Ceril Shagrin is Executive Vice President of Audience Measurementm Innovation, and Analytics for Univision Communications Inc. (UCI), the leading media company serving Hispanic America. Prior to assuming this position, she led UCI’s Corporate Research Division.
Shagrin is considered a pioneer in the field of Spanish-language television research and has consistently distinguished herself by providing the industry with quality research. She was instrumental in demonstrating Univision’s ratings parity with English-language broadcast networks when she engineered the networks migration to the Nielsen Television index (from the service’s Hispanic monitor) and has been an industry leader in developing measurement tools that provide accurate, actionable data.
Prior to joining Univision in 1999, Shagrin was Senior Vice President for Market Development at Nielsen Media Research. During her 27-year career at Nielsen, she developed new systems and data collection techniques, including the Nielsen Hispanic Service and the National People Meter Service. In addition, she pioneered the development of Nielsen’s measurement of non-traditional media such as place-based media, out-of-home viewing, and video news releases. Her application of state-of-the-art measurement technologies to Spanish-language television has helped to accelerate the growth of this industry.
Shagrin is an active member of the Media Ratings Council (MRC), and a past chair of the MRC Board. For the past 4 years Shagrin chaired the Nielsen Council for Research Excellence; she is now Chairman Emeritus and chairs the organization’s Non-Response Committee.
Shagrin received the MRC Innovation Award in 2013. She was also the recipient of the 2005 Hugh Malcolm Beville, Jr. Award, honoring outstanding contributions to the field of broadcast audience research, awarded by The National Association of Broadcasters and the Broadcast Education Association.