• by Wayne Friedman , June 10, 2014

TV trade association TVB has hired veteran media executive Hadassa Gerber as its senior vice president/chief research officer.

Since 2002, Gerber had been with the Syndicated Network Television Association as director of research and systems. Early this year, SNTA announced it was being disbanded.

Before SNTA, Gerber held senior media executive positions at various advertising agencies, including Y&R, Media Edge, DeWitt Media, Wells, Rich Greene and McCann-Erickson.

Gerber has provided strategic marketing and media direction across many areas of the media services industry: strategic planning, media research, budgeting, targeting, creative, channel selection and scheduling.

“Local broadcast television is the most powerful medium to reach consumers, and it is increasingly important for advertisers and brand managers to accurately quantify the value of their local advertising,” stated Gerber.

Steve Lanzano, president/chief executive officer of the TVB, said she would be “instrumental in helping the TVB extend its core research capabilities ... and quantifying the value of local broadcast television’s role as the most influential advertising medium.”