Live sports viewership may be down in COVID-buffeted times, but skyrocketing advertiser demand has given networks all the leverage. “Live sports are the only vehicle on TV now that has mass reach appeal and big event status,” says one agency executive. Another adds: “Right now, it’s the only game in town.” Note: This story is available to TVNewsCheck Premium members only. If you would like to upgrade your free TVNewsCheck membership to Premium now, you can visit your Member Home Page, available when you log in at the very top right corner of the site or in the Stay Connected Box that appears in the right column of virtually every page on the site. If you don’t see Member Home, you will need to click Log In or Subscribe.