The broadcast television industry trade association TVB announced today that it has named veteran media researcher Hadassa Gerber as senior vice president, chief research officer, effective immediately.
"Ms. Gerber brings more than 30 years of media research experience and agency expertise to her new role at TVB," the organization said in its announcement. "Known as an industry thought leader in traditional media analytics, media strategy and digital, Ms. Gerber has worked with numerous blue-chip companies, agency executives, and brand managers, to help develop innovative solutions to solve complex marketing challenges and efficiently allocate resources to maximize return on investment."
TVB President and CEO Steve Lanzano said in the announcement: “Hadassa will be instrumental in helping the TVB extend its core research capabilities while introducing new concepts to aide our customers with their media purchasing decisions by quantifying the value of local broadcast television’s role as the most influential advertising medium."
Gerber joins TVB from the Syndicated Network Television Association, where she served as director of research and systems for 12 years. She was previously with a number of top ad agencies, including Y&R, Media Edge, DeWitt Media Inc., Wells, Rich Greene Inc., and McCann-Erickson Inc.
Gerber said in the announcement: “Local broadcast television is the most powerful medium to reach consumers and it is increasingly important for advertisers and brand managers to accurately quantify the value of their local advertising. I look forward to leveraging my research expertise and agency planning/buying experience to expand the depth and understanding of local broadcast television as a powerful, cost-effective advertising platform.”