Reviewing Tom Brady and Bill Belichick’s broadcasts begins: NFL media mailbag

October 4, 2024

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Reviewing Tom Brady and Bill Belichick’s broadcasts begins: NFL media mailbag

As the NFL enters Week 5, can you believe we’ve completed 30 percent of the regular season? — I thought it would be a good time to answer NFL-specific media questions.

The questions have been lightly edited for clarity and length. Let’s go.

If you told me we’d be raving about Bill Belichick and raking over the coals from Tom Brady… Well, most would have thought the other way around. What is your opinion about all the “rookies” (on air) this year? —Tom R.

What grade do you give Tom Brady four weeks into his broadcasting career? Where does he still need to improve? – Deven B.

I first wrote in 2016 When I worked at Sports Illustrated, I thought Belichick had all the makings of being a successful NFL broadcaster. Then this piece happened The Athletics in 2023 and this piece in January. So I’m not surprised at all and I wouldn’t be surprised if he continues after this season.

I wrote after Brady’s debut and his second game, and last week I watched him call the Tampa Bay Buccaneers against the Philadelphia Eagles. The progress is there. It’s incremental, but he’s already a different broadcaster after four games from his September 8 call-up. It is an increased level of comfort that is the most obvious. I would give him a B-minus after four weeks, and I would consider that grade a success.

Where Brady needs to improve is that he still comes to commentary a little late after plays, he gives little or no criticism of coaches, and we still don’t get enough second level analysis, which by my definition is something news learns about the play that I didn’t see when I followed the ball. But the ongoing work is moving in the right direction.

Has the NFL considered cutting out the networks and doing the broadcasts themselves? Would they make more money if they broadcast themselves through NFL.com and possibly rent their stream to third parties like ESPN and others? – Johannes B.

It’s the opposite. The NFL has been trying to get rid of media assets, including running the NFL Network. The financial costs of producing the games themselves (think of all the people they would have to hire in production and elsewhere) and then sublicensing the games to another broadcaster would be so great that it’s not worth it. Plus, they have existing rights contracts with companies, so the league couldn’t even consider it for years.

I think the NFL will be involved in more one-off media projects than large-scale broadcasts. That’s why I wouldn’t bet long on NFL Network carrying games next decade, at least under the NFL Media banner.

Which current players are most sought after for post-retirement careers at the major networks? –Paul E.

The name that always comes up among networks is not a player but a coach: Mike Tomlin. The Pittsburgh Steelers coach would be hired immediately if that’s what he wants. All the networks love him.

If the NFL adopts a schedule where each team plays an international game each season, would that slate of games, currently largely limited to Sunday mornings, dare expand to Saturday mornings? –Mark B.

What are the chances that the NFL has a package in store for international games, and if so, who has a chance? – Piet G.

Never say never to NFL owners, who worship money above all else. But I don’t see them playing on Saturdays for competitive reasons in the near future. In addition, the Sports Broadcasting Act of 1961 effectively prohibits the NFL from airing much of its programming on Friday nights or on Saturdays between the second Friday in September and the second Saturday in December.

As for the international package, it will absolutely happen. Clark Hunt, chairman and CEO of the Kansas City Chiefs, said Ben Fischer of Sports Business Journal in September that it is “realistic in the short to medium term to think that the league will play as many as sixteen matches abroad.” It seems like the obvious time will be the Sunday morning window to create a new media rights package, and I think you’d look at streamers like Amazon, ESPN+, Netflix, and Peacock if interested.

Expect the NFL’s international games to become their own separate broadcast package in the future. (Vincent Mignott/DeFodi Images via Getty Images)

When do you think Sean McVay (head coach of Los Angeles Rams) will leave to join TV? He has indicated that he wants to spend time with his growing family. I’ve also heard analysts say he would be great on TV, and I think he would. Yes, the money is better in coaching, but the stress is significantly less in television. As the Rams’ championship closes, do you think he’s tied with (quarterback) Matthew Stafford in terms of playing/coaching? – Joshua B.

Thank you, Joshua. I’ve forwarded your question to our Rams writer, Jourdan Rodrigue, who is uniquely positioned to answer it. This is what she said:

“It’s a great question. Since McVay actually considered stepping away from coaching in 2022, it’s fair for people on the outside to wonder how long he’ll be in that world. However, my experience and impression are very different from those who think he is ready to jump at any time. I don’t think he feels tied to Stafford’s own career timeline, though it’s certainly possible he felt that way at some point.

“I’ve written in depth about how McVay returned to coaching after mental burnout in 2022 – and those conversations and reporting lead me to believe he at least wants to remain committed to his current contract, which runs through 2026, if not longer. McVay knows the score could be waiting for him at any moment, the prices keep rising and I believe he genuinely wants to be the type of coach who has a reputation for overcoming adversity and developing players. I believe he now understands that his legacy as a coach and his reputation among his peers means much more than just becoming the youngest NFL head coach or winning the Super Bowl.”

When will the NFL purchase the Canadian Football League to expand its base? –Leslie G.

I don’t see this happening. There is no economic reason for the NFL to buy the CFL. Canada is not a market the league is targeting for expansion – the Toronto/Buffalo Bills experiment was not a success – and the NFL has made it clear that Europe and Mexico are its immediate desires. And what would the NFL buy? None of the CFL teams would become NFL teams. On the other hand, the CFL is proud to be Canadian-owned and operated. I just don’t see it.

With all the money paid to the top commentators for Sunday afternoon games, are these networks thinking about the number of viewers they are losing to RedZone or Sunday Ticket? – Matt L.

First, you shouldn’t forget that the salaries paid by companies like Disney, Comcast or Fox Corp. paid to broadcasters constitute rounding errors for the companies. That even applies to Brady at Fox. As for RedZone, best estimates are that the channel attracts about 1 million viewers every Sunday. It’s not a significant loss for the networks, as the networks will average 17 million to 20 million viewers in the early hours and typically 25 million viewers in the late afternoon.

What prompted NBC to extend Cris Collinsworth for another half-decade, knowing that a younger, superior talent (Greg Olsen) was available? I would understand if the incumbent was better – or even just as good – and I know it’s very subjective. I don’t think that’s the case here. Thoughts? –Barry S.

It’s subjective, is the short and long answer. Is Olsen a better analyst? I think so, but this is where subjectivity comes into play. Relationships play a big role here. NBC Sports leadership likes Collinsworth, and he has deep relationships with the people charged with hiring. It’s also a big step to bring in someone from outside who has never worked with your production group. Collinsworth has been with NBC since 1990 and served as lead analyst on “Sunday Night Football” for 16 seasons. That’s a lot of equity.

Now the subjective part. I’ve written many pieces praising Collinsworth, but I think in recent years he’s become more and more of a spokesperson for the NFL, where once he was truly an outlier when it came to criticizing the league. Maybe that will happen as the years pile up and you become closer to Roger Goodell and the boys. But in terms of preparation for broadcasts and enthusiasm for football, from my perspective he still gets high marks in both categories.