Shimmel Joins Nielsen


MTV Networks research veteran Howard Shimmel has joined Nielsen Media Research as senior vice president of client insights, leading the company’s drive to evaluate the impact of new technology like digital-video recorders.

Shimmel is joining Nielsen from America Online Inc., where he has served as VP of market research since 2001. He will report to Dave Thomas, Nielsen’s senior VP of strategy and business development, and Paul Donato, senior VP and chief research officer.

In his new post at Nielsen, Shimmel is slated to have a major role in terms of Nielsen’s evaluation of the impact of innovations, such as DVRs and commercial audience ratings, on the TV marketplace, and in developing corresponding research agendas for Nielsen.

Before AOL, Shimmel was president of Symmetrical Resources Inc. from 1997-2001.

Prior to that, he was with MTVN as VP of audience research, providing support for MTV: Music Television, VH1, Nickelodeon, Nick at Nite and MTV’s barter syndication unit, One World Entertainment.

Shimmel actually began his research career with Nielsen in 1979 as research manager.