Not all rah-rah for TV sports ad sales

July 17, 2009 "Clearly, we are finding out that TV sports advertising is not recession-proof, so we are having to work harder to get business," said a sports sales executive at one network. Sports media buyers still tick off TV sports' positives, particularly live coverage: delivery of male audiences, family-friendly viewing, a lower incidence of time-shifted viewing and generally consistent ratings. Pricing for NFL ad inventory is predicated primarily on rates the networks get for their primetime entertainment.

Subscribe to the Hollywood Reporter and see the entertainment industry from its best angle: the inside looking out. Complete access to real-time news and exclusive analysis that goes behind the scenes from film to television, home video to digital media.

   Subscribe now.