Thursday, Oct. 29, begins the November 2015 TV sweeps period. In these days of Nielsen meters and Rentrak, do sweeps really matter anymore? “Everyone thought LPM’s (local people meters) would diminish the significance of sweeps,” says Mike Monsell, creative service director for WPVI, the ABC O&O in Philadelphia, “but that didn’t hold true. All it […]
Thursday, Oct. 29, begins the November 2015 TV sweeps period.
In these days of Nielsen meters and Rentrak, do sweeps really matter anymore?
“Everyone thought LPM’s (local people meters) would diminish the significance of sweeps,” says Mike Monsell, creative service director for WPVI, the ABC O&O in Philadelphia, “but that didn’t hold true. All it did was make the other non-sweep months more important. So, for us, every month … every day is important now. But the sweep months will always be unique, as the networks and syndicators still ramp up their efforts during these months.”
News ratings aren’t won during sweeps, they are only measured then. So what is your station doing to heighten awareness about your news product?
Every ratings period, the Market Share blog calls for you to share your sweeps promos and the stories they promote.
That means the story has already aired, so there’s no compromising any competitive secrets. We just want to share what local TV news operations are doing to increase sampling.
So please send me links or embed codes (embed codes will be the death of me) to your promo examples and the stories they promote.
That is, if, in these days of meters and Rentrak, sweeps really matter anymore.
Here’s a November sweeps supertease from WHBQ, the Cox-owned Fox affiliate in Memphis.
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