IRA SUSSMAN
Vice President, Research & Insights, Cabletelevision Advertising Bureau (CAB)
Mr. Ira Sussman serves as vice president, research and insights
for the Cabletelevision Advertising Bureau (CAB). He is responsible
for the development, review and execution of studies and insights
emanating from the U.S. advertising supported television marketplace.
He regularly provides advertisers and their agencies with information
on how to most effectively use television at both the national
and local levels. His career path has made him one of the few media
research executives to have worked in agency, client and media
organizations providing a unique breadth and depth of experience.
Sussman produces content and insights viewed as seminal in the
media and television marketplace. They include the 2004 CAB How
People Use TV Study, the first research known to directly compare
how people’s perception and usage of both broadcast and cable
television has dramatically changed. Additionally, his team produces
other timely research that populates the CAB’s online media
center www.onetvworld.org.
Prior to joining the CAB in 2003, Sussman was vice president of
research at Initiative Media, a global media communications agency.
While with Initiative, he co-authored a groundbreaking study entitled
Advertising Receptivity that proved commercials in lower-rated
programs have higher attention levels than mass audience programming,
which was contrary to widely held industry positions.
In addition to Initiative Media, Sussman has held research positions
of increasing responsibility with some of the most respected media
organizations including Kenyon & Eckhardt, Ogilvy & Mather,
House of Seagram Media and Times Mirror. A former chair of the
American Association of Advertising Agencies (4A’s) media
research committee and the Media Ratings Council TV committee,
Sussman is a fixture within the media research community. He is
also a member of the steering committee for the Council of Research
Excellence and is active with CONCAM, COLCAM and the Advertising
Research Foundation (ARF).
Sussman earned a Bachelor of Arts degree in Marketing from Baruch
College in New York City. He and his family make their home in
Floral Park, New York.
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