NBC Charlotte is way down in a distant third place for news viewership in that market. Brad sort of has a niche/cult following right now but isn't well known. In the latest Nielsen viewership numbers for 6pm newscasts, WSOC had 109k viewers, WBTV 104k, and WCNC 47k. It's a step up to go from that to the runaway #1 broadcast in the Triangle (WRAL 111k, WTVD 84k, WNCN 25k for the same sweeps period).
Charlotte is the #23 media market DMA while Raleigh is #25. It's a lateral move in terms of media market tier but to a station with orders of magnitude more cachet.