Comscore Wins Back Local Television Measurement Contract with Capitol Broadcasting

Rhea-AI Summary

On June 7, 2021, Comscore (NASDAQ: SCOR) announced a new agreement with Capitol Broadcasting, securing local TV measurement services for WRAL & WRAZ in Raleigh, NC. The partnership, reinstated after a brief period with another service that saw a 47% decline in measurement effectiveness, emphasizes Comscore's extensive market presence and reliable data. Joel Davis of Capitol Broadcasting highlighted the importance of accurate information in navigating shifts in consumer behavior. Comscore's expertise spans over a decade, utilizing advanced audience insights for effective media evaluation and improved revenue generation.

Positive

• Secured a measurement contract with Capitol Broadcasting.
• Restored trust after prior dissatisfaction with a competing service.
• Demonstrates reliability and accuracy in measuring local TV viewership.
• Provides access to advanced audience insights, enhancing revenue opportunities.

Negative

• Previous contract termination may indicate competitive vulnerabilities.
• Rival service experienced a significant 47% decline in effectiveness.

RESTON, Va., June 7, 2021 /PRNewswire/ -- Comscore (Nasdaq: SCOR), a trusted partner for planning, transacting and evaluating media across platforms, today announced a new agreement to provide Capitol Broadcasting with Comscore's industry-leading 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% 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% 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."

Comscore has more than a decade of experience measuring television viewership from return path devices across tens of millions of households in all local markets. Comscore is also a leader in instrumenting change in television measurement by enabling the adoption of advanced audiences and the move to impressions, which allow the industry to go beyond age and gender to evaluate based on consumer behaviors, interests and lifestyles. This enables TV stations, networks, advertisers, agencies and media companies at both local and national levels to effectively find and reach their ideal audiences to maximize their revenues.

About Comscore
Comscore (NASDAQ: SCOR) is a trusted partner for planning, transacting and evaluating media across platforms. With a data footprint that combines digital, linear TV, over-the-top and theatrical viewership intelligence with advanced audience insights, Comscore allows media buyers and sellers to quantify their multiscreen behavior and make business decisions with confidence. A proven leader in measuring digital and TV audiences and advertising at scale, Comscore is the industry's emerging, third-party source for reliable and comprehensive cross-platform measurement.

 

View original content to download multimedia:http://www.prnewswire.com/news-releases/comscore-wins-back-local-television-measurement-contract-with-capitol-broadcasting-301306365.html

SOURCE Comscore

FAQ

What is Comscore's recent agreement about?

Comscore's recent agreement involves providing local TV measurement services to Capitol Broadcasting for its stations in Raleigh, NC.

What impact did the pandemic have on Comscore's business?

The pandemic accelerated shifts in consumer behavior, influencing Capitol Broadcasting to return to Comscore for reliable data.

How does Comscore measure TV viewership?

Comscore measures TV viewership using data from return path devices across millions of households.

What is Comscore's market position?

Comscore is a leader in measuring digital and TV audiences across platforms, providing reliable cross-platform measurement.

What challenges did Capitol Broadcasting face before returning to Comscore?

Capitol Broadcasting faced significant measurement declines from a competing service, prompting their return to Comscore.