From increasing Thursday Night Football ratings, to a creative deal to expand coverage of the NCAA basketball tournament, to helping mint a new wave of must-see golf stars, Sean McManus is one of sports television’s top innovators. As chairman of CBS Sports, he presides over an enviable batch of big-league properties that put up enviable results in 2015. According to Leslie Moonves, CBS Corp. president and CEO, McManus is “a first-class guy and a great leader of the division” whose trademarks are strong relationships, savvy negotiating skills and stellar leadership.
A McManus pet project, CBS’ Thursday Night Football, averaged 15.8 million viewers this year, up 6% from last year, and several Sunday afternoon games vaulted into the fall’s roster of most-watched programs. The run of pigskin glory will culminate in February with Super Bowl 50. McManus took a time-out from big-game preparations to speak with B&C’s Michael Malone and Dade Hayes in his New York office. An edited transcript follows.
What are you most proud of in 2015?
At the top of the list would be Thursday Night Football. We had some really lofty goals in terms of promotion, branding, marketing, production and presentation. We’ve worked incredibly closely with the NFL and I think all of the expectations that we had have been either met or, in most cases, exceeded. The ratings have grown over last year. We have settled into a really good rhythm from a production standpoint and the marketing has been unprecedented—we’ve done more marketing for Thursday Night Football than any product in the history of CBS, and it has really worked out.
Give us some more specifics about the marketing.
In a 24-hour period before the first game was going to air on the NFL Network [Thursday games were simulcast on CBS and NFL Network during Weeks 2-8, then were exclusive to NFL Network, with CBS producing, starting Nov. 5. They will be simulcast again Dec. 3], Stephen Colbert did about a minute and a half on the transition in a lighthearted, funny way. CBS This Morning, that Thursday, did a big feature on the NFL and the matchup and the Golden Football promotion. The Talk, our syndicated show, did a football-themed cooking segment talking specifically about the NFL Network. [CBS] All Access did a major piece in its program. Then at 8:25 [p.m.] we did a promo for Thursday Night Football in The Big Bang Theory, our No. 1 show. Just in that 24-hour period, the quality and value of the promotion is unprecedented.
What’s the status for Thursday Night Football next season?
We’re talking to [the NFL]. I’d like to think the results we have shown will have a bearing on who airs Thursday Night Football next year. But the NFL was very open about the fact that they wanted to do a one-year deal and that’s what we have. But some time in the next month or two we’ll be sitting down with them. I’m sure there’s a lot of interest from other parties but we’ll make our case and do everything we can to keep it on CBS.
Any concern that NFL programming loses its novelty when so much is available on TV?
Oversaturation is something we all worry about. The fact of the matter is, we haven’t reached that point yet because Monday night’s ratings are still very, very strong, Sunday nights are really strong, Sunday afternoon continues to be strong and Thursday night is growing year after year. There is still an appetite for the amount of football that’s programmed. If anything, the interest seems to be greater in the sport than it has ever been.
Ratings outside of football are down. Why are people tuning in to NFL content in such giant numbers?
First of all, it’s such a great sport for television. The players really are gladiators out there. And the way the sport is played and the way it’s covered, it’s just incredibly visually dynamic. And there’s always all sorts of storylines—the NFL is now a 12-month a year product; it is always in the news, sometimes for bad things, a lot of times for good things. The fact that there are only 16 regular season games, every game is important and it generates a lot of interest.
Fantasy football has had an affect, especially on the younger viewers.
And I think the new ways in which the NFL is consumed, whether it be on mobile, on the DirecTV package, NFL Red Zone, all feed into this general level of interest. It just seems to get bigger and bigger every single year.
The NFL has some very successful cable distribution, both on the NFL Network and on ESPN. But I believe strongly in the broadcast platform and I think it’s been proven that for certain properties, like Thursday Night Football, that network television is still really, really important.
There have been layoffs at Turner Sports and ESPN. Is CBS Sports the right size, staff-wise?
I think we have the right size. I work for a man, Leslie Moonves, who believes you should make money on sports programming. Other networks have a different philosophy, which I wholeheartedly respect. They have deficit-spent on properties like World Cup Soccer, Olympics, Major League Baseball, where they may not be making a pure profit on it. But from the position of building their assets, whether it’s cable companies or cable networks, they have been good deals for them. We have chosen not to invest hundreds of millions of dollars in our 24-hour sports network [CBS Sports Network]. We’ve taken a different approach. So when there is a bit of a downturn, we haven’t had the need to downsize. I never like to see it when other companies announce layoffs, but I think we’re positioned pretty well for the future and our properties work for us financially. We are not, by and large, losing money on our sports properties.
What’s happening on CBS Sports Network?
It’s basically live events—live football, live basketball. We’ve got some really good studio programming, such as Boomer & Carton, which is simulcast in the morning. We have Adam Schein [host of Time to Schein] that airs every afternoon. We do Monday QB, which features people like Phil Simms and Trent Green and Steve Beuerlein and Dan Fouts giving a quarterback’s perspective on what happened that week in football.
We have a lot of really good studio programming with Inside SEC Football and Inside College Football. We have a three-hour Sunday morning show, which is an adjunct to NFL Today, and We Need To Talk, which is the only female-hosted show. That should’ve happened a long time ago; I’m proud that we were the first ones to do it.
We are trying to build the network from the ground up and I think we’re doing a really good job. But we haven’t, as I said, gone out and spent hundreds of millions of dollars on properties because we believe we should be making money in the cable sports business. And eventually we will be competitive for the marquee properties. Right now we are doing it in a more conservative, more measured way.
Read the entire interview on Broadcasting Cable where this article was originally published
Jason Barrett is the owner and operator of Barrett Sports Media. Prior to launching BSM he served as a sports radio programmer, launching brands such as 95.7 The Game in San Francisco and 101 ESPN in St. Louis. He has also produced national shows for ESPN Radio including GameNight and the Dan Patrick Show. You can find him on Twitter @SportsRadioPD or reach him by email at JBarrett@sportsradiopd.com.
FOX Sued for Patent Infringement Over NFL Scheduling
“Recentive Analytics filed suit against FOX in a Delaware federal court on November 29 according to Yahoo Sports.”
An analytics company is suing FOX over claims that the network developed a mapping tool using their patented technology to create a season slate of NFL games.
Recentive Analytics filed suit against FOX in a Delaware federal court on November 29 according to Yahoo Sports.
The lawsuit claims FOX used access to Recentive’s predictive analytics tools to develop a resource of their own that would create optimal schedules for its 1 and 4 p.m. NFLwindows.
The company is seeking a declaration that FOX infringed on two of its patents. Recentive is also suing for damages and wants an injunction keeping FOX from using Recentive tech and preventing the network from “selling, offering for sale, marketing or using any internal network and mapping analytics tool for the scheduling and regionalization of events covered by the patents.”
Jordan Bondurant is a features reporter for Barrett Sports Media. He works full-time as a multimedia specialist at the Virginia State Corporation Commission, while also putting in part-time work for News Radio WRVA and 910 The Fan in Richmond. Additionally, you can find Jordan contributing coverage of the Washington Capitals for the blog NoVa Caps. His prior media experiences include working for the Richmond Times-Dispatch, the Danville Register & Bee, Virginia Lawyers Weekly and ABC 8News. He can be reached by email at email@example.com or follow him on Twitter @J__Bondurant.
FOX Will Use Chris Fallica On Belmont Stakes Coverage
“While the Preakness and the Kentucky Derby remain at NBC, The Belmont Stakes is moving to FOX as part of the network’s deal with the New York Racing Association.”
The Bear will be more than just a college football presence when he moves to FOX. Chris Fallica wrapped his final duties for ESPN last week and is now headed to a new network and will tackle some new responsibilities.
Fallica’s new role at FOX will involve plenty of sports gambling content. Richard Deitsch of The Athletic reports that content will include horse racing.
“One Fox Sports source said look for him to appear on the Belmont Stakes coverage,” Deitsch wrote in his weekly media column.
Starting in 2023, horse racing’s Triple Crown will not be seen all in one place. While the Preakness and the Kentucky Derby remain at NBC, The Belmont Stakes is moving to FOX as part of the network’s deal with the New York Racing Association.
How the network intends to use Chris Fallica on the broadcast is not clear. Given that he is coming to the network to contribute to gambling conversations, it is likely he would either be making picks or at least reviewing odds right up to the start of the race.
NBCUniversal CEO Expects Disney To Buy Company’s Hulu Stake
“Shell noted that live sports coverage is helping make the stake in Hulu a luxury for NBCUniversal.”
The Walt Disney Company owns 67% of Hulu. The other 33% is owned by NBCUniversal. The latter company doesn’t expect that to be the case forever.
“It’s worth a lot of money,” NBCUniversal CEO Jeff Shell said at an investor conference earlier this week, “and I think there’s no indication that anything else is going to happen than Disney writing us a big check.”
Hulu is primarily a platform for movies and television shows. It is a major part of Disney’s deal with the NHL though. The streaming giant is part of the package of 103 games that are exclusive to ESPN and ABC. Hulu is also a live TV provider for many. The company’s Hulu Plus Live TV package had over 4 million subscribers as of the summer of 2022.
Shell noted that live sports coverage is helping make the stake in Hulu a luxury for NBCUniversal. He credits sports and content migrated from Hulu as the reason Peacock has grown to 18 million paid subscriptions since September.
Deadline reports that if Disney does want to acquire NBCUniversal’s stake in Hulu, “the price could fluctuate but will be in the tens of billions of dollars.”