Air Waves
by Laura Nachman
The Metro

April 28, 2005

Today marks the start of the final official sweeps ratings period in Philadelphia. 

Historically, February, May, July, and November were sweeps periods – specific months when ratings were measured to set advertising rates.  

Beginning June 2, Philadelphia becomes the fifth city in the country to use Nielsen’s new method of measuring ratings – “The Local People Meters.”

“The People Meters” are attached to televisions and take away the old diaries.  Industry professionals feel this will be a more accurate way to measure ratings.  Instead of sweeps periods, ratings will be measured all the time.

National ratings have been measured through “The People Meters” the last couple of years.

So does this mean local viewers won’t get their sweeps staples of diet crazes and more? It’s doubtful those stories will be discontinued, but they’ll be spread out through the year.

Thus for our final sweeps month, here are some things to watch for on the local front. 

In the morning, it will be interesting to see if WCAU, with new permanent anchor team Terry Ruggles and Dawn Timmeney, can continue to gain ground on WPVI’s new morning team of Tamala Edwards and Matt O’Donnell.

At 11 p.m., KYW hopes to continue to challenge WCAU for the number two spot.

Monica Watch

Viewers aren’t the only ones in the dark about the whereabouts of WPVI 5 p.m. news anchor Monica Malpass, who has been off the air over four weeks. According to a WPVI newsroom employee, management has not said anything to the staff about “where or when or if” Malpass is returning.

Philadelphia native Deanna Durante will be joining WCAU as a reporter.  Durante spent the last three years at the Fox affiliate in Milwaukee and is a graduate of Syracuse University.

Welcome back to “Good Day Philadelphia” co-host Kerri Lee Halkett, who returned from maternity leave this week.

Good luck to Philadelphia’s “Stephenie with an E” on tonight’s “Survivor” on CBS at 8 p.m.