Sweeps Period

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Definition: Sweeps Period

It is a time period when media companies/channels (TV mostly) try to attract a larger than usual audience through a planned process to attract advertising. This was founded by A.C. Nielsen Company. The term “sweeps” has been around since the beginning of TV measurements. Started in 1954, people were asked to note their TV habits in diaries. The diaries formed the foundation for reports on tv ratings.

It all matters because of advertising buying. With the reporting data, the advertisers can be approached for specific slots in advance.

These days Sweeps week is four separate four week periods spaced throughout the year.

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