With all the major networks claiming victory for the November sweeps period, it brings to mind the declining importance that it has in the TV world. One of the key reasons behind this decline in importance is the ability to measure ratings throughout the year.
As Brad Adgate, director of research at media services firm Horizon Media says, "Sweeps really mean nothing to the networks, they get rated everyday."
The purpose of the November sweeps, really no longer exists; advertisers don't use them to determine ad rates like they used to.
Fox (NWS) doesn't even build its schedule around it anymore as they're waiting till the new year to offer their two big blockbuster shows, "American Idol" and "24."
Yet for CBS Corp. (CBS-A); ABC (DIS); and NBC (GE), it does give a general view into who they're reaching out to and what their strategy is for the new season. It also still provides somewhat of a framework for negotiations over ad pricing; just not like it used to. What's more important now is if they're reaching the targeted audiences they have promised to deliver to marketers.
Sam Armando, director of broadcast research at media agency Starcom said: "What I want to look for is a consistent strategy, what we look for is programs consistent with their targets."
Agreed with on all points, specifically the overall view that sweeps simply isn't what it used to be for the business side of television. One important thing I do however think is that the general public is aware of what TV sweeps are, and because of that it seems appropriate for nets to use this as an opportunity to test the effectiveness of programming that may be deemed unstable or as we're used to in sweeps of old, controversial.
Posted by: Mathias | December 4, 2006 7:42 PM | Permalink to Comment