As Executive Vice President, Strategic Insights and Research, Viacom Music & Entertainment Group, Tanya Giles is responsible for the strategic oversight of research and planning for all multiplatform business units affiliated with the group.
Charged with leading research for the group, which comprises a multiplatform portfolio of brands led by Comedy Central, MTV, Spike, VH1, MTV2 and Logo, Giles oversees all related research and planning teams and serves as chief research advisor to the Viacom Music & Entertainment Group’s senior management team, specifically responsible for delivering comprehensive, strategic and integrated marketing research plans for the division, which caters primarily to Men 18-49.
Giles and her team have conceived, fielded and released a variety of insightful and impactful research studies in the last year designed to support the Viacom Entertainment Group’s ad sales organization, all with the aim of providing the group’s advertising and marketing partners first-hand knowledge of their target audiences. Giles and her team’s consumer expertise has become well-recognized in the industry, resulting in a variety of industry leadership positions and acknowledgments including multiple CTAM Case Study Awards and the ARF David Ogilvy Award, as well as membership on the Web Analytics Association Steering Committee and the CTAM Conference Steering Committee.
Giles’ internal research has had an extensive impact on the programming and marketing strategies for each of the group’s brands. Her team’s extensive research on Gen Y humor styles for Comedy Central led to the development of more topical comedy formats (“Tosh.0″). Her multi-tiered research for TV Land with 40-somethings identified a key white space in the cable landscape (scripted sitcoms), which let to the development of current TV Land hits (“Hot in Cleveland”, “Retired at 35″, etc.). On Spike, Giles’ research identified the networks’ next growth opportunity for development (Men 35-54), which is informing Spike’s latest brand re-fresh as well as ongoing development strategy.
Prior to her current position, Giles served as Senior Vice President, Research and Planning, Viacom Entertainment Group, a position she served after initially joining the Entertainment Group as TV Land’s Vice President of Research and Planning, where she managed all research for TV Land’s linear and online audiences. Giles began her career in television in 1995 as a research analyst at CBS. Giles was then named Senior Analyst, Nickelodeon, where she supported Nickelodeon on both qualitative and quantitative research efforts, rising to director of the Nickelodeon Ratings Research Group.
Giles received her BA from Syracuse University and her MA from the Annenberg School for Communication at the University of Pennsylvania. An avid runner who successfully completed the New York City Marathon, Giles lives in New York City with her husband David and sons Oscar and Malcolm, who was born in the back seat of a cab in Manhattan.