Brad Kelly To Manage Nielsen Audio

Brad Kelly

Nielsen has announced Brad Kelly as top executive for its radio business. Kelly, currently senior VP/sales director, radio will assume O’Grady’s management responsibilities for Nielsen Audio.

A second-generation broadcaster, Kelly has worked in sales and client relations with Nielsen Audio and predecessor Arbitron for nearly 18 years. He joined Arbitron as VP, radio group sales in March 1998 before being promoted to VP in September 2005 and to senior VP in September 2007. His promotion marks the first time a former Arbitron exec has been in the top spot at Nielsen Audio since Nielsen bought Arbitron in September 2013. Since then, that role has been held by O’Grady as executive VP & managing director of local media, responsible for strategy and development for Nielsen’s local television and audio clients.

Now O’Grady’s local media responsibilities will be split between two Nielsen execs with Kelly assuming management duties for radio and Jeff Wender, currently senior VP for the company’s Digital Practice Group, in charge of Nielsen’s local TV business.

Since joining Nielsen more than 15 years ago, O’Grady has held numerous executive positions within the company, including executive VP of media product leadership and president of Nielsen Claritas (now Consumer Activation). In 2013, in addition to leading local television and local agencies, O’Grady assumed responsibility for Nielsen’s local radio business when the company closed on its $1.26 billion purchase of Arbitron and integrated the three entities to create a single Local Media Group. Before joining Nielsen, he held management positions with National Decision Systems, AT&T and the Daniel Yankelovich Group.

“Matt is a world-class leader,” Nielsen COO Steve Hasker said in a statement. “His experience and expertise in media, advertising and performance management make him uniquely positioned to take on the CEO role and drive performance and innovation for Nielsen Catalina Solutions and its clients.”

Nielsen assumed majority ownership of NCS, a joint venture with Catalina, in 2015. O’Grady will report to the NCS board of directors.