Capitol Broadcasting has re-upped with Nielsen for its local TV measurement service.
As part of the multiyear deal, Capitol gets continued access to local TV ratings, Nielsen Scarborough and Nielsen Local TV View.
Scarborough gives stations “local market qualitative insights into consumers’ consumption, lifestyle, shopping and media habits.” Local TV View lets stations create custom trade areas “to better understand” their target audience.”
Capitol Broadcasting’s WRAL has been in the news lately after it switched to an NBC affiliation. The station group also owns Fox affiliate WRAZ, and Wilmington, N.C., CBS affiliate WILM.
“Our local measurement solution and qualitative services offer media companies, like Capitol Broadcasting, the tools needed to have a complete view of their audience and own market performance,” said Jeff Wender, svp and Managing Director of local media for Nielsen. “We are pleased to renew our long-term relationship with Capitol Broadcasting and we look forward to helping them meet and exceed their business goals and objectives.”