Vice President, Research
Jimmy Blackburn joined the company in June 2010 and is Vice President, Head of Multi-Platform Analytics.
In his position, Jimmy leads the TV and Multi-platform analytics research teams for Disney Channel, Disney Junior and Disney XD.
On his first day with Disney, the President of DCWW asked him to develop a scheduling strategy recommendation that could turn around a -10% rating decline at the time. The new strategy was implemented in July, reducing the deficit to -5% and by August, the channel was up +3% year-to-year.
That same strategy continued to build momentum for both Disney Channel and the successful launch of the Playhouse Disney rebrand to Disney Junior. By 2011, Disney Channel became #1 with kids 6-11 for the first time ever and broke Nick’s 16 year winning streak. The launch of Disney Junior posted the block’s biggest weekday ratings ever and quickly surpassed Nick/Nick Jr ratings in the same time period for the first time in their head-to-head competitive history.
By 2012, the success across both the channel and preschool block dramatically shifted momentum, and for the first time ever, Disney Channel finished the year at #1 with kids 2-11, breaking Nick’s 17 year winning streak.
Disney Channel finished 2015 as the #1 kid network among kids 6-11 for the fifth consecutive year.
Prior to joining Disney, Jimmy worked at Nickelodeon in TV and Online Research from 2000 to 2010. Jimmy began his TV career at Turner in 1997 as an accountant for Turner Network Television and Turner Classic Movies. One year later, motivated by his love for The Flintstones as a kid, Jimmy applied for a research analyst position with Cartoon Network, where reruns of The Flintstones aired everyday at 2p. This was the beginning of his passion for understanding viewing behavior and helping to grow viewers.
Jimmy received a bachelor’s degree in Finance from Georgia State University in Atlanta, Georgia.
Jimmy was born in Bien Hoa, Vietnam and raised off the Georgia coast – Brunswick and the Golden Isles. In his free time, he is an avid tennis player. When not on the courts, Jimmy is on a constant quest to discover LA’s finest Thai and Vietnamese cuisines in Thai Town and Little Saigon.