Art and Entertainment

Secretary of Commerce Carlos M. Gutierrez, left, and RadioShack Chairman and CEO Julian
Day comment on the digital television transition.

Nielsen Media to Delay Sweeps for DTV Transition

May 02, 2008 09:00 AM
by findingDulcinea Staff
Nielsen Media Research has decided to move its February 2009 sweeps period to March to accommodate the transition to digital broadcasting.

30-Second Summary

Sweeps are month-long periods during which television viewership and demographic information is measured to determine the costs of commercial advertising. The fear among broadcasters is that when the digital TV (DTV) transition happens in February 2009, millions of people using “over-the-air” television could be left without a way to see their favorite shows, skewing viewership information.

The postponement of the February 2009 sweeps is believed to be the first time the ratings agency has rescheduled a sweeps period.

Nielsen wants to “ensure the accuracy of television audience estimates throughout the DTV transition period,” because television markets use those estimates to help set advertising rates.

On February 17, 2009, all broadcasting stations will stop providing programming on analog signals.

DTV, experts explain, will open more airwaves for emergency communications and improve the picture and sound quality of television.

Headline Link: Moving the sweeps period

Related Topics: Readying for the transition

Reference: DTV


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