NEWS6 July 2009

Sky Italia appoints ex-TNS iTram boss

Europe People

ITALY— Satellite broadcaster Sky Italia has hired Andrea Mezzasalma, TNS’s former global head of internet, TV and radio audience measurement (iTram), as head of audience research and insights.

He has moved from London to Milan to join the News Corporation subsidiary.

Mezzasalma led TNS iTram from August 2006 until September 2007, having spent the previous 16 years at Eurisko – an Italian media research agency that is now part of German research group GfK.

He returned to TNS briefly last year to manage its European media business in the wake of WPP’s £1bn takeover of the agency.

Mezzasalma’s role was to oversee the business while it was temporarily held separate from the wider WPP/TNS group, during which time WPP decided whether to dispose of its 50% stake in AGB Nielsen Media Research or sell off TNS’s European TV measurement assets, in line with a European Commission competition requirement. WPP ultimately gave up its AGB Nielsen stake.

Aside from his role with Sky Italia, Mezzasalma is also a member of the advisory board of TRA, an advertising ROI measurement firm.