NEWS4 April 2024

CBS to use Gray Television’s research services

Media News North America

US – Broadcast network CBS has partnered with broadcaster Gray Television to use its in-house news research and consulting group, Strategic Insights and Activation (Strat) team, as a provider of market research.

Person using a TV remote control

Through the partnership, CBS will use the Strat team’s research and news consulting services for its 14 owned and operated TV stations.

Gray set up the Strat team in January 2023 to offer an in-house, customised news consulting team and research projects for its local newsrooms. The team has now expanded its services to work with other TV stations.  

Headquartered in Atlanta, Georgia, Gray’s local TV stations serve 114 TV markets.

Chris Archer, Gray’s vice-president of research and consulting, and Tony Calfo, director of research at the company, lead the Strat team.   

Adrienne Roark, president of content development and integration for CBS news and stations and CBS Media Ventures, said: “Partnering with Gray’s Strat team supports our mission further to enhance our market insights and our overall strategic planning efforts across the company.”

The Strat team’s leaders previously consulted for CBS’s owned and operated stations (among other clients) prior to joining Gray.

Sandy Breland, chief operating officer, Gray, said: “We’re thrilled to expand our relationship with CBS by providing their owned and operated stations with news research and consulting. The Strat team has exceeded every expectation for our content and marketing teams, and their expertise will be an impactful resource for CBS.”