This week NBC announced it was returning $10 million to advertisers to make up for last season's significant (read: double digit) drop in ratings. With nearly zero ad spots to offer as make-goods between now and the end of the holiday shopping season, it's their last resort. Only The CW is considering the same option in writing a cheque to keep marketers happy. To be sure, NBC billed advertisers about $1.8 billion for the 2007-08 season, so $10 million isn't so much.

Unless, you know, it is.