NBCU Lures Senior Nielsen Exec Kelly Abcarian to Oversee Measurement for Advertisers
Brian Steinberg Senior TV EditorNBCUniversal said it hired a senior executive from Nielsen to oversee new efforts to help advertisers measure their commercials’ reach and effectiveness amid an outbreak of new tensions between the TV networks and the large measurement company.Kelly Abcarian was named executive vice president of measurement and impact at NBCU’s ad-sales unit, charged with helping advertisers find ways to gauge how many consumers their marketing efforts reach across NBCU’s portfolio of media properties.