• by Wayne Friedman , January 21, 2020

Longtime media agency and Nielsen executive Cheryl Idell has been named executive vice president and chief research officer of WarnerMedia Entertainment & Direct-to-Consumer.

Idell will oversee the “functional” areas of research across WarnerMedia Entertainment -- viewership, content, and strategic market research, insights and analytics.

Her responsibilities will also include product research and all research for HBO Max, the upcoming WarnerMedia Direct-To-Consumer premium video streaming service.

Most recently Idell was head of U.S. vertical measurement at Snap, Inc. where she led measurement strategy, and where she and her team were responsible for solutions and guidance on measurement and optimization of Snapchat advertising.

Before Snap Inc., Idell was at Mindshare, working with clients in a number of areas -- studio/entertainment, consumer packaged goods, spirits, retail and travel/hospitality. She was also the executive vp of client solutions for Nielsen, focusing on media analytics and research products.

Before Nielsen, she held senior executive positions at 20th Century Fox, IAG Research and Initiative Media.

Idell will report to Bob Greenblatt, chairman of WarnerMedia Entertainment and Direct-to-Consumer.