TVB Names Schulman New Research Chief

TVB announced today that effective immediately, Stacey Lynn Schulman has been named to the newly created position of senior vice president, chief research officer. Schulman brings more than 23 years of media research experience to her new role, 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. 

She joins TVB from Turner Broadcasting where was SVP of research, driving sales and marketing research efforts across Turner’s entertainment and sports brands including all digital and social extensions.  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.

In her new position, Schulman will have direct oversight over TVB’s research department and for the development of 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.  In addition,  Schulman will represent TVB at industry conferences and provide thought leadership on executive-level research committees including the Nielsen Co., the Media Rating Council and the NAB’s Committee on Local Television Audience Measurement.

Prior to joining Turner Broadcasting in 2007, she was president of the consumer experience practice at The Interpublic Group of Companies, which functioned as the holding company’s first media consultancy focused on designing next-generation techniques to measure consumer expression and productize insights.

“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,” said TVB President Steve Lanzano. “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.

 “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,” Lanzano added.

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, CBS Television Network and Katz Communications where she began her career in 1989.

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.