Passionate about staying at the forefront of the ever-changing entertainment and media landscape, I have spent the past 20+ years as a researcher and strategist with expertise in the television and streaming ecosystem. I work with an industry leading research team to uncover evolving consumer viewing behaviors and inform content development, distribution, and monetization strategies across platforms. Currently, I serve as Executive Director, Research, at Warner Bros. Global Insights & Analytics, where I spearhead research initiatives that inform the development, production, marketing, and sales of syndicated content. I leverage advanced analytics tools, including Nielsen and third-party platforms, to transform complex datasets into actionable insights.
Paul Donato joined the ARF as Chief Research Officer in October 2017. Paul is a highly regarded leader in media and advertising research with more than two decades of industry experience. Earlier in his career he co-founded WPP’s Media Research Business Unit, served as CEO of Kantar Media, and Technical Director of IBOPE Latin America. He was the EVP and CRO for The Nielsen Company for more than a decade, overseeing Nielsen retail, consumer, mobile, and media measurement methodologies. Upon leaving Nielsen, Paul founded Jatopond, a media and market research firm. He also has led business units at Simmons, and at Audits and Surveys Worldwide. He currently sits on the Future State Committee of the National Air and Space Museum. In addition to leading the research team, Paul will also play an active role in overall ARF leadership, helping to guide future direction.
A media measurement veteran and innovator, Brian Fuhrer is a true expert on audience engagement. As Senior Vice President of Product Strategy and Thought Leadership at Nielsen, Brian helps shape the strategy for national and cross-platform television audience measurement, working with the world's largest media companies, streaming services, advertisers and agencies. Brian has spent the last several years at the epicenter of the media industry's seismic shift to streaming. He is instrumental in translating this complex landscape into actionable insights for Nielsen's clients—work that is most recognized in The Gauge, Nielsen’s monthly report that provides a clear, high-level view of total TV and streaming usage. With more than 30 years of experience at Nielsen in media research and product development, Brian brings deep knowledge of the media and advertising industry across both U.S. and international markets to every conversation. Brian frequently speaks at various industry events, and his commentary is regularly featured in major business and trade press. He holds a B.A. in marketing from the University of South Florida and has been granted multiple research-related patents. He lives near Tampa, Florida with his wife Rene.
Jon Giegengack is the founder and principal at Hub Entertainment Research. He launched Hub in 2013, as the convergence of technology and entertainment began to gain speed. Jon recognized the need for real-time insight about the changing world of digital entertainment: from how people discover new content, to how they consume it, to how they pay for it (if they pay at all). Jon works with leading entertainment brands including ABC, Comcast, Netflix, Sony, AMC and AT&T. Jon has more than 20 years of experience in research for the entertainment industry. He is a regular speaker at industry events organized by Streaming Media, NYC TV Week, TVOT, SubSummit, the Advertising Research Foundation, to name a few; and has been quoted in publications like Variety, TheWrap, Forbes, Bloomberg, and more. For the latest insights, subscribe at hubintel.substack.com.
Scott became the CEO and President of the Advertising Research Foundation in March 2017. Prior to joining the ARF, he held senior research positions at leading global media companies, including 18 years at Time Warner, and 14 years at Conde Nast, covering both the consumer and the advertising sides of the media business. Throughout his career, he has kept a foot in both the academic and business worlds, teaching for 5 years at NYU and for 18 years at Columbia Business School. He serves as an adviser to the Social Science Matrix Program at UC Berkeley and is on the Board of the Population Reference Bureau. An avid art lover, he also is on the board of the Brooklyn Academy of Music. He holds an A.B. degree from UC Berkeley and a Ph.D. from Harvard University.
With over 25 years of experience harnessing the voice of the consumer to drive brand strategy, enduring innovation, award-winning content, and brand equity. Proven track record of success with the world’s most beloved brands and Fortune 100 companies, including Warner Bros, Harry Potter, DC, Looney Tunes, Hanna-Barbera, Cartoon Network, Adult Swim, P&G, Pfizer, Johnson & Johnson, Neutrogena, Barbie/Mattel, AT&T, and, most recently, HBO Max Kids. Lead a large team of researchers who drive consumer-centric strategy and insights for various businesses. Have had the privilege of leading strategic insights and research across all phases of the business cycle – from trends and early ideation to new product and content development to advertising/promos/launch and activation research. Expertise in youth consumers (children, teens/tweens, millennials), CPG, beauty, entertainment, and themed experiences. Extensive experience with global, multi-country, and multicultural research. Currently focused on the entertainment landscape – from linear to SVOD audience insights, content development and show testing, network/platform performance and analysis, digital platform insights, segmentation and brand health, and entertainment brand/franchise strategy.
Samantha Zhang is a Senior Data Scientist at the Advertising Research Foundation (ARF), where her work spans topics including attention measurement, digital privacy, and the practical applications of artificial intelligence across the advertising and marketing industry. She also contributes to data production and survey design for DASH, ARF’s MRC-accredited study of the consumer television and media landscape. Prior to joining the company, she held data roles in personalization and product analytics at Spotify and The New York Times, seeking to bridge the gap between quantitative data and business outcomes.
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Cross-Platform Measurement Options from an Agency Perspective
How to Calculate Reach and Frequency Using Virtual IDs (VIDs)
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