After 16 years at Nielsen, Abcarian now leads the charge for a new measurement system at NBCUniversal.
| When NBCUniversal hired Kelly Abcarian in April 2021, after she spent 16 years working at Nielsen, the announcement sent a signal that the Comcast-owned media conglomerate was looking to step up its measurement work. NBCUniversal has since assumed a lead position when it comes to measurement. This is the third story in a Digiday series that will look at the people and companies at the center of media's defining storylines. Read more below. In an industry overrun with thought leaders, announcements and calls to action often don’t amount to much, but Abcarian’s message — coming from an executive of her background and a company of NBCU’s stature — is resonating. Here are 5 questions that will shape the future of TV in 2022. More in this Digiday+ Future of TV Briefing. Advertisers are on alert as cookie consent concerns rise. To become sustainable in the long term, esports organizations are experimenting with an ever-expanding variety of revenue streams. 2022 spells more podcast partnerships for publishers as the audio field gets noisy. How a regional grocery chain is using Facebook live shopping to get in front of more online shoppers. With CES debut, L'Oréal seeks to reinvent hair-dye application with the Colorsonic at-home device. Best Buy launches its own in-house media network. OPI teams up with Xbox for global nail polish collab. More in this story from our sister site, Glossy. Other things to know about The Future Leader Awards, presented by Digiday, Glossy and Modern Retail recognize the next generation of leaders across media and marketing, fashion, beauty and retail. Submit by the last chance deadline on January 21 to be considered. Rather than seeing second-screening as a nuisance, marketers are using it as an opportunity to apply more targeted, direct messaging in real time. Sponsored by Wpromote. Marketers now realize that CTV isn’t simply a brand awareness channel — it’s matured and earned a place in every marketer’s media plan. Sponsored by MNTN. | | |
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