New York, July 20, 2012 – TVB, the not-for-profit trade association of America’s commercial broadcast television industry, announced today that effective immediately, Stacey Lynn Schulman has been named to the newly created position of Senior Vice President, Chief Research Officer. Ms. Schulman brings more than 23 years of media research experience and thought leadership to her new role at TVB including expertise in sales and marketing research and in working with agency account teams to help marketers understand the essence of consumer experience and fan cultures in three distinct areas – brands, media technologies and content. Known for her cutting-edge research, Schulman is the 2012 recipient of the Gold Medal for Research Innovation from the Advertising Research Federation’s Great Mind Awards.
As Senior Vice President, Chief Research Officer, Ms. Schulman will have direct oversight over TVB’s Research Department and for the development of leading-edge industry research, including the conceptualization of large initiatives and new hypotheses demonstrating the effectiveness of broadcast television advertising and stations’ local market media solutions. She will partner with TVB’s Business Development team to provide strategic analysis of key category and brand segments and related consumer insights. Ms. Schulman will represent TVB at industry conferences and provide thought leadership on executive-level research committees including The Nielsen Company, the Media Rating Council and the NAB’s Committee on Local Television Audience Measurement.
Ms. Schulman joins TVB from Turner Broadcasting where she served as SVP of Research, driving sales and marketing research efforts across Turner’s entertainment and sports brands including all digital and social extensions. Prior to joining Turner Broadcasting in 2007, she served as President of the Consumer Experience Practice at The Interpublic Group of Companies, Inc. (Nasdaq: IPG), which functioned as the holding company’s first media consultancy focused on designing next generation techniques to measure consumer expression and productize insights. Ms. Schulman is a recognized expert in fan culture behavior and insights that drive better connections between consumers, technology and content. Her award-winning work, in partnership with the Massachusetts Institute of Technology (MIT), was at the forefront of consumer engagement studies early in the millennium.
“One of the TVB’s highest priorities is to provide our customers (advertisers and agencies) with the tools and resources, including credible, fact-based research and insights on consumer behavior, integral to the development and implementation of local media marketing solutions. These findings and insights aide our customers with their media purchasing decisions by quantifying the value of local broadcast television as an influential advertising medium,” commented Steve Lanzano, President of the TVB. “Stacey’s extensive experience in media research and her deep understanding of key media industry issues, including consumer behavior, make her the ideal person to lead our ongoing efforts to expand the breadth and detail of our research product in order to best quantify the benefits of local television broadcasting and provide our membership with the indisputable proof of our medium’s cost effectiveness.”
Stacey Schulman commented on joining the TVB, “As consumers crave greater interaction and personalization with their media experiences, the importance and influence of local television and the need to market products at the community level continues to grow. The power of local television and the significant advantages it offers advertisers and brand owners in reaching consumers in a cost-effective manner is undeniable. I am excited to be working with Steve, the terrific group of researchers at TVB, our local broadcast members, customers and media research thought-leaders to expand the depth and understanding of research products which benefit all stakeholders.”
Ms. Schulman joined Interpublic in 1997 as Director of Broadcast Research before being named EVP, Director of Global Research Integration in 2006. Prior to Interpublic she was a research analyst at D’Arcy, Masius Benton & Bowles, Inc., CBS Television Network and Katz Communications where she began her career in 1989. Schulman has served as a Board member of The Advertising Research Foundation, an adjunct faculty member in MIT’s Graduate Media program, and a former President of the Radio and Television Research Council. She is routinely quoted in trade and consumer media outlets, and has regularly appeared on CNN, CNBC and FOX News Channel to discuss media trends. In 2005, she was recognized as a “Wonder Woman” in the cable industry by Multichannel News, one of the cable industry’s most prestigious awards. In 2005 and 2003 she was named the most quoted executive in the industry by Advertising Age in the publication’s annual “Media Talk” survey.
Ms. Schulman earned a Master’s degree in Media Ecology from New York University and has a Bachelor’s degree in Radio/Television/Film from Northwestern University.
TVB is the not-for-profit trade association of America’s commercial broadcast television industry. Its members include television broadcast groups, advertising sales reps, syndicators, international broadcasters, associate members and over 500 individual television stations. TVB actively promotes local media marketing solutions to the advertising community, and in so doing works to develop advertising dollars for the medium’s multiple platforms, including on-air, website and mobile. TVB provides a diverse variety of tools and resources, including its website, to support its members and to help advertisers make the best use of local ad dollars.