A media & marketing research executive in the forefront of cutting edge ROI measurement and multi-platform engagement, Jonathan Sims has held a variety of positions that span several industry segments including cable television (Comcast, CAB); research supplier (TRA & AGB); CPG (Kraft Foods & Lever Bros.); technology (Microsoft/Navic) and ad agency (Foote, Cone & Belding).
Before joining Viamedia as Vice President, Research, Sims held the position of V.P., Product Management at TRA, Inc. where he synthesized client needs with internal engineering staff in the creation of new revenue generating products & features for TRA’s web-based technology platform, Media TRAnalytics®.
Prior to TRA, Inc., Sims was the Head of Corporate Research at Comcast Spotlight overseeing all primary and secondary research applicable to $1.5 Billion+ advertising revenue (including traditional linear TV, VOD, interactive, addressable and internet.) He also developed research standards & practices and deployment of company-wide revenue producing research products & sales support systems, including the creation of state-of-the-art, geo-demographic, media & marketing web based application for unique cable selling territories.
For several years, Sims served as Research Officer for the Cabletelevision Advertising Bureau where he generated ground-breaking sales research highlighting commercial effectiveness; the linkage between media usage & brand consumption; and reach & frequency modeling. Through various research committees, Sims brought together national and local cable research leaders to collaborate on critical audience measurement studies involving diary bias; differential faulting; weighting and sampling.
Earlier in his career, Sims held the position of Marketing Manager for Audits of Great Britain (AGB), which launched the first national people meter in the U.S., and he also served as the Strategic Planning & Research Manager for General Foods where he was responsible for the procurement of new media & marketing databases, as well as directing ad agency research to support the allocation of advertising funds between various media elements.
Sims has served on the MRC Board of Directors, editorial review board for The Journal of Advertising Research, Council for Research Excellence (non-response committee), Nielsen A2/M2 TV/Internet integration Committee and annual judge for The ARF David Ogilvy Awards. His writings have appeared in various publications such as the ARF Journal of Advertising Research, Columbia University School of Communication, and the Journal of Media Planning.