Hasta La Creative!

CBS’s deal to air eight “Thursday Night Football’ games next fall will reduce the amount of entertainment inventory available for advertisers in the upfronts while putting pressure on rival broadcasters’ fall schedules, several media buyers are predicting.

Adding football to Thursdays, a night that advertisers consider the on-ramp to consumers’ weekend spending, is creating fear of rising prices for anyone who wants to advertise elsewhere.

If demand for ratings points in Thursday-night sitcoms and dramas remains flat while the supply of those shows goes down, pricing will have to rise, said Marc Morse, senior VP-national broadcast, Assembly.

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