Nielsen Picks New Measurement Chief to Push Media Tech Forward

Nielsen has named Roberto Ruiz the leader of its Measurement Science division, a move aimed at sharpening the company’s tools for tracking how people watch shows and use media. Ruiz, who spent nearly twenty years at Univision and later TelevisaUnivision in top research posts, will guide the design and launch of fresh products that promise to capture a wider array of viewer actions across many platforms. His main task is to innovate Nielsen’s measurement offerings so that clients can better understand their audiences, especially as the firm rolls out new technology it believes will broaden the scope of data collected. The new chief reports to Russ Soper, Nielsen’s head of information and data, who praised Ruiz for his track record of steering brands through periods of change.Soper added that the company is excited to work with Ruiz to create new opportunities for clients and keep Nielsen at the forefront of media analytics. With more than 25 years in audience measurement, media strategy and data analysis, Ruiz most recently ran an advisory firm that helped marketing groups navigate AI‑driven shifts in how audiences are measured and understood. Before that, he served as executive vice president and chief research officer at Univision and TelevisaUnivision. Ruiz’s appointment signals Nielsen’s commitment to expanding its measurement reach and staying competitive as media consumption patterns evolve.