|
Sweeps are the answer to the issue of trying not to compare apples to oranges. So what they essentially did was created multiple periods (that last about 3 weeks now) throughout the year that essentially function like a farmers market for advertisers.
During this peroid each program puts forward its best programing. So that could mean having celebrity guest stars or the culmination of long story arcs, whatever. The strength of these peroids are what advertisers look at and completely set the price of local ad spots entirely. Though national ads weigh these against annual averages (though not of reruns.)
This allows them to evaluate each show at their best and is when the networks spend the bulk of their advertising budget to draw in potential new viewers.
|