NBC Quietly Refunds Unhappy 4Q Advertisers

03/28/2008 02:45 am ET | Updated May 25, 2011
  • John Consoli Ad Week

NBC has quietly begun reimbursing advertisers for fourth-quarter prime-time ratings shortfalls, averaging about $500,000 per advertiser, according to media buyers, marking the first time in years a network has taken such a step to compensate marketers for ratings deficiencies.

Buyers said NBC is offering cash back to advertisers looking to get ads on the air before Christmas. Marketers cannot get make goods, as the network has none to give. In fact, no broadcast net has much ad inventory left between now and year-end-except for, perhaps, a handful of units the week between Christmas and New Year's, and that doesn't do much for advertisers chasing holiday shoppers.

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