Lucy Hughes has been named Senior Vice President, Research, CBS RADIO, it was announced today by Michael Weiss, CBS RADIO’s newly appointed President of Sales, to whom Hughes will report. The appointment is effective immediately.
In this new role, Hughes will examine current trends and develop new concepts and strategies for positioning the value of CBS RADIO, and radio in general, among media buyers, planners and clients, as well as provide guidance to the division’s sales force on consumer media habits and how those patterns and behaviors can be tailored to meet the needs of advertisers through on-air, online or mobile campaigns.
She joins CBS RADIO from the CBS Television Stations Group where she served as Vice President/Director, Corporate Media Strategies since 2004, as well as Director, Local Station Research for KCBS and KCAL in Los Angeles for the past year.
“I’m thrilled to welcome Lucy to CBS RADIO and look forward to working closely with her to explore the countless assets we have to offer advertisers and evaluate how those resources can best be harnessed to improve the overall efficiency of our clients campaigns,” said Weiss. “As the industry moves further into the digital space and advertisers continue to demand more accountability as to how they are spending their ad dollars, it’s imperative we have someone of Lucy’s caliber at our disposal to interpret and evaluate our capabilities, position the power of radio in the overall media landscape, and create a unique and progressive set of tools needed to help us compete and gain an increased share of the business.”
During her tenure at CBS, Hughes has been successful in creating improved models and mapping applications for planners and buyers to leverage the multidimensional nature of the local television landscape to better reach consumers and make more informed business decisions. KCBS and KCAL specifically benefited from her research expertise related to the stations news and entertainment programming, and branding.
From 2003-04, Hughes served as Vice President, Director of Research for AdLink and was responsible for building, developing and managing a research group that interpreted and analyzed media, consumer and marketing research in support of driving the sales and marketing arms.
Prior to that, Hughes worked at Initiative Media as Vice President, Director of Strategic Research and IMsight, IM Futures Western Region, Initiative Media (1999-2003) and Vice President, Research Director – Team Disney (1996-99) where she led projects to address critical client marketing issues including, consumer targeting; media mix allocation; flighting patterns; weight levels; new media opportunities and assessing media effectiveness, and was directly responsible for all research projects for Disney’s Walt Disney Pictures Marketing and Buena Vista Home Entertainment.
Hughes was Director of Research, ABC/Capital Cities and Los Angeles Magazine from 1995-96 where she developed, monitored and analyzed custom research studies in support of marketing and advertising efforts.
A native of Montreal, Canada, Hughes held several senior level positions in Toronto before moving to the United States. She was the Director of Research for Standard Broadcasting (1989-93), and Vice President of Research for the Radio Advertising Bureau (1987-89) where she successfully encouraged national and local advertisers and agencies to increase their commitment to radio advertising. She began her career as an account executive for BBM Bureau of Measurement where she was responsible for the analysis of ratings information and worked with clients such as Standard Broadcasting and CTV (1985-87).
Hughes was graduated from Queen’s University in Kingston, Canada and went on to receive her Master’s degree in advertising from the University of Illinois at Champaign. She will be based in Los Angeles.
About CBS RADIOCBS RADIO is one of the largest major-market operators in the United States with stations covering news, alternative rock, country, FM talk, classic rock, oldies, JACK and urban formats, among others. A division of CBS Corporation, CBS RADIO operates 144 radio stations, the majority of which are in the nation's top 50 markets. CBS RADIO also has made aggressive moves to converge new and traditional media through creative programming and advanced delivery methods, including online streaming, HD Radio, mobile messaging and podcasting. Audio streams of more than 140 CBS RADIO stations and custom channels are currently available online, and more than two thirds of the Company's stations are broadcasting in HD digital radio. Additionally, CBS RADIO is home to 27 of the country's leading sports franchises amongst MLB, the NFL, the NBA, the WNBA and the NHL, including the New York Yankees, New York Mets, Chicago White Sox, New England Patriots, New York Giants, Chicago Bears and the Detroit Red Wings. For more information on CBS RADIO, please visit www.cbsradio.com.