Welcome to our 38th Media Mailbag AthleticThank you for sending us your questions on the website and in the app. We received over 170 questions, so here is part two of a two-part series. You can find part one here.Note: Questions have been edited for clarity and length.
I have two questions about the college football postseason: What kind of ratings do you expect for TNT's two first-round games, considering they will be against two high-profile NFL games with potentially Taylor Swift-effect crowds (one of which will feature the Kansas City Chiefs), and will probably include one game against a Group of Five team and either Alabama/Georgia/Texas/Ohio State/Oregon/SEC or Big Ten runner-up. Will ratings for non-CFP bowl games be lower? Dan K.
It all depends on how many viewers you expect to see for the CFP opener. The sports schedule on December 21 is packed with NFL games, but the new playoff format will likely drive interest in the CFP.
Viewership numbers are entirely dependent on the opponent. Without a brand name, I think it will be lower given the competition and you'll easily see storylines on that front. But if you put a really strong school on TV like Alabama or Ohio State in the game, I think you can average 10 million viewers if it's still relatively close after halftime. If you want an interesting benchmark, the Cotton Bowl between Ohio State and Missouri on December 29th of last year averaged 9.72 million viewers, and the Fiesta Bowl between Oregon and Liberty on New Year's Day averaged 4.67 million viewers.
UFC has been a huge success. What do you think the next media rights deal for this burgeoning franchise will be? I expect Disney won't let it go easily, but I wouldn't be surprised if Netflix or Apple join the bid and the price tag exceeds $5 billion per year. Suzie B.
I recently asked ESPN president of content Burke Magnus how aggressive ESPN will be with UFC, whose contract renewal is apparently looming, and he responded: “UFC has played a key role in our DTC journey. … I think a lot of it will depend on our ongoing DTC goals, where we are as a company in 2025, going through that process and figuring out how the existing ESPN+ product fits into that plan and strategy.”
“With UFC, and certainly with all future rights acquisitions, it's not just a question of how do we play out in linear TV, but how do we contribute to the overall consumer proposition across platforms. UFC already has an advantage in that regard because they already present a product in the form of a combination of top-tier pay-per-view, linear prelims and fight nights that are both direct-to-consumer and linear. They have a deep arsenal of multi-platform content and already have a strategy designed around how a modern media company would want sports content to be represented.”
UFC's current media deal with ESPN runs through 2025. ESPN president of content Burke Magnus said the sport has “played a key role” in their strategy. (Ian Moll/Getty Images)
Why do so many people care about sports media and ratings? For industry insiders, I guess, but why has it been such a success for fans? — Mitch E.
People care about sports media because it's how they consume sports. A quick question: Who do you know more about: Al Michaels or the Minnesota Vikings starting guard? The difference is stark. As for viewership, that's a mainstream indicator of a sport's popularity. There's a niche group of fans (although by no means the majority) who are interested in viewership numbers, and they're interested in how many people are watching sports.
With ESPN dropping their MLB package and rumors of TNT buying up everything they can now that it's almost certain they'll be leaving the NBA, is it possible that WBD might pick up the rights to “Sunday Night Baseball”? It's always seemed odd to me that TBS has such a big presence in the playoffs yet only has one game a week that they black out in their local market during the regular season. I'm a big fan of TBS' postseason coverage and would love to see them take over SNB from ESPN. Brian W.
My colleague Andrew Marchand reports that ESPN has a clause in its contract with MLB that allows it to get out at the end of next season. I think ESPN will take advantage of that. This doesn't mean ESPN will give up “Sunday Night Baseball,” but I think it's clear they want to renegotiate their current contract. ESPN pays $550 million a year, and SNB is the bulk of that spending. ESPN president Jimmy Pitaro is a big baseball fan, so he likes sports. I think ESPN will stay in baseball, but with less stock. There's also the possibility that WBD and ESPN could split SNB in the future.
Why has it been that in recent years, after generations of brilliant, outstanding announcers like Mike Breen, Al Michaels, Marv Albert and Vin Scully, so many of the top national play-by-play positions have gone to unassuming announcers like Brian Anderson, Kevin Burkhart and Joe Davis? Is the league behind this trend toward mediocrity? — Alex O.
Everyone has different tastes. I don't think any of the announcers you listed above are mediocre by any means. You're comparing them to historical voices. Anderson, Burkhart and Davis are all quality announcers from this perspective.
With WNBA ratings soaring (thanks, Kaitlyn), what is the current contract situation? Are the WNBA tied to NBA contracts, and if so, should they be? Brandon M.
There was a great article by Ben Strauss of the Washington Post that delves into this issue in depth. While the league will obviously get a significant increase in broadcast rights fees, it is important to note that the WNBA has different partners than the NBA (Disney/ESPN, ION, CBS, Amazon). Strauss reported that the NBA is soliciting one overall bid from media companies that does not separate the value of the NBA and WNBA rights. I think the WNBA will benefit from being part of the NBA's media rights in this negotiation, and NBC/Peacock, Amazon, and ESPN will all be part of the new deal as well.
Assuming Turner doesn't renew his contract with the NBA, how do you think the production of the NCAA men's basketball tournament will change (or not) in 2026? Will (Charles Barkley) and Kenny (Smith) remain in this, or will we see more of Seth Davis/Jay Wright? Carl T.
It's very hard to speculate, but looking at WBD's recent surge in spending on sports rights, I think they'll stick with their current contract. If they lose out on the NBA, I can't see Barkley being there in 2026. Kenny is a tougher question.
An AI version of Al Michaels' voice will appear on Peacock for the Olympics. Is this a sign of the profession's future? (Cooper Neal/Getty Images)
How should we feel about an AI Al Michaels at the Olympics? Will AI ultimately cause some broadcasters to lose their jobs? What would you say to communications/broadcasting students (sports specific or more broadly)? — Chris A.
I've seen a demo of an AI version of Al Michaels, but I'm not too worried about it. It's a bit like choosing a setting for a dynasty-based video game. Now, the big question of AI taking away broadcast jobs is interesting. I'm more worried about AI taking away production and editorial jobs, which is almost certain to happen. I don't see how the current makeup of sports networks will allow for any AI broadcasters, but AI will change the way sports TV is done business.
I've had NFL Sunday Ticket almost since the beginning. Will I be getting a huge refund check from the NFL? Don D.
At the moment, it is better to refrain from buying an apartment – there is still a long way to go before the time for the check.
How can the WNBA capitalize on its ratings surge? More content? Netflix documentaries? Pre- and post-game revamps? New teams? With media rights deals dictating the league's profits, what's the best move for the WNBA? John R.
These are all good suggestions, and the best long-term driver for the league is to focus on ticket sales and getting the product in front of as many people as possible.
From a UK fan's perspective, the disappearance of “Around the NFL” is a shame but also seems odd. One of NFL Media's true successes has been providing broadcast content to an international audience, stimulating and sustaining interest in the sport beyond US borders. Is the demise of ATN without explanation a harbinger of what will happen to international fan engagement after ESPN absorbs the rest of NFL Media? — Christopher W.
We've received many questions about the future of this popular podcast, and we have an update: Gregg Rosenthal will remain with the NFL and host a new daily podcast titled “NFL Daily.” New episodes will be released five days a week, beginning July 15. An NFL spokesperson said various NFL media talent will appear regularly on the show, including Colleen Wolf, Patrick Claybon, Steve Wyche and Nick Schueck. Avid listeners of the podcast should rejoice, as former “Around the NFL” co-hosts Dan Hansas and Mark Sessler have hinted at what's next on social media.
Whatever happens, the end of a popular podcast is a bad sign. The NFL has been shedding NFL Media assets, which many believe is just the beginning of a streamline to get the assets bought (Good Morning Football was moved from NYC to LA, a total cost-cutting measure that changed many people's lives). To your specific question about international content, I think the opposite is true. The NFL has big global plans, so you won't see content being cut there. Global viewership is a big growth play.
I'd love to hear your thoughts since Peacock just acquired the rights to Big East basketball. They've already acquired Notre Dame, Big Ten football and basketball, “Sunday Night Football,” and possibly a new NBA deal. Will Peacock's acquisition of sports media rights make them a major player? Is WBD just getting desperate with Mountain West football and other recent acquisitions because they seem to be losing the NBA? Scott R.
Peacock is already a major sports rights company, given the assets you mentioned plus the streamer's access to the Olympics, Premier League, Tour de France, US Open, and more. It will be even bigger as Andrew Marchand reports that the company will air exclusive NBA rights on Mondays and simulcast all NBA games on NBC. It remains to be seen if Peacock will be profitable, but they are a major sports company. As for WBD, I think their recent rights purchases are a sign they're moving away from the NBA.
Any info on what's next for “Inside the NBA”? If TNT continues with the show, do you think Charles Barkley will stick around? I get the impression that his “retirement” is a ploy to keep the show intact on TNT. Matthew R.
I wrote an article on June 19 predicting that Barkley would not retire from broadcasting. I don't think this is a negotiating ploy because he would have no problem earning $15-20 million per year in future contracts. I also think he was really serious about it. But he'll change his mind. He loves broadcasting too much. Some in WBD believe they can work something out with Barkley with or without NBA media rights. We'll see what happens.
Going deeper
Is Tom Brady really bringing viewers to Fox? Sports Media Mailbag, Part 1
(Top photo shows music legend Taylor Swift and her boyfriend after the Kansas City Chiefs won the Super Bowl in February: Eric W. Rasko/Sports Illustrated via Getty Images)
