Radha Subramanyam was named executive vice president, chief research and analytics office of the CBS Television Network. She will report to David Poltrack, Chief Research Officer, CBS Corporation and President, CBS Vision and also working closely with Leslie Moonves, Chairman and CEO, CBS Corporation and the network’s leadership team. She begins on Nov. 6 and will be based in New York.
“Accurate measurement of our entire audience, regardless of platform, is absolutely essential to our business, and we are very pleased to have Radha on board to accelerate our path toward that goal,” said Moonves, in a prepared statement. “The combination of David and Radha arms us with two of the best and brightest minds in the research field and is a very exciting development both now and for the future.”
In her new role, Subramanyam will oversee all day-to-day research operations for the CBS Television Network, including audience measurement, analytics, market research, program testing and advertising research.
Subramanyam most recently served as president of research, insights and data analytics for iHeartMedia, where she developed and managed wide-ranging data and research efforts involving digital analytics, ratings and measurement, ad sales research, mobile measurement, programming analysis, music research, campaign measurement and marketing research.
Prior to joining iHeartMedia, Subramanyam held senior executive research roles at Yahoo!, MTV Networks and Nielsen, where she was one of that company’s early leaders of a new analytics and consulting practice. Subramanyam, a graduate of Northwestern University with a Ph.D. in radio, television and film, began her career in the media industry at NBCUniversal. Before that, she taught media and entertainment courses at Vassar College and New York University.
“Radha is one of the foremost research and analytics professionals in the media/advertising business and has been a valued ally in documenting the extraordinary value of broadcast advertising across radio, television and their digital extensions to advertisers,” said Poltrack, in a statement. “I am delighted she has decided to join us to lead our network television research team as we deploy an expanded array of new research and analytical tools to provide our clients with resources to plan, execute and measure the returns from their CBS campaigns. Given her extensive experience in audience research, Radha will also enhance our consumer-based efforts in program, promotion and viewer engagement research.”
Subramanyam serves on the Board of Directors of the International Radio & Television Society and the Advertising Research Foundation. In addition, she serves as the Chair of Diversity on the Board of Directors of Women Advancing, an organization recognizing diversity as a priority for the future health of society and supporting development of resources to advance diversity in media, marketing and entertainment.