Networks, Advertisers Call New Plays Amid NFL Strife

The Wall Street Journal
March 28, 2011
By LAUREN A. E. SCHUKER

The recent NFL players lock-out has caused networks to begin preparing alternate programming in the event that games are cancelled come September.  Advertisers, who spend around $3 billion a year on football, have already bought commercial spots on new networks.  Golf, college football, and prime-time dramas are attracting extra attention from advertisers planning ahead.  Networks that rely heavily on football, such as Fox, NBC, and CBS, will have to get creative.  Spike, whose target market is 18-49 year old males, is looking to take advantage of cancelled games.  They are considering Sunday night boxing matches and a football comedy show to get some of the fresh market share.  In my opinion, a business must always look for opportunities.  Spike conducted a SWOT analysis and decided that advertisers might have to move their spending and Spike would be a good place invest.