television stations and networks, particularly in North America, traditionally begin their regular seasons in autumn, with new series and new episodes of existing series debuting mostly during late September or early October (series that debut outside the fall season are usually known as midseason replacements). A sweeps period takes place in November to measure Nielsen Ratings.
Autumn, particularly in most parts of the United States and Canada, also has a strong association with the start of a new school year, particularly for children in primary and secondary education. "Back to School" advertising and preparations usually occurs in the weeks leading to the start of the fall season. Since 1997, Autumn has been one of the top 100 names for girls in the United States.
In Indian mythology, autumn is considered to be the preferred season for the goddess of learning Saraswati, who is also known by the name of "goddess of autumn" (Sharada).
In Asian mysticism, Autumn is associated with the element of metal, and subsequently with the colour white, the White Tiger of the West, and death and mourning.