Notes

Outline

Tycoon Focus: Susan Whiting President and CEO of Nielsen Media Research

Nielsen Media Research Independent research company owned by VNU Determines audience ratings by use of “People Meters” Used to determine a program’s success, as well as cost for advertising time Output of data called “The Nielsen Rating”

History of Nielsen Nielsen has been conducting research for over 50 years Began using written diaries during the “golden age” of television Nielsen is the gold standard in audience ratings

Susan Whiting’s Career Whiting graduated cum laude from Denison University in 1978, with a degree in Economics Joined Nielsen Media Research’s management training program in 1978 Began working in a new department to monitor cable television audiences

Susan Whiting’s Career In 1980, department named “Nielsen Homevideo Index,” or NHI 1986, Whiting named Vice President of NHI 1987, Whiting became the Vice President and Marketing Manager for NHI 1993, she became Senior Vice President, Director of Marketing for NHI

Susan Whiting’s Career 1997, Whiting named General Manager of National Services and Emerging Markets 2000, became General Manager, National Business Unit 2001, Whiting promoted to President and CEO of Nielsen Media Research

Susan Whiting’s Management Philosophy “applying what works with one service to Nielsen’s other services will be key to the company’s future success” Focuses on getting back to basics, and improving the reliability of Nielsen’s data. Keeps ahead of the changing technology, and adopts Nielsen’s research methods accordingly

Susan Whiting’s Management Philosophy As new technology develops, and finds its way into American’s homes, Nielsen will be on the front of developing a new system to accurately measure the viewing habits of the now fragmented audiences. Whiting’s commitment to excellence is what got her to the top of the company 24 years after beginning her career with Nielsen Media Research.