MTVN Entertainment Group's EVP of ad sales decided to merge the Spike and Comedy Central ad sales teams, according to MediaWeek. The plan is to sell both networks as the ultimate destination for clients looking to reach a young male audience.

Lucas has also created a still-unnamed, non-transactional unit in Spike, which is "designed to deepen relationships with clients and media agencies," a sign the network is getting serious about creative engagement, and perhaps that it doesn't trust clients and agencies to have either the volition or competence to execute well against the young male demo unaided.

Much of Lucas's conversation with media buyers will touch on creative strategies toward getting Spike and Comedy's viewers more fully engaged, which in turn should keep them immersed during commercial breaks.

Spike is also experimenting with custom-branded advertising, in which the network's brand positioning is woven into the fabric of the creative. A "Spike Playbook" execution with Samuel Adams serves as a diverting advertisement for the lager while reinforcing the network’s ethos with Spike-branded tips on how to properly drink beer.