The NFL "is almost a necessity for broadcast and cable networks in terms of maintaining the health of their business overall, " says Kris Magel, director of national broadcast at Initiative, a media-buyingunit of Interpublic Group of Cos.

WSJ: NFL Reaches TV Deals With Fox, CBS and NBC

"When ratings and talent begin to waver at a franchise that has had such a long, consistent history of success and support from advertisers...if you're not nervous then you're not paying attention, " said Kris Magel, director of national broadcast at Initiative, an ad buying firm owned by Interpublic Group of Cos.

WSJ: NBC Had Brief Talks With CNN's Anderson Cooper