It's a Gas
The way it works (this was mentioned in TU ethics writer Mark McGuire's the Friday column) is that folks win $100 gas card if they're the sixth person to call in when prompted during the late news. Trying to buy an audience isn't something new, but usually when TV stations dip into the contest cesspool they give away something really big.
Can you get more people to watch this way? Yes. History has shown that the same mooks who fill out ratings books are the sort who will stay up until 11 and call in for a TV giveaway. The last time I checked, mooks 18-49 was not a demo listed in the ratings book, but if it were, WRGB would be golden.