ESPN Draws Lowest "MNF" Rating Of '14 Finebaum Hosting Call-In Show During Iron Bowl FS North's Ratings Decline For Twins Games Continues App Review: Cavaliers For iPhone Cowboys-Giants Rating Lower On NBC ESPN May Sell Video Subs For Cricket Tourney Media Notes MLB Fires Back Against MASN In Court Battle Bama Again Draws CBS' Top CFB Audience Rogers Defends NHL GamePlus Exclusivity
WARNER BROTHERS NETWORK TO GIVE "MAKE-GOODS" T0 ADVERTISERS
Published January 18, 1995
Overnight numbers for the WB Network "barely made a ripple on the national pond." The network averaged a 1.9 rating and 3 share for its 8-10pm debut last Wednesday. Because of the low numbers, WB "starts out having to give make-goods to advertisers who were promised a 3 rating for the debut." The network had planned ahead and withheld 25% of its advertising inventory "in order to make up for the shortfall." James Kellner, head of WB, dismissed the "dismal national numbers" and pointed to "encouraging local-market performances," including New York where the WB affiliate WPIX recorded a 6.9/10 average. Kellner would like to have "higher numbers" among the network's core demographic of 18-34 year old, and the network is working on promotions to build viewer awareness for the new shows (Steve Coe, BROADCASTING AND CABLE, 1/16 issue). GM'S POLLED: BROADCASTING & CABLE surveyed 150 randomly selected TV station GMs on the viability of a 5th network. 63% believe there was room for a fifth network, but only 22% polled said a sixth network would survive. Of those who said only one can last, 64% picked United Paramount Network, with 21% choosing WB (B&C, 1/16 issue).