While many of the networks approached this year's upfront market with sales presentations that included hefty praise and aggressive pitches for their digital platforms, Nesvig made it starkly clear where Fox stood—TV is king.

To prove the point, he hired a custom research company, Marketing Evolution, which compiled data from 40 previous studies it had conducted for individual advertisers across major product categories. The research found advertising on TV to be the most effective way—by a wide margin—to influence consumers and drive product awareness, product familiarity and gauge intent to purchase.

Then during the upfront in May, Nesvig offered clients a ground-breaking option. Remote Free TV—the brainchild of Nesvig, along with Tony Vinciquerra, president/CEO of Fox Networks Group, and Peter Liguori, chairman of Fox Entertainment—would cut by 50 percent the ad pods in two new dramas, Fringe and The Dollhouse. Advertisers were asked to pay a premium for less clutter. Many did.

The result of his efforts, along with those of his colleagues, saw Fox bag a record $1.9 billion in prime-time upfront ad revenue.

As a follow-up, Fox recently hired Innerscope, a biometric engagement firm that wired viewers watching Fringe with either regular or shortened ad pods. The results? Viewers watching Fringe with the shorter pods posted better commercial retention scores.

Nesvig, who has overseen Fox ad sales since the network's premiere in the late '80s, claims that he doesn’t do much anymore. But his modesty is trumped by his innovative oversight, which has helped Fox take in more ad revenue each year.

2007 Rank: No. 8