CBS Olympics ratings fall short of guarantees

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If ratings shortfalls continue for the Winter Olympics on CBS, the network will be faced with giving advertisers significant make-goods, Electronic Media reports Monday. For the first five days of prime-time coverage, CBS averaged a 16.3 Nielsen Media Research rating and a 26 share, down 33% from the Nancy Kerrigan/Tonya Harding-fueled 1994 Lillehammer Games. The average is also short of the 19.6 rating CBS promised advertisers.

Copyright February 1998, Crain Communications Inc.

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