Nielsen Veteran Sheryl Harkins Joins Tivo's TRA

In Chicago, Nielsen veteran Sheryl Harkins has joined TiVo Research and Analytics (TRA) - a subsidiary of digital video recorder (DVR) firm TiVo - as Senior Vice President of CPG Sales.

TRA, which matches TV exposure from 1.5 million homes with specific purchase transactions, was acquired by TiVo last summer, with the stated aim of bringing Internet-level measurement and accountability to the TV ad industry, while ramping up TiVo's own position in the billion dollar TV analytics business. In April, the division surprised some observers by striking a deal with rival Nielsen to make some of the latter's data available within its single-source business intelligence solution, for those clients subscribing to both firms' services.

Harkins (pictured) joins with more than 25 years' experience of delivering ad and audience measurement solutions to brand advertisers and media agencies. During the last seventeen years at Nielsen, she progressed from an Account Executive to SVP of Ad Solutions Sales and Marketing, leading a team which provides Watch/Buy solutions for CPG manufacturers, CPG retailers, and alcohol beverage companies. In that role, she also provided consultancy services on behavioral targeting, competitive intelligence, ad effectiveness and sales response. Prior to Nielsen, she spent a decade working in media research for Leo Burnett.

Mark Lieberman, CEO of TRA, comments: 'Sheryl has many years of experience, unmatched expertise and a proven track record for successfully providing advertising solutions for major CPG advertisers. Sheryl joining our team is a big win for TRA and an even bigger win for our customers.'

Web site: www.traglobal.com .