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Risk? Failure? Success? It Was A Bit Of Everything For The NHL In Lake Tahoe

“If a picture is worth a thousand words then Lake Tahoe can write its own novel.”

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Was the NHL’s great success also a great failure?

“You can’t have success if you don’t risk failure,” NHL commissioner Gary Bettman commented to Mike Tirico on Saturday as the sun made the league’s most picturesque outdoor game unplayable. 

NHL's Lake Tahoe outdoor game delayed 8 hours due to poor ice conditions

Instead of a 3 pm eastern time NBC telecast, the last two periods of the game between the Colorado Avalanche and Vegas Golden Knights was moved off NBC to the lame-duck NBC Sports Network at midnight EST.  Sunday’s game between the Boston Bruins and Philadelphia Flyers moved from 3 pm to 2 pm to then 7 pm and back to NBCSN.

“I still think it was a big success given how unique it was once the ice situation was squared away,” NESN announcer Billy Jaffe told me. “How majestic it was, is what made it successful.”

The pictures alone were breathtaking. I found myself glued to the television. Unlike the 31 previous outdoor games, no fans could attend. They didn’t even build stands. Television was the only way to expose that scene to the masses.

Saturday’s first period averaged 1.398 million viewers on NBC. The final two periods on NBCSN averaged 394,000 viewers. That’s more than a million fewer viewers after the delay.

“The sunny weather and its impact on the weather was a bad break for the NHL in terms of lost windows and audience on NBC,” said John Kosner, President Kosner Media and former head of digital media at ESPN. “However, the weekend was a spectacle, it generated tons of attention and coverage and did produce very big audiences for NBCSN.”

“I thought it was spectacular,” NHL Network senior reporter EJ Hradek told me. “I think every time they go play an outdoor game there are always risks.  I’ve covered almost all of them. I was not at this one, unfortunately, because nobody was really at this one. I’ve been in situations where games are moved and changed.”

Going into the weekend, the NHL’s decision to try to play at Lake Tahoe was one of the more innovative ones I’d seen.  Certainly, during the year-long pandemic, it’s one of the most out-of-the-box ideas from any sport.  Still, if a million people could not see the end of the game, what was it all done for?

“People will always talk about the sunny weather that delayed the NHL in Lake Tahoe,” said Kosner. “That’s not all bad in my book!”

“We’re in such a crazy unique environment right now that I think anything different is good. It’s worth risk-taking, but it’s also gonna have challenges presented. But I think when it was all said and done, especially the Flyers and Bruins showed itself beautifully.”

What we learned from the Flyers' blowout loss at Lake Tahoe - Broad Street  Hockey

The Sunday night game between the Flyers and Bruins averaged 1 million viewers.  The afternoon NBC replaced the game with a Washington Capitals-New Jersey Devils that only averaged 750,000 viewers. The debate rages how many more people would have watched a Lake Tahoe afternoon game on that Sunday.

The NHL was being bold in designing this unique event.  Previous NHL outdoor games have been held in football or baseball stadiums with over 50,000 people.

“I still enjoyed the pageantry,” Jaffe added. “The whole ‘Mystery, Alaska’ type thing about it. But on the business side, which I’m not really qualified to speak about. I’m sure it wasn’t as much of a success as it could have been.”

One other issue with the event.  The Colorado Avalanche uniforms received tons of praise for their version of the “Reverse Retro” jersey that every team has.  The Avs wore the logo of their previous incarnation, the Quebec Nordiques. The Nordiques left Quebec in 1995 and became the Avalanche, winning the Stanley Cup in their first season in Denver.

I think the decision to use that logo, and for NBC to put that logo in their graphics is a direct insult to the fans in Quebec. Their team was taken from them. That does not celebrate their history. It rubs salt in the wound.

The Avalanche are not the only team that uses a previous incarnation of the franchise.  The Carolina Hurricanes are wearing the Hartford Whalers logo as their Reverse Retro jersey. One Hartford fan told me it reminds him of the departure, a wound that is not fully healed.

I suggested that if the NBA’s Oklahoma City Thunder wore Seattle SuperSonics uniforms for some kind of retro night, there would be a legitimate mutiny in the Pacific Northwest. Relocation is a sad story in sports, and celebrating it, sends the wrong message.

“I mean, it is the same franchise,” Hradek said. “The franchise was sold and moved. I didn’t live in Hartford. I didn’t live in Quebec City. I could only tell you as a hockey fan. I mean, I enjoy seeing those jerseys because I don’t take offense to them, but again, I can’t speak for a fan in Hartford or a fan in Quebec City.”

The Avalanche could have used the old Colorado Rockies, hockey team. That franchise played in Denver but left to go to New Jersey in 1982. The difference is that Denver got a new team.  The Wild honor the North Stars, but again nobody is left in the cold. 

Avalanche beat Golden Knights in delayed Lake Tahoe NHL Outdoors game

All in all, I applaud the NHL for trying the Lake Tahoe experience. Unfortunately, it had to hurt to lose a million viewers.  If a picture is worth a thousand words then Lake Tahoe can write its own novel.

BSM Writers

Jimmy Pitaro Deserves Some Credit For Monday Night

“Pitaro and ESPN’s executive team had to sign off on a broadcast in which Peyton and Eli were in separate remote locations, without a host to play traffic cop and guide continuity between plays. This all could have blown up in ESPN’s face.”

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Over the last several months, Jimmy Pitaro and ESPN got raked over the coals after the New York Times story on Rachel Nichols and Maria Taylor and the subsequent fallout that was effectively a mushroom cloud and the talk of the industry. Ultimately, the buck stops with the leader, but fairness should dictate that leaders also receive accolades for great accomplishments. After just one episode, we can confidently say that landing Peyton and Eli Manning for Monday Night Football qualifies in that regard.

Monday Night Football With Peyton and Eli Manning on ESPN 2, reviewed.
Courtesy: ESPN2

Every TV network executive would have walked from Alaska to Omaha to land Peyton Manning. Andrew Marchand has accurately referred to him as the “white whale of sports TV”; he was so sought after that CBS, who has arguably the best color commentator in all of sports in Tony Romo, tried to lure Manning to the booth before ultimately reaching a new deal with Romo. Any way you slice it, getting the Manning brothers for 10 episodes of Monday Night Football on ESPN2 was a major coup for Pitaro, ESPN, and Disney. 

Nonetheless, it was not without risk. Pitaro and ESPN’s executive team had to sign off on a broadcast in which Peyton and Eli were in separate remote locations, without a host to play traffic cop and guide continuity between plays. This all could have blown up in ESPN’s face. Imagine the chatter if the Manning broadcast was a dud, which it easily could have been given their format is unlike anything that has ever been tried before.

Instead, Peyton and Eli were a revelation. Peyton, with his combination of star-power, personality, and brain processing, is remarkably unique. During the fourth quarter of a close game between the Raiders and Ravens, he was somehow able to simultaneously interview Russell Wilson while immediately breaking down the film of all 22 players from key plays of a game he wasn’t even there for. Eli didn’t get as many words in, but when he did speak he had funny deadpan humor.

Full disclosure: I was traveling during the first half, which by many accounts was not as well executed as the second half, after they settled in.

There will undoubtedly be a number of attempts to replicate this announcing format, but it’s unlikely that any of them will work as well as this one, because none of them will have Peyton Manning. Remember how excruciating it was when TNT tried to do Players Only broadcasts for the NBA? Kevin Clark, speaking on The Ringer’s Press Box podcast with Bryan Curtis, called this a “Black Swan” event — it’ll never happen again because Peyton is one of one. 

Anyways, back to Pitaro and ESPN: They’ve certainly taken their lumps and that’s life when you lead an organization that is the bellwether of the industry, facing myriad challenges, some of which are structural (cord-cutting eating into hefty subscriber fees) and some of which are self-inflicted (if you’ve read this far you already know what many of those are and there’s no need to re-hash). 

Ryan Shirts

However, it bears mentioning that in addition to making the content compromises — and opening up the checkbook for millions of dollars — to land Peyton Manning, Pitaro and ESPN have had a lot of big wins over the last several years. They locked up a monopoly on SEC football rights (in a deal so substantial the conference lured Oklahoma and Texas to join), expanded their NFL deal to get into the Super Bowl rotation, bought up all the UFC rights (which, more than anything else, has propelled the growth of ESPN+ to 15 million subscribers), and brought back the NHL. Sure, all of these wins probably came as a result of bidding the most money, but I’m old enough to remember when ESPN was supposed to be on a death spiral. Reports of ESPN’s demise — at least in live rights; talk programming and journalism have not remained the priorities they once were — were premature. 

ESPN has been described as an ocean tanker, which turns very slowly. Jimmy Pitaro deserves some credit for his steering, in the macro, through some turbulent waters.

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BSM Writers

Did The Manningcast Work?

“The first show was great, but as is the case most of the time, there is room to grow.”

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Is it a variety show? Is it a podcast?  The first of 10 scheduled Manning MegaCasts, hosted by Peyton and Eli Manning, on ESPN2 proved it was a little bit all of the above. It was almost like Beavis and Butthead meets Statler and Waldorf. It was fun to watch the Manning brothers poke fun at each other and at the same time, criticize some of the action they saw on the field. 

The show debuted as an alternative to the regular Monday Night Football broadcast and was met with rave reviews. To me, there was some great, some not so great, and definitely some room to grow. 

Raiders – Ravens: Peyton, Eli Manning on 'MNF' best moments
Courtesy: ESPN2

I love the concept, providing an alternative for those that would rather be entertained than tune into a traditional broadcast. Now, as a play-by-play broadcaster, it makes me pause to think about what the future may hold. There will always be a spot for a traditional broadcast, especially with viewers that have a rooting interest in the game. I’m not sure that hardcore fans of the Ravens and Raiders were tuned in for more than a passing glance. Those folks want to see the game, not the fluff or interviews and the like, offered on the alternative broadcast. That fluff though is what will earn ESPN those fringe viewers that are curious and intrigued by what a “ManningCast” might have to offer them. 

Sitting down to watch the game, I wasn’t really sure what to expect. I know that Peyton has a personality that in some cases is larger than life. I was pleasantly surprised to see what Eli brought to the table as well.  The guys played off each other well, each taking a turn to take a shot at the other. I’ll get into some of the best of those barbs a little later. 

Peyton is comfortable in front of the camera and has no trouble talking. That was the issue I had early in the game. The elder Manning really dominated the conversation. There were no times in the first few minutes of the first quarter that I felt I could take a breath because so much was coming at me. They really didn’t allow the game to breathe at all. The constant conversation while entertaining at times just kept on coming. Peyton was talking fast and once in a while he was talking over Eli. 

It didn’t help that the Manning’s were in different studios. I wondered if there was a “delay” in their feeds and if that was the reason for talking over one another at times. The delay was quite evident when Seahawks quarterback Russell Wilson joined the brothers for the later stages of the game. Wilson seemingly couldn’t get a word in, because Peyton and Eli were talking over him. 

Peyton has that quality to be able to teach the game in a way that it’s understandable. Some of his commentary was a look behind the curtain at how he played and viewed the game. Knowing what to expect when coming to the line of scrimmage, understanding the coverages and realizing what teams are trying to do to disguise things. It was fascinating to hear the brothers go through play calls and how it is relayed from the coordinator to the quarterback and finally to the team. You aren’t going to get that on a traditional game broadcast. 

It was also impressive to hear the guys interview both former players, current players and Charles Barkley. It so often is the case that the current athletes are very guarded in what they say to a regular ole member of the media. That was not the case in the Manning Cast. From Travis Kelce not knowing who the Chiefs were playing next, to Russell Wilson calling out the NFL overtime rule.  Ray Lewis was a fascinating guest, providing some great stories and terrific insight into the game he once played at such a high level. Charles Barkley, well, he’s Charles Barkley. In other words, he was as fantastic as you’d expect. 

The guests added to the broadcast and made me realize that if this Manningcast actually had a host, it wouldn’t have worked as well. A broadcaster would have gotten in the way to me. Yeah, they could have used a professional at times. Maybe someone to get them into and out of the commercial breaks, because that was a little rough early in the game. But that’s the only a host could have fit in. 

The first show was great, but as is the case most of the time, there is room to grow. I really think the Manning Cast would be so much better if the guys were actually in the same room. The dynamic between them, which was already great, would be that much better. Imagine them demonstrating plays on each other. Both putting on helmets and doing what they probably did as kids in their basement, roughing each other up.

Ok, so they’re a little older now, but I seriously think having them in the same place would make things much smoother. With all the technology out there, eliminating that dreaded delay between the Manning’s and their guests would improve the telecast as well. 

Monday Night Football With Peyton and Eli Manning on ESPN 2, reviewed.
Courtesy: ESPN2

This alternative broadcast would be a great place to teach some casual fans all about the great game of football. Not sure why this came to my mind, but like the old days of the NHL, when “Peter Puck” an animated hockey puck would teach you the game. “Peter” was part of the NBC game of the week broadcast. An animated Peyton and Eli teaching those that need to know the finer points of the game, would be spectacular. 

I can’t wait to see how they improve from last week to this week and who the guests will be this time around. Hopefully, they iron out some of the small issues that plagued them in the first telecast and continue to improve. I realize that this show is unscripted and it’s supposed to be a little looser than a normal show might be, but there are some slight fixes as I’ve pointed out that will make it even better.

With all the success the Manningcast had, I can’t help but wonder how all of these accolades are being taken by the regular MNF booth. ESPN in effect has promoted and created competition for its own product. Perhaps the novelty will wear off? Maybe, but it almost seems like the Manning’s are being groomed for a possible move to the main booth. I’m not sure what the feeling is amongst all the parties, but it’s certainly a dynamic worth watching. 

Here are some of my favorite moments from Manningcast show number one, in no particular order:

  • Derek Carr with an overthrow on the Raiders first play from scrimmage, leading Peyton to say about the Raiders season, “Lookin’ at ah 6-11, 6-11 right now.”
  • Raiders’ fans were loud during an offensive series leading to a bad snap and a few false start penalties, leading to this exchange: 

“They aren’t used to it”, said Eli Manning. Then Peyton responded, “Drink your beer, quiet down and let [Derek] Carr play quarterback.” 

  • Peyton putting on a football helmet to demonstrate the calls at the line for the Ravens. The helmet was way too small. “Helmet doesn’t fit”, Peyton said. “Shocking that a helmet doesn’t fit you”, Eli commented. “They didn’t have a XXL helmet for that forehead.”  
  • With Charles Barkley as a guest, Peyton asked him what position Michael Jordan would play if he were in the NFL, “Tight End”. Then Barkley was asked about Larry Bird playing a position, “there’s no place for no slow 6’10” guys in the NFL”, said Barkley.  

Eli: “Punter”

Charles: “that’s about it…”

  • Also, with Barkley on the show…

Peyton: “Hey Charles, you ever get booed at home? Never happened to you, right?” 

Barkley: “I played in Philadelphia, Pennsylvania. That was a regularity.” “You were lucky, Peyton. Everybody liked you. Eli knows what it’s like to get booed at home.”

Eli: “He had that stadium trained. The fans would get fined if they talked when the Colts were on offense. If a guy was trying to order a beer, everyone would tell him to quiet down until the defense was on the field.”

Eli’s fire alarm goes off in the middle of the show. 

Peyton: “Eli what’d you do?”

  • With Ray Lewis on the show, the trio recalled a game where the Giants played the Ravens in Eli’s rookie season as the starting QB. The younger Manning leading the team to the line of scrimmage, calling out the defense…

Eli: “Hey #52 (Lewis) is the Mike (linebacker)”

Lewis: “No, I’m not the mike. He’s the Mike!”

Eli: “Yeah Ray’s right, the other guy’s the Mike”

It was also revealed in that game in 2004, Eli had a quarterback rating of 0.0 and of course Peyton pointed out, “the same GPA Belushi had in ‘Animal House.’”

  • Chiefs tight end Travis Kelce on the Manningcast

Kelce: “[Watching this game] I’m not trying to get too technical because I think we’re playing the Chargers this week. Oh wait, maybe we’re playing Baltimore. I don’t even know — I’m getting lost in the season already.” 

  • Peyton about 5 minutes later: “Hey, Travis, just so you know, you do play the Ravens next week, so make sure you don’t fly to Los Angeles to play the Chargers.”

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BSM Writers

What Is The Next Advertising Money Cannon?

“In states where betting is legal, stations are having to squeeze live reads and segment sponsorships in wherever they can. Everyone is trying to make sure they aren’t leaving money on the table.”

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If I could tell you that I know beyond a shadow of a doubt that I know there is another advertising revenue stream out there that can repeat what sportsbooks did for sports radio AND that I know exactly what it is, I could handpick my next employer and name my price.

A Supreme Court decision to make sports gambling a state issue and not a federal one completely changed the advertising landscape. In states where betting is legal, stations are having to squeeze live reads and segment sponsorships in wherever they can. Everyone is trying to make sure they aren’t leaving money on the table.

“There is no question about the significant impact sports betting has had on revenue, both from the station side as well as for our on-air personalities who have become brand ambassadors,” Dennis Gwiazdon, VP and Market Manager of Cromwell Broadcasting’s Nashville cluster told me.

Stations in states that are yet to legalize gambling can see the boom and know it is coming eventually. What about states where gambling is already legal? What about states like Alabama or Utah, which are routinely viewed as two that could realistically never legalize sports betting? Is there a boom on the horizon for them?

I spoke with managers in three different markets. I wanted to know where they saw reason for optimism. The answers were interesting.

Earlier this month, John Ourand of Sports Business Journal took a look at the deal FOX signed with crypto.com. The site is the title sponsor of the network’s College Football Extra. Ourand theorizes that could open the door for crypto companies eventually spending money on sports television the way sportsbooks do.

What is the outlook for radio? Jeff Tyler, iHeartMedia’s area president in Wisconsin, is intrigued by the idea, but he isn’t telling his sellers to go rushing out to make deals.

“There are a lot of variables around crypto,” he told me via email. “So as a company we have a plan to work within this category but not put the company at risk or do anything that could negatively affect our listeners and partners.”

Jeff Tyler (@JeffTyler) | Twitter

Ken Brady, the sales manager at 1010XL in Jacksonville, knows that cryptocurrency has a buzz around it right now. He is not sure what the appetite for it is in terms of an ad market or what the industry’s appetite is for radio advertising.

“There is little chatter about cryptocurrency in our market or with partners,” he says. “This is something we need to understand and explore better.”

I asked all three men if there was a sector where they saw potential. Tyler had an interesting answer. He sees potential in eSports. He thinks teams and companies could benefit from connecting with stations with a dedicated listener base.

“Our brands could help them grow their fan base and activate them to attend more events in person and online.”

Gwiazdon has his eye on another vice. Just like gambling came out of the shadows and now functions under government regulation, it is only a matter of time he thinks before marijuana does the same.

“What immediately comes to mind is the legalization of marijuana at the state and, eventually, federal level,” he says. “There’s so much money in that industry – as evidenced where it has already become legal – that it could easily equal or surpass what’s happening with sports betting right now.”

What is interesting is that amongst this trio, Gwiazdon is the only one that lives in a state where there is absolutely no legal marijuana. What he sees as a potential boom for Tennessee is already legal in both Wisconsin and Florida, albeit exclusively for medical purposes.

A lot of sellers have big plans for pot and cannabis products where they are legal. Very few of them know all the answers though. That is why the RAB has a marijuana FAQ section on its website and advertising agencies specializing in marijuana have sprung up.

For 1010XL, the boom never really materialized according to Ken Brady.

100+ "Ken Brady" profiles | LinkedIn

“We have had little success with this category, the players who have come in seem to be interested in demos outside our strengths or have been flakey with no real appetite for a solid campaign that will work.”

Businesses built by someone following their passion for marijuana are flaky? Well, color me shocked!

Jeff Tyler told me iHeart is looking at this on a market by market basis. Wisconsin has made medical marijuana legal. Tyler can’t have his sellers approaching businesses the way sellers in neighboring states like Illinois or Michigan, where it has fully been decriminalized can.

“Until it’s fully legalized the advertiser revenue is very limited,” he said. “We have a team that leads this vertical for iHeartMedia and have states like Colorado that already have fully legalized marijuana so we have a solid plan and guidelines to follow with these advertisers. CBD is a small category with some hit spots in some markets.”

There may never be another category like sports betting. The money cannon that industry was ready to fire was unpresedented. You can’t bank on it happening again.

I asked Dennis Gwiazdon if it was possible that the radio industry will have to play a very proactive role in creating the next boom. He told me that may be the best way to think about it. What he is sure of is that no idea can be dismissed as the industry looks to find another stream of revenue that has the potential of the sportsbooks.

“We definitely have to get smarter at how we generate revenue. Relying on the old, tried and true ways won’t hold up forever. The good news is our business model is already undergoing a sea of change in terms of how we scale our radio/digital/entertainment assets for wider distribution and access. But some of us are further down the road than others. The audio industry is still the ultimate personal experience. How we continue to maximize – and monetize – our relationships with fans is the key to our survival.”

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