One of the big debates in the sports media industry in the last week has been whether or not the announcer impacts whether or not a broadcast is successful. The debate comes after what Greg Gumbel had to say on the Sports Illustrated Media Podcast with Jimmy Traina last week.
“What does tickle my thought process is, I’ve never felt in my entire life there is an announcer who can bring someone to the TV set to watch a game that that viewer wasn’t already going to watch. And I believe the only thing a broadcaster can do is chase people away,” Gumbel said. “I truly believe that. I don’t think that someone is tuning in just to hear a particular person call a football game.”
On The Michael Kay Show on Friday, Don LaGreca and Peter Rosenberg had Bob Costas on as a guest. Costas explained why a network cares about who their lead announcer is for some of the biggest sports properties.
“I think the primary reason why you hire an Al Michaels and you get Joe Buck and Troy Aikman to move over is prestige,” Costas said. “You want your main broadcast to be as well-produced, as well-directed, and as well-broadcast as possible. You like the reviews to be good, you like your friends to tip their cap to you when you are an executive and you walk into a room. You want that aura.”
In Costas’s opinion, the only sport where the announcer truly matters is professional football. That sport is something of an arms race for networks.
“Football not only reigns over all sports as a business property. It reigns over all American entertainment,” he said. “In addition to that, that’s why you have 5 platforms, all of them investing billions of dollars. If you are going to invest billions of dollars just for the rights and on top of it all of the production costs, spending $15 million a year on a top-level announcer is no different than I’m buying this $3,000 suit, but I’m not going to splurge on the shoes and the belt.”
With the NFL being on CBS, NBC, FOX, ESPN/ABC, and now Amazon (Thursdays), there is more leverage for their announcers in a free agent frenzy compared to a hypothetical example Costas gave with Mike Breen and the NBA in that he wouldn’t have comparable leverage.
“Football is completely unique when we talk about this game of musical chairs and the amount of money involved.”