Final answer:
The ratings periods for measuring TV audiences by Nielsen are known as 'sweeps.' These periods are vital for networks to determine advertising rates and show viability based on Nielsen ratings, which offer detailed viewership data.
Step-by-step explanation:
The ratings periods during which viewing audiences in every television market are measured by Nielsen are known as sweeps. During these periods, Nielsen ratings play a crucial role in determining the popularity of television programming through scientific market research. Networks and advertisers pay close attention to the Nielsen ratings, as they help to identify successful shows that attract viewers and thereby influence advertising rates and strategies. These sweeps periods are essential for networks to set advertising rates for commercials on popular shows and for the production companies to decide which programs should continue.
Nielsen ratings, provided by companies like Harris Interactive, are used to predict future market trends and political outcomes based on their comprehensive viewership data. The most desired viewers for networks are typically those between the ages of eighteen and forty-nine, and programming is often tailored to attract those demographics.
The market research conducted by Nielsen during sweeps extends beyond just rating the shows; it provides a sophisticated profile of the audience that advertisers can then target more effectively.