I don't know why they're called "spring" ratings, but I imagine they're set on an American timetable. As I've mentioned, ratings is still a super busy time for newsrooms in Winnipeg. Unlike most centres in the country that use computerized means to measure listenership/viewership, the Winnipeg sample audience still fills out a paper chart listing every channel they tuned to for a few weeks of the year.
The pressure to attract viewers climbs. And it's my job to flirt with viewers, tease out stories, flash attractive visuals...