• Broadcasting & Cable, Monday, December 17, 2007 10:45 AM

As network ratings continue their slide, more cash give-backs to advertisers may be on the way. With NBC shelling out some $10 million for under delivery, the focus may turn to rivals. The Peacock Network is down 19.4% in live viewing among 18- to 49-year-olds, according to Nielsen Media Research, but CBS, ABC and CW are all also down double-digit percentages, with CBS off 16.7%, ABC falling 10.5% and CW in a nearly 29% swoon.

Fox alone is not facing a drop-off, with its 3.4% gain. NBC says the give-backs are "an extremely small portion" of its business, but with writer's strike still going on and no new big hits so far this season, the whole industry could soon feel the pinch. Now, give-backs aren't always bad, as a net might be able to resell the inventory for a higher price in scatter. Some buyers think the nets may actually encourage clients to take money rather than make-goods.

Still, execs are putting on their best faces as they look at a winter with few -- or no -- new episodes of top-rated shows. "We've added a number of reality programs to February," says CBS CEO Les Moonves. "We have a lot of terrific plans, and ratings probably will not be as high without the influx of all of our great original programming," he adds. "But by the same token, costs will be down considerably."

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