Do Sweeps Periods Still Matter?

A.J. Frutkin

APRIL 30, 2007 -

As Nielsen Media Research’s May sweeps kicked off last week, it was nearly a foregone conclusion that Fox would win both the ratings period and the season among adults 18-49, while CBS would take total viewers. All this, despite the fact that CBS aired the Super Bowl--which, traditionally, has given the host network a ratings edge.

American Idol has changed that completely. Even always-competitive CBS steps out of the path of Idol’s final results show on Wednesday, May 23—the last day of sweeps season—airing season finales for both Criminal Minds and CSI: NY a week earlier.

Of course, sweeps aren’t what they used to be. For years, media buyers complained that the networks falsely inflated sweeps ratings through stunts. In response, broadcasters shifted the emphasis to regular series during these ratings periods. At this point, both camps see sweeps as a nuisance.

But with local people meters installed in only 10 major markets, most affiliates still sell off of sweeps. And that practice likely will continue through 2011, which is when Nielsen is targeting coverage with continual measurements in 60 markets.

Until then, bragging rights for winning the ratings war may be the only upside to sweeps. And with a tenth of a ratings point separating first from fourth place, most TV executives admit that even a sweeps win won’t carry the weight it once did.

What does still carry weight, advertisers noted, is how the networks compete against themselves, not how they compete against each other. “To show growth [year-to-year] is an accomplishment,” said Brad Adgate, senior vp of research at Horizon Media.

And none of the four major networks is growing. “If you sustain year-to-year losses, you may have to go negative on year-to-year CPMs,” said Shari Anne Brill, vp, director of programming at Carat USA.

Reversing their losses is key for all networks. And most executives see sweeps scheduling as part of the problem. In a fragmented marketplace, stopping and starting series has only served to hinder momentum. “It does no one any good, going out of business waiting for May sweeps,” said Vince Manze, president, NBC program planning, scheduling and strategy.

In fact, Manze added, broadcasters cannot wait four years to make further changes to sweeps. “There probably will have to be compromise, where stations won’t get as many originals as they like during these ratings periods,” Manze said. “At the same time, we won’t end airing originals in March, either.”