Adgate, who had been senior vp of corporate research director for Horizon Media, has taken a position as senior director of corporate research and media insights at Comcast Spotlight, the local cable advertising sales group.
He announced the move via a tweet on Twitter on Tuesday.
Adgate has been with Horizon for 17 years, involved in all aspects of media research -- traditional, digital and consumer -- as well as providing analytical support to planners, activation, digital and new business.
As the first dedicated research director of Horizon Media, Adgate -- among many responsibilities -- worked with primary research companies in developing media and product segmentation studies.
He maintained a high profile in the TV advertising business press.
Before Horizon, he was sales research director for five years at International Family Entertainment, participating in the launch of Fox Family Channel.
Adgate also held senior executive posts at Group W Satellite Communications, Turner Broadcasting and U.S. syndication company LBS Communications. Before this, he started on the media agency site, having research positions at Saatchi & Saatchi Compton and Backer & Spielvogel.
Congratulations, Brad. Best wishes for success in your new position at Comcast
Congratulations Brad -- well deserved!
Brad Adgate is a person and professional who is a gift to Advertising, Marketing and Media Research and the Industry it serves.
His insights and understanding have turned research into working knowledge. His quotable quotes in the press have calmed the waters in a turbulent time by making the complex and confusing ... simple, clear and compelling.
He is a rare fellow and a real All-Star catch for Comcast! And Comcast can now become a force for research quality, insight and accountability.
Sadly, his departure from Horizon Media signals the continuing decline in research proficiency among the advertising agency and media buying segments of the Industry. And this decline only continues to contribute to the deterioration in the quality of audience measurement methodologies.
Happily, his arrival likely signals a more appreciative working environment for Brad and an opportunity for this division of Comcast Spotlight to provide more media research enlightment than Comcast's other research operations, like NBCU. (What? Did I miss a breakthrough like using TiVo for 2016 Cross-Platform Olympic Research. Really now.)
Good Luck, Brad! You're truly one of the Best ... and a long distance runner for sure!
Nicholas P. Schiavone