Susan Whiting
Title: EVP, The Nielsen Co; Chair, Nielsen Media Research
Age: Young enough to have toddlers, old enough for AARP
Education: Denison U, BA, Economics, cum laude

Why Her? You can’t say Nielsen has taken a measured response to new media challenges. Whiting, who began at Nielsen 30 years ago measuring cable viewing, unleashed an aggressive acquisition strategy this year, acquiring Telephia (now called Nielsen Mobile), BuzzMetrics and NetRatings (Nielsen Online) and IAG Research (Nielsen IAG). In May Nielsen for the first time provided comparable U.S. figures showing video and TV usage across TV, Web and mobile.

Worth Watching: Nielsen’s investment in brainwave research firm NeuroFocus and its acquisition of consumer engagement measurement firm IAG Research mark a growing sensitivity to media psychology, a new frontier for cable market research.

Year Ahead:
As cable shifts revenue models in response to technology changes and new market forces, the amount of data Nielsen delivers will continue to grow exponentially.

Favorite Restaurant: Dinner at home

Drink of Choice: Sauvignon blanc

Unnecessary Luxury I Like Most: Really good coffee

Last Book Read: The Guernsey Literary and Potato Peel Pie Society by Mary Ann Shaffer and Annie Barrows

Favorite Part of My Job: The people

Worst Part: The referee role

My Company Is Preparing For The Future By:  Balancing investments and change with today’s requirements

Philosophy Of Life: Make a difference

Favorite Word: Hope

Least Favorite Word: Synergy

Trait I Most Admire in People: Optimism


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The Daily


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Ever so slowly, businesses and associations are tiptoeing back to live events as COVID vaccinations roll out.

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