• by Wayne Friedman , November 16, 2006

November sweeps still mean something to local TV stations, especially when it comes to syndicated programming. Despite new metered markets, additional local-people meters and TV executives' predictions that sweeps periods will be a thing of the past, ratings activity still perks up around sweep months.

Evidence comes this month from syndicated talk shows, where virtually all showed ratings increases for the first week of the November sweeps period versus the previous week. Top programs such as "The Oprah Winfrey Show" rose 12% to a season-high 7.7 rating, while "Dr. Phil" nosed a 6% increase to a 5.3 rating, also the season's winner.

Other shows reveled in season highs, too: "Live with Regis and Kelly" grew 3% to a 3.5 rating, and "Maury Povich" was up 4% to a 2.4 rating. "The Ellen DeGeneres Show" bumped 11% to a 2.1, and "The Montel Williams Show" witnessed a 6% hike to a 1.7.

"It's still in the local stations' interest to promote these shows, and important to their bottom lines," says Brad Adgate, senior vice president-corporate research director at Horizon Media. "These numbers are about better content, better guests and increased promotion. For many local stations, this is still their bread and butter."

Rookie talk shows did less well: CBS Paramount's "The Rachael Ray Show" was unchanged at a 2.0. Warner Bros.' "The Dr. Keith Ablow Show" was also unchanged at a 1.0. NBC Universal's "The Megan Mullally Show" came in at a 0.8. Sony Pictures Television's "The Greg Behrendt Show" lost 11% to a 0.8.

The honor for most-improved show goes to Buena Vista Television's game show "Who Wants to Be a Millionaire." It had the biggest year-to-year increase--up 13% for year-to-year rating, and a 3% rise to a 3.4 in the first week of the November sweeps period, from the week before.