CBS could owe its Winter Olympics prime-time advertisers about 400 30-second commercials as make-goods. Through the night of Feb. 16, CBS was averaging a 16.5 Nielsen rating, a shortfall of 3.3 ratings points from its average guarantee to advertisers of a 19.2 rating. Figuring about 36 minutes of ads in prime time each night, that would equal a shortfall that could only be made up by giving advertisers about 400 additional spots. CBS has already notified marketers to expect only about half their shortfall to be made up during the Olympics itself. The network had no comment.
Copyright February 1998, Crain Communications Inc.