Donato Rises To Chief Research Officer Of Nielsen Co., Names Media Successor

Another Nielsen Media Research executive has moved into the C-level suite of parent Nielsen Co. Paul Donato, the long-time Chief Research Officer of Nielsen Media Research, has been named Chief Research Officer of parent Nielsen Co., and on Tuesday, circulated a memo outlining a realignment of media division's research organization.

Bruce Hoynoski was named Chief Research Officer for Nielsen Media Research, from head of . the division's statistical and methodological research functions.

Doug Darfield was named senior vice president-ethnic measurement, which Donato said would become an "increasingly important" role among all of Nielsen's measurement samples. Darfield was senior vice president of Nielsen's Hispanic services, which originally maintained separate samples, but have been integrated into Nielsen's general market samples.

Donato also outlined a series of "measurement science" initiatives across all of Nielsen Co., including a new Measurement Quality Center of Excellence, which will be headed by Danny Monistere, vice president-quality, who will work with Ernesto Santos, global chief of measurement science at the ACNielsen marketing research unit to develop a "simplified local country RMS quality monitoring process."



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