WRAL, WRAZ Adopt ComScore Local Ratings

ComScore today signed a local TV ratings contract with Capitol Broadcasting Co. for WRAL (NBC) and WRAZ (Fox) in Raleigh, N.C. (DMA 24)

Capitol Broadcasting will use comScore’s local television measurement system, including Advanced Automotive Demographic ratings, in the Raleigh-Durham-Fayetteville market.  comScore’s focus is to provide selling currency to demonstrate the value and relevance of comScore’saudiences and inventory in delivering the actual consumers that advertisers and agencies are targeting, rather than just a simple ‘body count’ of age/gender metrics.

“We are excited to partner with comScore to utilize their ratings service for each of our television stations in Raleigh-Durham,” said Steven D. Hammel, WRAL and WRAZ vice president and general manager. “We look forward to being able to provide comScore’sdemographic and ratings data to our agency and advertising partners.”

“We are delighted to commence what we know will be a long and very productive partnership with Capitol Broadcasting and welcome them to the comScore family of clients,” said Steve Walsh, comScore’s executive vice president of local television.