Audience measurement company comScore said it signed a deal to provide ratings for three Hearst Television stations.
Nielsen dominates the national ratings business but comScore has been signing numerous stations to provide local viewership information. Since acquiring Rentrak last year, comScore is viewed as a potentially formidable challenger to Nielsen.
The Hearst stations getting data from comScore are WISH-TV, Milwaukee; KHBS/KHOG-TV in Fort Smith-Fayettville, Ark. comScore will also provide data form the D2 digital channel on KHBS/HHOG.
ComScore data include daily rating information plus advanced demographics for automotive and political advertisers to help with ad sales efforts in those categories.
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