Sweeps In The Dust Bin

SWEEPS IN THE DUST BIN
[SOURCE: MediaWeek, AUTHOR: A.J. Frutkin]
After years of grumbling that sweeps ratings are falsely inflated through stunts, the once-important measurement periods are losing their oomph. In fact, the upcoming November sweeps (which run Nov. 2-29), may be the most lackluster to date. Although advertiser complaints may have contributed to the diminished luster of sweeps, so have changing viewer measurements. "More than anything, local people meters have really eliminated the need for sweeps," said Brad Adgate, senior vp, director of research, at Horizon Media. Adgate added that broadcasters traditionally have programmed sweeps because stations sell off those ratings books. "But as more stations get continuous measurements, the need for sweeps diminishes," he explained, noting that the nation's ten largest local markets already employ LPMs, with three more cities slated to use them next year, and another five in 2008
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