NATPE, NAB Team For Analytics and Addressability Program


The National Association of Television Program Executives (NATPE) is partnering for the first time with the NAB to offer a program focused on data analytics and addressability.

It’s scheduled for October 22 as part of NAB Show New York. Comcast Advertising VP/Strategy Claudio Marcus will deliver the opening keynote.

The NATPE Virtual event is designed for experts in audience research, data technology, brand advertising, programming, and promotional marketing. The forum will address key questions related to brands, data, addressable TV, content development and audience measurement.

The  two-hour program starts at Noon ET with host Carlos Greer, the entertainment journalist and recent co-host of the syndicated entertainment news TV program Page Six. The Analytics & Addressability track will feature five individual sessions, 15 and 30 minutes in length.

Sessions include one that puts a spotlight on a case study by PBS Kids about the use of data and its influence on sales of licensed merchandise. Other sessions include the opening conversation about shifts in consumer attitudes since the beginning of the pandemic, and strategic applications for abundantly available data on television viewers and video consumers.

“The addition of NATPE’s Analytics & Addressability program brings this timely and relevant topic to the forefront at NAB Show New York in a format that is sure to inform and engage,” said NAB President/CEO Gordon Smith. “We are pleased to partner with NATPE in adding this new track targeted specifically for content developers, audience research professionals and data-driven decision makers.”