Lisa Kerney Embraces New Challenges At FanDuel TV
“I just learned early on that it was okay to be me,” Kerney said.
From the time she was young, Lisa Kerney considered herself to be a jock. Growing up in Leawood, Kan. as one of five children, Kerney was raised in a household where sports and competition were relatively quotidian and always in the stream of consciousness. After all, her mother was a marathon runner and her father played college basketball at Rockhurst University in Kansas City, so athletics were entrenched in their DNA.
She and her siblings were captivated by the game of football though and it quickly became a part of their Sunday routine after church and yard work. Once Kerney viewed several live game broadcasts and forms of studio programming including SportsCenter on ESPN, she recognized that she wanted to one day be on the other side of the screen.
“At some point when I was 6 or 7 years old, it kind of clicked for me that I was like: ‘Oh wait, I can actually live out these stories and be the one to share [them] with sports fans around the world’,” Kerney recalled. “I became committed to being a sports broadcaster when I was very little and truly had blinders on; I never came up with a Plan B.”
Kerney frequently used her four siblings, other family members, and friends as mock interview subjects throughout her childhood, immediately trying to hone her craft before she had any real-world experience. At the same time though, Kerney played basketball at Saint Thomas Aquinas High School in Overland Park, Kan., and ultimately chose to attend Lynn University in Boca Raton, Fla. to study broadcast communications and play on the school’s basketball team on a scholarship.
While her primary focus was always to build a career in sports media, playing sports enhanced her abilities as a broadcaster and afforded her perspectives that could have otherwise been left unrealized.
“Being part of a team is such a gift,” she said. “You learn so much not only about yourself but about how to work with others. You learn how to push your limits; you learn how to collaborate; you learn how to communicate. All of these things are critical skills in life.”
Balancing studies and athletic commitments can often be difficult for college students, but Kerney embraced working hard rather than loathing it. By her senior year, she was the team captain of the Lynn University Fighting Knights and was named the school’s scholar-athlete of the year. At the same time, she worked as an intern at Metro Sports, giving her professional exposure to sports media before she graduated with honors.
“I thrived because I really learned how to lean into hard work as well through sports and it became such a part of my fabric,” Kerney expressed. “If I’m not working hard, it doesn’t feel like I’m doing it right.”
Kerney’s first job out of college was at local television station KXLF in Butte, Montana; she started in September 2004 working as a sports reporter and anchor. One year later, she was selected as the best sports reporter and best television personality at the Montana Standard People’s Choice Awards, representing monumental achievements for Kerney as she sought to break into the industry.
Entering that first job in market No. 296, she took the opportunity seriously and tried to be authentic with her audience by being herself on-camera rather than adopting a television persona.
“I just learned early on that it was okay to be me,” Kerney said. “Not only that as I grew that it was okay to be me, but it was the best way for me to grow and succeed to just be the same on-camera as I am off-camera.”
As she experienced success early in her career, Kerney was quick to hire an agent and explored opportunities to continue to report on sports in a larger market. After nearly taking a job in San Diego and interviewing for a role in Austin, she was informed by her agent of a chance to join KING-TV in Seattle, which turned out to be the perfect fit.
Working in a major sports city for the first time in her career, she noticed a stark contrast in the culture and its associated expectations, requiring her to intensify her efforts to progress as a reporter. It was early in her tenure when she conjectured that she had a lot to learn if she wanted to keep her position at the station and responded by making connections with colleagues and being inquisitive, looking to maintain a positive growth trajectory.
“I had no idea how much work I had to do on me because I was just living it up; I was living my dream job even when I was in Montana – and little did I know it was very different in Seattle because the expectations were so high,” she said. “All of a sudden you were so visible. I really took a step back when I got to Seattle…. [but] I just started asking a ton and ton of questions and really invested in making myself better.”
After hosting Northwest Sports Tonight featuring local, collegiate, and professional coverage of sporting events and athletes, along with anchoring weekend sports coverage, Kerney came to the east coast for the first time in her career. She began her time in the New York metropolitan area in Secaucus, N.J. working at MLB Network as a sports contributor and reporter for nearly a year before transitioning to work directly in “The Big Apple,” the number one media market in the world, with CBS 2.
Beginning her shift at 4:30 a.m., Kerney was the sports anchor on CBS 2 News This Morning, recapping the previous day’s action and previewing what was forthcoming in the day ahead. Once that show ended at 7:00 a.m., she walked across the studio to host Live From the Couch – a morning show grounded in entertainment news.
Working alongside John Elliott and Carolina Bermudez, Kerney and the team welcomed actors, authors, and other guests who typically appear on morning programs such as Today and Good Morning America. Moreover, the show would also have lifestyle segments, such as those illustrating beauty secrets and demonstrating cooking tips, for their viewers to enjoy and learn from.
“It was a great departure for me because I was able to extend myself and really kind of put a toe in the entertainment world,” Kerney expressed. “….As much fun as that was, my heart and soul has always been in sports. It was a short-lived show and a ton of fun but I was ready to move off of that morning shift.”
When she was growing up in Leanwood, Kan., Kerney was mesmerized by the thought of one day working in sports media, specifically at ESPN as a SportsCenter anchor. Whether it was Hannah Storm, Robin Roberts, Linda Cohn, or others, Kerney found herself inspired and motivated to succeed whenever she watched women working in the industry.
“That is such a gift that I took for granted for a really long time because I thought in my world that women were always a part of the sports world,” Kerney expressed. “….Growing up being able to watch them and be such professionals and so well-versed in their craft and be able to go toe-to-toe with men and be able to deliver sports equally. It was something important for me to see as a young girl.”
Before landing her dream job as a SportsCenter anchor at ESPN, Kerney had previously turned the network down two times – largely because the timing did not work out. From the first time she began to consume sports content though, being a part of the ESPN team was something Kerney long desired, even telling adults as a child that she sought to work for the network. Despite not being taken seriously by some of her peers when younger, Kerney focused on achieving that goal from the day her interest was piqued and did so when she officially signed on with the network in February 2014.
“I don’t think we can say enough about SportsCenter because you have every single element of sports television in [each episode],” Kerney said. “You have highlights; you have interviews; you have breaking news and also each SportsCenter [during] each time of the day is completely different. We have our pre-production meetings and we map out the whole show, but at any point, if breaking news comes in, you just throw those scripts away and you’re just basically ad-libbing and moving on the fly and pivoting and taking interviews from across the country.”
Aside from anchoring the network’s signature program, Kerney also penetrated into the podcasting space as the host of ESPN’s first internally-produced podcast called Stay Curious with Lisa Kerney. Once she began working in her hosting role and became a regular voice on the network, she was given the opportunity to host Fantasy Football Now on Sunday mornings throughout the National Football League season.
One of the first subjects taught to students in science classes is Sir Isaac Newton’s first law of motion – the law of inertia – which states that an object will sustain motion at a constant speed unless acted upon by an outside force. As her momentum trended upward at ESPN, Kerney became hesitant to decline any new opportunities presented to her, essentially removing the word ‘No’ from her lexicon.
Yet as she tried to raise a family with four young children and routinely drove 73 miles from her home to work at ESPN’s primary campus in Bristol, Conn., she found that accelerating her career and maintaining her work-life balance was unsustainable.
“As much as I wanted to give to ESPN and wanted to continue – and I had a contract on the table that I walked away from which a lot of people are like, ‘How do you do that?’ – it was a time in my life where I bet on myself and bet on my future,” Kerney said. “Sure enough, I get into an industry where betting is the next thing in sports.”
Kerney interviewed to join FanDuel in 2018, a time when the sportsbook was exploring opportunities to grow within sports media and working to turn its vision of launching its own network and OTT streaming platform into a reality. Following her initial conversation with Executive Producer and Vice President of TV Kevin Grigsby, Kerney was captivated by what was written on the company’s whiteboard and signed on to be a host of the platform’s first sports betting program called More Ways to Win.
Five years later, Kerney’s show is a central part of the recently-launched FanDuel TV, which includes shows featuring Kay Adams, Michelle Beadle, Shams Charania, Pat McAfee, and Bill Simmons.
“We’re so proud at FanDuel because we’ve positioned ourselves in a way to play a significant role in the changing landscape,” Kerney said. “We’ve had our show and we’re the core of a sports betting network in More Ways to Win, and I’m grateful to be able to host our show.”
The linear and digital network evolved out of TVG Network, an affiliate of FanDuel, and is available on multiple dissemination platforms including social media outlets and the FanDuel Sportsbook mobile application. According to Kerney, the network has various pieces of news to share regarding content development in the fourth quarter and into the start of the new year: one of which is the launch of a new NBA show called Run It Back featuring Beadle and Charania, along with Chandler Parsons and Eddie Gonzalez.
“I’ve been here almost five years at FanDuel and it feels like five minutes because of how fast our industry is growing and how quickly we’re changing,” Kerney expressed. “It’s thrilling to be a leader in this space.”
Kerney describes her hosting style as energetic and relatable, supplementing the analysis provided by betting experts and former players with her own commentary and ability to keep each show both dynamic and engaging. She is eagerly anticipating the show’s continued evolution and is cognizant in communicating her authenticity with viewers and aims to evoke genuine interest in sports betting.
“I’m just a sports fan that gets to talk about sports for a living,” Kerney said. “I’m grateful for every opportunity that I’m at the desk and am a point guard of our show. I don’t give out specific bets but I have really smart analysts and experts that are on the show with me.”
The show seeks to appeal to all audiences whether or not viewers have partaken in any form of sports betting. In essence, it serves a dual purpose of assimilating new customers to sports betting and the FanDuel Sportsbook while enriching the expertise of existing sports bettors and keeping them interested.
“We want to bring you along with the game; we want to bring you along with the terminology; we want to help you understand while giving you information to help you place your bets and what bets we think are going to play out in a certain way,” Kerney said. “A lot of times our experts and our analysts don’t agree and they explain why and that’s the fun part…. At the same time for seasoned bettors, you get really insightful information and statistics and really deep research that you wouldn’t get on other shows.”
Following a decision made by the U.S. Supreme Court in May 2018 in the court case Murphy v. NCAA that struck down the Professional and Amateur Sports Protection Act – which prohibited sports betting in all states except Nevada – it has been delegated to states to adopt legislation officially legalizing it if they so choose. At the moment, more than 30 states have legalized some form of sports betting and many others are considering the measure including California, whose voters will decide the fate of two propositions this coming November regarding the practice.
“They’re coming fast; we see them falling so quickly,” Kerney said of states legalizing sports betting. “The regulation is so important not only for the safety of all of our players, but obviously the positives that come with each state legalizing and the taxing and where those tax dollars can go to help improve schools and roads and all those things.”
Nearly 20% of American adults say they have bet on sports sometime in the last year according to a recent study conducted by the Pew Research Center. The National Football League, its teams, and its players encompass an ideal property for bettors to follow and gamble on, Kerney says, largely because of the existing popularity and wide variety of bets that can be made on any given play. From props to teasers to parlays, sportsbooks like FanDuel continue to pitch to fans the ability to go beyond the game and have a stake in the action – a sort of metadrama instilled within the manifestation of competition in live sports.
“Back in 2018, the way I described sports betting to people is [that] it’s truly like playing a game within a game within a game,” Kerney expressed. “It keeps you interested beyond the score; it keeps you interested beyond… who won, who lost and what [a team’s] record [is]… Our slogan is ‘Make Every Moment More’ because literally in every moment, you could have a bet riding which is really exciting to turn up your Sunday a notch.”
Social media is a new content avenue that has augmented the power of viewer choice, leaving it in the hands of the consumer pertaining to just when or where to immerse themselves in multimedia – and nearly all distribution platforms have adapted themselves to be accessible in this way. It was a change facilitated by evolving technologies and shifting psychographics within the marketplace, combined with meeting an immediate and symbiotic need to continue to connect with sports fans through a global pandemic amid the cessation of game competition.
More Ways to Win was initially distributed through local regional sports networks – usually in states that had legalized sports betting. The problem came in finding the show as since it was distributed on a wide array of networks, consumers sometimes ran into trouble locating where it was in their market. With content offerings on multiple platforms, consumers may opt to watch or listen to programming that they can more easily find; therefore, new and innovative platforms are emphasizing enhancing their ability to be found.
“When we started our show back in 2018, we had a great product but our challenge for a long time was distribution,” Kerney said. “….I would be putting out through the magic of social media; I kept posting like, ‘Hey, catch our show here,’ and then it would be a rundown of 30 different states and local markets and times. We were all over the place and it was not a streamlined process of how best to find our show and at the time our show, More Ways to Win, was the only forward-facing content FanDuel had from a linear perspective.”
While she was unable to comment on any specific future opportunities, Kerney alluded to chances to continue to hone her craft and try new things down the road. Having worked in sports media for nearly two decades, she remains curious and ambitious in her own career pursuits, along with helping to grow the reach and actualization of the full potential of FanDuel TV.
“I’m competitive as hell, and not only with people around me but with myself to just get better and better every day,” Kerney said. “Now having FanDuel TV, a new challenge for us at FanDuel, this has really been the highlight of my career – getting to step out of my comfort zone and expand in ways that I haven’t yet. The best is yet to come for sure.”
Being able to step outside one’s comfort zone can often be difficult to embark upon and subsequently achieve for aspiring professionals. Coping with feelings of discomfort though is usually essential in finding one’s niche and effectuating vertical movement in the industry. One of those sources of uneasiness is small-market television and the thought of moving away to a great unknown. Young journalists, sometimes oblivious of the value starting in a small market garners, can feel crestfallen and apprehensive towards opportunities in those locales – which is why Kerney tries to disseminate a positive message to those she encounters.
“Small market TV is such a gift when you’re just starting out,” Kerney said. “Go to the small markets; be in markets that are barely visible. You can mess up; you can ask questions; it’s not going to stay with you. You can really get reps that are so valuable before you move on and really build your confidence.”
Working in smaller markets though should not preclude journalists from taking the job any less seriously than they would if they were in larger markets. Usually, the experience and connections made in smaller markets prove to be valuable as time goes on; therefore, it is imperative the job is viewed in the same light and executed as such.
“Hard work and sacrifice are non-negotiable in this business,” Kerney said. “We work holidays; we work crazy nights and mornings… constantly running on very little sleep. It’s hard work; it’s sacrifice.”
While Kerney has had the opportunity to interview athletes widely regarded as elite including Aaron Judge and LeBron James, she affirms that it is the broadcast teams with whom she has worked that have made her career invaluable. She looks forward to what the future holds both at FanDuel TV and in other opportunities not yet divulged, along with continuing to raise her four children with her husband and former two-time NFL Pro Bowl defensive end Patrick Kerney.
“We’re just getting started and that’s very true,” Kerney said. “Now that I’ve been in the industry for almost two decades, I have perspectives and a voice that is valued and respected. It is allowing me other opportunities that I can’t share right this second, but you’re going to see me outside [of] the TV box very soon.”
Derek Futterman is a contributing editor and sports media reporter for Barrett Sports Media. Additionally, he has worked in a broad array of roles in multimedia production – including on live game broadcasts and audiovisual platforms – and in digital content development and management. He previously interned for Paramount within Showtime Networks, wrote for the Long Island Herald and served as lead sports producer at NY2C. To get in touch, find him on Twitter @derekfutterman.
As Media Changes, Bob Costas Hopes Standards Remain
“Some people are cynics, and they confuse cynicism alone with insight. That’s not me.”
Growing up in New York, Bob Costas frequently listened to broadcasters such as Red Barber, Mel Allen and Marv Albert call games on the radio. To him, their voices were inseparable from the players. Although he idolized Mickey Mantle, Costas knew the only way he would pass through the Yankee Stadium gates without charge would be by working in the press box. Recognizing that many national broadcasters began their careers by working in radio, he searched for an esteemed college program to accentuate his pursuit of a media career. Once Costas picked up a New York Knicks yearbook and learned that Glickman and Albert had both attended Syracuse University, his mind was, somewhat consequentially, made up.
“When I got there, I didn’t know for sure if I wanted to be a writer or a broadcaster,” Costas said. “Almost as soon as I got there as a freshman, I started getting airshifts doing sports reports and whatnot on the campus radio station. I felt like this was something that I enjoyed and I might have a knack for.”
Costas on the Air
Costas was fond of a specific type of sports broadcasting early in his career, one promulgated by Jim McKay and Jack Whitaker wherein an announcer is more than just someone who documents the game. It led Costas to espouse a multifaceted approach with shades of humor, journalistic elements and some historical references.
“[They] were essayists and at times journalists,” Costas said. “Not just announcers, but journalists with a respect for and a command of language with the occasional literate touch [and] I admired those people. I think I was influenced by them in that they showed me that was an avenue [and] that not every good broadcaster had to be generic.”
When Costas graduated from college, he was hired at KMOX radio by general manager Rob Hyland. He was assigned to be the new play-by-play announcer for the American Basketball Association’s (ABA) Spirit of St. Louis, and later called Missouri Tigers college basketball.
In 1976, Al Michaels was slated to be a regional football play-by-play announcer for CBS Sports, but ended up signing a contract with ABC less than one week before the regular season. It left the network with no one to call an opening week game between the San Francisco 49ers and Green Bay Packers from historic Lambeau Field, resulting in CBS Sports calling Hyland to inquire about a potential replacement.
“Mr. Hyland said, ‘We’ve got a young guy here. We think he’s pretty good. He’s 24 and looks like he’s 15,’” Costas recalled. “They said, ‘Send him to Green Bay,’ and I signed a one-game contract for $500 to go to Green Bay.”
Costas continued calling regional games for CBS Sports while working at KMOX, being used every so often on football and basketball coverage. It gave him additional exposure in various marketplaces around the United States, and ultimately prepared him to join NBC Sports. By the end of 1981 though, Bryant Gumbel departed the sports division to join Jane Pauley and Chris Wallace as a co-host on TODAY. As a result, Costas was elevated to become a more visible part of NBC’s football coverage. He eventually started hosting the pregame show for the NFL on NBC, and had to learn the mechanics of the studio and how to read from a teleprompter.
“For the first several years that I did it, I didn’t use a teleprompter at all,” Costas said. “I just had notes and ad-libbed around those notes, but then as the production became more sophisticated, they’d want a specific cue to roll in B-roll or whatever, and I began using the prompter for that. I still ad-libbed in and around it because I felt more comfortable doing that.”
Costas on America’s Pastime
Costas continued hosting studio coverage for football, but had also impressed network executives when hosting NBC’s coverage of the 1983 Major League Baseball All-Star Game. Earlier that season, he had started broadcasting games with Tony Kubek on Game of the Week, a partner to which he credits accentuating his development. Kubek introduced Costas to key figures around the sport, such as players, general managers and scouts, implicitly communicating the trust he garnered in his abilities.
Throughout his career, the composition and expectations of the audience have altered, requiring Costas to adapt the way in which he calls a game. Research departments compile tedious amounts of information for broadcasters to consider, and it is in their purview to determine what deserves emphasis. When sabermetrics first began to pervade into the everyday vernacular of the sport, Costas had Bill James on KMOX to discuss his theories and baseball abstract, and he considers himself an early adopter of the metrics.
Costas is familiar with postseason baseball as a fan and broadcaster, appearing on World Series broadcasts five different times either as a host or play-by-play announcer. Through his lifetime, he has seen and embraced the evolution of the sport. Yet he is frequently labeled as a “traditionalist.” That led to extensive criticism regarding how he called last year’s American League Division Series between the New York Yankees and Cleveland Guardians on TBS.
“If it ever gets to the point in a broadcast where the statistician eclipses the storyteller, then some of the elements of romance and legend that are part of baseball are lost,” Costas expressed. “What you’re looking to do is strike a balance between those two things. They all have their purpose, but it’s a matter of balance.”
In addition to baseball, Costas also covered basketball with NBC, helping further cement the Association into the collective awareness of the viewing public. He was elevated to lead play-by-play announcer for the 1997-98 season and called three NBA Finals, including one of the most consequential shots in the history of the game. Costas, who announced games locally for the Bulls on WGN-TV during the 1979-80 season, punctuated Michael Jordan’s championship-winning basket in Game 6 of the 1998 NBA Finals. Although he no longer calls basketball, Costas is a fan of the game and regularly tunes into the NBA Finals while staying aware of ratings.
“A good portion of it is on cable,” Costas said of league broadcasts. “There are very large rights fees paid, so that explains the league’s willingness to go in that direction, and the quality of the broadcasts are generally very, very high. There’s no criticism of the way the games are presented, but it’s less present in the minds of the casual fan than it was in the ‘80s or ‘90s.”
Costas on Reporting
When Costas was at NBC, he was presented with a proposal from producer Dick Ebersol about starting his own late-night talk show, entering a space where sportscasters had not often frequented. While he looks back at that stage of his career with a sense of appreciation, he turned down the program multiple times. Once he reluctantly agreed to host the show, Costas welcomed guests including Paul McCartney, Don Rickles and Mel Brooks among others for longform, insightful interviews.
“It wasn’t confined to five minutes or a quick soundbite,” Costas said. “I think I was well-suited to that format, and once I got my footing after the first few months of doing it, I realized that even though I hadn’t planned anything in that area, it was something that I was suited to do.”
As a journalist, Costas affirms that it is his responsibility to address uncomfortable subjects with his audience in an objective manner. Through this approach, people feel empowered to formulate their own opinions and contribute to the discourse, especially since they do not have to start the entire conversation. In working as the prime-time host of the Olympic Games on NBC for 24 years, Costas had to balance highlighting the competition with bringing light to international affairs and global issues.
“Some people are cynics, and they confuse cynicism alone with insight. That’s not me,” Costas said. “But I hope that I’ve had a healthy skepticism, and I’ve never thought there was any contradiction between embracing the drama; the theater; the human interest [and] the occasionally and genuinely moving and touching things that can happen in sports… and then turning a journalistic eye towards what’s happening within those same events or those same sports.”
Before Costas took over the hosting role from Jim McKay in 1992, they had a lengthy conversation about the duty of the host and how integral the person is in the network’s coverage. It requires being familiar with notable athletes while also having the dexterity to seamlessly pivot, take a briefing and discuss unexpected occurrences. For example, during Costas’ second Summer Olympics in 1996, he had to cover the Centennial Park bombing. At the same time, he needed to know about the competitions and the significance of certain milestones the athletes achieved.
When Costas inked his final contract with NBC in 2012, he insisted that a stipulation be placed that the 2016 Olympic Games in Rio de Janeiro, Brazil would be the final time he would host the games on the network. At the time, Costas was also hosting Football Night in America on NBC, which led into Sunday Night Football broadcasts with Al Michaels and Cris Collinsworth. The network suggested he take on an emeritus role similar to what Tom Brokaw did as a newscaster, a proposal to which Costas obliged.
Costas has hosted two different nationally syndicated radio programs during his career – Costas Coast to Coast (1986-1996) and Costas on the Radio (2006-2009) it’s a parallel path to the ones takes by some of the biggest names to follow in his footsteps in sports media.
Stephen A. Smith, for example, is a featured commentator on ESPN’s First Take, broadcasts an alternate telecast for select NBA matchups, appears on NBA Countdown and hosts his own podcast titled The Stephen A. Smith Show. He does all of this while building his own production company, occasionally guest starring on television shows and ensuring he is well-positioned for the future. Smith has not been shy about his desire to expand beyond sports, pondering trying to host a late-night talk show of his own. Costas, it should be noted, is the only person to ever win Emmy awards in news, sports and entertainment. He has amassed a total of 28 throughout his illustrious career, the most wins in the history of sports media. Nonetheless, he believes discussing more than sports takes a specific archetype and is not a route all personalities are inclined to forge.
“You could name a lot of people that do one thing, but they do it extraordinarily well,” Costas said. “They don’t have to check every box…. I just had varied interests, and I guess people identified that I had varying abilities, and so I was able to do that.”
Costas has been on MLB Network since its launch in 2009. This followed an eight-year run with HBO as the host of On the Record, which was later revamped into Costas NOW, but he departed the premium television network when they insisted he grant them “cable exclusivity.” He desperately wanted to join MLB Network because of his passion and interest in the game – and ultimately ended up doing so – but not before making a monumental decision about his future.
“It was a really difficult choice because HBO was the gold standard when it came to sports journalism,” Costas said. “But given my love of baseball and given the fact that NBC hadn’t had it since 2000, I went with the baseball network.”
Costas on the Gridiron
Costas’ infatuation with baseball was contrasted with a perceived indignation towards football, although Costas affirms that was not the case. He had generally been allowed to express his opinions about different topics on radio programs or television shows, but there was a point where it became too much.
After he went on CNN to discuss the topic of chronic traumatic encephalopathy (CTE) following remarks he made at the University of Maryland about football having adverse mental effects, Costas was removed from the NBC’s Super Bowl LII broadcast. The decision did not bother him, as he had been assigned to host the Super Bowl without any prior knowledge before it was publicly announced. In fact, he was somewhat apathetic towards the proceedings.
“What I did suggest was I could make a more significant contribution if, during the course of a six-hour Super Bowl pregame show, you carved out 15 to 20 minutes for a real journalistic interview with Roger Goodell,” Costas shared. “That would be good programming, and it would be solid journalistically, but Goodell declined. So then that left me with no role that I was interested in for the Super Bowl.”
The ambivalent feelings Costas had towards the sport precipitated his exit from the network, officially parting ways in January 2019 and moving to the next stage of his career. Upon his exit though, Costas knew his previous roles were in good hands with Mike Tirico at the helm. The plan from the beginning was to have Tirico assume the host role of both prime-time Olympics coverage and Football Night in America. Once Al Michaels left NBC Sports to join the incipient Thursday Night Football property at Amazon Prime Video, Tirico was duly named the new play-by-play announcer on Sunday Night Football. It was one transaction in a deluge of broadcast movement in the final offseason before the start of the NFL’s new national media rights deal, reportedly worth over $110 billion over 11 years.
“The NFL doesn’t just reign over sports TV; it reigns over all of television and over all of American entertainment,” Costas said. “It’s the only thing that consistently aggregates audiences of that size, and therefore it isn’t just valuable to the networks; it’s indispensable to the networks.”
With these sizable media rights agreements comes substantial compensation for on-air talent. ESPN is reportedly paying Joe Buck and Troy Aikman a combined $33 million to serve as the Monday Night Football broadcast tandem, a figure some people would consider overpaying. Costas does not view it that way, instead perceiving broadcasters as harbingers of credibility.
“When you think about a company spending billions and billions of dollars for a property like they do with football, and then add on all the production costs, why should it surprise anybody that they’re willing to pay a very high premium to get Joe Buck or to retain Jim Nantz or to retain Tony Romo?,” Costas articulated. “Not doing so would be the equivalent of, ‘You spend $5,000 on a suit, but now you’re not going to splurge for the tie or the belt.’ These are accessories to a larger investment, and they’re important accessories.”
ESPN announced it was signing Pat McAfee to a multiyear, multi-million dollar contract to bring his eponymous show to its linear and digital platforms. McAfee conducted the negotiations independently and will still retain full creative control over the show in its new phase. The move, however, received considerable backlash from those inside and outside of ESPN since it occurred amid Disney CEO Bob Iger’s directive to lay off 7,000 employees across all divisions of the company. On several occasions, sports media pundits and personalities alike have expressed that ESPN concentrates its attention on a small sector of talent while neglecting everyone else. While FOX Corporation, Paramount Global and various other companies have engaged in layoffs this year, none made a hire with the star appeal, gravitas, and price tag of McAfee.
“Someone like McAfee; he moves the needle,” Costas said. “He moves it, I guess, [on] various platforms – YouTube, as well as ESPN now, so he can make a difference so that’s what they’re paying for.”
Costas on Modern Media
An existential question those in the media industry are grappling with is how to offset the effects felt by cord-cutting. In the first quarter of 2023, cable, satellite and internet providers experienced a loss of 2.3 million customers, and the latest Nielsen Media Research Total Audience Report says 34% of consumption derives from streaming services. With digital forms of media and over-the-top (OTT) platforms taking precedence in the marketplace, companies must establish alternate revenue streams while continuing to innovate.
CNN laid off employees last year, and its parent company, Warner Bros. Discovery, will reportedly be laying off additional employees during the summer months. Costas joined the company in 2020 as a correspondent for CNN. Earlier this week, Costas appeared on the network to talk about the merger between the PGA Tour, DP World Tour and LIV Golf, which marked a seminal moment in the history of the game.
Warner Bros. Discovery Chief Executive Officer David Zaslav recently relieved CNN chief executive officer Chris Licht of his duties as CEO following a pernicious feature in The Atlantic. It only worsened a dwindling company morale predicated by several controversial decisions regarding coverage, casting and the network’s commitment to journalistic integrity.
While Costas expressed that he had a “cordial, but not deep relationship” with Licht and did not have shrewd insight into the decision to part ways with the embattled CEO, he does understand the shifts in news viewership and how its subject matter can penetrate into sports media.
For years, consumers regarded MSNBC as being biased to left-leaning politics, FOX News having bias towards right-leaning politics and CNN as nonpartisan, although that sentiment has somewhat changed.
“There’s a battle for viewership, and there’s some thought that people only want to go to the places that reinforce what they already believe,” Costas said. “‘Feed me the same meal every time over and over,’ and now CNN is trying to chart a different course more down the middle. Maybe you have to be more partisan in order to attract a larger cable audience; I underline ‘maybe’ because my insight into this is not as valuable as a lot of other people who are closer to it.”
The fractionalized media landscape, whether it be pertaining to news coverage, morning sports debate shows or afternoon drive programs, has, perhaps, engendered more disparate audiences than ever before. People tend to stick with outlets they know will provide them with information and coverage more favorable to their own points of view, and there is somewhat of an implicit chilling effect associated with channel surfing in certain scenarios. Viewers are obstinate towards programs that reinforce their points of view and hesitant to change, sometimes creating misinformation or, worse, disinformation.
“I think one of the most important courses that should be taught beginning fairly early – probably at the junior high school level and certainly continuing through college – is media literacy,” Costas opined, “which is not telling you what to think, but helping you to navigate this crazy jigsaw puzzle that’s out there.”
There are many people following the business of sports media, but a smaller group of people who tend to break news and report on the beat itself. While there are reporters specialized in different niches of the industry, there are others who indolently parse stories and/or spin aspects of it to render it compatible with their platform.
Established reporters and outlets certainly engage in some level of repurposing; however, these entities safeguard what they are disseminating is true and take accountability for their mistakes. Conversely, there are perpetrators who transmogrify things into engrossing headlines designed to attract traffic. It is disheartening for journalists such as Costas.
“Many sites now, and this is true in sports perhaps especially, [are] just aggregators,” Costas said. “They do no reporting; there doesn’t appear to be any editor overseeing any of it. They just look for stuff wherever it might appear, and then they repurpose it, and almost always, the context, the tone [and] the nuance is lost. At best, it’s reduced to primary colors. At worst, it’s totally misrepresented for clicks.”
In the past, Costas remembers genuine local programming which was exclusive to certain geographical areas. Because of the advent of the internet and social media though, nothing is truly local since people from around the world can consume content live or on demand. While this has brought many people together and improved cultural perceptions, ethnocentrism persists and has hindered accurate comprehension.
“If what you say is inevitably going to some extent be distorted where ‘A’ won’t just become ‘B,’ but it might become ‘X,’ ‘Y’ or ‘Z’ by the time it’s gone through all of its iterations, you sort of say to yourself, ‘What’s the point?,’” Costas elucidated. “Sports is not brain surgery – but you can make a more or less thoughtful point when asked a question, but if it’s then going to be seen, heard or read by more people than heard it initially, and if it’s going to be mangled in the process, it’s almost like a fool’s game to be part of that.”
Costas on the Future
The term ‘pretentious’ is wholly inaccurate in describing Costas. He does not view himself as a visionary and knows that he will not be an “active participant” in the industry that much longer, but is reassured regarding the direction of sports broadcasting. He looks at revered announcers such as Jim Nantz and is able to effectively identify similarities with Curt Gowdy. Although the degree of information available to people has certainly shifted, play-by-play announcing, at its core, remains similar to the on-air product people first heard in 1929, although the lexicon and flow of a broadcast are somewhat different.
“The essentials of the craft remain the same,” Costas said. “If you’re talking about sports talk radio; if you’re talking about the internet’s coverage of sports, that in some cases bears no resemblance to the notions that people of my generation had about credibility and quality of presentation. No one’s saying that sports coverage is masterpiece theater or something that should be taught at a Ph.D. class at Princeton [University], but it can be done more or less thoughtfully. It can be done more or less credibly, and we see wide variations now in how it’s done.”
Derek Futterman is a contributing editor and sports media reporter for Barrett Sports Media. Additionally, he has worked in a broad array of roles in multimedia production – including on live game broadcasts and audiovisual platforms – and in digital content development and management. He previously interned for Paramount within Showtime Networks, wrote for the Long Island Herald and served as lead sports producer at NY2C. To get in touch, find him on Twitter @derekfutterman.
There is Nothing Old School About a Human Touch in Radio Sales
“Digital buyers are different, and that’s okay. They may not be the right buyer for you to sell to anyway.”
We are not dumb or dumber when it comes to buying radio advertising. Being a radio ad sales rep is old school to some advertising buyers. To others, we write the book on how to get advertising done. Find those clients!
The digital automated ad buying platform AudioGo described selling radio ads as old school and wrote that automated buying is smarter. I am sure that is true for some buyers who have grown up with tech and automation, namely programmatic buying, and have changed their view of a radio salesperson. They don’t see the unique value radio sales reps bring to the process.
Digital buyers are different, and that’s okay. They may not be the right buyer for you to sell to anyway. Plenty of other local direct clients are not ready for algorithms to automate ad buys. They want a human touch, a helping hand, and the kind of expertise that no algorithm can replace. YOU. Radio salespeople add value to these types of clients. Here is why we do and how we are not the “dumb and dumber” of media of buying.
ONE-ON-ONE PERSONALIZED CONSULT
A radio salesperson offers specific solutions to meet a client’s goals with the right target audience and within their budget. We allow real-time interaction to understand the client’s business better, so we can match up the perfect advertising strategy. We are the ultimate live FAQs page. Building strong client relationships is critical. How can trust, collaboration, and a long-term partnership be created based on algorithms?
EXPERTISE AND INDUSTRY KNOWLEDGE
Most successful Radio salespeople have invaluable expertise and industry knowledge they picked up through years of experience. Twenty percent of the reps do eighty percent of the business. The vets know all about 6a-8a, 4p-6p, and live endorsement spots.
We get the nuances of radio advertising, like shifting audience demographics, programming trends, and effective messaging strategies. We can advise a client to make a much more informed (and time-saving) decision that can maximize the impact of their ad campaigns. No algorithm can see that.
Automated programmatic buying may offer convenience, but it isn’t too custom of a solution. We tailor advertising campaigns to meet the unique needs of each client. We take in specific target audience preferences, locations, and competitive market trends to produce effective strategies. We listen to real-time feedback and get results. Algorithms rely on predefined parameters and can’t customize.
Buying advertising can be complex, with regulations, industry standards, and market trends constantly changing. Radio salespeople have the experience to anticipate roadblocks and offer proactive solutions. Additionally, we can provide insight into budgeting, negotiation, and buying other media. Algorithms lack intuition and can’t maneuver fast enough to handle the unknown.
While automation and algorithms have their place with certain buyers, remind yourself of the value you offer clients. You provide personalized consultation, industry expertise, customized solutions, and the ability to navigate. You are indispensable to the right buyers. Now find them!
Jeff Caves is a sales columnist for BSM working in radio, digital, hyper-local magazine, and sports sponsorship sales in DFW. He is credited with helping launch, build, and develop SPORTS RADIO The Ticket in Boise, Idaho, into the market’s top sports radio station. During his 26 year stay at KTIK, Caves hosted drive time, programmed the station, and excelled as a top seller. You can reach him by email at email@example.com or find him on Twitter @jeffcaves.
Vic Lombardi Turns Nuggets Disrespect into Great Content
“I keep telling people they’re going to go where the money is. The money is the Lakers and the big city teams. The Nuggets don’t sell.”
There was a feeling of Denver vs. Everyone during the 10 days that separated the end of the Western Conference Finals and Game 1 of the NBA Finals. The word “boring” was being used to describe what it was going to be like watching the Nuggets play for an NBA title. It didn’t sit well with Denver media and sports fans, as the unfair tag was being consistently referenced by certain members of the national sports media.
Vic Lombardi of Altitude Sports Radio in Denver, along with several of his co-workers, decided to fight against a narrative they found uneducated and unfair. In their eyes, all you had to do this season was to actually watch the Nuggets to find them interesting.
“We assume everyone else knows what we know,” said Lombardi. “We assume that the rest of the country is watching. And all this has done, to be honest with you, has proven that a lot of national folks don’t watch as carefully as they say they do. Because if they watched they wouldn’t be as surprised as they are right now.”
There was even an on-air spat with Chris Mannix of Sports Illustrated on the Altitude Sports Radio airwaves. During an appearance on the Rich Eisen Show, Mannix said there weren’t any compelling or interesting storylines surrounding the Nuggets first-ever NBA Finals appearance.
Lombardi, along with other hosts at Altitude Sports Radio took exception to the comment and fired back with their thoughts. A few days later, Mannix appeared on the station to defend his position and stick up for what he thought was accurate. Though the tensions were high during the back-and-forth it was incredible content for the station.
But Lombardi says he doesn’t take the spats, whether they’re public or private, all that seriously when other fellow media members.
“The arguments, if they’re anything, they’re all in fun,” said Lombardi. “I don’t take this stuff personally. We had a little back and forth with Chris Mannix. That was fun. I actually saw him in Denver when he came out for media. I respect anyone who’s willing to make their point on the air. It’s not the media’s job, it’s not your job as a host or a writer to tell me what I find compelling or interesting. We’re all from different parts with different needs and you can’t tell me what I desire. Let me pick that. Chase a story because the public may learn something. We’re curious by nature, that’s why we got into this business. All I ask is be more curious.”
The entire team at Altitude Sports Radio did an incredible job of sticking up for their own market and creating memorable content out of it. That should be celebrated inside the station’s walls. None of the outrage was forced; it was all genuine. But what’s the lesson to learn here from media folks, both local and national with this story?
“I think the takeaway is number one, it’s a business,” said Lombardi. “I keep telling people they’re going to go where the money is. The money is the Lakers and the big city teams. The Nuggets don’t sell.
“Well, you start selling when you start winning. They’ve got to sort of earn their way into that club. I think with what the Nuggets have done recently, and hopefully with what they’re about to do, they’re at the adult table. The media business is not unlike anything else. The biggest common denominator is what sells. I get that. I just don’t understand why a team like this, with the most unique player most people have ever seen, why wouldn’t that sell?”
Maybe it’s still not selling nationally, but locally in Denver, Nuggets talk is on fire. For years, the Denver market has been seen as one where the Broncos and NFL rule. The Nuggets have not been close to the top of Denver sports fans’ interests and have probably fallen routinely behind the Avalanche.
But there’s been a real craving for Nuggets talk during this historic run. Granted, it didn’t just start two weeks ago, there’s been momentum building for the team ever since Nikola Jokic started asserting himself as one of the best players in the NBA. But there’s more than just an appetite for the Broncos in the city and the past few years have shown it.
“I think it’s just proven to people in the city that the town is much different than it was 10, 20, 30 years ago,” said Lombardi. “The Broncos continue to rule this town and will do so because the NFL is the NFL. But I can tell you this. There are sports fans outside the NFL. I’m born and raised in Denver and I always believed, what’s so wrong about being an ardent fan of every sport? If you’re a fan, you’re a fan. There’s nothing I hate more than territorializing sports. Like, ‘oh I’m just a football fan’. Or, ‘oh I’m just a hockey fan’. Why? Sports crosses all borders and boundaries.”
Lombardi and Altitude Sports Radio have settled into local coverage of the NBA Finals, rather than fighting with a national narrative. The payoff for the entire ride has been very rewarding for the station. It included what Lombardi called the “highest of highs” when the Nuggets beat the Lakers on their own floor. It even included one of the biggest events the city has seen in the last five years, when the Nuggets hosted its first-ever NBA Finals game last week.
The last few weeks could even be considered one of the most rewarding times in station history for Altitude Sports Radio.
“Our ratings have never been higher,” said Lombardi. “It’s a great display of, sometimes in the media, we think we know what the listener wants. We think we do and we try to force feed them. I think the national folks do that, but so do the local folks. You think they know, but if you give them a nice diet, they’ll choose what they want. And that’s what we’ve done.”
Tyler McComas is a columnist for BSM and a sports radio talk show host in Norman, OK where he hosts afternoon drive for SportsTalk 1400. You can find him on Twitter @Tyler_McComas or you can email him at TylerMcComas08@yahoo.com.