NBC's steep ratings slide for the Sydney Summer Olympic Games, and its subsequent make-good policy, has advertisers displeased. NBC had said all advertisers would be offered make-goods within the Games broadcast, and added a minute of commercial time per hour. But advertisers now are complaining NBC is placing some Olympic make-goods in even poorer-performing sports programming, such as the Major League Baseball divisional playoffs. The New York-Oakland game aired Oct. 3, for example, earned NBC a 3.7/6, the worst performance ever for a playoff game. ''They promised to deliver 90% to 95% of our gross rating points. So to get you to 95% they are giving you lesser-valued inventory,'' one veteran agency media executive said.
Copyright October 2000, Crain Communications Inc.