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10:10 AM
Wednesday was the end of an era in Orlando television.
The November sweeps ratings period concluded, and so did the traditional way of measuring viewership in the nation's No. 19 market.
Starting next year, Local People Meters will gauge viewers' favorites and basically render sweeps obsolete in Orlando.
"I think it's significant in the industry," said Robin Smythe, general manager of Bright House Networks' Central Florida News 13. "It's going to smooth out the editorial efforts for everyone. Every day has equal value, and I like that."
Broadcasters will no longer load up certain months -- February, May, July and November -- with special reports to bolster ratings. Through the years, those special reports have focused on everything from killer bras to the Lindbergh baby kidnapping to a Lynx junket to Las Vegas.
Nielsen Media Research started Local People Meters in the largest markets, and the technology is reaching Central Florida. Local People Meters provide detailed, daily information about viewers, their ages and preferences. Before the meters, stations acquired that research only after each sweeps period.
"Our advertising clients will get a monthly summary of demographic performance," said Bob Jordan, news director at WFTV-Channel 9. "Rather than having data only four times a year, they'll have it 12 months a year. Does that mean stations will change what they do to appeal to an audience year-round? Probably."
What's likely to change . . .
Henry Maldonado, general manager at WKMG-Channel 6, predicted several changes:
*Stations are likely to pay more attention to viewers in the 25-to-54 age group, the one most desired by advertisers in TV news. "All of us are aware that we cover the news for the entire community," Maldonado said. "Some of the features may be more targeted to adults 25 to 54."
*Stations will spread out their major investigations to maintain a constant presence through the year, and the stations won't delay the major reports until sweeps.
"They'll be on the air when they're ready," Maldonado said. "That's totally better for the viewer."
*News promotion will be less intense than it is during the current sweeps. If that style continued with the new technology, Maldonado said, "everyone would get exhausted."
Stan Knott, general manager of WOFL-Channel 35, said Local People Meters will help stations do their jobs better.
"We'll have more data," he said. "It gives us material to stay on top of what we're doing in a much more nimble fashion."
. . . Maybe not so fast, though
But Jim Carter, general manager at WESH-Channel 2, sees little significance in the switch. He said most TV stations across the country will continue under the traditional four-times-a-year format, and networks will keep rolling out major programming in those months.
"Over time, things will change," Carter said. "As more and more markets are converted to the LPMs, the advertising community will be changing their buying habits."
Even so, the sweeps will be different next year in another regard. The digital transition will push the February sweeps into March. But many industry observers are discounting that rating period's value because the NCAA basketball tournament on CBS will skew results.
The next period that will be business as usual will be in May.
Source: orlandosentinel.com
The November sweeps ratings period concluded, and so did the traditional way of measuring viewership in the nation's No. 19 market.
Starting next year, Local People Meters will gauge viewers' favorites and basically render sweeps obsolete in Orlando.
"I think it's significant in the industry," said Robin Smythe, general manager of Bright House Networks' Central Florida News 13. "It's going to smooth out the editorial efforts for everyone. Every day has equal value, and I like that."
Broadcasters will no longer load up certain months -- February, May, July and November -- with special reports to bolster ratings. Through the years, those special reports have focused on everything from killer bras to the Lindbergh baby kidnapping to a Lynx junket to Las Vegas.
Nielsen Media Research started Local People Meters in the largest markets, and the technology is reaching Central Florida. Local People Meters provide detailed, daily information about viewers, their ages and preferences. Before the meters, stations acquired that research only after each sweeps period.
"Our advertising clients will get a monthly summary of demographic performance," said Bob Jordan, news director at WFTV-Channel 9. "Rather than having data only four times a year, they'll have it 12 months a year. Does that mean stations will change what they do to appeal to an audience year-round? Probably."
What's likely to change . . .
Henry Maldonado, general manager at WKMG-Channel 6, predicted several changes:
*Stations are likely to pay more attention to viewers in the 25-to-54 age group, the one most desired by advertisers in TV news. "All of us are aware that we cover the news for the entire community," Maldonado said. "Some of the features may be more targeted to adults 25 to 54."
*Stations will spread out their major investigations to maintain a constant presence through the year, and the stations won't delay the major reports until sweeps.
"They'll be on the air when they're ready," Maldonado said. "That's totally better for the viewer."
*News promotion will be less intense than it is during the current sweeps. If that style continued with the new technology, Maldonado said, "everyone would get exhausted."
Stan Knott, general manager of WOFL-Channel 35, said Local People Meters will help stations do their jobs better.
"We'll have more data," he said. "It gives us material to stay on top of what we're doing in a much more nimble fashion."
. . . Maybe not so fast, though
But Jim Carter, general manager at WESH-Channel 2, sees little significance in the switch. He said most TV stations across the country will continue under the traditional four-times-a-year format, and networks will keep rolling out major programming in those months.
"Over time, things will change," Carter said. "As more and more markets are converted to the LPMs, the advertising community will be changing their buying habits."
Even so, the sweeps will be different next year in another regard. The digital transition will push the February sweeps into March. But many industry observers are discounting that rating period's value because the NCAA basketball tournament on CBS will skew results.
The next period that will be business as usual will be in May.
Source: orlandosentinel.com
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