O’Sullivan leads the national and digital ad sales teams for TLC, Animal Planet, ID, and Discovery Fit & Health, and she argues that “clients want to expand their reach and are interested in investing in networks that are continuously growing.” To that end, she devoted much of this year to repositioning ID to expand its audience. For 2015, she will look at how Discovery’s global expansion can enhance its domestic clients.
How can cable do better job at supporting the industry’s women?
Cable can do a better job at supporting the industry’s women by working on equaling the numbers and balancing the ratios. All levels, including senior management, should have an even balance between male and female as well as a strong presence of diversity as there are many qualified females within this industry.
How do you define a successful career?
A successful career is being consistently challenged within your position and working in an environment where there are opportunities for growth. You know you are in a successful career when you are not dreading Sunday evenings and are ready to walk into work on Monday morning.
What’s been the biggest story in cable this year?
For me, the biggest story in cable this year from an advertising perspective is the long tail of cable. Clients want to expand their reach and are interested in investing in networks that are continuously growing. For years, advertisers have focused on fragmentation and now have value for niche advertising which can be placed on all networks, large or small. Top words for cable in ad sales this year include big data, audience based buying, programmatic, and brand entertainment.
Best trick for maintaining the personal-professional life balance?
The best trick for maintaining the personal-professional life balance is having a great spouse and a supportive family.
When not in the office, where are we most likely to find you?
When I’m not in the office I am spending time with my family, whether it is sailing, trying a new restaurant, paddle boarding or cuddling up with a movie, we love to try new things. If I’m alone you will find me in a hot yoga studio.