On Local Level, a Reality Fear Factor

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Advertisers use the ratings from broadcast television’s sweeps period reluctantly, wary of the networks’ infamously stunt-packed schedules in November, February and May. This February, when shows’ ad rates will be set for the next few months, the flashy programming comes in the form of an unprecedented number of hit reality shows.

Reality’s recent ratings successes will likely translate into numbers that outpace last February’s sweeps. But while most station owners welcome any increases these shows provide, some are more conflicted.

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