience dovetails with TVB’s “highest priorities” in providing advertisers and agencies with “credible, fact-based research and insights on consumer behavior, integral to the development and implementation of local media marketing solutions.”