Threat of NFL Work Stoppage Pushes TV Networks to Shift Sales Strategy

May 19, 2011  •  Post A Comment

With the threat that the NFL season will be impacted by a labor dispute between team owners and players, some television networks are altering their ad sales strategy, the New York Post reports.

An estimated $3 billion-plus in ad money is at stake–money that would normally go to CBS, NBC, Fox and ESPN, which air NFL games. But marketers are looking at other ways to reach the mostly male NFL audience, and that opportunity has other networks pushing for early commitments from marketers.

Some advertisers are buying NFL spots with the hope that the season will start on schedule in September, but others are looking to alternatives such as college football and male-targeted cable networks. Some networks are trying to get firm commitments from advertisers, rather than accepting "holds," or promises of money, the article notes.

MTV Networks said it’s receiving advertiser interest in networks such as Spike and Comedy Central, as marketers explore alternatives for reaching male audiences.

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