Capitol Broadcasting Renews Nielsen Contract

The broadcaster extends its access to the measurement company’s suite of local TV services, including Nielsen Local TV View and Nielsen Scarborough.

Capitol Broadcasting Co. signed a multi-year renewal agreement for Nielsen’s Local Television Measurement effective today. Capitol owns WRAL (NBC)-WRAZ (Fox) in Raleigh, N.C., and independent WILM Wilmington, N.C.

The renewal will provide Capitol with continued access to Nielsen’s local currency television ratings data across all 210 designated market areas, as well as access to in-market, consumer behavior insights via Nielsen Scarborough. Capitol will use Nielsen’s suite of local TV services, including Nielsen Local TV View (NLTV) and Nielsen Scarborough, for its media planning and buying process.

“At Capitol, we believe in having access to the most accurate and complete measurement data that provides us with a total market view of local TV audiences,” said Joel Davis, VP-GM of WRAL-WRAZ. “Capitol Broadcasting Company’s legacy of hard work, creativity, and a commitment to our audiences, our clients, and our employees have made us a successful broadcasting company and industry leader in the communications field. With Nielsen as our partner, we are confident CBC will continue to provide the highest level of service and expertise to our viewers, listeners and clients in order to increase our profitability and market share.”

This year, Nielsen is enhancing measurement across all local TV markets. In what marks one of the biggest changes to Nielsen television measurement, Nielsen retired diary measurement and began delivering 12 months of electronic measurement in the former diary markets, effective with July 2018 measurement.

The first month of currency data was delivered the week of Sept. 4. The new methodology, RPD+, uses return path data from various providers across 137 markets, 15,000 newly installed local household meters, and 750 in-market National People Meter households. These enhancements, Nielsen said, “will provide more stable ratings, more frequent measurement, and greatly reduced reporting of zero ratings.”

“Nielsen’s wide range of audience insights enables broadcasters like Capitol to effectively deliver on their promise of quality and integrity in the market,” says Jeff Wender, managing director, Nielsen Local. “As part of our client commitment, we will work alongside Capitol to ensure that each local station has the tools they need to deliver on their business objectives and market access to valuable local audiences. Nielsen’s enhanced local TV service not only provides more comprehensive measurement but bring a level of confidence and stability to the marketplace.”

BRAND CONNECTIONS


Comments (0)

Leave a Reply


More News