Comscore agrees North Carolina TV measurement

The agreement will see Comscore work across Capitol’s flagship stations, such as WRAL and WRAZ, in Raleigh, North Carolina, and provide details on viewer behaviours, interests and lifestyles.

Steve Walsh, executive vice-president, local markets, at Comscore, said: “We are excited and proud to welcome back Capitol Broadcasting to our roster of 1,000+ stations that rely on our stable, predictive and representative television currency information to drive their revenue and profit.”

Joel Davis, vice-president and general manager of Capitol Broadcasting, said: “Comscore has been a reliable partner for us over the past years, but we tried to make a go just using a singular service recently.

“However, given the rapid shifts in consumer behaviour during the pandemic, and the other service declining 47% in its A25-54 set meter homes year over year in our market, we felt Comscore’s huge footprint was critical to our business.”