Laurel Weir is Senior Vice President, Strategic Insights and Research for Comedy Central, Paramount Network, TV Land and Bellator. In her role, Weir is tasked with thought leadership, shaping brand strategy and oversees all research efforts — including consumer insights, trend forecasting, and multiplatform measurement — to inform development, programming, marketing, creative and more.
Weir gained responsibility of Comedy Central while at Paramount Network where she led research efforts to launch Viacom’s new premium cable network with a focus on high quality scripted content.
Weir joined Paramount Network from MTV where she served as Senior Vice President of Strategic Insights and Research and led all research efforts for the youth entertainment brand – including a comprehensive study of young Millennials and Gen Z she initiated to inform the reinvention of the brand.
Prior to MTV, Weir was part of the Viacom Kids and Family Group, where she served as Senior Vice President of Strategic Insights and Research, overseeing research for adult-focused networks TV Land, CMT, and Nick-At-Nite. In her role, she was responsible for developing and cultivating research on the competitive adult marketplace and television landscape. She also oversaw program, brand, and consumer insights, as well as multiplatform analytics.
Earlier, Weir served as Senior Vice President of Strategic Insights and Research at TV Land, which she joined in 2002. During her tenure at the network, Weir made her mark as a lead strategist behind its rebrand and pivot to original programming. She was critical in developing audience targets for the network’s current slate of comedies, including “Younger” and “Teachers.” Her work at TV Land earned her several industry recognitions, including a David Ogilvy Award for Excellence in Advertising Research.
Weir began her career at CBS where she held various positions within Research and was responsible for measurement and analytics of the broadcast and cable landscape.