With $3 Billion on the Line, Buyers Plot NFL Alternative

If the prospect of a NFL-free 2011 has football fans scrambling for the Cymbalta, advertisers are facing an even more disheartening reality. According to media buyers, clients that invest a good chunk of their TV budgets in NFL games now face the daunting task of trying to find a replacement for the only game in town.

Talks between players and owners have not resumed since the March 11 lockout, and while a hearing that could potentially restart the clock on the 2011-12 NFL campaign is scheduled for April 6, most insiders believe a resolution won’t be reached until later this summer.

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