Have you ever seen a worse football game in your life?
I mean, of course you have. But when you take into account the importance of the game and then consider that the game trudged along, the commercials were just okay, and the halftime show was as milquetoast as one could ever imagine, that is easily the worst football watching experience this nation has ever had.
So how do you talk about the game today? If you aren’t on the air in either LA or Boston, is there any point in talking about what actually happened on the field? Sure, we had history with Brady eclipsing Montana in rings firmly planting his flag atop GOAT mountain, but Tom Brady didn’t really do anything. And I mean ANYTHING!
Brady wasn’t great. He wasn’t awful. He was just kind of there. If your listeners don’t have a vested interest in the outcome, why would you waste time analyzing it in depth?
Every year we are reminded what a phenomenon the Super Bowl is in America. The network that carries the game each year is virtually guaranteed an audience of over 100 million. Commercials, truly the lifeblood of boring games like the one we saw on Sunday, cost advertisers over $5 million to shill their latest beer or car or burger for 30 seconds. The halftime show is picked apart by everyone.
That is how you need to be talking about the Super Bowl. It’s the height of pop culture! There are going to be years when it is fun to break down what happened on the field, no matter how far your market may be from either team involved, but guess what! 2019 isn’t one of those years.
Monday should be a day fueled by audience interaction. That doesn’t have to mean phone calls either. You can ask texters to weigh in on the commercials. Will anyone admit to crying at the commercial where Anthony Lynn met the people that saved his life? I will.
Fox News talking head Dana Perino posted a photo of her homemade queso that got eviscerated on Twitter.
Use that as a jumping off point to ask listeners to Tweet you photos of the crap that people tried to pass off as food at the Super Bowl party they went to.
Then there is Maroon 5. Jesus, have you ever been more bored in your life than by that halftime show? Even Big Boi couldn’t save it, but then again, what did I expect him to be able to do?
There are so many conversations worth having about that halftime show. You could go with something as simple as reminiscing about Prince, Beyonce, Bruce Springsteen, and other halftime performances that were actually good. You could debate how popular Maroon 5 actually is. You could even have a discussion about what we have seen the last two years.
2018 gave us a performance from Justin Timberlake, the person that really should be considered the most guilty for Janet Jackson’s “wardrobe malfunction” at Super Bowl 38. Then on Sunday we had our first appearance of a nipple since that faithful night. Is it time to forgive Janet Jackson and let her do the halftime show for Super Bowl LIV?
Look, these are definitely dumb ideas that only bare live on the fringes of sports. I admit that. But what was the more memorable moment in Atlanta last night: the single touchdown or Tracey Wolfson trying her damndest to interview Tom Brady after the game?
The Super Bowl is as social as sports gets in this country. Sports may be the vessel through which everything that happened on Sunday night flowed, but it was only about 25% of what was worth talking about.
Once over breakfast at a Pelham, Alabama Cracker Barrel, WJOX program director Ryan Haney told me that he thought it was important for young broadcasters to understand that sports is a lifestyle format. Games and scores may be the jumping off point to our conversations and segments, but at the end of the day, this is all fun. That’s what the listeners want – fun, lively, and relevant conversations.
As you talk today and this week about what happened on Sunday night, remember that there is so much about the Super Bowl that is relevant to your listeners that had nothing to do with the final score.
Dallas Cowboys: Proof That Marketing Works
“Good marketers can convince you their products are anything they want you to believe those products are.”
Why do people still hate the Dallas Cowboys? Give me a good football reason that the Cowboys are worth your time. I get that there was an era where if the NFL was Mortal Kombat, the Cowboys were Shang Tsung, but those days ended three decades ago.
It’s 2022. There are adults in their late 20s that have never seen a Cowboys’ championship. Since 2000, the franchise has been to the playoffs fewer times than the Falcons. They have won as many playoff games in that time as the Jaguars. At this point, hating the Cowboys is about as useless as hating Luxembourg.
So why do people still have such a deep-seated disdain for the star and the players that wear it? Why was a national celebration set of on Sunday when the Cowboys lost in the stupidest way imaginable?
The answer is pretty simple really: marketing.
Good marketers can convince you their products are anything they want you to believe those products are. Great marketers can get you to behave like those products are what they say they are even when you know that isn’t true.
Jerry Jones is a great marketer.
People tune in when the Cowboys play. Maybe a good chunk of those people are hate-watching, but they’re watching. That is why the team was on in primetime six times this season. Of those other eleven games, seven of them were called by either FOX’s or CBS’s top broadcast team.
ESPN completely rebuild and rebranded First Take around the idea that Stephen A. Smith doesn’t like the Dallas Cowboys. That is it. The whole promo package for the show was just Smith wearing a cowboy hat and chomping on a cigar and laughing.
Shouldn’t we be doing this to the Patriots? Afterall, in the time since the Cowboy’s last Super Bowl appearance, New England has gone to the game an astounding ten times and won six titles.
It’s easy to read that sentence and say “Well, Tom Brady isn’t there anymore. The Patriots aren’t what they used to be. It isn’t as much fun to hate them.”
Uh, dawg, who in Dallas has been worth hating since Troy Aikman retired? You know, like 22 years ago!
Jerry Jones isn’t the man that coined the phrase “America’s Team, ” so he didn’t set its initial meaning. What it became, by virtue of him leaning into the branding is something that forces you to react. Either you buy into the blue and the silver and the star and you’re with America’s team or you recoil at the branding and the goofiness of the whole aesthetic and want to watch it burn.
Notre Dame football could be doing this too. The problem is they do not have the great markerter out front pushing that slogan over and over again.
Even “how bout them Cowboys?” is a solid positioning statement. It’s easily repeatable in good times or bad. The genius of Jerry Jones embracing that statement and that clip of Jimmy Johnson shouting those four now-iconic words is that it is a question that always has an answer.
Fans can celebrate with “how bout them cowboys” when the team wins. Haters can say it facetiously when they are on a losing streak. Either way, you are saying it and the Dallas Cowboys are occupying a part of your brain.
Positioning statements work. That is why so many stations tag their imaging with the same phrase or sentence every single time. That is why so many stations are called The Fan or The Game or The Ticket.
Admittedly, sometimes we need to rethink how our listeners are receiving the message. If we are all going for homogeny, nothing can stand out. Maybe that is a reason to rethink what I jokingly call “sports radio’s magic hat of five acceptable station names”, but the larger point is that you want every message you put out to point to the brand image you are trying to portray.
Jerry Jones’s message to the NFL and the media is no matter who they root for, fans care about my team. His positioning statements reflect that. Whether you think they are great marketing or goofy corporate branding, they work. The proof is everywhere.
Three Sports Marketing Trends You Need To Know
“Sports marketing is evolving at an extremely rapid pace and you’d best know where your competition lies or where opportunity exists.”
#1 OTT’s RAPID EXPANSION
Pay TV lost more than 5 million customers in 2020 and that trend is going to continue and the number is going to increase. With nearly 30% more Americans cutting the cord in 2021 and almost 87% of adults 18-24 preferring the OTT option, you’d better dive in and understand just how fast video consumption is changing; especially in sports. Platforms like ESPN+, Amazon, Peacock, Paramount+ and Facebook are diving head first into the sports rights market so that they can deliver LIVE sports where Americans are consuming video. OTT provides that sniper riffle approach advertisers are looking for as they try to increase ROI and minimize waste.
#2 AI … DATA-DATA-DATA
Without a doubt artificial intelligence is changing the way marketers are deciding how to go to market with their messaging and their products and/or services. More data is available now than ever before and you’d better understand how your client is using it to help them make their buying decisions. Most large advertisers are not only using one, but multiple vendors and are trying to obtain as much data as they possibly can so they can better recognize trends and understand their consumers behaviors and buying patterns
#3 eSports is BOOMING
Video games aren’t just for fun and entertainment at home anymore. Gamers are now creating leagues, generating 6-figure endorsements and have multiple contests where they compete for HUGE cash and prizes. Marketers are actively looking for ways to take advantage of this meteoric rise in popularity of eSports and that includes product placement, team sponsorships, individual gamer(s) sponsorships and tournament sponsorships. If your station isn’t trying to create a sellable feature around eSports then you’re missing out on a huge and very sellable feature. There are over 234 million eSports enthusiasts world wide and that number is only going to continue to climb.
OTT, AI and eSports are rapidly changing the sports marketing landscape and these are trends that will only continue and grow over the next 5 years. Digitalization of just about everything is changing how, where, when and on what kind of devices sports fans are consuming content. Sports marketing is evolving at an extremely rapid pace and you’d best know where your competition lies or where opportunity exists.
Be the expert in the room when meeting with agencies and/or clients, it will set you apart from the pack. Understanding these rapidly evolving trends will help you have better and deeper dialog with your advertisers.
What Should Radio Be Thinking About On Martin Luther King Day?
“Shouldn’t we be doing more than just waiting for resumes with “black-sounding names” on top of them to come across our desks?”
Monday, January 17 is Martin Luther King Jr. Day. A lot of you will get the day off of work. Some of you will attend prayer services or civic events to honor the civil rights leader and his legacy.
Dr. King, like all humans, had his flaws but is undeniably a man worth celebrating. In a world where the divide between the powerful and the rest of us seems to be growing out of control, it is good to take a day to celebrate and think about a man that made a career out of speaking up for the little guy – whether that means black and brown people during the Civil Rights Era or it means workers in times of labor unrest.
Across the media landscape, we will see stations and networks running promos touting their “commitment to Dr. King’s dream!”. The sentiment is great, but I do wonder what it means to the people making those promos and the stations and networks airing them.
Look at the archives of this site. Think about the BSM Summits you have attended. How often have we been willing to shine a spotlight on the amount sports radio talks about embracing diversity versus actually putting plans into action? Jason has written and talked about it a lot. Every time, the message seems to circle back to him saying “I am giving you the data. You are telling me you recognize that this is a problem. Now do something about it.”
It’s something I found myself starting to think about a lot last year when Juneteenth became recognized as a federal holiday. Suddenly every brand was airing ads telling me how they have known how special this day is all along. And look, I hope that is true. It seems like if it was though, I would have been seeing those ads in plenty of Junes before 2021.
I am going to put my focus on the media because that is what we do here, but this can be said about a lot of companies. So many brands have done a great job of rolling out the yellow, black, red, and green promo package to acknowledge that it is Martin Luther King Jr Day or Black History Month or Juneteenth. I worry though that for so many, especially on the local level, that is where the acknowledgment ends.
That isn’t to say that those stations or brands actively do not want more minority representation inside their company. It just isn’t a subject for which they can say they have taken a lot of action.
Look, I am not here to debate the merits of affirmative action. I am saying in an industry like sports radio, where we thrive on fans being able to relate to the voices coming through their speakers, shouldn’t we be doing a better job of making sure minority personalities know that there is a place for them in this industry? Shouldn’t we be doing more than just waiting for resumes with “black-sounding names” on top of them to come across our desks?
WFAN went out and found Keith McPherson in the podcasting world to fill its opening at night after Steve Somers’s retirement. FOX Sports added RJ Young, who first made a name for himself on YouTube and writing books, to its college football coverage. 95.7 The Game found Daryle “Guru” Johnson in a contest. JR Jackson got on CBS Sports Radio’s radar thanks to his YouTube videos and when it came time for the network to find a late-night host, it plucked him from Atlanta’s V103, one of the best-known urban stations in America.
That’s two guys in major markets, another on national radio, and a third on national television. In all four cases, the companies that hired them didn’t just sit back and wait for a resume to come in.
Some of you will read this and dismiss me. After all, I am a fat, white Southern man. If I were a hacky comedian, I would say “the only four groups you are allowed to make fun of” and then yell “Gitterdone!”.
In reality, I point those things out because I know there is a large chunk of you that will call this whole column “white guilt” or “woke” or whatever your talking point is now.
Whether or not we are about the be a majority minority nation is up for debate, but here is a fact. America is getting darker. I look at the radio industry, one that is constantly worried about how it will be affected by new innovations in digital audio, and wonder how anyone can think doing things like we always have is going to work forever.
I’m not damning anyone or saying anybody should be losing their jobs. I don’t know most of you reading this well enough to make that judgment. What I am saying is that our industry has lived on the idea that this business is always changing and we have to be adaptable. I think it is time we do that, not just with the content we present on air, but in how we go about finding the right people to present it.
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