The Next Generation of Media Ratings and Demographics
Learn about the next generation of media ratings and demographics in the video archive of this fantastic NATAS event that took place on Wednesday, October 22, 2014 at Oregon Public Broadcasting.
Online Moderator: Cynthia Zeiden, National Program Chair, National Academy of Television Arts & Sciences
Panel Moderator: Steve Walsh, Executive Vice President of Local Market Television, Rentrak (Moderator)
Steve Walsh has spent his entire career pushing the envelope in audience measurement research.
He says his mission at Rentrak is to put this knowledge to work transforming the local audience measurement ecosystem to provide a better understanding of the viewing behavior of real consumers, and how that aligns with the products they purchase.
In his role as Executive Vice President of Local Market Television, Steve works closely with TV station owners as well as management, sales and research teams to demonstrate how Rentrak can provide a cross-platform audience measurement solution unlike any other.
Steve brings more than 20 years of proven strategic sales and sales management experience to his role at Rentrak. Prior to Rentrak, he held key sales leadership positions at research industry startups and current standard-bearers like Integrated Media Measurement, Inc. (IMMI), Experian Research Services, IAG Research, TNS Media Intelligence and Nielsen Media Research. He is a member of the Television Bureau of Advertising (TVB), the Advertising Research Foundation
(ARF) and the Radio & Television Research Council (RTRC), and a frequent speaker at prestigious universities nationwide.
Scott Thompson, President, MBT Marketing Communications
Scott is an expert in Customer and market research, retail marketing, media strategy, and franchise marketing and advertising. Scott’s career in the marketing and advertising industry spans 30 years. He has worked for advertisers, media companies and presently is co-owner of a Portland-based advertising agency. Scott’s work includes international, national and regional brands including: Dairy Queen, Intel, Lenovo, Clorox, C&H Sugar, Fred Meyer, Smith’s, QFC, Kroger, GI Joe’s, Fisher Broadcasting, Clear Channel Radio, CAR Auto Group and Tire Factory. Scott has been a Partner at MBT since 2004 and Managing Partner since 2006.
Scott holds a B.S. in Journalism from the University of Oregon.
John Tamerlano President/GM KATU TV
John Tamerlano is Vice-President and General Manager of KATU-TV ABC and KUNP-TV Univision in Portland, Oregon. He is originally from Cleveland, OH and attended Bowling Green State University. John began his television career in 1979, as a Sales Account Executive, with WPGH-TV in Pittsburgh, PA. He was named Local Sales Manager there in 1980. In 1984, as General Sales Manager, he helped launch, new station, WRGT-TV in Dayton, Ohio. John returned to Cleveland, in 1984, where he was the General Sales Manager for the ABC Scripps Howard station and the NBC Gannett Television station. John was recruited to Portland, OR, in 1999 be Lee Enterprise’s CBS affiliate, KOIN-TV, to be their Director of Sales and Research. He also oversaw the local sales efforts for their sister stations.
Tiffani Lupenski News Director KATU TV
Tiffani Lupenski has been the News Director at KATU in Portland, Oregon since August 2012 after having joined the station as the Assistant News Director in 2010. Her career began in radio in her hometown of San Antonio more than 20 years ago. Since then, she’s held reporting, producing and news management positions in seven markets across the country including Atlanta, Denver, and Seattle. Tiffani is a multiple Emmy® award-winner and has also been honored with two Edward R. Murrow awards for her work as a journalist.