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I’ve been thinking about sweep quite a bit recently, and talking about it because it’s fun to say. Sweeps. See…?
For those of you who don’t know, Sweeps is the period when American TV series go crazy, story lines go of the wall, narrative arcs peak and celebrities pop up for bizarre cameos. The reason for this is that American companies get all thier viewing figures from a section of the population monitored closely for a small period of time (http://en.wikipedia.org/wiki/Nielsen_ratings).
The period over which they gather this data is known as sweeps and writers aim to get as many viewers during sweeps as possible, which is brilliantly ridiculous. The value of advertising space is based primarily on how the Nielsen families respond to a crazy period. So this billion dollar industry bases its actions on how enticed people are by the bizarre. No-one really expected Twin Peaks to have mainstream success when it aired but it scored ABC’s highest ratings in four years which goes to show how brave shows can break the mold. The irony is that the plot twists and cliffhangers which Twin Peaks was famous for are now, ubiquitous in the most popular modern dramas and series with massive followings like Lost have Twin Peaks to thank for making that unique presentation skill mainsteam. (They could take an acting course from it too!)
These days, sweeps is split into four month long monitoring periods of November, February, May and July and process about two million paper diaries from households to assess ratings. Think back to your favourite episode of an American series where they pulled out all the stops. The chances are it was aired during sweeps. I think it’s a real testament to the American enthusiasm to do things bigger and better- no matter how ill-advised and embrace the spectacle of a situation. The wonderful weirdness and suspense of Twin Peaks may be a distant memory but its spirit lives on through the surreal behaviour exhibited during sweeps.