The firm said: “As a result of changing business and organisational needs, Magna must continue to deliver the strongest analysis, knowledge and analytics touching all areas of media. As Magna’s remit grows, we must reorganise – and in some cases rebuild – our infrastructure to meet the incremental needs of our clients during these unprecedented economic times.”

Magna said it was planning to expand its audience analysis activities beyond television to include all media and that “with these changes it was clear that we had to reshape our current operations”. There was no place for Sternberg in the restructured division, the firm said.

“Steve Sternberg has been a leader analysing the broadcast television industry for many years. But after conversations with Steve about Magna’s new direction, we both agreed that both his professional interests and Magna’s business needs did not align. Therefore Steve is leaving effective immediately to pursue other opportunities,” the agency said in a statement.

Sternberg joined Magna in 2001 and had previously held senior broadcast research positions at ad and media agencies including McCann Erickson, TN Media and BJK&E Media and Bozell. He also co-chaired the Council for Research Excellence’s media consumption committee.

Audience analysis and measurement will now be covered by Magna’s data analytics, tools and macro-economic trending activities and will be led by vice president, director of audience analysis, Lisa Quan and vice president, manager of audience analytics, Brian Hughes.

Magna, along with UM and Initiative, are part of Interpublic’s Mediabrands division.