What is Sweeps? And Why is it So Important to the Networks

For all of you TV fanatics out there you probably know what Sweeps is but I can't tell you how many times people look at me like I have a second head when I mention the word in reference to anything other than floors. So for all of you out there who want to know, here it is in a nutshell and in plain TV watcher language.

Sweeps week is all about the ratings first of all, as is everything else when it comes to Prime time or mainstream television and I say mainstream TV because Soaps also participate in sweeps. There are 4 designated sweeps months November, February, May, July. Though November and May seem to carry more weight than the other 2 in prime time.

During Sweeps the networks are set to pitch their best episodes of the prime time or day time line up. The best story lines or the best over all episodes to get the viewers to choose their program over another, the pitch usually includes loads of advertising and huge show changing story lines, mid season cliff hangers, or end of season finales. You can usually catch the biggest product or item advertisements during sweeps as they have predicted a greater viewer spectrum. They also gauge what advertisers to use during shows based on sweeps ratings. If a show fairs particularly well in sweeps they can charge sponsors more money to run those commercials during these ratings winner shows.

Networks will do or attempt anything to get people to watch their show during these periods. Of course this is a networks goal all season long but show creators all know that sweeps often can decide the fate of a TV show. For shows that are on the borderline of renewal or midseason cancellation the sweeps push is a big one. If a show can show impressive improvement during sweeps networks may decide to renew or at least order more episodes for review all positive things for a struggling show.

If a show has had less than desirable ratings through out the regular months but has shown some viewer improvement from week to week a good sweeps push could keep your favorite show on the air.

Unfortunately it matters little if you or I watch out favorite shows or not. Ratings only matter if you have a Nielsen ratings box so for each sweeps week cross your fingers that the local family across the street with their Nielson box is watching your favorite show and wait like I am for Nielson to start counting all of the actual people who watch TV and it's coming and soon, so all of you television lovers out there sick of watching your favorite show go down the tubes go out if you don't already have one and buy a TIVO, this is the most likely way that ratings will be evaluated in the future, hopefully the near future. This will in my opinion revolutionize TV ratings and better yet give a more accurate picture of actual viewer ship.