CBS Chief Research Officer David Poltrack has won the ARF’s 2015 “Erwin Ephron Demystification Award.”
The award, which was named in honor of the late Erwin Ephron, a media-planning guru known for simplifying complex media planning and research theories, was announced today during the ARF’s annual Audience Measurement conference in New York City.
Poltrack is only the second recipient of the award, which was bestowed for the first time last year on Bill Harvey, a longtime media research and planning expert who created single-source media and marketing measurement service TRA, which was acquired by TiVo.
Poltrack, who has also been a big proponent of single-source and other forms of measurement that correlate media exposure to product purchasing and other outcomes, was an early supporter of a number of the industry’s most ambitious attempts to close that gap, including ScanAmerica, Project Apollo and more recently, Nielsen Catalina Solutions.
He also built one of the most highly regarded consumer media research testing facilities: CBS Television City in Las Vegas.
“David truly exemplifies the Erwin Ephron Demystification Award criteria,” ARF CEO and President Gayle Fuguitt stated, adding, “He is consistently challenging conventional thinking by embracing analytics and technology, promoting proactive debate, and translating ideas into action. Through these actions, David has earned the respect of the C-Suite, his peers and the next generation.”