iSpot appoints Waldron as VP
August 31, 2022
iSpot, the real-time TV measurement company, has hired Will Waldron, a veteran US Census Bureau supervisory statistician, as vice president of research to oversee statistical quality standards and methodological practices of its television ratings and ad measurement products.
In this role, Waldron will focus on data fidelity, measurement veracity and ratings reliability. He will have oversight of iSpot’ representative audience panel, which includes one of the largest pools of smart TV viewers for the purposes of measurement in the industry. Among his responsibilities will be oversight of iSpot’s Media Ratings Council (MRC) accreditation process, the first stage of which will be completed later this year.
Most recently, Waldron was a lead scientist at the US Census Bureau within the Demographic Statistical Methods Division. There, he led teams of mathematical statisticians in the sampling and production of national surveys for federal statistical agencies within the CDC and Department of Labour. He also spent 6 years at Nielsen managing teams of research statisticians to measure and model television, radio and digital audiences, and developed mathematical models for solving complex audience measurement issues.
“iSpot is ushering in a new era for audience measurement and one that can make the TV marketplace more equitable,” said Waldron. “iSpot recognises the societal value of properly measuring the TV consumption of racial and ethnic minorities in service of the most representative sample of viewing. Advertisers and networks want to reach these communities to better address their unique needs with more specialized product offerings. Minority communities are thus better served when their specific media consumption is more reliably measured.”
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