Comscore wins back Capitol measurement contract
June 7, 2021
Comscore, a partner for planning, transacting and evaluating media across platforms, has announced a new agreement to provide Capitol Broadcasting with Comscore’s local TV measurement, including for WRAL & WRAZ in Raleigh, NC.
“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 behavior during the pandemic, and the other service declining 47 per cent in its A25-54 set meter homes year over year in our market, we felt Comscore’s huge footprint was critical to our business,” said Joel Davis, Vice President & General Manager of Capitol Broadcasting. “With Comscore, we know 50 per cent of homes in the market are being directly measured, making us confident the information is accurate and that we can move forward and harness the intelligence to gain an advantage in the market.”
“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,” said Steve Walsh, Executive Vice President, Local Markets, Comscore. “With the industry challenging the standard error of small panel-based measurement, it’s never been more important to have stable and reliable solutions.”