Do Sweeps Still Matter For Television’s C-Suite?


Despite our real-time world, the tradition of quarterly measurement persists. On the final Thursday in August, thousands of households sharpened their pencils and got out their diaries. Just as they have since 1954, a representative sample of American viewers began meticulously documenting their television habits.

It signals just one thing, guest Media Information Bureau columnist Catherine Dettloff, VP/Media Buying Services at Minneapolis-based Marketing Architects, notes: sweeps.

But, do sweeps still matter for the television industry? That’s the subject of Dettloff’s report.

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