About the Author

David Gustafson

As Cox Media’s Director of Audience Research, David drives positive outcomes for marketers by applying a unique blend of data-informed analysis, industry expertise, and storytelling skills that have earned him a tenured role as the company’s “Professor.” Specializing in audience measurement and market intelligence, David is a member of the Ampersand Cross-MVPD Research Committee, Nielsen Local Policy Guidelines Committee (PGC) and VAB Measurement Innovation Task Force, as well as client advisor to Comscore.

Audience Insights: Medal-Worthy Stats on Sports Viewership

My exploits as a competitive athlete were neither revolutionary nor worthy of…

The Professor’s Perspective Episode 5: Time Spent with Cable + Streaming

In this episode of The Professor’s Perspective, we unpack an updated look…
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Audience Insights: Marking the Midway Point of the TV and Streaming Year

Whether you track the passage of time with a traditional calendar or…
Jun 1
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Audience Insights: The Dynamic Duo of Linear TV & Streaming

Throughout my lifetime, numerous writers, directors, producers, and actors have put their…
May 26

The Professor’s Perspective Episode 4: Potential in Advertising

Advertising potential is traditionally correlated with reach. In this episode of The…
Apr 18

Audience Insights: Reaching Beyond the Cord to Reconsider Potential Reach

As a Gen X-er enjoying the twilight of my time in the…
Mar 14
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Audience Insights: The Madness of Measuring March Viewership

The phrase “most wonderful time of the year” is most often associated…
Nov 8

Audience Insights: Concrete Calculations and the Potential Pitfalls of Percentages

Before he retired during my senior year in high school, my father…
Oct 7

The Professor’s Perspective Episode 3: Bridging the Generational Gap

Each generation has its own set of distinct preferences, beliefs, and life…
Oct 6

Audience Insights: Crossing the Streams

Among my many talents as a firmly entrenched Gen X-er* is the…
Aug 12

The Professor’s Perspective Episode 2: How & Where Advertisers Are Spending

Companies are continuing to increase their ad spend. Watch this video to...
Jul 28

Audience Insights: Saying Sayonara to Summer with a Smattering of Stats

In the spirit continually learning and relearning, here five recent media consumption...

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