As the upfront advertising market approaches, live sports is TV's most muscular genre. And the NFL is so strong that its commercial inventory is likely to be snapped up by marketers, even while adding a primetime game on CBS, the highest-rated broadcast network. CBS acquiring Thursday Night Football to crown its top-rated lineup as a simulcast with the NFL Network is the most important audible going into next TV season. "I don't think there can be too much NFL on the market," says Dan Cohn, client director, investment, at media agency Initiative. "Thursday Night Football is a great spot leading into the weekend for advertisers. It's great for movie studios, it's great gramming, but the NFL's other TV partners are likely to find additional advertisers to pony up. Still working out details with the NFL, CBS declined to comment.
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