The rec.arts.tv FAQL:

Last updated:  February 7, 2004.
This version:  8.00

Note: The date of the last update is the date of the last change to this section; lack of an update since then means that the contents of this particular section are still true or valid to the present day. This page will be updated with every new major update (i.e. version x.00) of this FAQL, however.

Section 3.6: "What is sweeps?"

Answer:

[NOTE: Thanks to Brad Dancer (bdancer@mindspring.com) for helpful 
       suggestions for and additions to this section.]

There are four "sweeps" periods during the year (though the fourth sweeps period in the summer is less important): 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

There are also January sweeps in 17 markets, October sweeps in 25 markets and March sweeps in the top 4 markets.

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.

Sweeps periods are also used by local affiliate stations, and are considered very important by the local affiliates.

Still, sweeps results are but one factor in the setting of ad rates.

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 (though the previous November sweeps are also a factor in this process).

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. February sweeps set the ad rates for the following summer. The least important, fourth sweeps period, is in July/August, and seem to be used to set ad rates for fall/winter.

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