Although the leagues make the ultimate decision on when to air their programming, they rarely get an argument from the television networks during rights negotiations. That's because the networks have come to the same conclusions as the leagues. There's a reason most networks slot their premium non-sports programming — whether a "Grey's Anatomy" or "Lost" — at 9 p.m. or 10 p.m. rather than earlier in the night.

That programming usually ends by 11 p.m.

"And that's why most primetime sports events maximize their audience between 11 and 11:30, particularly if it is a close game," Pilson said. "People who might not be watching earlier will join at the end of the primetime entertainment programming."

Pilson noted that in 1998, when ABC's "Monday Night Football" moved from 9 p.m. to 8 p.m., the rating slipped dramatically. Now ESPN starts that game closer to 8:30. It just builds up with a longer pregame. ESPN on ABC will air a 30-minute "NBA Countdown" show starting before Game 1 of the Finals, at 8:30 p.m.

"So even though you start later, you are selling more game-related inventory," Pilson said.

Selling it to your fans, which include kids.

"And then there are highlights the next day," Pilson said. "They can consume the NBA in a lot of ways."

Plus, they're not the primary consumers that advertisers are targeting. Although a game might end too late for some 10-year-olds, most in the 18-to-49 demographic can keep their eyes open long enough to see all the beer ads. So long as the action between commercials is compelling.

"It's a problem that may never be solved," longtime sports TV director Sandy Grossman said of the early-late, East-West, young-old dilemma. "The only thing you can do it maybe get the games to go a little faster."

Or just hope they go well.

"If there's a good game, a close game, viewers will still stay," Grossman said. "The game dictates. Always will."

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