NEW YORK — Until July 2021, she had spent nearly 14 years working for Emmis Communications and its two former radio stations serving the Tri-State Area: WBLS and WQHT “Hot 97.” In April 2022, She joined BIA Advisory Services as VP of Forecasting and Analysis.
As of today, there’s a new individual in that role at the media market intelligence firm based in Northern Virginia. What does this mean for Nicole Ovadia? She wants to buy a radio station.
Speaking with RBR+TVBR on Monday outside of the Whitney Museum of American Art, Ovadia confirmed that Senan Mele is taking on the role of VP of Forecasting and Data Analysis at BIA and will lead its forecasting initiatives. Specifically, Mele will be tasked with developing new sophisticated local media advertising forecast models; creating comprehensive quarterly and annual forecast reports; building new data visualization tools for clients; and expanding BIA’s data and methodologies to enhance forecasting accuracy.
Mele joins BIA from Horizon Media, where he oversaw “the transformation of media spending optimization across television, search, social, and digital channels.” Before that, he was associated with media agency M/SIX North America, a joint venture between GroupM and The&Partnership. “Senan’s expertise in cross-channel media trends will enhance our forecasting and analysis capabilities as the lines between traditional and digital media continue to blur,” said BIA Managing Director Rick Ducey, to whom Mele will report. “The media industry is experiencing significant changes, from the rise of streaming platforms to the decline of traditional advertising models. Senan’s ability to combine economic and industry data will help us deliver more accurate revenue forecasts and insights to our clients.”
BIA founder and CEO Tom Buono commented, “Media isn’t just changing—it’s being completely reshaped. Our clients face new revenue challenges daily as audiences fragment across platforms. Senan’s expertise in advanced modeling will enable us to identify emerging trends, giving our clients the competitive edge they need to stay ahead. This isn’t just about better forecasting—it’s about helping our clients anticipate changes in an increasingly complex market.”
What’s next for Ovadia? Six weeks ago, she says, she got “the entrepreneurial bug” and misses being at the station level. “I came up at Hot 97 and WBLS and every day we were just making a difference,” she says. “I love BIA and everything I’ve learned, but what I really miss is the connection with the local community. That’s why media is so special.”
That’s why she went to Buono and told him of her plans and why she was departing. With his blessing, she is following her heart, she says. That very much includes AM or FM ownership. “Don’t be surprised if I buy a radio station!”
Ovadia is a 2007 MIT Sloan School of Management graduate and served as Director of Strategic Insights and Initiatives at Emmis/New York before being promoted to VP of Client Success, a role that also included WLIB-AM in New York.
From 2001-2005, she was Assistant VP of BNP Paribas. And, she began her career in 1999 with a short tenure as Editor of trade publication Inside Radio.
Coming in RBR+TVBR’s Summer 2025 magazine, distributed May 12: “Ten Reasons I’m Buying A Radio Station,” with Nicole Ovadia. It’s a conversation you’ll only find in the Radio + Television Business Report.
