NBCUniversal Ups Research Executives Jeff Bader, Lisa Heimann

Jeff Bader-Lisa Heimann-Publicity-Split-H 2019
Courtesy of NBCUniversal

NBCUniversal research executives Jeff Bader and Lisa Heimann are expanding their portfolios as heads of a new corporate research and strategy group.

Bader will be NBCU's chief research officer in addition to retaining his post as NBC Entertainment's president of program planning, strategy and research. He will expand his duties to include oversight of all of NBCU's television properties — including cable networks Bravo, USA, Syfy and Oxygen — and spearheading the new corporate research group.

Heimann will head that group and report to Bader as executive vp corporate research and strategy. She was previously senior vp multiplatform research at NBC Entertainment.

The new group will look to invest in new measurement and analytic tools with the goal of a unified, cross-platform measurement. Traditional Nielsen ratings for on-air viewing are currently measured differently from those of the various digital platforms where NBCU programming runs, and the new team will aim to smooth out that process to allow both for better monetization of content and improved program insights.

The new group will also offer "enterprise-wide research resource coordination" and install unified practices across NBCU's portfolio.

Bader will continue to report to NBC Entertainment co-chairmen Paul Telegdy and George Cheeks and keep oversight of program planning for NBC's scheduling department in addition to his new duties. He joined NBC in 2012 after more than two decades at ABC.

Heimann came to NBC two years ago, also after a long tenure at ABC. She's been responsible for ensuring consistent measurement standards across platforms, identifying key multiplatform trends and exploring new measurement options for NBC programming.