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November 22, 2010 by · Leave a Comment 

Fox Broadcasting, whose ratings this season have fallen 20 percent below what the network had guaranteed sponsors, has offered inventory on the network’s streamed online shows as “makegoods,” Adweek reported today (Monday). If they agree, Fox would be able to solve a vexing dilemma: it has little unsold inventory available to use for makegoods, given the fact that it airs only two hours of primetime programming per night (the other networks air three hours) and it aggressively sold what it had during the “upfront” sales season. One ad buyer told Adweek that the network is offering to place ads during the online versions of its hit shows such as House, Glee and Family Guy “so that chances are your mix of programs online may be better than on-air.”