CBS' Research Chief Poltrack To Retire In 2019
- by Wayne Friedman , October 30, 2018
Longtime CBS senior research executive David Poltrack is retiring.
Poltrack, chief research officer and president, CBS Vision, came to CBS in 1969. He will retire from the company on June 30, 2019.
Radha Subramanyam, who became executive vice president-chief research and analytics officer, CBS Television Network in November 2017, will now oversee all research operations, including audience measurement, analytics, market research, program testing and advertising research for CBS.
Poltrack was promoted to his current title as chief research officer in 2005. From now until his departure, Poltrack will focus on strategic projects, reporting to Joe Ianniello, president-acting CEO of CBS Corp.
In 2001, Poltrack started the CBS Television City Research Center at the MGM Grand Hotel and Casino in Las Vegas, tracking consumer feedback on changes in media consumption, new technology and viewing and engagement of CBS programming.
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Ianniello stated: “Back in 2014, Dave came forward and said he wanted to step aside in his 50th year at CBS.”
Poltrack has been chairman of the board for the Advertising Research Foundation twice -- 1989-1991 and 2015-2017. In 2015, he won its Erwin Ephron Demystification Award.
Poltrack has also been chairman of the Media Rating Council and chairman of the executive committee of the Marketing Science Institute. He currently serves on its executive committee.
What an honor it was to work at CBS Research under Dave Poltrack’s leadership. I owe much to you Dave, as does this business.
Being at CBS Radio I only worked indirectly for David but he was always hugely supportive and constructive during that time. We often collaborated and sometimes disagreed about the course of industry initiatives across many research dimensions over the years on which David was often the innovator or the driver. Those exchanges were always a learning opportunity with this media research titan and such a priviledge. David's legacy is already enviable and he still has nearly a year remaining to keep us on our toes!
I have known Dave ever since he worked for the CBS O&O TV stations as well as later at the network. He was always willing to look at things in a fair and objective manner and he could be counted on to go with factual evidence, not just the latest buzz. It's sad to see another of the old pros retire but that's life and I wish him a great and fulfilling retirement. Enjoy, Dave, you contributed much to media research and it was a pleasure to exchange ideas and deal with you.
David Poltrack remains what he has always been: a giant. In our industry, a brilliant analyst and thought leader. In our world, an altogether fine human.