Found this on Vulture: Josh Schwartz was a bit perturbed about the marketing for his latest show, "Chuck". The heads at NBC tried to calm him but used the typical, short-sighted Hollywood thinking.  

"They say, 'Your promotion's in Sunday night football,'", explained Schwartz, "and I go, 'Yeah, but we're on against Monday Night Football.'" 

Ah, reminded me of the push for High School Musical: Get in the Picture during the NBA Finals when I'm sure a lot of tweens and musical fans were glued to their TV's.