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5 Sports TV Minds Explain Why We Love The Manningcast

“Yes, it’s an in-motion experiment but it’s working because the production team at ESPN is being allowed to create a live studio show, something ESPN does very very well.”

Demetri Ravanos

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Here at Barrett Sports Media, we clearly have Manningcast fever. And look, we aren’t the only news outlet covering the media industry that has mined Peyton and Eli Manning for all the content we can. We have looked at the show from a broadcaster’s perspective. We have looked at it from a fan’s perspective. We have gawked at the ratings growth. We have asked how fair this whole endeavor is to Steve Levy, Brian Griese, and Louis Riddick.

One thing we have not done yet is ask accomplished television professionals for their thoughts. Why has this broadcast, which can be hard to follow at times, captured the imagination of football fans? How has it gone from something we were unsure about to truly must-see TV for the sports audience?

Peyton Manning takes hilarious shot at New England Patriots during 'Monday  Night Football'
Courtesy: ESPN

I asked five TV pro’s what it is that they see when they watch Peyton, Eli and their cavalcade of guests. Is the Manningcast connecting with hardcore football fans that crave the Xs and Os or is it connecting with more casual fans that enjoy the comedy of Peyton wearing a helmet three sizes too small and Eli shooting the camera the double bird? This is wildly different from a traditional TV booth.

Allan Flowers is a coordinating producer for NFL Network. He’s spent three decades in the industry, and works for a network that lives and breathes football 24/7. Perhaps even more importantly, Allan has the benefit of working on one of the most well received shows in recent memory, one that football fans can’t get enough of, NFL Redzone.

I wanted to pick his brain on traditional TV booths. When the Manningcast first premiered, so many people wanted to tie it to a traditional broadcast and figure out what it means for the future. It raised questions about ESPN’s longterm plans for Peyton Manning, Monday Night Football, and the pros and cons connected to offering two versions of the same game on different channels.

“I can definitely see Peyton in a traditional booth. He is the one constantly talking football on the ‘Manningcast’. Eli mixes football with jabs at his older brother,” Flowers told me when I asked if what he has seen through the first three weeks makes him think that the brothers could be a future fit in a more traditional broadcast booth. “I think the traditional broadcast needs to change anyway. It’s the same formulaic booth that we have seen for decades. That’s why there is an appetite for something like this. As opportunities continue to open for more diverse people (e.g. younger analysts, female analysts, female and black play by play announcers), I think you will see tone of the traditional broadcast booth change regardless. ABC tried comedian Dennis Miller in the booth decades ago. I would not be surprised to see something like that happen again in the future, only if that person is relatable and appears to know football. As for what Eli & Peyton are doing, I think it’s great. They have a connection which is paramount to a great booth. There is a rawness to it that appears fresh (for now). I think their broadcast is still evolving. I’ve noticed some small changes each week. The guests have been great. Nothing but A list people. Why they are taking a break until Week 7 seems odd, but it’s an interesting watch.”

I spoke with a TV executive with experience at multiple networks that wished to remain anonymous. He told me that the Manningcast is the “perfect combination of personality and authority.”

He also said that there is no sense in thinking about Peyton and Eli’s futures as broadcasters. The deal between ESPN and Peyton Manning’s Omaha Productions, which produces the broadcast, isn’t about securing Peyton Manning to be the future analyst on the traditional Monday Night Football broadcast.

Disney isn’t looking at Peyton Manning as part of ESPN. They are looking at him as Mickey Mouse or Iron Man or Baby Yoda. He is another of Disney’s mega-brands that is talked about on investor calls and upfront presentations. To that end, ESPN President Jimmy Pitaro is smart enough to stay out of the way. He invested in Omaha Productions and is going to let the content it provides grow the way Peyton Manning wants it to.

Patrick Crakes is a former Vice President at FOX Sports and InVivo Media Group. He now runs Crakes Media Consulting. He isn’t sure that ESPN is entirely hands off. Peyton and Eli Manning are important enough that the network wants to keep them happy, but they are also smart enough to know the goal is to put on the best show possible.

“I think it’s pretty obvious that both Peyton and Eli are allowing ESPN to produce them at a very high level. This show clearly has a run-down, producers and directors are speaking live to both of them and the show evolves on-air every week in real time. Yes, it’s an in-motion experiment but it’s working because the production team at ESPN is being allowed to create a live studio show, something ESPN does very very well.”

Flowers agrees. He can’t see ESPN letting the Mannings fly blind. In fact, he had some thoughts on what kind of coaching he would give the brothers to improve on what we have already seen.

“Neither of them know when a commercial timeout is coming, which seems odd since they played the game for so long. It’s very awkward when they have a guest and they ask them to tell a story right before a punt. Then they have to cut the guest off and get to the break. I would also engage the guests in more of their football talk. If it’s a player, see if they all see the same thing. What defense would you call here. If it’s not a player, teach the guest what Peyton/Eli is seeing. There are times when the guest doesn’t know what to do, which seems uncomfortable. It was great when they had LeBron James guess the next play and he was right. More of that will make the booth connectivity better. I think they have the ability to telestrate their own plays. If not, they should. I’m also curious if the button-down collared shirt are the only shirts they own.”

Logan Swaim is the Head of Content for Colin Cowherd’s The Volume podcast network. Prior to diving into the world of audio and social video, Swaim spent decades in TV including serving as an Executive Producer for Good Morning Football on the NFL Network, and also with DAZN, and NBC Sports. Swaim told me that at it’s core, the Manningcast isn’t an original idea. It’s the next evolution in megacasts and second screens. It just happens to be considerably better than anything that has come before it in that realm.

“They have the cheat code with Peyton and Eli – two likable, entertaining, and authentic personalities. But they’ve smartly created a show where all the bells and whistles are made only to accentuate what makes the talent interesting. The pre-planned segments are all intended to make fun of the hosts, like Peyton reading a list of all the stuff they messed up last week. It feels partly like watching a game at a bar and partly like Inside the NBA.”

Eli Manning Hilariously Tried To Do Dak Prescott's Hip-Thrust During Manning -Cast on MNF (VIDEO) | Total Pro Sports
Courtesy: ESPN

Eric Weinberger is a former sports media executive and executive producer at the NFL Network now running his own company. He described the Manningcast to me as “part Ted Lasso, part Beavis & Butthead“. I love a good Beavis and Butthead reference, so I asked him to explain a little more. He said “the broadcast comes with some rough edges that make it more charming,” although he did have additional suggestions of what he might add.

“You want it to feel ‘clunky,’ seem less polished. That is what is appealing about this production.” Weinberger told me. “Maybe I would try a little local radio game play-by-play every once in a while to break up the Mannings ever present voices and give them a breather.”

We have to wait three weeks for another Manningcast. The brothers will not return until Week 7, when the Saints play in Seattle. That has to be a bummer for ESPN executives, who have watched the audience for Peyton and Eli grow each of the three weeks it has been on air, even when games seem irrelevant. I asked that TV executive that didn’t want to be identified what he would do to keep the momentum going both on TV and on social media.

He said nothing was off the table. You have Peyton and Eli film vignettes that can be used to lead into the traditional ESPN broadcast, you have them breakdown a series or play for SportsCenter, and anything else you can think of. Right now, you put as much of the Mannings as you can on TV.

“Pay them more money and have them do more games,” he said was the lesson for the next contract.

Any good idea will have its imitators. Like every major pro sport, television is a copycat league. Allan Flowers had a series of suggestions for what he could see this spawning in terms of alternate broadcasts. He suggested tight end Zach Ertz and his wife Julie, a member of the US Women’s National Soccer Team, Tom Brady and Rob Gronkowski, even Charles Barkley and Phil Mickelson.

Weinberger also expects to see copycats. He just doesn’t expect them to be as good as the Manningcast.

“Secondary screen viewing can work for all sports. Football really lends itself to multiple opportunities, as there are so many complexities with specialty positions and moving parts. The dynamic the two brothers have though is unique and special, always has been.”

Swaim says at the end of the day, what makes the Manningcast special is the broad appeal. There is no right answer to “who is the target audience?” and that means everyone can find something to like about it.

“It seems like it’s found a way to appeal to two different audiences – hardcore football fans and the social media audience. There is plenty of ‘ball’ talk where they nerd out and talk about Football Film Room terms. And then there are hilarious conversations where Gronk is talking about his dog and McAfee is telling amazing stories about roulette. They have pulled off the delicate balance of serving two distinct audiences.”

Remember the 2000 Presidential Election? There were polls leading up to November that asked people that planned to vote for George W. Bush how they arrived at their decision. A significant number of those that responded said that Al Gore seemed more qualified to be President of the United States, but Bush was more relatable – the kind of guy you want to have a beer with.

Letters: Responding to Sen. Lieberman on 2000 and 2020 - WSJ
Courtesy: Gary Hershorn/Rueters

Crakes says the same logic can be used to explain the mass appeal of the Manningcast. Sure Peyton and Eli are smart, but it is their appeal as people, as characters, that draw audiences looking for different things out of an NFL broadcast.

“They don’t take themselves seriously and their genuine competitive love for the sport of football comes through via the dynamic of two brothers who respect and like each other. It’s for pretty much the entire audience. Everyone would like to have a beer and watch the game with them. That’s the key ingredinent.”

BSM Writers

Being Wrong On-Air Isn’t A Bad Thing

…if you feel yourself getting uncomfortable over the fact that you were wrong, stop to realize that’s your pride talking. Your ego. And if people call you out for being wrong, it’s actually a good sign.

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WRONG BAD

In the press conference after the Warriors won their fourth NBA title in eight years, Steph Curry referenced a very specific gesture from a very specific episode of Get Up that aired in August 2021.

“Clearly remember some experts and talking heads putting up the big zero,” Curry said, then holding up a hollowed fist to one eye, looking through it as if it were a telescope.

“How many championships we would have going forward because of everything we went through.”

Yep, Kendrick Perkins and Domonique Foxworth each predicted the Warriors wouldn’t win a single title over the course of the four-year extension Curry had just signed. The Warriors won the NBA title and guess what? Curry gets to gloat.

The funny part to me was the people who felt Perkins or Foxworth should be mad or embarrassed. Why? Because they were wrong?

That’s part of the game. If you’re a host or analyst who is never wrong in a prediction, it’s more likely that you’re excruciatingly boring than exceedingly smart. Being wrong is not necessarily fun, but it’s not a bad thing in this business.

You shouldn’t try to be wrong, but you shouldn’t be afraid of it, either. And if you are wrong, own it. Hold your L as I’ve heard the kids say. Don’t try to minimize it or explain it or try to point out how many other people are wrong, too. Do what Kendrick Perkins did on Get Up the day after the Warriors won the title.

“When they go on to win it, guess what?” He said, sitting next to Mike Greenberg. “You have to eat that.”

Do not do what Perkins did later that morning on First Take.

Perkins: “I come on here and it’s cool, right? Y’all can pull up Perk receipts and things to that nature. And then you give other people a pass like J-Will.”

Jason Williams: “I don’t get passes on this show.”

Perkins: “You had to, you had a receipt, too, because me and you both picked the Memphis Grizzlies to beat the Golden State Warriors, but I’m OK with that. I’m OK with that. Go ahead Stephen A. I know you’re about to have fun and do your thing. Go ahead.”

Stephen A. Smith: “First of all, I’m going to get serious for a second with the both of you, especially you, Perk, and I want to tell you something right now. Let me throw myself on Front Street, we can sit up there and make fun of me. You know how many damn Finals predictions I got wrong? I don’t give a damn. I mean, I got a whole bunch of them wrong. Ain’t no reason to come on the air and defend yourself. Perk, listen man. You were wrong. And we making fun, and Steph Curry making fun of you. You laugh at that my brother. He got you today. That’s all. He got you today.”

It’s absolutely great advice, and if you feel yourself getting uncomfortable over the fact that you were wrong, stop to realize that’s your pride talking. Your ego. And if people call you out for being wrong, it’s actually a good sign. It means they’re not just listening, but holding on to what you say. You matter. Don’t ruin that by getting defensive and testy.

WORTH EVERY PENNY

I did a double-take when I saw Chris Russo’s list of the greatest QB-TE combinations ever on Wednesday and this was before I ever got to Tom Brady-to-Rob Gronkowski listed at No. 5. It was actually No. 4 that stopped me cold: Starr-Kramer.

My first thought: Jerry Kramer didn’t play tight end.

My second thought: I must be unaware of this really good tight end from the Lombardi-era Packers.

After further review, I don’t think that’s necessarily true, either. Ron Kramer did play for the Lombardi-era Packers, and he was a good player. He caught 14 scoring passes in a three-year stretch where he really mattered, but he failed to catch a single touchdown pass in six of the 10 NFL seasons he played. He was named first-team All-Pro once and finished his career with 229 receptions.

Now this is not the only reason that this is an absolutely terrible list. It is the most egregious, however. Bart Starr and Kramer are not among the 25 top QB-TE combinations in NFL history let alone the top five. And if you’re to believe Russo’s list, eighty percent of the top tandems played in the NFL in the 30-year window from 1958 to 1987 with only one tandem from the past 30 years meriting inclusion when this is the era in which tight end production has steadily climbed.

Then I found out that Russo is making $10,000 per appearance on “First Take.”

My first thought: You don’t have to pay that much to get a 60-something white guy to grossly exaggerate how great stuff used to be.

My second thought: That might be the best $10,000 ESPN has ever spent.

Once a week, Russo comes on and draws a reaction out of a younger demographic by playing a good-natured version of Dana Carvey’s Grumpy Old Man. Russo groans to JJ Redick about the lack of fundamental basketball skills in today’s game or he proclaims the majesty of a tight end-quarterback pairing that was among the top five in its decade, but doesn’t sniff the top five of all-time.

And guess what? It works. Redick rolls his eyes, asks Russo which game he’s watching, and on Wednesday he got me to spend a good 25 minutes looking up statistics for some Packers tight end I’d never heard of. Not satisfied with that, I then moved on to determine Russo’s biggest omission from the list, which I’ve concluded is Philip Rivers and Antonio Gates, who connected for 89 touchdowns over 15 seasons, which is only 73 more touchdowns than Kramer scored in his career. John Elway and Shannon Sharpe should be on there, too.

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BSM Writers

Money Isn’t The Key Reason Why Sellers Sell Sports Radio

I started selling sports radio because I enjoyed working with clients who loved sports, our station, and wanted to reach fans with our commercials and promotions.

Jeff Caves

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Radio Sales

A radio salesperson’s value being purely tied to money is overrated to me. Our managers all believe that our main motivation for selling radio is to make more money. They see no problem in asking us to sell more in various ways because it increases our paycheck. We are offered more money to sell digital, NTR, to sell another station in the cluster, weekend remotes, new direct business, or via the phone in 8 hours. 

But is that why you sell sports radio?

In 2022, the Top 10 highest paying sales jobs are all in technology. Not a media company among them. You could argue that if it were all about making money, we should quit and work in tech. Famous bank robber Willie Sutton was asked why he robbed twenty banks over twenty years. He reportedly said,” that’s where the money is”. Sutton is the classic example of a person who wanted what money could provide and was willing to do whatever it took to get it, BUT he also admitted he liked robbing banks and felt alive. So, Sutton didn’t do it just for the money.

A salesperson’s relationship with money and prestige is also at the center of the play Death of a Salesman. Willy Loman is an aging and failing salesman who decides he is worth more dead than alive and kills himself in an auto accident giving his family the death benefit from his life insurance policy. Loman wasn’t working for the money. He wanted the prestige of what money could buy for himself and his family. 

Recently, I met a woman who spent twelve years selling radio from 1999-2011. I asked her why she left her senior sales job. She said she didn’t like the changes in the industry. Consolidation was at its peak, and most salespeople were asked to do more with less help. She described her radio sales job as one with “golden handcuffs”. The station paid her too much money to quit even though she hated the job. She finally quit. The job wasn’t worth the money to her.

I started selling sports radio because I enjoyed working with clients who loved sports, our station, and wanted to reach fans with our commercials and promotions. I never wanted to sell anything else and specifically enjoyed selling programming centered around reaching fans of Boise State University football. That’s it. Very similar to what Mark Glynn and his KJR staff experience when selling Kraken hockey and Huskies football.  

I never thought selling sports radio was the best way to make money. I just enjoyed the way I could make money. I focused on the process and what I enjoyed about the position—the freedom to come and go and set my schedule for the most part. I concentrated on annual contracts and clients who wanted to run radio commercials over the air to get more traffic and build their brand.

Most of my clients were local direct and listened to the station. Some other sales initiatives had steep learning curves, were one-day events or contracted out shaky support staff. In other words, the money didn’t motivate me enough. How I spent my time was more important. 

So, if you are in management, maybe consider why your sales staff is working at the station. Because to me, they’d be robbing banks if it were all about making lots of money.  

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BSM Writers

Media Noise: BSM Podcast Network Round Table

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Demetri Ravanos welcomes the two newest members of the BSM Podcast Network to the show. Brady Farkas and Stephen Strom join for a roundtable discussion that includes the new media, Sage Steele and Roger Goodell telling Congress that Dave Portnoy isn’t banned from NFL events.

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