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WILL NBC OFFER MAKE-GOODS IF SERIES DOESN'T DELIVER?
Published October 24, 1997
Thursday's Game Five of the World Series earned a preliminary overnight rating of 18.5/30 (THE DAILY). AFTER FOUR: In N.Y., Michael Starr reports that Game Four earned a final national rating of 15.5/26, making the four game average a 14.3/24, the "lowest" in Series history. But Starr notes that "despite its low World Series numbers," NBC won Wednesday's primetime slot (N.Y. POST, 10/24). FREE SPACE: An NBC source told Starr that there's "[w]orse news for NBC," as the network "will be forced" to provide World Series advertisers with make-goods if the Series "fails to meet" NBC guaranteed rating to advertisers, which was a 16 for the Series. BJK&E Media ad buyer Steve Sternberg: "The fact that (this year's) series numbers are down means that advertisers are going to start to look at (the World Series) differently. It doesn't bode well" (N.Y. POST, 10/24). Jon Mandel of Grey Advertising, noting that Game One (11.3 rating) finished as the 20th most watched program last week: "As an advertiser, the World Series has just become another program" (USA TODAY, 10/24). In L.A., Larry Stewart writes that low ratings "aren't the only thing plaguing the World Series," as a source told him that 32% of the commercial spots for Games Five, Six and Seven "remained unsold Thursday morning" (L.A. TIMES, 10/24). OH, CANADA! In Toronto, Rob Longley writes that TSN's coverage of the World Series has been stronger than expected. TSN "had a viewership" of 490,000 for Game One, with 100,000 additional viewers for Game Two. TSN Program Dir Phil King: "It's been all doom and gloom in the U.S., but not here" (Rob Longley, TORONTO SUN, 10/24).