You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract How Advertisers May Buy the NFL, Even if Season Is Lost Set-top Data Means You Can Buy an Football-Like Audience on Other Shows, Dayparts and Networks By Dave Morgan, Published on March 15, 2011 2 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.