David F. Poltrack is executive vice president, research and planning, at CBS Television. In this post, which he has held since April 1994, he oversees all television research activities of CBS Television, encompassing audience measurement, market research, program testing, and advertising research. He is responsible for the monitoring of the national and international video marketplace.
He is also adjunct associate professor at New York University, where he teaches courses in marketing and media criticism at both the graduate and undergraduate levels in the NYU Stern School of Business and the NYU School of Education and Communication. He is the author of Television Marketing: Network, Local and Cable (McGraw-Hill, 1983). His articles have been published in journals such as the Journal of Advertising Research, the Journal of Psychology and Marketing, and the European Broadcasting Union Review. He is also a contributor to the International Encyclopedia of Communications.
Mr. Poltrack is past chairman of the Media Rating Council (MRC), a trustee and a member of the executive committee of the Marketing Science Institute, past president of the Market Research Council, vice president of the Advertising Research Council, and a member of the National Association of Television Arts and Sciences. He is past chairman of the Advertising Research Foundation, a former member of the board of the International Radio and Television Foundation (IRTF), and a former member of the NAB's Research Advisory Board/
Mr. Poltrack received his B.A. in history for the University of Notre Dame and received an M.B.A. in marketing from New York University.
dpoltrack@cbs.com