ISpot.tv is growing its efforts in sports measurement, naming David Coletti as its first VP of sports research and insights. Coletti joins the measurement company after over 25 years in research positions at ESPN and most recently Disney. The appointment comes as iSpot continues to grow the breadth of its cross-platform audience measurement through acquisitions and high-profile executive hires.

Coletti will report to iSpot Chief Research Officer Leslie Wood, who was hired in July after a tenure at NCSolutions, a joint venture of Nielsen and Catalina in which Nielsen has the majority stake. Coletti will lead audience measurement and client consultation for live sporting events across linear, streaming and out-of-home. He will also oversee the development of new products designed for the TV sports advertising market.

“[Coletti] will be an invaluable resource for helping brands, networks and franchises understand the audience viewership across various platforms, and demonstrate the brand and business impact of sports advertising investments,” said Sean Muller, CEO and founder of iSpot, in a statement.

“Understanding sports viewing behavior comprehensively—and being able to capitalize on that highly sought-after audience—is crucial for marketers looking to not only meet these consumers where they are, but also to drive optimal business outcomes,” said Coletti.

Before joining iSpot, Coletti was VP of research and insights at Disney. In the role, he launched the media company’s Media Distribution Insights group, which played central roles in striking multi-billion dollar deals with digital and traditional linear distributors such as Comcast, DirecTV and YouTube TV, streaming app carriage such as Disney+ on Roku, and content licensing agreements.

Prior to the role at Disney, Coletti spent over twenty years at ESPN. There, he led linear and digital audience research, including the transition to incorporate streaming audiences into its ad negotiations.