It’s like the old saying goes, ‘why do rats jump ship? They know it’s sinking.’ 4 times a year the old guard of TV re-emerges with SWEEPS. The ratings period for TV. Granted all of the networks, cable outlets, and most of the top TV markets get the data everyday but a lot of the smaller local markets still have to wait for ma and pa at home to fill out a diary and send it in to figure out what the ratings are.
It’s is a old, stupid system that at this point means next to nothing to the savvy media buyer and even less to people who think. The ones who say it still matters are the same ones who will hold a story off a web site so it doesn’t hurt a later newscast.
Feb. 1: A lot of revenue is at stake, but does the month of ratings really matter as much any more? "On the Money’s" Julia Boorstin reports.