Univision Names Stephen McGowan SVP/Corporate Research

Stephen McGowan

UNIVISION COMMUNICATIONS has named STEPHEN J. McGOWAN SVP Corporate Research. He most recently served as VP Research at PBS, and will be based at UCI’s corporate headquarters in NEW YORK, reporting to EVP Corporate Research JED MEYER.  

In this role, McGOWAN will help oversee UCI’s research efforts, provide leadership, strategic analysis and support for network management, programming and ad sales, working closely with MEDIA RATING COUNCIL and leading research partners like NIELSEN and comSCORE to ensure that methodologies are sound and UCI audiences are adequately represented. He will also support thought leadership efforts and partner with Company stakeholders to execute initiatives and identify custom research opportunities.

Commented MEYER, “STEVE has over 20 years of robust industry experience in syndicated research, ad hoc analysis and strategic consulting, including project-level planning on new technologies at several media companies. His expertise will be crucial for UCI as we continue to expand our research initiatives and work to ensure that today’s methodologies are representative of the country’s changing demographics and inclusive of the U.S.-HISPANIC communities we serve.”

In his most recent role at PBS, McGOWAN directed all of the syndicated and custom research efforts for the company’s headquarters, collaborating with more than 300 local affiliates nationwide. His team worked with NIELSEN to measure cross-platform viewership for shows like "Downton Abbey," "Sherlock" and PBS’ daytime children’s programming. He also helped relaunch PBS’s viewer community, which engages the network’s audience through an online research forum.

Before joining PBS, McGOWAN was Managing Director of MONOCRACY MEDIA PARTNERS, providing direction to media companies regarding consumer research design, as well as project-level planning on new technologies, consumer adoption and usage. Prior to that, he served as SVP Research at DISCOVERY COMMUNICATIONS, expanding his consultative role to develop new channels and evaluate network acquisition strategies, including the launch of ANIMAL PLANET, the acquisition of TRAVEL CHANNEL and planning for DCI’s digital networks. Previously, McGOWAN spent six years at NIELSEN, where he assisted in preliminary efforts to measure Digital Video Recorder (DVR) use and Video on Demand behavior. In his role as SVP, Client Research, he was the project manager for NIELSEN’s efforts to track video usage on portable media devices.

McGOWAN has served on various subcommittees for the ADVERTISING RESEARCH FOUNDATION (ARF) and CABLE TELEVISION ASSOCIATION OF MARKETING (CTAM), and served two terms as a board member for AMERICAN PUBLIC TELEVISION (APT). He is a member of the NATIONAL ACADEMY OF TELEVISION ARTS & SCIENCES and a frequent speaker at annual national conferences for these organizations.

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