ComScore signs on Capitol Broadcasting for local TV ratings

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The local TV deal arrives as comScore is working to expand its data sets for clients by teaming with other firms like BIA/Kelsey.

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.

RELATED: ComScore, BIA/Kelsey combining data sets for local TV audience metrics

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."