Longtime CBS senior research executive David Poltrack is retiring.
Poltrack, chief research officer and president, CBS Vision, came to CBS in 1969. He will retire from the company on June 30, 2019.
Radha Subramanyam, who became executive vice president-chief research and analytics officer, CBS Television Network in November 2017, will now oversee all research operations, including audience measurement, analytics, market research, program testing and advertising research for CBS.
Poltrack was promoted to his current title as chief research officer in 2005. From now until his departure, Poltrack will focus on strategic projects, reporting to Joe Ianniello, president-acting CEO of CBS Corp.
In 2001, Poltrack started the CBS Television City Research Center at the MGM Grand Hotel and Casino in Las Vegas, tracking consumer feedback on changes in media consumption, new technology and viewing and engagement of CBS programming.
Ianniello stated: “Back in 2014, Dave came forward and said he wanted to step aside in his 50th year at CBS.”
Poltrack has been chairman of the board for the Advertising Research Foundation twice -- 1989-1991 and 2015-2017. In 2015, he won its Erwin Ephron Demystification Award.
Poltrack has also been chairman of the Media Rating Council and chairman of the executive committee of the Marketing Science Institute. He currently serves on its executive committee.