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Speaker 1: Hello, I'm Evan Williams and I'm Scott Sashnik, and this

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Speaker 1: is the Bloomberg Business of Sports podcast where we explore

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Speaker 1: the big money issues in the world of sports. And

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Speaker 1: today we begin with the big game, of course, the

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Speaker 1: Super Bowl. A lot of the money around the game,

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Speaker 1: Evan surrounds the advertising. There are clear, it seems, winners

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Speaker 1: and losers. Here the things people are talking about the

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Speaker 1: day after, the ones that are getting universally panned for

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Speaker 1: a variety of reasons. Now, we saw the Amazon ad

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Speaker 1: the week before the game loses her Alexi loses her voice.

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Speaker 1: And I turned to you. I think I saw it

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Speaker 1: first for me, and I said, this is awesome, this

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Speaker 1: is good. This is going to be one of those

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Speaker 1: that resonates during the game. Show me a recipe for

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Speaker 1: a grilled cheese sandwich, apathetic thirty two years of age,

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Speaker 1: You don't know how to make a crew cheese sandwich? Like?

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Speaker 1: How far is Mark? How far is mars Am? I

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Speaker 1: supposed to this guy I want to go to And

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Speaker 1: then you saw this commercial before. Are you at all

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Speaker 1: surprised that it resonated with the viewers. I'm not surprised.

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Speaker 1: It's got a perfect mix of what people expect in

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Speaker 1: Super Bowl ads. Right, there's a little bit of humor

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Speaker 1: in it. There's names you recognize, little cameo appearances by

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Speaker 1: Bezos and Cardi b etcetera. There's you just said there

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Speaker 1: are cameos by Bezos and success. Absolutely, I do. I'm

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Speaker 1: still confused as to why these things come out or

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Speaker 1: a lot of these ads seemed to come out four

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Speaker 1: or five days before the actual Super Bowl. And I

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Speaker 1: can tell you I was in a bar in New

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Speaker 1: Jersey packed a couple hundred people there. Uh that ad

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Speaker 1: did not get a huge laugh, and you could kind

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Speaker 1: of hear people saying, oh, yeah, this is this is

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Speaker 1: that Amazon ad. The ad that got the biggest laugh,

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Speaker 1: hands down, was the Eli away from seguing away. All

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Speaker 1: I'm saying is that it seems bizarre to me. It

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Speaker 1: takes a lot of the the impact of the addaway.

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Speaker 1: I think if you see it on Twitter on Friday

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Speaker 1: night heading into Sundays, not everything is aimed for the

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Speaker 1: football audience. However, And while yes, while Eli Manning dancing

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Speaker 1: and it seems like he's assumed sort of this face

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Speaker 1: of the NFL mantle from his brother, but to have

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Speaker 1: him and Odell Beckham doing dirty dancing that yes, it's

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Speaker 1: gonna left, but that's for the end was for the NFL.

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Speaker 1: They weren't selling a product, they were selling the league itself.

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Speaker 1: I would think that would appeal to the football fan,

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Speaker 1: it seems in your venue it did. But let's not

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Speaker 1: forget what makes up this audience. This is a whole

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Speaker 1: lot of casual sports fans who don't watch football on

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Speaker 1: a regular basis. That's a big part of this audience.

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Speaker 1: And you've got a lot of decision makers and households,

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Speaker 1: which is why we see Procter and Gamble so heavily

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Speaker 1: in It's who has the purchasing power in the household.

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Speaker 1: That's the person that says, Alexa, play whatever. I think

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Speaker 1: that's why it resonates, sure, but does does it impact

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Speaker 1: less if you've already seen it? Right? If you're watching

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Speaker 1: the game for the commercials and a commercial comes on

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Speaker 1: that you've already seen, doesn't that in some ways detract

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Speaker 1: from the impact the ad could If it's a really

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Speaker 1: a great ad and you want to be paying attention

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Speaker 1: to it, Yeah, you need people that that familiarity. I mean,

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Speaker 1: because right now, I think what was that for in

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Speaker 1: the old days and this is I mean funny ten

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Speaker 1: fifteen years ago, the old days of television you always

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Speaker 1: had I remember that add with whatever it was funny

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Speaker 1: that what was that for? Again? I'm not sure that

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Speaker 1: people had the retention power to really say I love

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Speaker 1: that ad with Anthony Hopkins and Cardi B. And Amazon

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Speaker 1: they just said I really thought that was funny with

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Speaker 1: Cardi B. But what was that for? Again? So you

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Speaker 1: have the familiarity, it's building momentum to the game. You've

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Speaker 1: heard about it, there's been word of mouth. You haven't

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Speaker 1: seen it, not everybody a zoo on your phone seven

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Speaker 1: and it's so familiar with this stuff. Maybe I heard

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Speaker 1: a little something about it, but I haven't seen it.

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Speaker 1: And then they're like, oh, this is that add I

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Speaker 1: heard about. And to be clear, I'm sure releasing it

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Speaker 1: early is the smart thing to do. I don't believe

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Speaker 1: that Amazon and all these other companies would release it

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Speaker 1: early if it ended up being dumb. Sure they're smarter

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Speaker 1: than I am. All I'm saying is that it strikes me.

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Speaker 1: I will say, you're not going on a limb Jeff

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Speaker 1: Bezos as smarter than you. Absolutely, it just strikes me

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Speaker 1: as weird, and for me personally, it detracts a little

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Speaker 1: bit from the experience when there's a funny Super Bowl

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Speaker 1: ad that I just happened to catch four or five

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Speaker 1: days before the game. There was some big misses on

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Speaker 1: the field, some some field goals, some extra points, and

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Speaker 1: in the advertising there always is there's always one or two.

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Speaker 1: There seems that there's a universal response on the down

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Speaker 1: side to this end. If you want to be wonderful,

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Speaker 1: if you want to be wonderful, if you want to recognized,

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Speaker 1: he who among you? Yeah, that that's Martin Luther King.

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Speaker 1: It's a Dodge Ram ad using a voice over of

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Speaker 1: his in an effort to sell trucks. Look, this seems

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Speaker 1: like the kind of thing that they probably knew who

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Speaker 1: was going to be a hit or a miss, and

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Speaker 1: they probably thought it was a hit. But it's certainly risk.

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Speaker 1: Right anytime you're an advertiser and you're waiting into what

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Speaker 1: is one of the hottest political spheres topics going on

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Speaker 1: right now, Uh, that can be a risk, And this

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Speaker 1: one seems to have backfired. I mean, you understand why

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Speaker 1: they might be doing it. It's Black History month. Um, Again,

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Speaker 1: this is a topic that is hot right now in

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Speaker 1: terms of what's going on in the country. Um, they

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Speaker 1: were working with the Martin Luther King Estate, so there

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Speaker 1: were people that gives them enough cover. That's that. I

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Speaker 1: don't think that gives them cover. But you couldn't just

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Speaker 1: we didn't just appropriate the speech with this had participation

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Speaker 1: from the representatives of the estate. They knew what we

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Speaker 1: were doing, they helped us create it. They're okay with

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Speaker 1: the message. You should be okay with the message to Yeah.

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Speaker 1: I don't know if that gives them full cover, but

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Speaker 1: you certainly would like to think that if the if

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Speaker 1: the Martin Luther King Estate was like, whoa this, maybe

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Speaker 1: maybe you shouldn't be doing that, that maybe they wouldn't

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Speaker 1: have and and theoretically there was some at least tacit

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Speaker 1: approval to use the voice in that setting. UM. I

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Speaker 1: can see how Dodge puts this together and thinks, hey,

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Speaker 1: this might be a home run, and and maybe it

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Speaker 1: would have been in a different world, but it turns

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Speaker 1: out it was not. I wonder in that is this like,

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Speaker 1: because the truck does work with you service the tie

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Speaker 1: in at its highest intellectual level. Odd for us to

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Speaker 1: be doing that here, I know, but at the intellectual level.

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Speaker 1: Do you make the tie between the truck I used

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Speaker 1: to pull the log and the kind of service it seems.

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Speaker 1: Dr King was talking And if you see in the

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Speaker 1: alternate version, the one that people cut over, that that's

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Speaker 1: him actually talking about car commercials and his thoughts on them.

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Speaker 1: You know that there's a speech he gave where he's

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Speaker 1: talking about how devious the advertising industry is and how

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Speaker 1: they try to convince you that your neighbor will like

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Speaker 1: you more if you buy this car. I mean, this

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Speaker 1: is a topic that he's explicitly addressed in his teaching

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Speaker 1: when he's alive. Um. And obviously the dodge. I don't

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Speaker 1: think knew that, um, but this has come back to

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Speaker 1: bite them for sure. Well, you know whose neighbor right

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Speaker 1: about now is going, hey, you know I live next

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Speaker 1: to I live next to Nick Foles. Nobody says that

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Speaker 1: about the backup quarterback. Maybe a couple of people. Head's

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Speaker 1: pretty cool. I live next to an eagle, Like, hey,

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Speaker 1: you know, he'll throw the fall in the front yard

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Speaker 1: with my kid. But if there's any big winner of

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Speaker 1: this Super Bowl V guy, it's Nick Foles. I mean

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Speaker 1: takes over for Carson Wentz in week fourteen, and there

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Speaker 1: was a New York Times headline when Wentz got hurt.

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Speaker 1: I remember the exact wording, but it was sort of like,

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Speaker 1: Wentz goes down, here's the dread in Philadelphia. Season over. Oh, well,

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Speaker 1: couldn't happen? What a great story. Absolutely, I mean, you go,

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Speaker 1: he's a perennial backup. You look at and year books

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Speaker 1: from a couple of years ago, media were saying that

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Speaker 1: he was never gonna be anything more than just a

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Speaker 1: serviceable backup. He was kind of firmly set in that role.

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Speaker 1: And you heard him saying yesterday that he thought about

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Speaker 1: leaving the league a couple of years ago. You know,

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Speaker 1: a couple of years ago. There's a time where I

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Speaker 1: was thinking about hanging up the cleats. And you know,

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Speaker 1: I think as people, you know, we deal with struggles.

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Speaker 1: You know, who else has happen He didn't hang it

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Speaker 1: up outside of just the Eagles. The next real estate

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Speaker 1: agent that he uses to buy his next home, the

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Speaker 1: guy who's gonna sell him his next car. This is

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Speaker 1: gonna be a very, very lucrative performance for Nick Foles.

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Speaker 1: He's not a free agent yet. He's a free agent

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Speaker 1: at the end of next year. Uh, could get traded,

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Speaker 1: could stay with the Eagles. I imagine in his future

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Speaker 1: there is a much bigger payday on top of all

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Speaker 1: the marketing and stuff he can do. Now that's the

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Speaker 1: off field, but the on field dollars and cents here

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Speaker 1: now matters because Carson Wentz isn't making a ton of money,

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Speaker 1: but he's coming off of reconstructive knee surgery. Now you've

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Speaker 1: got a guy who's pretty young, who has shown he

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Speaker 1: has no problem performing on the big stage, and his

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Speaker 1: coach made clear that this guy did a great job.

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Speaker 1: Nick is shown exactly who he is and what he

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Speaker 1: can do and what he's capable of doing. He's well

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Speaker 1: deserved of the honor. So the question now going into

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Speaker 1: next year evan easy one. What do you do with

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Speaker 1: the quarterbacks? You have an asset here in one of them,

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Speaker 1: in a league with a dearth of quality starting quarterbacks

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Speaker 1: where you could turn that into some valuable properties first

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Speaker 1: world quarterback problems. We have two great quarterbacks. What do

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Speaker 1: we do with them? The first of the Patriots? Did

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Speaker 1: they got rid of the backup? Now they got a

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Speaker 1: forty forty one year old guy who didn't win this sure,

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Speaker 1: I think the first question for the Eagles, A is

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Speaker 1: how confident are you and Wentz is recovery. I mean,

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Speaker 1: if you believe that he is fully healthy, no ill effects,

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Speaker 1: then I think you obviously you think about your future.

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Speaker 1: You think about maybe moving Nick Foles Whence is the

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Speaker 1: younger of the two of them, obviously and as of

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Speaker 1: two months ago, was the clear future of the franchise.

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Speaker 1: But again, this is a problem that NFL teams love

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Speaker 1: love to have, you know, to too many quarterbacks they

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Speaker 1: don't have. As you said, Wentz is not making a

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Speaker 1: ton of money. Folds is on a contract that's fairly

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Speaker 1: small as well. They're not They don't have to make

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Speaker 1: a huge decision now, they could theoretically bring them both back. Um,

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Speaker 1: we'll see. Well, you know who else was seeing America

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Speaker 1: did see this game? Down own three percent from last year.

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Speaker 1: Lowis since lower since to one you know in LOWI sance.

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Speaker 1: But in a year where things were down about double digits,

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Speaker 1: if they can get total viewers in the hundred and

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Speaker 1: seven eight million range, not the worst thing for the NFL. Yeah,

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Speaker 1: NBC said before the game that they were expecting a

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Speaker 1: little bit of a dip in in audience. I'm sure

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Speaker 1: the NFL was the same way. So three, that's not

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Speaker 1: that's not terrible, and correct me if I'm wrong. I

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Speaker 1: don't believe these numbers include your folks who were streaming.

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Speaker 1: This is non digital audience. And NBC, by the way,

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Speaker 1: has been very, very active in the total audience measurement

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Speaker 1: and a world where let's see who who else advertised?

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Speaker 1: By the way, worth noting who else advertised on this game? Amazon, HBO,

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Speaker 1: Netflix all the right now. We know Amazon's a bitter

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Speaker 1: for Thursday Night Rights. When does Netflix HBO? When do

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Speaker 1: they jump in and become bitters opposite NBC? Yeah, I

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Speaker 1: mean at that number of people that are streaming these

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Speaker 1: games is getting higher and higher, So I would I

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Speaker 1: wouldn't be shocked if this total audience number isn't all

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Speaker 1: that far off from what we saw last year. And again,

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Speaker 1: as in a year where NFL ratings were down seven

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Speaker 1: eight nine percent across the board, a three percent drop

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Speaker 1: in the big event, it's probably not that not that

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Speaker 1: bad ale loss for for the NFL. I do think

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Speaker 1: that they avoided what could have been a calamitous situation

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Speaker 1: with that catch rule ruling at the end of the

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Speaker 1: in the fourth quarter. That is if that had been overturned, UM,

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Speaker 1: I would imagine outside of just rioting in the streets

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Speaker 1: of Philadelphia. UM, anyway, they didn't do that anyway, UM

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Speaker 1: that would if, I think, caused a huge kind of

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Speaker 1: fault line and the reinforced everything everybody fears about the

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Speaker 1: NFL alright from Super Bowl rings to Olympic rings. Here

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Speaker 1: we go, NBC again. If you're looking at somebody a busy,

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Speaker 1: busy time, Mark Lazarus is going to go from Minnesota

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Speaker 1: to Peonian, South Korea for the Olympics. Interesting. Just what

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Speaker 1: the audience is gonna be like here? You don't have hockey,

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Speaker 1: the biggest names. I mean, you have hockey, but the

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Speaker 1: NHL stars the biggest names, Lindsey Vaughan, Michael Schiffrin. I'm

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Speaker 1: not so sure how household the rest of it is

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Speaker 1: in the ice skated, figure skating. Where are we headed

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Speaker 1: with these Olympics? What am I supposed to get excited about?

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Speaker 1: I mean, I think that it seems like every year

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Speaker 1: the the Olympic movement seems to suffer a little bit

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Speaker 1: of of a viewership loss. I mean, there's always gonna

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Speaker 1: be the folks that a either love these Olympic sports

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Speaker 1: or B and I would consider myself in the second category,

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Speaker 1: people that just like once every four years to see

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Speaker 1: sports like curling and ski jumping that I never see

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Speaker 1: outside of it. So so those audiences will still be there. Uh,

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Speaker 1: the time change certainly hurts NBC if you're thinking about

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Speaker 1: just just a domestic American audience, I don't know how

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Speaker 1: much you know the result, will you watch it? Let

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Speaker 1: I mean they put in Beijing. Don't forget Michael Phelps

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Speaker 1: had to swim at eight in the morning because they

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Speaker 1: wanted that live here in the US. And the US

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Speaker 1: broadcaster is still the main source of revenue for the

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Speaker 1: I o C. And we're headed into a time where

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Speaker 1: bidding for the Games has changed. They're they're gonna focus

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Speaker 1: on um on cities that don't have to invest so

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Speaker 1: much an infrastructure like l A. They changed at this

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Speaker 1: pastime paras l A. So it's it's a big time

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Speaker 1: of change for the I o C. Let's see what

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Speaker 1: happens to the Games. And it seems as though the

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Speaker 1: dominant international storyline right now is the geopolitical relations between

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Speaker 1: South Korea and North Korea. Do you think that that

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Speaker 1: draws people in? Do you think that is kind of

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Speaker 1: enough of a hook to maybe draw more casual viewer

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Speaker 1: in to see what's going on in the Olympics, just

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Speaker 1: because they make care about North Korea South Korea, that

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Speaker 1: the political side, and less about the sport itself. I

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Speaker 1: can keep my answer short because we're wrapping no so

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Speaker 1: we'll see what happens on the field of play. I'm

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Speaker 1: Scott along with Evan. We're here each and every Monday

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Speaker 1: and Friday exploring the world of money and sports. We

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Speaker 1: are listening to Bloomberg Businesses Sports on Bloomberg Radio around

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Speaker 1: the world and online as an Apple podcast on iTunes.