The end of sweeps? "People meters" will give stations detailed demographic information about their audiences every day.(Broadcast Views)

American Journalism Review,  April, 2004  by Potter, Deborah

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For decades local television news has danced to the rhythm of sweeps, hyping and stunting to win viewers in the four months of the year that matter most to advertisers. Now, that rhythm is beginning to change. Could it mean the end of sleazy sweeps tricks, or will stations simply pander year-round?

The question arises thanks to new audience-measurement technology that's rolling out in local markets this year. Nielsen Media Research is replacing its old system of paper diaries with what it calls "people meters" to collect demographic information about local viewers every ...

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