Though progress is being made in both sports, there is a very real possibility there will be no NBA or NFL games until fall 2012. Owners do not force lockouts unless they’re willing to sit out an entire year to get their leagues back under control. While this is obviously a huge loss in recreational terms for those of us who love to watch the sports, the financial losses are truly staggering. Ad revenue losses alone for the broadcasting networks will be a combined $4 billion for the two sports. TV ratings are expected to plummet. In fact, during the NHL Lockout of 2004, TV ratings for broadcasting networks in Canada were down 50%! It will present a challenge for us Media Buyers for sure.