The "November Sweeps" period -- when ratings set local affiliates ad rates -- ends Wednesday. But this year the buzz on Madison Avenue is about how little sweeps matter. Yes, local affiliates still certainly matter -- they account for north of $20 billion in advertising revenue, with just under $10 billion of that based on sweeps, according to Horizon Media's Brad Adgate. But, with the growth of cable, not to mention the impact of DVRs, logging real-time viewing in a Nielsen diary seems antiquated.
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