Unknown to most viewers, TV programmers can put commercials wherever they like. The benefit here? If, for example, there is no advertising in a given half-hour period of time, it doesn't officially count in TV ratings and viewership. NBC did just that on Wednesday night -- shifting all its advertising out of the first prime-time half-hour of its Olympic coverage. Why? Because it was going up against the all-powerful "American Idol" - and who wants to lose to that big TV franchise?