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Networks sweat the sweep


May 06, 2008 Yet the situation for overall television viewing is strikingly more optimistic. Ad-supported cable during the May sweep is up 14% in the demo compared with last year, meaning some viewers migrated to such shows as MTV's "The Hills" and TNT's NBA playoffs during the past couple of weeks. Also, DVR use climbed yet another percentage point last week to a 24% market penetration (compared with 15% last year), resulting in fewer viewers watching broadcast shows live and thus being tallied in the usual same-day ratings.

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