In one of the more clever media buying strategies, AIG is contracting for advertising space during the extra innings of baseball games and overtime in professional and college football games to reach what it believes is a more attentive audience. 
   AIG is also considering placing commercials during basketball and hockey overtimes.
   The presumption is that people are really paying attention during overtime, so AIG’s ads will get a lift over the usual somnambulism with which we all watch sports on TV, especially women’s soccer, an electronic narcotic if there ever was one.
   This opens the possibility of what we might call circumstantial spot buying breaking out all over TV like strep throat spreading through the first grade. 

  Here are some scenarios that could arise:

 --Kleenex targeting shows where a loved one dies unexpectedly or a bride is left at the altar, or where the Cubs blow yet another lead in the late innings. (The NY Giants broadcasts are already sold out to a suicide help line.)

--Used car dealers buying spots on news programs that report on corporate executives going to jail, forced to auction off their personal assets to cover massive fines. Hey, everybody likes a bargain.

--The Episcopal Church grabbing up shows where girls talk to God or weird carnival guys heal crippled kids. Why not be there with a welcoming message when viewers ponder, “Humm, maybe there is a God.”

   Along these lines, McDonald’s should aim for shows where anybody, anywhere, for any reason says, “I’m loving it!” Might want to hurry, since the campaign will fail faster than the insertion orders can be written.
   Motion picture companies should aim for spots on any show with Bill Maher, since it will be so tedious that going out to a movie will by contrast seem like a huge treat. (Unless Jack Black is the star, in which case a run across hot coals might be the most enjoyable entertainment alternative).
   Mobile phone companies ought to target any show where wives heap abuse on husbands. The sight of Catherine Zeta-Jones will reassure men that there is still hope.
   Political candidates are naturally drawn to "The West Wing," but it would be counter-productive, since Jeb Barlett is the nation’s dream president and the inevitable disparity would only disappoint potential voters. 
   On the other hand, there are plenty of minutes available on Schwarzenegger reruns whereby in contrast nearly anyone can look smart and electable.
   Record companies should target the reality shows since the only people watching them are pre-teens as yet lacking the sophistication needed to download music for free and might actually buy a CD.
  If ad buying on the fly is not your thing, you could get into the hot new product placement game. 
   Sleazy law firms could bribe (err, “purchase at fair value”) NBC to add yet another extension to their already overexposed hit show with “Law & Order: Ambulance Chasers!”
   Games shows have a long and colorful history of product mentions, so it shouldn’t be hard to persuade CBS to change a name to “The Price – of a Ford – Is Right!” Or "As The World – of Olive Garden – Turns."
   With so much competitive and economic pressure on media companies, I think almost any kind of buy would be considered these days.
   In fact, for a small fee, I’d be happy to mention (YOUR PRODUCT HERE) in a future column.