Corporate Overview

SQAD is recognized as the industry standard media cost forecasting source for national TV (NetCosts - network TV, cable and syndication), spot TV, Hispanic spot TV, spot radio and the Internet. SQAD provides reliable media data to advertising agencies, buying services, advertisers, television and radio stations, cable operators, program syndicators and Internet publishers. Our newest product, NetCosts, uses over $12 billion of actual transactions from advertisers representing almost half the national TV marketplace. It provides instant access to CPMs and CPPs by network and daypart, unit costs, CPMs and CPPs by program category and time period - the first time real cost information has ever been available."

"It's 4:30PM and we need to put together a national TV and 43-market analysis for tomorrow's meeting"

"I really need help in putting together a new business pitch, quick."

"How did we do against our competitors?"

"We need to put together a revised budget for the next 26 weeks."

In the 1990s, SQAD established the highly reliable confidential contributor-based methodology, receiving actual buys from agencies and media buying services for national TV, spot TV, Hispanic spot TV, spot radio and the Internet. Data is filtered through SQARE to eliminate special programming that inappropriately alters the current and future CPPs, such as the Thanksgiving Day Parade, Super Bowl, etc. The proprietary SQARE model processes data based on actual buys for the current quarter. Using current quarter information and historical data from 16 rolling quarters, SQARE builds estimates for the future. Using the current quarter's actual estimates, projections for subsequent quarters are directionally based on movement seen in the current quarter. With these large databases, SQAD creates forecasting algorithms, which allow users to budget and plan up to four quarters into the future.

SQAD has developed strong partnerships to create new databases and seamless delivery of cost forecasting data with market leaders in both data and analytics.

Established in the 1970s, the former Spot Quotations And Data, Inc., legally changed its name to the well-known acronym, SQAD, in 2001. SQAD serves over 1,500 clients and is privately held, headquartered in Tarrytown, NY.

Management Team

Robin T. Blum, Director,Customer Service

Francine M. DePaola, Director, Product Management

Lawrence S. Fried, Vice President, National Sales

James Kindred, Chief Technology Officer

Neil D. Klar, President/CEO

Samantha Marlowe, Director of Sales and Client Services, West Coast

Elliot C. Pickens, Vice President/Director of Research

Brian Uyeda, Director of WRAP Product Development

Thomas C Adams, Director of WebCosts