February is a make-it-or-break-it month for a lot of television shows. It is a sweeps month where ratings for all television show are vital to determine the longevity of any show. Sweeps occur in November to test the viability of new and returning shows; then in February, to test new mid-season shows and again check the pulse of existing shows; and in May, to show advertisers and networks that they are getting their money’s worth and demonstrate that there is an existing audience willing to come back the following Fall after the usual 3-4 month hiatus.
The average viewer has no real awareness of “sweeps” months — other than it guarantees some really cool guest appearances, big stunt episodes and a possible heads-up that there may be a hiatus period afterwards in which television shows are M.I.A. as they play catch-up.
This February, however, has been a blood-bath for most TV shows, new and existing alike. This is typically the time of year when viewership is at an all time high because people are stuck at home during the winter months and seek solace in front of their TV sets. However, 2012 is proving to be the exception to the rule. People are not sitting at home and watching TV. They are doing anything but watching their television sets at the appointed times — and it is sending sharp-spasms of fear throughout every television producer and programmer in the industry. Where have the viewers gone? [Read more…]
