Nielsen names Alicia Olson-Keating as managing director for TAM

Nielsen has announced Alicia Olsen-Keating as its Australian managing director for Television Audience Measurement (TAM).

Formerly a board member of Nmumeris, the IAB and OzTAM, Olsen-Keating has over 30 years experience in the industry across Canada and Australia.

She is replacing Caroline Atford in the role, who is departing Nielsen for personal reasons.

Alicia Olsen-Keating

Olsen-Keating brings industry experience across strategy, research, data, analytics and insights, audience measurement and key currency rollouts, and was most recently the head of audience data and insights and the ABC.

Nielsen EVP measurement, Toni Petra, said: “We’re thrilled to welcome Alicia to Nielsen. Understanding evolving audience behaviour is complex with the number of platforms and content available to audiences.

“Alicia’s reputation as a trusted industry leader is critical as we continue to support our clients with new service development.”

Nielsen TAM’s core clients are OzTAM and Regional TAM, who are working together to launch Australia’s forthcoming Total TV reporting and planning database, Virtual Australia (VOZ).

OzTAM CEO Doug Peiffer commented: “Over the past several years Alicia has made impressive contributions to our industry in pursuit of audience measurement excellence.

“OzTAM welcomes Alicia’s appointment and we look forward to working with her as we progress the VOZ rollout and continue to enhance the core linear TV and BVOD currency metrics.”

Of her new role, Olsen-Keating said: “I am very much looking forward to joining the Nielsen team and to partnering with OzTAM, Regional TAM and the industry to deliver the vision in
advancement of cross-video measurement, whilst improving operational outcomes.

“This is an exceptional time in media. Nielsen plays a critical role in applying strategic thinking, experience and innovation to ensure we are driving forward in capturing linear TV and video consumption, while understanding and adapting to changes in Australia.

“I am excited to work closely with OzTAM and Regional TAM and continue the development of VOZ, which has a tremendous amount of brain power and support. VOZ will be a great introduction to this market. Kudos to all involved to get it to the finish line.”


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