Premier League broadcaster withholding payments: A sign advertisers are looking to salvage their investments

The Nordic broadcaster NENT on Tuesday announced they would not be making any additional payments to sports rights owners for events cancelled or postponed due to the coronavirus situation.

Advertisers are likely looking to reduce the fees they've paid for exposure through postponed events like the Premier League.

Neither Sky Sports nor BT Sports have yet to make any decision on whether to follow NENT's move, but with a series of companies looking to take the rights off their hands, a quick response is important.