Nielsen has long been the target of criticism from some of its major TV customers. One way to deal with an argument? Let’s hire more TV executives.
Veteran research executive Julie DeTraglia joins Nielsen as head of content and strategic insights, overseeing the strategy behind the media measurement giant’s editorial marketing content, as well as social media, insight articles, client communications, events, sales enablement tools and podcasts.
Mr. Detraglia will be based in Nielsen’s New York headquarters and will report to Sasha Weinberg, Nielsen’s head of global marketing.
“Julie has a rare talent for translating data into clear, actionable strategies. She not only looks at where the market has been, but also identifies signals that indicate where the market is going next,” Weinberg said in a statement. “Her ability to integrate deep historical insights with current market dynamics will revolutionize the way we deliver value to our customers in an ever-evolving landscape.”
Mr. Detraglia previously served as vice president of advertising measurement at Netflix and global head of sports strategy and research at Amazon. She has also held research leadership roles at Disney, Hulu, and NBCUniversal.
She is the latest in a series of hires by Nielsen of executives with experience at traditional media companies. In recent months, Nielsen has hired Roberto Ruiz, formerly of Televisa Univision, as its new head of measurement science, and Peter Naylor, formerly of Netflix, Snap, Hulu and NBCU, as chief customer officer.
One of Nielsen’s most scrutinized marketing efforts, its monthly “The Gauge” rankings of viewing behavior across multiple types of media, has sparked some controversy. In March, the company postponed the release of the February results of its popularity tally as some customers became wary of a decline in streaming viewership following the measurement giant’s decision to add new data. Streamers were shaken by the maneuver, and Nielsen was later criticized by Mark Marshall, NBCU’s chairman of global advertising and partnerships, who said in an interview with the Wall Street Journal that he believed Gage Imbroglio showed Nielsen was overestimating streaming viewership at the expense of traditional TV viewership.
However, the gauge was never intended to serve as a currency for negotiations with advertisers. This table is only intended to highlight Nielsen’s cross-screen measurement capabilities.
