Measurement EVP Kelly Abcarian Departs NBCU

Media and entertainment giant NBCU has made EVP of Measurement and Impact Kelly Abcarian redundant, according to a report in industry publication Ad Age. Chief Data Officer John Lee takes over her previous responsibilities relating to measurement and research.

Abcarian joined NBCU in 2021, after sixteen years at Nielsen. In this time she served as GM of the ratings giant's Advanced Video Advertising Group, leading addressable initiatives including a number of acquisitions; and earlier led the global audience measurement product portfolio, responsible for the creation of the Total Audience Product suite and development of Digital Ad Ratings for CTV.

According to Ad Age, during her tenure at NBCU Abcarian has been 'vocal in her dissatisfaction with the current status of audience measurement', most notably with her former employer. She has led the NBCU Measurement Framework - involving more than 150 audience measurement companies; and also been active in numerous industry panels focusing on the need to adapt audience measurement and ad currencies as viewers migrate to other platforms.

She was also involved in the newly-formed Joint Industry Committee, which in September granted iSpot, VideoAmp and Comscore conditional certification for their audience measurement capabilities.

Lee, who also joined NBCU in 2021, will assume some of Abcarian's previous responsibilities. In an internal e-mail, Abcarian said: 'Today's news was a surprise to me as I thought I would be with you on this journey together, but I know you all will be amazing and will continue on building together'.

Web site: www.nbcuniversal.com .