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.
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Audience Insights: Even Broadcasters Believe in the Power of Cable Sports

Like millions of viewers across the country, we here at Cox Media…
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The Professor’s Perspective Episode 9: The 2024 Video Landscape (So Far)

This video highlights key stats about consumption of media in Cox Media…

Audience Insights: Don’t Fold Up the TV Tray Just Yet!

While ever evolving and expanding, TV advertising for local businesses remains effective…
Aug 31

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

In this episode of The Professor’s Perspective, we unpack an updated look…
Jul 11
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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…

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