Why is Scandal showing re-runs for 2 weeks until April 25th, 2013? The network needs originals at key times, like premiere week and during the three “sweeps” periods.
Here is the breakdown of “sweeps” below:
There are four “sweeps” periods during the year….
November sweeps, February sweeps, May sweeps and July sweeps. It is during these “sweeps” periods ( lasting 4 weeks) that the advertising rates for a network’s schedule of shows (and for local channel’s programming) are set with sponsors and advertisers.
Sweeps start on a Thursday, and end on a Wednesday. They always run exactly 4 weeks. They generally take place during the following times:
November sweeps : 1st week of Nov. thru 4th week of Nov.
February sweeps : 1st week of Feb. thru 4th week of Feb.
May sweeps : last week of April thru 3rd week of May
July sweeps : 2nd week of July thru 1st week of August
…it is of the upmost importance that a particular network get the highest ratings possible during these sweeps, so that they can charge higher rates from advertisers. Further, a secondary goal for the networks is to “win” the sweeps period both in terms of overall ratings and in terms of the ratings for “favorable” demographics (e.g. people 18-49, especially those 18-39 years old), again with the eye on charging higher advertising rates (and thus generating higher profits, which in turn can lead to the development of better shows, etc.). So sweeps periods are often when networks roll out “big” specials (such as miniseries, TV movies or “reunion” shows) and the “best” (i.e. controversial) episodes of some of their most popular shows.
Of these four sweeps periods, the May sweeps seem to be the most important, for two reasons. Firstly, May is most usually when shows have their season-closing episodes. Season-closing episodes (e.g. cliff-hangers) are important in helping to draw viewers back to those same shows when they premiere in the fall. Secondly (and more importantly for the network overall), the May sweeps are used to set advertising rates for the upcoming fall premiere season …
November sweeps set the ad rates for the following spring; they are probably as important as the May sweeps, and they are used to gauge the success of new TV shows that premiere in the fall….
Electronic metering technology is the heart of the Nielsen ratings process. Two types of meters are used: set meters capture what channel is being tuned, while People Meters go a step further and gather information about who is watching in addition to the channel tuned.
Diaries are also used to collect viewing information from sample homes in many television markets in the United States, and smaller markets are measured by paper diaries only. Each year Nielsen processes approximately 2 million paper diaries from households across the country for the months of November, February, May, and July—also known as the “sweeps” rating periods. Seven-day diaries (or eight-day diaries in homes with DVRs) are mailed to homes to keep a tally of what is watched on each television set and by whom. Over the course of a sweeps period, diaries are mailed to a new panel of homes each week. At the end of the month, all of the viewing data from the individual weeks is aggregated.
Sweeps Dates for the 2012/2013 Television Season:
November 2012 October 25 – November 21
February 2013 January 31 – February 27
May 2013 April 25 – May 22
July 2013 June 27 – July 24
Until the ratings sweeps start, watch the upcoming promo of episode 19 “Seven Fifty-Two”
Still not satisfied?? Sign the SCANDAL petition HERE
Hopefully we answered all of your questions about Scandal “sweeps,” if not comment below.