Networks that don’t carry the NBA are trying to woo advertisers that normally buy time on NBA broadcasts, reports Advertising Age.

These networks are focusing on sports programming and other programming that’s geared to young men, the piece adds. "I have three young male brands that can be a great alternative to the NBA," Jeff Lucas, head of sales for Viacom’s media networks music and entertainment unit, said, according to the article. He declined to name advertisers who were switching to his networks, but added that Viacom has seen "some ad dollars flow our way," the story says.

Adidas had planned to air an ad during NBA games featuring Chicago Bulls star Derrick Rose for its new adiZero Rose 2 shoe, but instead has moved the spending to pro football broadcasts, the story adds.