#sweeps week

Ok, so before we talk about Sweeps, let’s take a moment to appreciate that at this point in my Supernatural journey, we’re in the back half of season one, and that’s a real miracle for any tv show to get this far. Or at least, it was at the time, when a show could be ordered for the first 13 episodes and then be on the hook for the rest, or Back 9. Supernatural was lucky in that it had been picked up for the full season after episode 4, so there was probably more time to prep that Back 9 than a Front 13/Back 9 show would have been. 

BUT that doesn’t mean the pressure isn’t on! Cuz we’ve hit the mid season, we’ve come back from Christmas break, and now it’s Sweeps!

Friendly reminder that TV’s here to make money folks, and Sweeps Week/Sweeps Month are (were??) vital to a season’s success or failure.

It’s Sweeps!

Alright, we’ll back track even further: TV networks and TV stations - the local centers that actually broadcast the shows in a given market - make money by selling ad time. They set the prices for that time by how many viewers are hypothetically watching at any given hour of the day. That’s where ratings come in, specifically Nielsen ratings. Nielsen Media Research, historically one of the most important media research firms out there, has been collecting audience data since the 30’s. They used to cold call households and to ask what each member of the household were listening to on the radio. When television came onto the scene, Nielsen started also collecting data on who was watching what. Ultimately, they dropped the cold calling in favor of diary keeping. Yes, they would actually send out diaries to a certain number of households in a given market, ask the residents to report every show they watched in a given week, and then four times a year, they’d “sweep” the country, collecting those diaries. These diaries would then impact the rate for ad time in each of those markets. Sweeps weeks happened four times a year - November, February, May, and July. And in fact, Sweeps Week is really more like Sweeps Month since it would take a month to deliver diaries to the households and then collect them again. Now, we can gather that data electronically (that is, faster), but Nielsen still tracks viewers for the whole month.

Actual Nielsen Diary which actually lists that someone actually watched a rerun of Seinfeld on TBS. Actually. 

So what does Sweeps mean to the people actually producing television? Basically, it means you have to have some real hot sh*t in November, February, May and July. You’ll know you’re in Sweeps when the news stories suddenly get...wild. You know the ones - Killer Hornets in Your Area! When Hugs Kill! Is Your Government Killing You?? Oh wait, that may just be 2020. 

For non-news outlets, Sweeps means saving your big episodes for strategic times of the year. You may notice, dear reader, that Sweeps lines up with some key tentpoles in a traditional television broadcast season. The end of November is usually midseason/winter finale time. Midseason finales are a big deal for many reasons, namely making sure you leave your viewers with a desperate desire to come back after the holiday break, but it’s also a good time for getting those big Sweeps numbers. You may also notice that sweeps # 3 is in May - that’s usually season finale time. February, Sweeps # 2, is right in between and July is just before the doldrums of summer. Honestly, July feels like a weird time to look at ratings, but that’s cuz I was raised on TV and it’s just an unwritten rule that there’s nothing good on in Summer.

Ok, I lied - I’m gonna talk about “Despair”, for just a second, I promise, minor spoilers ahead. This episode aired November 5 2020. That’s the final Sweeps period for 2020. And Sweeps may not mean anything to a show in its final season, specifically in this season, but it pulled out some big stops. Declarations of Love and Major Deaths? Yeah, those are two key staples for Sweeps, and I don’t think it’s a coincidence they weren’t pulling any punches in this episode. I know COVID delayed production, but even if they hadn’t restarted airing the season in October, this episode would have aired during May Sweeps. It’s also a series finale, so Sweeps isn’t the only consideration but it’s gotta be some consideration. 

So let’s look at episodes 13 - 16, our February Sweeps Month episodes for season 1. What do we have? 

Route 666 - Aired January 31, the beginning of February Sweeps

Here’s an episode that felt incredibly dated, but also incredibly relevant to today. The fact that Cassie has to fight with the mayor to prove that Black people are being specifically targeted felt a little Too Real Roy. They mayor even gets defensive that Cassie implies he might be racist because how can he be racist if he has Black friends? Does he say those words exactly? No. But that’s kind of the vibe you get off that conversation. I mean, I think I spent most of this episode making fun of a Racist Monster Truck that’s out there killing people, but honestly, slap a Confederate flag on that bitch and you’ve got any given rally or protest in America right now. I would almost consider this a Very Special Episode of Supernatural, where our brothers (and by extension us as the audience) learn about racism and the toll it takes on people of color, specifically Black Americans in the South. So there’s that.

But more importantly, for Sweeps week in 2006 anyway, was THE SEX. Not only does this episode comment on race in America, but Dean has a girlfriend and they totally bone. I mean, we’ve spent 12 episodes with just two dudes being dudes. Has there been flirting with random extras? Yes. Has there been any satisfying follow through? No. Because you save that for Sweeps. And it works. According to Wikipedia, “Route 666” had 5.82 million viewers the night it aired in America. The episode the week before, “Faith”, only had 3.86. That is almost 2 million more viewers who turned in to watch Jensen Ackles get tossed onto a bed with his shirt off.

Apparently this scene was a big deal because the network expressly told the producers not to have a lady on top and Supernatural just...did it anyway. Way to go, Supernatural, being progressive in all the right ways. Also, because I HAVE to say it, her name is CAS(sie).

Nightmare - Aired February 7

Next up is The One Where Sam’s ESP Comes Back! And boy was this rough. I mean, it’s nice and dark and also brings the show’s Mythology to the forefront, but it ends hella ambiguous. How Sweeps is it? Well, I imagine that the priests getup was included in the trailer as another Sweeps gimmick. 

And I can’t decide if including Beth Broderick, OG Aunt Zelda from Sabrina the Teenage Witch, is a big enough guest star to be a draw? 

I can’t not see Aunt Zelda

This episode feels like the show is really digging in to its Horror roots again. There’s some gorey special effects. There’s also a lot of small moments in this episode that I really liked, good acting moments and good character moments. It builds in some conflict between the brothers that never really gets resolved, just sort of deflected and kicked down the road for later. Is this Sweeps material? Maybe? The numbers on this are lower than on the previous episode - only 4.27 million viewers, but it’s also not as eye catching as Dean getting tossed on a bed with his shirt off. 

The Benders - Aired February 14

I actually really like this episode, even though I forget this is even in season one. This one’s got a nice reversal of the formula for the show - for the first time we see that the monsters killing people are just...people. Or, as I said in my notes for this one - “they’re hicks! They’re just hicks, guys!” They’re not Supernatural at all. And I LOVE the Cop Buddy that Dean picks up. Jessica Steen as Officer Kathleen is SO A+, I would definitely watch a spinoff show of her life.

Dean, what IS this? What is this conversation?

But there’s not a whole lot of gimmick here, not a whole lot of flash. This is just a solid episode, but not a lot of audience grab. The key to that, I think, is in the air date - February 14. It’s possible they stuck this here because they did not expect a lot of viewers, and in fact, they only had 3.96 million viewers tune in that week. Still a good episode though.

Shadow - Aired February 28

And here’s our final episode for February Sweeps. We’re finally getting back to the main story arc. Not only do we see the return of Meg, our most prominent antagonist so far, but we also get the first reunion with John Winchester! I’d say this is a Sweeps episode that’s geared more towards season-long-fans than first time viewers. There’s a lot that happens - 1) Meg returns and reveals her cards as a Big Bad (Medium Bad?). 

Oof. That’s...that’s SOME dialogue, guys.

2) John shows up and tells the boys that he knows what killed their mother (and also Jessica). 

Ugh. Can we talk about this scene and how John just like, tosses out a whole bunch of information in the douchiest expo dump I’ve seen in a while?

3) John shows up. 

These are moments that viewers who have been following along have been waiting for. There’s weight to the scene where Sam and John talk to each other for the first time in years - you feel the tension, you feel the fight that broke them apart, but you also feel the regret, the fact that both of them wish they could take back that fight even though they meant every word of it. It’s good pay off for the hours we’ve spent watching up til now. Of course, Dean deciding the team needs to split up again at the end feels like a real slap in the face. I’m pretty sure I felt it the first time, but definitely this time - John showing up feels more like a tease to keep us interested than any actual development to the show and it makes me feel like I’ve been tricked as an audience member. It feels like they only had Jeffrey Dean Morgan for, like, one day on set. I didn’t think his turn on Grey’s Anatomy was THAT big of a deal, but maybe it was? Maybe he was super busy? Or maybe the show just be like that. But the numbers are good - 4.22 million, a little up from the previous week. Not Dean Bones numbers, but not bad either. 

Here’s the thing about sweeps guys - 15 years later and they’re kind of...irrelevant. TV still makes money on ads, sure, and there are probably more lucrative times of the year than others - Summer is still kind of the doldrums of programming - but even broadcast networks don’t run the same way that they used to. As early as 2014, the networks were doing their best to compete with streaming services and on-demand viewing by offering new content all year round, not just during key months. Broadcast networks might still program around Sweeps but that’s not needed now. And Nielsen ratings have been under scrutiny for years, thanks to TiVo. TiVo, guys, not even online streaming. When an audience is not tied to specific time frames, how do you really measure the true number of viewers? Nielsen’s methods of counting viewers hasn’t exactly kept up with the way we binge and watch when we feel like it. As late as 2018, Nielsen was still relying on paper diaries, despite the fact that they’d been using more accurate and up to date electronic methods since 2005. And again, with year-round programming, it isn’t necessary to focus on a specific times of the year. 

In terms of business models, I think it’s also important to remember that when we’re not watching broadcast TV, we don’t mind paying directly for our new means of viewing. That’s how cable works, that’s how streaming works. I’ve been paying for Netflix through multiple price hikes and haven’t blinked an eye. I joined Disney+ early enough that I paid for a three year subscription. My parents are cable TV cord-cutters and they’re perfectly happy with a combination of Hulu+ and Roku. 

But a lot of TV still does rely on ad time to make a profit. And for those shows, it’s even more important to use measurement methods that encompass accurate viewership numbers. I don’t see a future where Networks use a cable station model (based on subscription fees) rather than on ad dollars. However, I can see a future where Networks do away with Sweeps.  Instead, they’ll just offer up that batsh*t sensational content all year round.