Erwin Ephron Demystification Award Goes to David Poltrack


The Advertising Research Foundation (ARF) announced that David Poltrack, Chief Research Officer of CBS Corporation and President of CBS Vision, has won this year’s Erwin Ephron Demystification Award. The announcement was made today by ARF President-CEO Gayle Fuguitt at the ARF’s annual Audience Measurement 2015 national conference. Poltrack also serves as chairman of the ARF Board of Directors.

The ARF Erwin Ephron Demystification Award, named for media planning legend Erwin Ephron, honors those who exemplify his legacy with their unique ability to communicate complex insights and lead organizations through challenging scenarios with that skill set. By embracing analytics and tech addressing complexities of modern markets, the winner effectively translate creative ideas into action and promotes the advancement of analytical leaders in organizations of all shapes and sizes.

At CBS, Poltrack oversees all research operations covering audience measurement, market research, program testing, advertising research, and monitoring of the national and international video marketplace. He also designed and oversees CBS Television City at the MGM Grand in Las Vegas and is an adjunct professor at the NYU Stern School of Business and the Steinhardt School of Education. David’s actions propelled forward the industry into the ROI Age and were considered to be the most impactful of the candidates. “He manages to transcend the advocacy role and still appear unconventional. David is a creative, constant and tireless leader in our industry. He always embraces the truth. He talks about what matters, and he never gives up,” said one judge.

“David truly exemplifies the Erwin Ephron Demystification Award criteria,” said Gayle Fuguitt, CEO and President of the ARF. “He is consistently challenging conventional thinking by embracing analytics and technology, promoting proactive debate, and translating ideas into action. Through these actions, David has earned the respect of the C-Suite, his peers and the next generation.”

Leslie Moonves, President, CEO of CBS Corp., added: “Probably known as the best researcher in the history of television, what David Poltrack has done is established a means and recording system that have really changed the industry.”




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