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Sweeps Makes Speedy Return

Apr 26, 2009  •  Post A Comment

Syndicators got little rest between sweep ratings periods, as programmers are gearing up for May sweeps just three weeks after the finish of a rare March sweep.
From April 23 until May 20, distributors are putting their shows on the road, planning theme weeks, running contests and celebrating anniversaries in a bid for higher numbers in the ratings period, which helps local stations set advertising prices.
The quick turnaround between sweeps periods is exclusive to 2009, as the February sweeps was pushed into March in order to avoid any disruption from the originally planned digital television transition deadline of Feb. 17.
The May sweeps mark a return to normalcy, as stations and distributors will be able to crunch the data mined from the sweeps and fairly compare it to last year’s numbers.
Some of the events planned in syndication for the May sweeps period:
—Warner Bros. Domestic Television Distribution’s “The Ellen DeGeneres Show” is celebrating its 1,000th episode on May 1 with an appearance from Matthew McConaughey. The show also will unveil its newest fund-raising shirt—“Laugh. Dance. 1000th” —with proceeds going to the Humane Society of the United States.
—Warner’s “The Tyra Banks Show” kicked off the sweeps with a two-part episode about teen sexuality, focusing on teen pregnancy and the pressure on teen girls to be promiscuous. During the month, Jimmy Fallon, Kathy Griffin, Kim Kardashian and Jamie Foxx will make appearances.
—A winner will be crowned for “The Jerry Springer Show’s” Springer Singer Search. “Springer,” distributed by NBC Universal Television Distribution, asked viewers to send in videos of themselves singing about “Jerry Springer.” The top three finalists will perform on the show in Chicago, with a $5,000 top prize at stake.
—NBC Universal’s “Deal or No Deal” is planning a College Week, starting May 11, while “Access Hollywood” will tackle Top Five lists, commenting on topics like the five best sets of pecs in Hollywood or the top five celebrity meltdowns.
—Twentieth Television’s “Judge Alex” is presenting a week of “Naughty or Nice”-themed shows, with litigants who may or may not have split personalities.
—“Live With Regis and Kelly” is hitting the road to Florida starting May 5, as the show films live poolside in Miami. Rob Lowe, Eric Dane and Rick Springfield are scheduled to appear. “Live” is distributed by Disney-ABC Domestic Television.
—Celebrities will be stopping by CBS Television Distribution’s “The Doctors” to discuss medical topics, including Jenny McCarthy talking about autism and vaccinations and Lisa Rinna commenting on plastic surgery rumors.

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