NBCUniversal has launched a new Advertising Sales Research and Strategy group, intended to increase the company’s data analysis for clients across all broadcast, cable and digital platforms. 

The formation of the group has led to the promotion of Katie Larkin as executive vice president, Sales Research and Strategy. Larkin will lead the group's efforts to approach ad sales from the analytical data perspective. 

“Today’s business is driven by data and market analysis so that clients can better optimize their media plans to reach the right consumers,” said Trish Frohman, executive vice president, Advertising Sales Strategy and Operations in a statement, “We are creating a center for research and measurement excellence to give advertisers more tools to better target those consumers.” 

NBCUniversal’s digital research team will also join the newly-created group.