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TNS Hires iTRAM Leader
TNS has appointed Andrea Mezzasalma as global head of its Internet, Television and Radio Audience Measurement sector (iTRAM) - he will relocate from Milan to London. He takes over from Mike Gorton who will retire from TNS this year but function as a consultant.
Mezzasalma has a high profile in the global media measurement industry. In 1990 he joined Italian information firm Eurisko, now part of GfK, and became its youngest partner, playing a major role in developing and marketing innovative technologies for audience measurement. He has broad experience across a wide range of research sectors and has a strong background in segmentation and data integration - his segmentation tools have been adopted by the main Italian Joint Industry Committees. Specific recent credits include a pioneering GPS methodology for measuring the exposure of Out Of Home advertising, chosen by the Italian Audiposter Joint Industry Committee; and leading the technical and commercial development of the Eurisko Media Monitor.
Among his new roles are the overseeing of TNS' recent high profile contracts including involvement in the RAJAR/BARB London Portable Meter/Panel Development audience measurement programme and a new TV audience measurement agreement in the US with Charter Communications.
CEO David Lowden comments: 'With rapid changes in technology, media measurement is becoming more complex and TNS is responding to this challenge by developing more sophisticated models to enable data segmentation, digitisation and internet measurement. Andrea will provide valuable expertise in the technology and audience measurement fields to take the iTRAM team forward and deliver growth in this important sector.' Lowden says Gorton, in his 5 years in the role, 'played a key role in developing the iTRAM sector and consolidating TNS as an industry leader in TV and radio audience measurement. Mike has made an outstanding contribution to TNS and has been integral to the growth of the business.'
The group is online at www.tns-global.com .
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