Social media is a tool, it is not a product. At least it’s not a product that you can sell. Twitter can sell it. Instagram and TikTok can, too, and whatever the next platform that finds a way to convince a whole bunch of people to upload their content onto its network so they can be rewarded with the hearts and the RTs.
But for someone who is involved in media – which is presumably everyone reading Barrett Sports Media — the primary value you derive from any social-media content is attention, not revenue. This is true for stations and talent, and while attention is important, it’s more akin to good advertising than it is an actual commodity. No one is buying your social media content. In fact, you’re giving it away, and while there are certainly some benefits you can gain from this exchange, there are plenty of drawbacks, too, which haven’t been given nearly enough consideration.
I should know. I worked in sports media for more than 20 years, first as a newspaper reporter in Seattle and then for eight years as a radio host at 710 AM, a Seattle sports station. In that time, Twitter had a bigger impact on the behavior of sports-media members than anything else and that includes the transition from a print product to an online publication.
Twitter became where you went to break news and gather information. It’s where you built an audience and answered questions. And while it became an inescapable part of the job, I’ve increasingly come to struggle with the business rationale for doing so.
We’ve looked at all sorts of other things about Twitter. How it has encouraged the hot-take economy. How it has driven people to be more angry in their responses, more reckless in their reporting. But we haven’t been spent nearly as much effort looking at the impact Twitter has had on the actual business model of sports-media companies. This strikes me as very short-sighted given how much time the members of this industry spend talking about and creating content for those platforms. What are the pros and the cons?
This is pretty straightforward. Twitter and other social-media platforms have been a tool to gain attention and generate an online audience for individual media members and for shows. Presumably this will help in audience growth, another door for your customers to access your main content. Really, it’s the best kind of advertising: It’s free.
It also provides a quick scoreboard that shows significance. You can see how many followers are on a feed and look at the level of engagement on a post. Sure, there are ways to game the system, but by and large, it’s a pretty good, quick estimate on someone’s significance online.
Social-media networks certainly help with generating ideas and conveying information. You got to follow breaking news in real time. It also deepens that connection with the audience. It is a two-way medium, allowing for real-time interaction. This isn’t all good, though.
It is a two-way medium, allowing for real-time interaction and harassment. It’s also very easy to assume that Twitter is representative of the audience that you have on other mediums such as television and radio. It is not representative. The highest estimates I’ve seen for Twitter engagement is 23% of American adults, and even that strikes me as very high.
From a business perspective, you’re giving away your content, and don’t you dare try to tell me about that one sponsorship Domino’s had with some ESPN personality to Tweet about pizza. I know about that. I’ve been part of a couple of endorsement deals with a social-media component, and in terms of revenue, it’s window dressing as opposed to an actual entrée. No one is selling on a scale where it’s going to offset the erosion of advertising dollars.
The more I think about it, the more I believe the widespread use of Twitter by the American media establishment is similar to the decision newspapers made 20 years ago to make their content available for free on the Web. More people consumed the content, but no one was paying for it.
I’m not saying we should stop using Twitter. I am saying we should stop thinking of social-media content as a product, though. Too many people in this industry have come to see it as having value unto itself, and it does. To the social media companies. They’re the ones who benefit the most.
A closing note: This is going to be the final installment of my weekly column here at Barrett Sports Media. I’ve really enjoyed the opportunity to write about some of the issues in the industry and pass on a few opinions and insights I’ve developed in my career. Over the past year, I’ve moved increasingly away from daily sports content and going forward will be dedicating my efforts toward longform reporting and narrative storytelling. I’m especially grateful to Jason Barrett and Garrett Searight for their support, and I appreciate the many people I’ve met through this platform. Thanks for reading, and one way or another, I hope you’ll hear from me again.
Danny O’Neil is a sports media columnist for BSM. He has previously hosted morning and afternoon drive for 710 ESPN Seattle, and served as a reporter for the Seattle Times. He can be reached on Twitter @DannyOneil or by email at Danny@DannyOneil.com.
NBC Must Develop a Real No. 2 NFL Crew for Playoffs
Is the network’s only other option Jac Collinsworth and Jason Garrett?
Several years ago, the NFL objected to NBC wanting to employ Mike Tirico as the lead play-by-play voice for its Thursday Night Football broadcasts. The league preferred Al Michaels because he was NBC’s No. 1 NFL play-by-play announcer and wanted the TNF telecasts to carry the same prestige as Sunday Night Football.
Following the network’s heavily-criticized broadcast of Saturday’s Wild Card playoff game between the Los Angeles Chargers and Jacksonville Jaguars, the NFL may want to impose its authority again and insist that a top-tier broadcast team call the action of an important postseason game.
The consensus among fans and media watching Saturday’s broadcast was that Michaels and analyst Tony Dungy were surprisingly low-energy for an NFL playoff game, let alone one that became so exciting with Jacksonville rallying from a 27-0 deficit for a 31-30 victory on a last-second field goal.
Such a lackluster broadcast led to questions of whether or not Michaels was now past his prime after a season of calling subpar TNF games for Amazon and what initially appeared to be another snoozer when the Jaguars fell behind by 27 points. Pairing him with Dungy, who was a studio analyst all season, certainly didn’t help.
Dungy was as basic as a game analyst could be, typically narrating replays viewers could see for themselves while adding little insight. Worst of all, he demonstrated no enthusiasm for the action, leaving Michaels to fill most of the airtime. The veteran broadcaster showed that he can no longer carry a broadcast by himself. He needs the energy and back-and-forth that Cris Collinsworth or Kirk Herbstreit provide.
So how did NBC get here?
Most football fans know that the network’s top broadcast team is Tirico on play-by-play alongside analyst Cris Collinsworth. But they had their own assignment during Super Wild Card Weekend, calling Sunday night’s Ravens-Bengals match-up. With the postseason field expanding from 12 to 14 teams, resulting in six games being played on Wild Card weekend, NBC was awarded one of the additional playoff broadcasts.
Thus, another broadcast team was needed for that second Wild Card game. Fortunately, NBC had a renowned play-by-play man already in place. Michaels finished out his final season as SNF‘s lead voice by calling Super Bowl LVI, part of a powerful one-two combination for NBC Sports coming toward the end of its 2022 Beijing Winter Olympics coverage.
Ending his legendary career with a Super Bowl broadcast would’ve been a wonderful final note for Michaels. That appeared to be a natural path when Tirico moved from ESPN to NBC in 2016. Network executives admitted that a succession plan was in mind for Tirico to take over SNF eventually. At the time, Michaels also likely thought he would retire by then.
But when confronted with the possibility of retirement, Michaels realized he wasn’t interested. He was still enjoying broadcasting the NFL. His skills were still sharp. And perhaps most importantly, he was in demand. Amazon wanted Michaels as the lead voice for its Thursday Night Football broadcasts, bringing instant credibility to a streaming venture that drew some skepticism. ESPN considered him as its Monday Night Football play-by-play man.
As it turned out, ESPN made a bold move for MNF, swiping Fox’s No. 1 NFL crew of Joe Buck and Troy Aikman. That left Amazon for Michaels, and the streaming giant paid him a commensurate salary with the top broadcasters in the industry as part of his three-year contract.
Yet Michaels wasn’t done with NBC either. After his agreement with Amazon became official, NBC announced that its relationship with Michaels would continue in an “emeritus” role allowing him to broadcast the network’s Olympics coverage and that additional Wild Card playoff telecast.
NBC can’t have been happy that most of the social media chatter afterward focused on the broadcast, rather than the game result. Especially when the discussion centered on how poorly Michaels and Dungy performed in what turned out to be a thrilling playoff game. That’s a pairing that the NFL probably doesn’t want to see again.
Michaels will likely call at least one more Wild Card playoff game for NBC since he intends to work on the 2024 Paris Summer Olympics. He’s also under contract with Amazon for another two seasons unless he decides to retire before that deal expires. So perhaps the simple solution is keeping Dungy out of the broadcast booth and giving Michaels a better partner.
But can NBC drop in another analyst who hasn’t worked with Michaels all season? Anyone would arguably be an improvement over Dungy. Is it at all possible for Herbstreit to be hired on for a one-off playoff broadcast, thus ensuring that the broadcast team will have some on-air familiarity and chemistry?
Otherwise, NBC’s only other option may be its Notre Dame broadcast team of Jac Collinsworth and Jason Garrett. (The network tried that last season with Tirico and Drew Brees, only for Brees to wilt under the harsher NFL playoff spotlight.)
The pair also called USFL broadcasts for the network, so at least there would be familiarity rather than trying to figure each other out during a telecast. Yet Collinsworth and Garrett aren’t terribly popular with viewers. And as with Brees, that crew will face intense scrutiny with a larger playoff audience.
Unfortunately, NBC appears to be stuck here. Unless the new Big Ten broadcast team of Noah Eagle and Todd Blackledge gets a shot. That might be the best option! Other than Notre Dame or USFL games, where are the other opportunities for NBC to develop a No. 2 NFL broadcast team? No one wants to put Al Michaels through Chris Simms in the broadcast booth, right?
Ian Casselberry is a sports media columnist for BSM. He has previously written and edited for Awful Announcing, The Comeback, Sports Illustrated, Yahoo Sports, MLive, Bleacher Report, and SB Nation. You can find him on Twitter @iancass or reach him by email at email@example.com.
Al Michaels Has Options But He Has To Make a Choice
“It does all of us in the sports industry well to remember 99% of our audience would gladly trade places with us.”
I don’t ask much out of game announcers; get excited when appropriate, get the simple information correct, don’t get so caught up in your shtick you put yourself above the game. Al Michaels has been doing all those things well for the better part of half a century and few would argue that he’s not one of the best to ever do it. That doesn’t mean he can’t lose his fastball.
Before you read any longer, I am not here to say Al Michaels has lost his fastball. What I am here to say is Michaels has all too often this season seemed upset with and disinterested in the game he is calling. That isn’t entirely surprising when you consider some of the Thursday night action he called on Amazon Prime where the average margin of victory was almost nine points per game.
On top of that, the Amazon schedule had a dreadful two week stretch with Colts 12-9 win over the Broncos in Week Five and the Commanders 12-7 win over the Bears the next Thursday. It was in that Broncos-Colts game Michaels asked Herbstreit if a game “can be so bad it is good?” Herbstreit’s answer was “No”, by the way. It was the full 15 game schedule that Michaels told The Athletic’s media critic Richard Deitsch was like trying to sell a used car.
All of that is fine, the inaugural Amazon Prime season was not a smashing success. The streaming giant missed audience projections and will lose advertising revenue because of it. The lackluster schedule did not help that. But Michaels was given a second life; he was the NBC play-by-play announcer for the Saturday Night Wildcard Playoff game between the Chargers and Jaguars. It initially looked like Michaels might be the problem as five first half Jags turnovers had them in a 27-0 hole. But the home team staged a nearly unprecedented comeback for the win.
It was the performance by Michaels and, to a lesser degree, his analyst Tony Dungy that has led to criticism. Criticism might be too soft of a word, Michaels was roundly dragged for his lack of enthusiasm during the comeback and specifically on his call of the Jacksonville game winning field goal. The enthusiasm of the call of the game winner had a mid-3rd quarter of week four feel to it.
Me telling Al Michaels how to do play-by-play of an NFL game would be the equivalent of me telling a physicist how to split an atom. So, this isn’t just a Michaels criticism, few things bother me more than hearing a game announcer complain about the length or quality of a game as if he’d rather be anywhere else. It does all of us in the sports industry well to remember 99% of our audience would gladly trade places with us.
How many NFL viewers would sit in the seat Michaels, or any NFL announcer occupies, for free? They’d feel like they won the lottery if they also were getting the money those announcers are getting paid to be there. The guy that works a 12-hour Thursday construction shift just to get home and crack a beer for the NFL game probably doesn’t want to hear how tough that game is to announce.
On top of all of that, Michaels was given the gift of one of the wildest NFL Playoff comebacks you’ll ever see and, at times, sounded as if he was completely disinterested in being there. Pro tip: the best NFL announcer in those moments is Kevin Harlan (see: Miami at Baltimore from earlier this season. That has nothing to do with my lifelong Dolphins fandom). Michaels’ lack of enthusiasm was compounded by the exact opposite from Mike Tirico on the very same network for the Bengals-Ravens Wildcard game Sunday night.
Tirico, like Michaels, has a sterling resume of play-by-play accomplishments. The difference is Tirico sounded like he was having the time of his life on Sunday night.
To be fair, their two styles are different. Michaels has a very old school, Pat Summerall approach. Summerall, Vin Scully and Dick Enberg came along at a time when announcers were far more likely to let the pictures tell the story. More new school guys like Harlan and Tirico approach it differently.
Look, Al Michaels helped us believe in miracles. His place in the Sports Broadcaster’s Hall of Fame has long since been cemented. Being a hall of fame inductee doesn’t mean your style will forever be accepted by the masses. That leaves you with a few options; you can continue your style and accept or ignore the criticism or you can ride off into the sunset and enjoy the fruits of your decades of labor.
Al Michaels has what we all want; great options. He can choose any of them and be a winner in the game of life. It doesn’t matter if he enthusiastically embraces them, or not.
Ryan Brown is a columnist for Barrett Sports Media, and a co-host of the popular sports audio/video show ‘The Next Round’ formerly known as JOX Roundtable, which previously aired on WJOX in Birmingham. You can find him on Twitter @RyanBrownLive and follow his show @NextRoundLive.
Bernie Kosar Was the Victim of a Policy That Doesn’t Work Anymore
“The NFL has bigger fish to fry than Bernie Kosar. Hell, it has more pressing issues in Cleveland alone.”
One week ago, Bernie Kosar lost his job on the Browns Radio Network for placing the first legal sports bet in the state of Ohio. Kosar, just like Jets coach Miles Austin weeks earlier and Calvin Ridley last year, violated a league policy that forbids team employees from placing a bet on any NFL game.
The integrity of the games still matters. The belief that what we are all seeing is being fairly contested is what gives those of us that like to have a little vested interest in the outcome the desire to lay our money down in the first place. I get the league’s discomfort with a coach on the staff of a team in the middle of the playoff hunt making bets. I get its fear of the message it sends to have players making bets.
Roger Goodell and the 32 team owners are well within their rights to object to men that can potentially control the outcome of a game or postseason seeding doing anything that even appears to jeopardize its fairness. Even perceived impropriety can compromise the league’s tremendous value.
But Bernie Kosar doesn’t have that kind of influence on the outcome of a game. He is just a broadcaster and not even a game analyst. He is part of studio coverage.
I am far from the first to point this out, but in 2023, the NFL has three official sports betting partners. Just last week, it approved the first ever in-stadium sportsbook, which Fanatics is set to open inside of FedEx Field. If the NFL is comfortable enough with the reality that its fans like to bet to make those things a reality, then Kosar losing his gig is absurd. It is the result of nothing other than “well, that’s the way we’ve always done it” thinking.
Maybe Kosar was terrible on the radio and the team was looking for a reason to move on. I don’t live in Cleveland and I am not a Browns fan, so I have no idea.
How many times have we heard that NFL owners hired Goodell to “protect the shield”? I’m not even really sure what it means or when it applies anymore. If I had a vested interest in the public perception of the league, I know that I would want someone to do the PR math on this situation.
Bernie Kosar isn’t an addict that can’t watch a game without the high of winning or the emotional distress of losing everything at stake, at least not as far as we know. This was a bet made through an advertising partner, to benefit charity. He even said on his podcast this week that the purpose of making the bet was to generate some money for former players in need of help.
This is like Disney threatening daycare centers with lawsuits for painting Mickey Mouse on a classroom wall. The NFL has bigger fish to fry than Bernie Kosar. Hell, it has more pressing issues in Cleveland alone.
Surely you have seen Garrett Bush’s impassioned rant on the Ultimate Cleveland Sports Show about the obstacles facing Damar Hamlin because of how many hoops the NFL makes former players jump through in order to get some kind of pension.
On January 2, we were all united in our concern for a guy that hadn’t even completed his second full NFL season. We didn’t know if he was going to live, but if he did, we all knew that the NFL had done everything it needed to in order to protect itself from ever having to pay a dime for his medical care. Less than a week later, Bernie Kosar was fired for what amounted to a charity stunt that was meant to raise money and attention to very similar issues.
At both the league level and the team level, there was incompetence that lead to a man unnecessarily losing a gig and to the Browns and the NFL looking horribly out of touch with reality.
Are we acknowledging that people gamble or not? Are we acknowledging there are responsible ways to bet on football and are interested in generating revenue off of it or not? Because it doesn’t seem to me that the same league that just gave the thumbs up to open a sportsbook inside of a stadium is really that concerned with people that cannot affect the outcome of games betting on those games.
Has the NFL come out and said that it is going to cover every medical bill for everyone that has ever played the game? We know that this is a brutal game that leaves a physical and physiological impact on the men that played it. Why would we make it harder for someone that knows that pain to help others do something about it?
I feel awful for Bernie Kosar. Whether he needs the money or not, it is embarassing to be at the center of a controversy like this, particularly because in the NFL in 2023, there is no reason for a controversy like this to exist.
Demetri Ravanos is the Assistant Content Director for Barrett Sports Media. He hosts the Chewing Clock and Media Noise podcasts. He occasionally fills in on stations across the Carolinas. Previous stops include WAVH and WZEW in Mobile, AL, WBPT in Birmingham, AL and WBBB, WPTK and WDNC in Raleigh, NC. You can find him on Twitter @DemetriRavanos and reach him by email at DemetriTheGreek@gmail.com.