General Motors is spending big bucks to advertise on television with the 2006 Winter Olympics, but the shows have been a ratings flop. Marketing experts say the audience, while diminished slightly, is still large. "It just changes the calculus. You invested a certain amount of money and you thought your dollars would deliver X," said Jeff Stoltman, professor of marketing in the Wayne State School of Business Administration. "Advertisers are now seeing that it's delivering less than X, but it's still good numbers."