In past years, television networks and the liquor industry honored a voluntary ban on liquor ads. NBC was the first television network to change its policy, accpeting liquor ads from marketer Diageo.

It appears that CBS is also having "high-level" discussions with Diageo, although CBS has not acknowledged the talks. "We have no plans to accept liquor advertising on CBS," spokesman Dana McClintock said.

With broadcasters suffering from a 9.8 percent drop in ad revenue in 2001, Jack Myers, editor of the media industry newsletter The Jack Myers Report, predicts that, "Everyone's going to let NBC take the flak. Then, if there's any meaningful business that comes NBC's way without any backlash, they'll quietly join in. If it looks like there's enough money, money talks. Nobody walks."

NBC has received a wave of criticism for its decision to air liquor ads. Recently, the U.S. Congress warned the network that it would "step in" if it continues to air the ads.

Jack Daniels and Allied-Domecq have since approached NBC about airing ads for their liquor brands.

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