About
"That's something Nielsen is kind of uniquely positioned to do: measure 'what am I buying, and what am I watching?' That combination was true when Mr. Nielsen started the company -- those were the two pieces. It's still true today."
In her two-hour interview, Susan Whiting talks of her interest in mathematics and economics and becoming one of the first members of Nielsen Research's management training program. She describes what Nielsen was like in the late 1970s when she arrived, documents the growth of the cable industry and Nielsen's ratings tracking systems for the burgeoning market, and outlines the company's business model. Whiting then illustrates her rise from working in sales, to product design, to becoming CEO and then vice-chair of the company. She explains how Nielsen collects data, conducts research to measure ratings, and how they account for multiplexing (consuming media on multiple platforms). Whiting describes how Nielsen panels and Top Ten lists are assembled, speaks of criticism ratings receive, and outlines what a typical work week is like for her. She also comments on what it's like being a female executive in the media world, and gives a brief tour demonstrating the evolution of ratings-tracking tools over the past several decades. Karen Herman conducted the interview on October 19, 2010 in Chicago, IL.
Highlights
Susan Whiting on Nielsen's brand
Susan Whiting on measuring media consumption by college students living away from home
Susan Whiting on ratings demographics
Susan Whiting on diversity in Nielsen samples
Susan Whiting on Nielsen Top Tens
Full Interview
Chapter 1
On her childhood and early influences; on majoring in economics in college; on being an inaugural member of Nielsen Research's management training program
On Nielsen in the late 1970s; on the Nielsen family and working in business development and sales; on sample selection and research
On research for cable television in its early years; on her work in sales, product design, and her rise to CEO; on HBO and Nielsen's business model
On integrating research and ratings; on the growth of the cable industry; on the evolution of how audiences are measured
On measuring media saturation and multiplexing; on measuring media consumption by college students living away from home
On data collection and "overnights"
Chapter 2
On "overnights", contd.; on processing information from DVRs; on fast-forwarding commercials and digital signatures
On selecting panels and collecting meter and diary information; on sample size and diversity; on global trends
On ratings demographics; on Nielsen Top Tens and year-end and season-end ratings; on criticism of ratings
On a typical work week for her as Vice-Chairman of Nielsen; on her management style and being a female executive in the media world
On mentors; on Nielsen ownership changing hands and Nielsen's brand; on consumer behavior and challenges and accomplishments in her career
On career regrets, advice to aspiring Research Executives, and her future
On a tour of Nielsen meters through the years
Topics
Creative Influences and Inspiration
Susan Whiting on her mentors
Criticism of TV
Susan Whiting on criticism of Nielsen ratings
Representation on Television
Susan Whiting on diversity in Nielsen samples
Susan Whiting on being a female executive in the media world
Technological Innovation
Susan Whiting on Nielsen measuring media saturation and multiplexing on various platforms
Susan Whiting on data collection over the years
Susan Whiting on a tour of Nielsen meters through the years
Television Industry
Susan Whiting on being an inaugural member of Nielsen Research's management training program
Susan Whiting on what she learned about cable television in its early years
Susan Whiting on Nielsen measuring media saturation and multiplexing on various platforms
Susan Whiting on criticism of Nielsen ratings
Underrepresented Voices
Susan Whiting on diversity in Nielsen samples
Women
Susan Whiting on being a female executive in the media world
Professions
Executives
Susan Whiting on her rise from working in sales to becoming CEO of Nielsen
Susan Whiting on a typical work week for her as Vice-Chairman of Nielsen; on how her role has evolved over the years
Susan Whiting on her management style
Susan Whiting on being a female executive in the media world
Susan Whiting on advice to aspiring Research Executives
Television Executive
Susan Whiting on her rise from working in sales to becoming CEO of Nielsen
Susan Whiting on a typical work week for her as Vice-Chairman of Nielsen; on how her role has evolved over the years
Susan Whiting on her management style
Susan Whiting on being a female executive in the media world
Susan Whiting on advice to aspiring Research Executives