Thursday, May 1, 2008

February 2009 Sweeps Moved to March

The trade publication Broadcasting and Cable is reporting that Nielsen has moved the February 2009 sweeps period to March due to "potential disruptions" with the switchover to all-digital broadcast TV signals.

Couple of things to note: March is the month in which college basketball has its postseason. Since CBS owns the rights to the NCAA men's basketball tourney, that particular tourney is very important to any NCAA TV contract extensions for CBS due to the fact that all TV markets are involved in sweeps-period ratings. Normal ratings periods involve metered markets only.

Another thing: High-school basketball. Since March brings the high-school postseason as well, overall TV viewership could be lower in some areas if there is high attendance in high-school playoff games. This is especially true in Kentucky, where high-school hoops are big.

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