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WEDNESDAY'S COVERAGE EARNS 15.3/24 AS GAMES AVERAGE 16.2/27

          CBS's Wednesday coverage of the Winter Games earned a
     15.3/24 rating and the network estimates that 56 million
     people watched all or part of the event, according to Lisa
     de Moraes of the HOLLYWOOD REPORTER.  Through Wednesday,
     CBS's primetime coverage of the Games is averaging a
     16.4/27, which is down 14% from the comparable period of the
     '92 Albertville Games and down 33% from the '94 Lillehammer
     Games.  CBS "easily dominated every primetime half-hour in
     homes with its highest overall Wednesday rating" since '94. 
     But, de Moraes adds that, demographically, ABC and Fox "are
     holding up against the Olympics" (HOLLYWOOD REPORTER, 2/13).
          MAKE-GOOD USE: While CBS is "faced with the likelihood"
     of offering make-goods starting Monday, "because these spots
     have been previously scheduled in the event of a ratings
     shortfall, there will not be an avalanche of additional ads
     such as NBC experienced in Seoul in 1988" (Rudy Martzke, USA
     TODAY, 2/13).  CBS Sports spokesperson Dana McClintock,
     commenting on the ratings: "We haven't had any men's hockey
     or (singles) figure skating.  We're showing big, beautiful
     features, but people at home are probably wondering why
     they're seeing those instead of the men's downhill. 
     Snowboarding is a 12-plus rating; that's good, but it's not
     an Olympic-size rating" (Minneapolis STAR TRIBUNE, 2/13).

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