Long-time CBS research guru David Poltrack is hanging up his lab coat, telling the broadcast giant that after a 50-year career – most recently as chief research officer and president of CBS Vision – that he will retire on June 30.
Effective immediately, EVP, chief research and advertising officer Radha Subramanyam will oversee the broadcaster’s research function.
Poltrack joined CBS in 1969 and was promoted several times before becoming chief research officer in 2005. During the remaining months of his tenure, Poltrack will focus on certain strategic projects for CBS —including media consumption and brand equity of broadcast networks in new media – reporting to acting CEO Joe Ianniello
“Dave is a legend in the field of research and our business overall,” Ianniello said in a statement. “Back in 2014, Dave came forward and said he wanted to step aside in his 50th year at CBS. With today’s news, I am pleased to say he has reached this remarkable milestone...and what an extraordinary 50 years it’s been.”
A highly respected executive, Poltrack is responsible for all research operations at CBS encompassing audience measurement, market research, program testing, advertising research and monitoring of the national and international video marketplace. In 2001 he established the CBS Television City Research Center in Las Vegas at the MGM Grand Hotel and Casino, providing the broadcaster with ongoing consumer feedback on changes in media consumption, new technology adoption and viewing and engagement with the network’s programming.
“I am grateful to Dave for his invaluable contributions to our sales efforts, as well as his undying passion for the media business and his commitment to innovation, and for always striving to get it right with the utmost integrity,” said CBS president and chief advertising revenue officer Jo Ann Ross said in a statement. “Dave is a dear friend and confidant and the definition of a true gentleman and a scholar. His many years of loyalty, leadership and dedication are second to none, and his impact on CBS – and the industry as a whole – has been immeasurable. I look forward to working with him a bit longer before he retires in June.”
Subramanyam, who was named EVP and chief revenue and analytics officer in November, will be responsible for overseeing all research operations, including audience measurement, analytics, market research, program testing and advertising research.
“As we look to the future, we are very fortunate to have Radha, one of our industry’s brightest minds in research and data analytics, help lead us towards accurate measurement of our entire audience across every platform, a business imperative,” Ianniello said in a statement. “I am confident her extensive expertise will keep CBS at the forefront of innovation and advances in this critical area.”