Although many advertisers initially praised NBC for its decision to air a Jay Leno variety show in place of its regular 10 00 p.m. programming, citing the cost savings, they are apparently balking at paying the usual primetime rates for Leno at that time. According to projections from media buyers compiled by Advertising Age , Leno "will guarantee NBC a third-place finish" behind CBS and ABC (Fox does not air programs in the 10 00 p.m. hour). "He will do on par with what he did in late night," predicted Ann Brill at Carat advertising. AdAge quoted media buyers as saying that NBC's heady predictions for Leno's show are likely to be challenged if it tries to sell spots during Leno's show for the same price as expensive dramas airing on the other networks.