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'Heroes' Can't Save NBC From Ad Refunds

Dismal fall ratings, writers' strike prompt unusual move

By Jim O'Neill,  Newser User

Posted Dec 12, 2007 12:49 PM CST
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(Newser) – With a lack of fall blockbusters keeping its ratings down and the writers' strike jeopardizing current and future offerings, NBC is giving money back to advertisers for prime time underperformers, the Wall Street Journal reports. Typically, networks give advertisers additional spots—“make goods"—when shows fail to draw. Analysts say NBC is wise to act now rather than risk falling into a bigger hole.

The refunds cover shows from September 2006 to May 2007. NBC, which sold much of this fall’s advertising slots in spring and early summer, hasn’t had good returns on new series like  "Chuck," "Life," and "Bionic Woman," making it tough to offer make goods. It remains unclear whether other networks are in similar predicaments.

Gretchen Egolf, left, Kevin McKidd, center, and Moon Bloodgood, stars of Journeyman pose for photographers. It hasn't drawn expected ratings this year.
Gretchen Egolf, left, Kevin McKidd, center, and Moon Bloodgood, stars of "Journeyman" pose for photographers. It hasn't drawn expected ratings this year.   (Associated Press)
Writers Guild of America members Ronald Moore, left, and Joss Whedon unpack thousands of pencils as they prepare to deliver half a million fan-donated pencils to NBC Universal Chief Executive Officer and President Jeff Zucker. The strike is causing NBC problems.
Writers Guild of America members Ronald Moore, left, and Joss Whedon unpack thousands of pencils as they prepare to deliver half a million fan-donated pencils to NBC Universal Chief Executive Officer...   (Associated Press)
This undated photo shows Hayden Panettiere playing a teenager in a small Texas town, one of the characters in the mystic thriller Heroes, on NBC. It's one of the network's only hits.
This undated photo shows Hayden Panettiere playing a teenager in a small Texas town, one of the characters in the mystic thriller "Heroes," on NBC. It's one of the network's only hits.   (Associated Press)
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Heroes • advertising • NBC Universal • TV networks • primetime TV • Writers Guild of America • Hollywood writers' strike • Bionic Woman • Chuck • Life

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