Great Programming Is Its Own Destination for Viewers: CBS’s Radha Subramanyam

NEW YORK – The popularity of smart TVs and other connected devices has given consumers multiple ways to access their favorite programming, whether it’s live sports and news or scripted series. For broadcasters such as CBS, the fragmentation of the marketplace has led them to adopt their methods of distribution. “We’re about making the biggest, […]


Linear TV, Streaming Video Work Together to Reach Consumers: CBS’s Radha Subramanyam

SAN JUAN, Puerto Rico – Television audiences have more control over the viewing experience than ever before as they connect a variety of devices to the internet to do everything from bingeing on a series to watching live sports. “What we’re really encouraged to see, because now we have a few years of data against […]


The Joys Of TV Complexity: CBS’ Subramanyam

LONDON, UK — In a world of new streaming TV services and video apps, typical executive grumbles pertain to “fragmentation”, “complexity” and the difficulty of understanding viewer behavior. But what if there were a glass-half-full way of looking at the struggle to understand viewers’ cross-screen media behavior. In this video interview with Beet.TV, Radha Subramanyam, […]


Don’t Forget TV Households That Are Undercounted: CBS’s Radha Subramanyam

CANNES – The major disruptions of the past few years — including the pandemic, Russia’s invasion of Ukraine and current worries about a recession – have spurred a creative flowering in the television industry. “We’ve been through so much that business problems are being approached with a high degree of creativity and open-mindedness that I […]


Innovation Is Transforming Media Measurement and Viewing Habits: CBS’s Radha Subramanyam

SAN JUAN, Puerto Rico – Marketers and media outlets have been pushing for improvements in the television audience measurement, the linchpin for billions of dollars in advertising spending. After ratings stalwart Nielsen last year lost accreditation from the Media Rating Council, media buyers and sellers have sought other ways to set the value of advertising […]


‘We’re Looking Forward to a Multicurrency Upfront’: CBS’s Radha Subramanyam

Advertisers and media companies have been pushing for improvements in the measurement of television viewing. After ratings stalwart Nielsen lost accreditation from the Media Rating Council, there is greater urgency to develop alternative methods of audience measurement – and the related currencies for ad transactions – as the upfront sales season approaches. “I’m extraordinarily excited […]


TV Consumption Will Grow Across Platforms: CBS’s Radha Subramanyam

LOS ANGELES – The cost of viewer impressions shouldn’t be the only thing that marketers consider when buying advertising on broadcast networks. Compelling content that engages audiences in a brand-safe environment not only provides better context for ads, but also helps to avoid the pitfalls of running programmatic ads in the murkier parts of social […]


CBS Wants Data to “Speak to Each Other,” Research Head Subramanyam

Lack of innovation isn’t a problem when it comes to advanced television and cross-screen measurement, because there’s lots of it out there, according to Radha Subramanyam. But the Chief Research & Analytics Officer at CBS wonders about the ultimate goal. “I think there’s a ton of innovation, inventions, a lot of granular data in the […]