The NFL has given its broadcast partners a mandate this season – reduce the number of billboard ads used during game broadcasts. A billboard ad usually occurs during a brief break in the action. The network will flash an advertiser’s logo on screen as the broadcaster reminds fans that “today’s game is brought to you by” brand X.
The goal is to eliminate interruptions of the content viewers are tuned in for, and instead incorporate that advertising into the broadcast in different ways. That was what ESPN was doing during a recent Monday Night Football game that included a Playstation Vue multi-view. Fans saw three different angles of the action, while the screen was bordered with a bright blue Playstation Vue logo.
Amanda Herald, who serves as the NFL’s VP of media strategy and business development, told Variety “Small changes in how ads are executed can really add up to how fans perceive games.” It is part of the league’s efforts to attract younger fans. Older fans may be used to having their content interrupted for minutes at a time by people shouting “Dilly Dilly!” but younger generations, raised on streaming and DVRs are used to being able to fast forward through advertising. Integrating ads into content would give them a viewing experience they are more accustomed to.
Some networks are on board with the new strategy. Fox has eliminated billboards from its Thursday Night Football coverage. ESPN offers a commercial-free halftime show for Monday Night Football, which still features frequent reminders from Suzy Kolber that the segment is sponsored by Hyundai Genesis.
Other broadcasts aren’t interested in losing billboard advertising. Fox still uses that strategy during Sunday games. CBS is unapologetically refusing to change their strategy. “We will continue to give people billboards. They are a solid value, and advertisers like them,” VP of NFL Sales for CBS Anthony Taranto said when asked. CBS’s broadcasts of both the NFL and college football are often criticized as stopping the action too often to make way for advertising.
Advertising is a nearly $4.5 billion per year business for the NFL and it’s broadcasting partners, so any changes in league policy will be met with trepidation or even concern. Billboard ads, in particular, are used as added value, a bonus for networks’ top clients. Some networks may be interested in trying new means of advertising that doesn’t interrupt the action in any way, but until the NFL says they are absolutely banned, billboard ads aren’t going extinct any time soon.
Stephen A. Smith Slams Washington Post For Jerry Jones Reporting
“But you’re going to bring up a photo of him when he was 14, 15 years old? 65 or 66 years ago? This is where cancel culture gets into the mix.”
After reporting from The Washington Post revealed a photo of Dallas Cowboys owner Jerry Jones standing on the steps of North Little Rock High School as six black students attempted to integrate in 1957, ESPN commentator Stephen A. Smith has slammed the outlet’s reporting and defended Jones on First Take Monday.
“I’m pretty pissed off,” said Smith. “I’m pissed off but not for reasons that people would think. I am very, very fond of Jerry Jones, and I’m not hiding that from anybody. Is his record perfect? No, but I’m pissed off because he doesn’t deserve what just happened. He doesn’t deserve it. One report, our report, said he was 14 years old. Another report said he was 15 years old. At minimum that’s 65 years ago.
“You’re going to bring up a picture of Jerry Jones standing at this protest — no question — what was happening is not something that anybody — as a black person — should be appreciative about. You had six students trying to desegregate the school,” Smith said before stating that racism is still “alive and well’ in America, noting black men especially face it daily.
“But you’re going to bring up a photo of him when he was 14, 15 years old? 65 or 66 years ago? This is where cancel culture gets into the mix. You’re making an attempt to eradicate him, what he stands for and all he has done.”
Smith continued by saying he doesn’t have a problem with the photo, and Jones’ youth changes the potential for outrage, noting if he was 30 or 35 rather than a teenager, that would be a bigger indicator of his character.
Gus Johnson: ‘Nobody Ever Told Me I Was Doing It Wrong’
“I just want to delight in the excellence of these young men and women that I have the chance to call because I know it’s so important to them because it’s important to me.”
While fans get to hear Gus Johnson call big college football and college basketball games and get to see his reactions to memorable moments, he unfortunately never gets to see his own reaction, but he just enjoys being a part of sports, such as when he called Michigan-Ohio State for FOX this past Saturday.
Johnson was a guest on The Rich Eisen Show last week and he said while calling a game, he never wants to be too controversial and he appreciates that people choose to watch him during their times of relaxation.
“They say you never see yourself, you only see a reflection. You’ve never seen your face. You’ve only seen a reflection of your face as a human being. I can’t see myself. I would love to see myself during those moments because I sometimes don’t really understand the reaction. To me, I’m just watching the game, I’m a fan. I’m a journalist and I take that seriously, but more than anything, I’m just a fan of sports. Thank God for sports.
“People for the last almost 30 years have allowed me to come into their homes during their times of relaxation, rest, to spend time with their families. That’s important to me. When I call the game, I don’t want to be too controversial. I’m not trying to be 60 Minutes. I just want to delight in the excellence of these young men and women that I have the chance to call because I know it’s so important to them because it’s important to me. It connects you to great moments in your life and in your mind.”
Before he got to FOX, Johnson was at CBS Sports from 1995-2011 calling some memorable NCAA Tournament games and NFL games that went down to the wire. In an era where criticism can be found easily, Johnson told Eisen that he never received criticism about his broadcast style from any of his bosses:
“Nobody ever told me that I was doing it wrong. That’s one thing I loved about the CBS experience. At CBS Sports, we had different kind of broadcasters. Our leader back then and still is Jim Nantz. He had his own style. We had Verne Lundquist, we had Dick Enberg there during that time. Don Criqui was there during that time. Not one time did anybody ever tell me that I wasn’t doing it right. Nobody ever said ‘Gus, don’t do it that way’. I would get negative criticism when the Internet started, but not from my bosses.”
Ricky Keeler is a reporter for BSM with a primary focus on sports media podcasts and national personalities. He is also an active podcaster with an interest in pursuing a career in sports media. You can find him on Twitter @Rickinator555 or reach him by email at RickJKeeler@gmail.com.
Scott Hanson Clarifies NFL RedZone Missteps During Raiders/Seahawks
Hanson believed in the moment that CBS was airing the overtime period to a national audience. But due to NFL broadcasting rules, the game was only available on select stations.
NFL RedZone host Scott Hanson ruffled feathers for many football fans Sunday when he told viewers to switch from the channel to their local CBS affiliates to see the conclusion of the Las Vegas Raiders and Seattle Seahawks game.
Unfortunately, for both viewers and Hanson, the game was only being shown in a small portion of the country, with the rest of the nation’s CBS affiliates already airing 60 Minutes. The game was also available to NFL Sunday Ticket subscribers.
Hanson took to Twitter Sunday evening to explain what happened on the air and to apologize for the miscalculation.
Hanson believed in the moment that CBS was airing the overtime period to a national audience. But due to NFL broadcasting rules, the game was only available to stations in the Las Vegas, Fresno, Sacramento, Reno, Eugene, Portland, Boise, Seattle, and Spokane markets on the west coast. Additionally, the game was available in Chicago, Tampa, Atlanta, and Charlotte.
He apologized for the mistake and said he would have more details at a later date.