Are you ready for November sweeps month? From the long awaited “I love yous” to the most anticipated fatalities of the Fall TV season, this month is sure to bring broadcast TV a line of famous guest stars and epic announcements. Sweeps month is the time when networks look to rake in their top advertising dollars, by airing some of their best materials and ratings stunts. However, with traditional TV’s decline of viewers, how good is sweeps month to advertisers if TV viewership is declining by double digits?
Traditional TV viewership has been declining consequently for the past years. The change in consumer behavior has modified the way many individuals, particularly millennials 18-49, watch TV. Very few watch broadcast TV traditionally. Nowadays, popular subscription on demand (SVOD) programming devices like Netflix and Hulu are one of the main forms of viewing TV shows. Almost 50% of households in the U.S. have at least one SVOD program device. Most individuals opt for time shifting, streaming videos and binge watching online through SVOD devices.
What’s the problem? Dave Roos’ article on “How Sweep Weeks Works,” best answers the question. He says, “Both the national TV networks and local TV stations both depend on advertising to make money. With detailed information about the size of the local TV audience, the local TV station can charge advertisers more for commercial spots during the most popular shows and the most active times of day. Commercials are the backbone of broadcast TV; they pay the bills.”
The size of an audience matters to advertisers. The bigger the target audience, the better brand and product awareness there will be. The TV diaries, normally used to track every sweeps month data, is becoming more irrelevant since the rise of SVOD programming devices and the Internet. Sweeps’ purpose as a measurement tool is becoming a less valid tool to use. The accuracy of sweeps is being lost as more individuals turn to away from traditional TV. A more effective way to track broadcast TV audiences needs to be established in order for advertising to be effective and for big TV networks and local TV stations to increase their viewership.
As this month’s sweeps begins, let’s see which network giant will take the lead. With shows like Empire, The Vampire Diaries, The Middle and new TV series on board, this month’s TV ratings should strike higher than the other months. It will set the pace for advertising dollars in the months ahead.
With rates likely increasing, businesses should consult an established advertising agency to help negotiate the best prices for the target audience. At Integrated Advertising, we have the experience necessary to tackle both sweeps month and the ever changing media industry. For more advice, call (904)296-2585.
Integrated Advertising is a full-service agency based in Jacksonville, FL., known for its expertise in strategic planning and negotiating, its award-winning commercial production, and promotional and event management. At Integrated Advertising, we help each client strategize the right plan to place the right ads, in the right spot, at the right time, so you can have a profitable company. Visit http://www.intadvertising.com/ or call (904) 296-2585 for more information.