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07.04.2022 / 16:50

WarnerMedia, Interpublic Group Will Test Three New Audience Measures

Brian Steinberg Senior TV EditorBefore the TV industry can claim to have a new yardstick in place for measuring audiences, it will need to test many different ones.WarnerMedia, slated to be acquired by Discovery within days, has struck an alliance with Interpublic Group’s Mediabrands that will allow advertisers to test how three different measurement services gauge the performance of ad campaigns. The results from the test could influence the sorts of measurement deals Warner offers in the industry’s next “upfront” ad-sales market and will aid Mediabrands’ review of measurement providers.

Brian Steinberg-Senior Andrea Zapata performer audience testing

16.04.2024 / 15:17

Warner Bros. Discovery Hires Canoe Ventures CEO David Porter as Head of Ad Sales Research

Todd Spangler NY Digital Editor David Porter, an ad industry veteran and former Turner exec, is joining Warner Bros. Discovery as head of ad sales research, data and insights. Porter reports to Jon Steinlauf, Warner Bros.

Warner Bros Todd Spangler Ny Jon Steinlauf Andrea Zapata Research New York Atlanta Digital Videos CEO Citi Platform canoeing

20.03.2023 / 17:03

Warner Bros. Discovery Pares Measurement Providers Down to Comscore, VideoAmp

Brian Steinberg Senior TV Editor Warner Bros. Discovery is giving a league of would-be providers of TV-audience measurement its own appraisal. After tapping Comscore, iSpot.TV and VideoAmp last year to help build a new suite of technologies that will help count viewers across linear, digital and connected television, the big entertainment company is paring down its provider list. Comscore and VideoAmp will serve as partners during Warner Bros. Discovery’s efforts during the industry’s next “upfront” sales session. “Our methodology was quite rigorous,” says Andrea Zapata, the company’s executive vice president and head of ad sales research, measurement and insights, in an interview.

Warner Bros Brian Steinberg-Senior Andrea Zapata Entertainment audience president testing Digital Nielsen Provident

28.07.2022 / 01:19

Warner Bros Discovery Finalizes Ad Sales Exec Team Reporting To Jon Steinlauf

As it continues to refine its org chart three months after the close of WarnerMedia and Discovery’s $43 billion merger, Warner Bros Discovery has finalized the team of senior ad sales executives who will report to Jon Steinlauf, the company’s chief revenue officer.

Warner Bros Jim Keller Jon Steinlauf Jon Diament Andrea Zapata reports sports Digital

18.11.2021 / 23:55

WarnerMedia Plans to Launch Nielsen Measurement Alternative in 2022

Brian Steinberg Senior TV EditorSuccess in the TV industry has long been measured by Nielsen. Now WarnerMedia wants to be judged by a different yardstick.The owner of popular media outlets like HBO, CNN and TNT intends to offer its own audience-measurement data next year, with hopes of doing some deals based on its efforts in the 2022 upfront, Andrea Zapata, who oversees data, research and insights for the company, said in an interview with Variety.

Brian Steinberg-Senior Andrea Zapata audience Digital Nielsen

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