Advertisers appear to be getting upset about sky-rocketing prices for sports commercials.

As one of the last bastions of DVR-proof TV, the price of sports — from the prices paid by marketers for sponsorships and 30-second ads to TV rights paid by media companies — continues to climb. But it’s rare for marketers to publicly declare they’re reaching the end of their rope. And to threaten to move their ad dollars away from sports media and into cheaper social and digital marketing.

We’ll see. I suspect it will be tough for someone to take that first step.