Cheryl Idell Joins The Nielsen Company to Lead Analytics Services

The Nielsen Company today announced that Cheryl Idell, most recently Executive Vice President, Media and Marketing Planning at Twentieth Century Fox, is joining the company to lead the growth and drive the value of Nielsen’s media analytics products.

As Executive Vice President, Media Product Leadership, Idell will lead the development of new product offerings and analytical techniques that will offer expanded analytic capabilities to Nielsen’s media clients. As part of the development efforts for Nielsen Media Analytics, Cheryl will collaborate with the Company’s product leaders responsible for analytic product offerings across Nielsen, including NielsenConnect, Nielsen Entertainment, Nielsen DigitalPlus and the Consumer Media Analytics team. She will report to Jim O’Hara, President, Media Product Leadership for The Nielsen Company.

“Cheryl brings more than two decades of experience in media, advertising and research and a unique perspective of the media client point of view that will enhance our ability to provide the best analytical products and solutions to our clients,” O’Hara said. “She has a keen understanding of the media industry and her talents will serve clients well.”

“I am so thrilled to become part of the Nielsen team,’” said Idell. “Nielsen is a great company with such a strong brand and history and I am looking forward to being part of the future of this ever-evolving organization. There has never been a time in our industry when information and analytics were more critical to so many aspects of our business and I am excited to get back to my research roots and work with Nielsen’s product leaders to develop new analytical tools and techniques for the company’s extensive client base.”

Prior to Twentieth Century Fox, Cheryl served as President and Chief Strategic & Research Officer at IAG. She was a founding member of the IAG launch team that developed IAG’s research and strategy, managed advertiser and agency relationships and created IAG’s data reporting system. Before IAG, Cheryl held various senior roles in strategic planning and research at Interpublic Group’s Initiative Media. Her achievements at Initiative included the creation of the agency’s first New Media Division and the development of WestOpt—the first television reach and frequency optimization system for the U.S. marketplace. Idell has also authored landmark research studies, including the Ad Receptivity Study, which focused on how engagement impacted consumers’ acceptance of and response to advertising, and The Nag Factor, a study that explained the role of different marketing messages towards children.