ComScore has signed a local TV ratings contract with Capitol Broadcasting Company for WRAL-TV (NBC) and WRAZ-TV (FOX) in Raleigh, North Carolina.
Capitol Broadcasting will use comScore's local television measurement system, including Advanced Automotive Demographic ratings, in the Raleigh-Durham-Fayetteville market.
"We are excited to partner with comScore to utilize their ratings service for each of our television stations in Raleigh-Durham," said Steven Hammel, WRAL and WRAZ vice president and general manager, in a statement. "We look forward to being able to provide comScore's demographic 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, in a statement.
The relatively small local TV deal arrives as comScore is working to expand its data sets for clients by teaming with other firms like BIA/Kelsey.
The companies will offer a detailed view of a station's position in the local video market marketplace and allow owners and operators to track and measure their audience success within the context of BIA/Kelsey's local market data and analysis, according to a news release.
"We're seeing a growing demand in the local linear television marketplace for innovative analytics and insights," said Rick Ducey, managing director at BIA/Kelsey, in a statement. "As the leader in providing insights to those active in the local TV marketplace, we're incredibly pleased to announce a new data partnership with comScore to help us address this demand. Integrating our data offers broadcasters a complete, reliable and efficient view into their local television markets not previously possible."