Media agency Starcom USA has promoted director of broadcast research Sam Armando to senior VP from VP.

As head of television research, Mr. Armando is responsible for ratings assessment, viewer engagement factors and analysis of television marketplace conditions. In addition, he serves as broadcast investment media director, putting client dollars where his analysis is.

“He has a profound understanding of where the television marketplace is now and where it’s going,” said Starcom CEO John Muszynski.

Mr. Armando has been with Starcom’s Broadcast Investment Group since its inception in 1997, starting as an assistant media director in charge of national television research. Previously, he was a media supervisor heading up national TV research for Leo Burnett Media’s research department.