When you hear "live television" what's the first thing that comes to mind? Some readers will think of the news. Others will point to the big award shows. Then, of course, there are the fans of live events like a reality competition's finale or the televised musicals that began popping up on network schedules a few years ago. If you are the agency or marketing decision-maker for a brand, live sports programming is probably the category at the very top of the short list for placing spots.