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@solomon: Gotta agree with Katapan here. Besides, unless it is in really late night like 2am-5am. The midnight rating 11:00pm-1:30am still matters. In fact, those tend to be some of the more favorite timeslot for marketing people than say 3 or 4 pm. The reason being that thos mid night slot are usually watched by people 20-40, ie prime spending market. Just look at late night mess in NBC a few years ago. And don't under-estimate a 2.0 rating, if you can reach 2% of household, and the viewers are prime spending market, it's hell lot better then sending mail or catalog which traditionally has less than 1% response rate.
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