| 11. | Higher circulation and advertising rates more than offset the decline in circulation.
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| 12. | Sweeps are the ratings months that networks use to set advertising rates.
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| 13. | Broadcast companies base their advertising rates on the influential ratings system.
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| 14. | November is sweeps month, where audience ratings are critical in determining advertising rates.
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| 15. | In particular, producers complain about expensive off-stage labor and advertising rates.
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| 16. | All this compensates for the lower advertising rates for " Springer " itself.
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| 17. | Advertising rates are set by the size of the projected audience.
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| 18. | Ratings are used during sweeps month to set local advertising rates.
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| 19. | The ratings are used by local stations to set advertising rates.
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| 20. | That set the stage for setting the advertising rates for the next year.
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