31.   The addition of more stations let companies boost ad rates and trim programming costs.

32.   The idea scares the coaxil out of the cable sports community, which depends on the size of its cable universe for ad rates.

33.   The key was repetitive TV advertising that was produced inexpensively and often ran at odd hours when ad rates were cheap.

34.   The most animosity was reserved for Disney, which is trying to bull network-like ad rates and a major per-subscriber rate increase from cable companies.

35.   The pressure to raise ad rates may be strong.

36.   The schedule is expected to get a cool reception, said advertisers, who will now set ad rates for the upcoming season.

37.   The sweeps are a period in which local stations use audience measurement to set ad rates.

38.   They accuse Time Warner of offering bargain basement ad rates based on a massive economy of scale, and fear that other big American publishers will follow suit.

39.   Under the terms of the accord, Evergreen and Chancellor will offer discounted ad rates to small businesses in the South Bronx and Upper Manhattan.

40.   When Nesvig was asked if Fox considered charging the sponsors retro ad rates, he laughed, too.