It's a very interesting case study that someone smarter than me should do. I don't know what a standard ad contract looks like but I have had a conversation with one of the top guys at Sportsnet. There are a bunch of rates based on time, day of the week, but after a certain time they are "poker" rate. So if shortened to 7 inning games can generate more viewers (long term hope of doing it) and they can make more revenue in the shorter time it would still work. I do think the 7 inning game is many years away but will be experimented with somewhere soon.