NBC seeks a sweep shift

NBC SEEKS A SWEEP SHIFT
[SOURCE: The Hollywood Reporter, AUTHOR: Paul J. Gough]
NBC has asked Nielsen Media Research to consider moving next year's February sweep up a few weeks to avoid a potential disruption from the switch to digital television, set for Feb. 17, 2009. ABC, CBS and Fox have not asked Nielsen to consider such a shift, but most are said to be in favor of the move. NBC first raised the possibility in December before the holidays, and the issue is expected to be discussed at next week's client meetings held by Nielsen Media Research. NBC is suggesting starting the February 2009 sweep on Jan. 15 and ending it Feb. 14, three days before the digital transition. While sweeps are routinely moved back-and-forth by a few days to avoid Thanksgiving or daylight savings time changes, such a major shift by two weeks would be unprecedented. The only time Nielsen has canceled a sweep was in the New Orleans market where audience measurement was suspended in the months after Hurricane Katrina.
http://www.hollywoodreporter.com/hr/content_display/television/news/e3i5...