Friday, April 29, 2005

Bush gives networks sweeps dilemma

According to the NYT Bush nearly wasn't covered live by networks:

"For all the networks, the very selection of last night by the White House, regardless of the time, posed a dilemma. It was first night of the so-called May sweeps period, one of three main times in the year in which network ratings are closely tracked, with an eye on setting advertising rates for the next year.

"It was that timing, as much as the White House suggestion that Mr. Bush had no major announcement to make, that gave the networks pause about going live, several executives said.

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"Nowhere was the choice more complicated than at NBC, [where Bush went up against Trump] which is fighting mightily to avoid ending the television season that began last fall ranked fourth, at least in terms of viewers ages 18 to 49."

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