Why do they have "ratings sweeps"?

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This article, about Don Imus returing to the air in time for ratings sweeps (he was suspended for calling the Rutgers Women's Basketball team "nappy headed hos") makes me wonder: Why do they have ratings sweeps times at all? Doesn't having a designated time when popularity is measured encourage "gaming the system" by cramming especially popular programs into that time? Surely, given the amount of money at stake, some continuous measurement of popularity could be used that isn't so easily manipulated? The wikepedia entry for Nielsen Ratings has a good discussion of the drawbacks of this system:

Television networks and other programmers make unusual efforts to attract additional viewers during these periods, including airing mostly first-run programming as opposed to repeats, airing more special broadcasts, and including special content in programming such as guest stars, controversial and unexpected plots or topics, extended episodes, finales, and increased competition in advertising. Even news programs are often involved, airing especially controversial or titillating investigative reports and promotions. For this reason, the "sweeps" system of national ratings has been criticized as not representative of typical programming, and encouraging an increase in content of concern such as violence and explicit sexuality. Outside of these peak periods it is more common to see reruns of television programs.

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