It's the July book and let's be honest, unless your station had a really, really bad May book, July means nothing. 

Stations that crapped out in May, put more emphasis on July, because they don't want to be stuck selling the lousy May numbers until the November book is over. 

Scripps owned KNXV must be trying to prop up their July ratings, because they are willing to bribe viewers to watch them. 

I miss the days when you just relied on putting on a good product and getting viewers that way.