Obituary: Audience Researcher Ceril Shagrin

Obituary: Audience Researcher Ceril Shagrin

July 15, 2022

Longtime Nielsen and Univision audience researcher Ceril Shagrin, described as “a fierce champion of transparent and inclusive measurement,” died peacefully in Miami on July 3, at the age of 89.

Shagrin (pictured) was known in the broadcast media, advertising and marketing industries for her efforts to advance standards of excellence within the Media Rating Council and the Council for Research Excellence, as well as her stance against the under-representation of the American Hispanic sample in the rankings.

She began her research career at Nielsen in 1972 and spent nearly 27 years there, most recently as Senior Vice President of Market Development. During her time with the company, she helped launch a division exclusively dedicated to measuring out-of-home network audiences. Additionally, she co-invented a patented passive identification device solution to identify a “predetermined individual member of a viewing audience in a monitored viewing area.”

After leaving Nielsen in 1999, Shagrin spent the next 23 years with American Spanish-language television network Univision, where she later served as executive vice president of audience measurement, innovation and analysis. In 2004, she led the company to file a lawsuit against Nielsen over its Local People Meter (LPM) plans in Los Angeles, claiming the solution inaccurately reflected minority broadcast media consumption. The lawsuit was dropped later that year.

However, a decade after joining the company, when Univision refused to encode its radio stations in some markets for Arbitron’s Personal People Meter (PPM) radio rating system, which differed from Nielsen’s LPM at the At the time, Shagrin testified at a government hearing about what she called “serious flaws” in the PPM. At the time, she described the “adverse effects” of these loopholes on broadcasters and minority listeners, concluding that PPM “threatened to undermine the goal of a diverse radio market and deny dozens of million listeners access to the programming they want”. At that time, Shagrin said Univision had to take a stand because it impacted the company’s revenue, as well as Arbitron’s. (Arbitron was later acquired by Nielsen).

When Shagrin retired from Univision in 2016, the company created an intranet portal, providing access to his writings and research, and after an internal competition, the team agreed to name it “Ask Ceril. com”. Univision’s current executive vice president of research, insights and analytics Robert Ruiz said on LinkedIn that he considers Shagrin a “mentor and friend” as well as a “first-tier professional.” plan in the field of media research”.

Peter Bradbury, Chief Commercial Officer of Nielsen, added: “The media measurement industry has lost a giant with the passing of Ceril Shagrin, Nielsen’s first female Senior Vice President, who was a staunch champion of measurement. transparent and inclusive during his nearly three decades at Nielsen Media Research. It was Ceril who first pushed the company to develop Hispanic audience measurement. This led to our efforts to ensure that our panels accurately reflected all diverse populations – a commitment that is still ongoing to this day. Many of us knew and cherished Ceril. She was an icon and an inspiration to many. She will be missed by all.

Shagrin was predeceased by her husband Jerry and is survived by four children, four grandchildren, five great-grandchildren and one brother and sister. A funeral service was held on Sunday July 10 in Palm Harbor, Florida.

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