1 00:00:01,440 --> 00:00:02,080 Speaker 1: The volume. 2 00:00:04,040 --> 00:00:05,880 Speaker 2: You don't just want to lose weight, you want to 3 00:00:05,920 --> 00:00:08,440 Speaker 2: look better and feel better. That's why weight Loss by 4 00:00:08,640 --> 00:00:12,560 Speaker 2: Hymns now offers access to the FDA approved we go 5 00:00:12,720 --> 00:00:15,240 Speaker 2: vy It's a pill, and the FDA approved we go 6 00:00:15,360 --> 00:00:18,040 Speaker 2: v pen. Goov is designed to help you lose weight 7 00:00:18,160 --> 00:00:20,040 Speaker 2: keep it off so you can stay on track with 8 00:00:20,079 --> 00:00:23,360 Speaker 2: your goals. With wigovy at Hymns lose up to twenty 9 00:00:23,360 --> 00:00:25,639 Speaker 2: percent or more of your body weight when combined with 10 00:00:25,720 --> 00:00:28,880 Speaker 2: diet and exercise, helps you regulate your appetite eat less 11 00:00:28,960 --> 00:00:32,159 Speaker 2: so success is within reach. Plus, wagov is the first 12 00:00:32,159 --> 00:00:35,080 Speaker 2: ever GLP one pill for weight loss, so there are 13 00:00:35,120 --> 00:00:36,879 Speaker 2: no needles needed. 14 00:00:37,080 --> 00:00:37,479 Speaker 1: Okay. 15 00:00:37,840 --> 00:00:41,440 Speaker 2: Through Hymns, everything happens online. You'll connect with a licensed 16 00:00:41,440 --> 00:00:45,080 Speaker 2: provider who will determineive treatments right for you. If prescribed, 17 00:00:45,240 --> 00:00:49,640 Speaker 2: your medication is delivered right to your door, no insurance necessary, 18 00:00:49,680 --> 00:00:52,640 Speaker 2: and it doesn't stop there. Hymns makes hitting your goals seamless. 19 00:00:52,680 --> 00:00:55,080 Speaker 2: They offer access to twenty four to seven messaging with 20 00:00:55,200 --> 00:00:59,120 Speaker 2: your care team and in app lifestyle and nutrition support 21 00:00:59,160 --> 00:01:03,040 Speaker 2: like recipes, plans, fitness videos, sleep content and more. Even 22 00:01:03,080 --> 00:01:06,440 Speaker 2: better with a range of affordable JLP one options Hyms 23 00:01:06,520 --> 00:01:08,440 Speaker 2: makes it simple to find a weight loss approach that 24 00:01:08,480 --> 00:01:10,880 Speaker 2: fits into your world and your wallet. If eligible, you'll 25 00:01:10,880 --> 00:01:14,200 Speaker 2: get a treatment plan personalized to you and unlimited dosage 26 00:01:14,280 --> 00:01:16,759 Speaker 2: changes as needed. Are you ready to reach your goals? 27 00:01:16,959 --> 00:01:22,000 Speaker 2: Visit hims dot com slash cowherd hims dot com slash 28 00:01:22,000 --> 00:01:25,200 Speaker 2: coward to get a personalized, affordable plan that gets you started. 29 00:01:25,400 --> 00:01:29,039 Speaker 2: Hims dot com slash cowhert, hyms dot com slash cow hurt. 30 00:01:34,560 --> 00:01:36,920 Speaker 2: All right, Uh, every couple of years, we have the 31 00:01:36,959 --> 00:01:41,920 Speaker 2: great pleasure to bring on Michael Mulvahill. I try to 32 00:01:41,959 --> 00:01:45,480 Speaker 2: be insightful, but he actually has it on his business card. 33 00:01:45,520 --> 00:01:49,400 Speaker 2: He's the president of Insight and Analytics for Fox Sports. 34 00:01:49,440 --> 00:01:53,480 Speaker 2: I mean, you know your thought provoking when they did, 35 00:01:53,520 --> 00:01:57,960 Speaker 2: company just says, listen, this guy's mister insight. Okay, mister insights. 36 00:01:57,960 --> 00:02:00,520 Speaker 2: So let's get to the World Cup because I'm facinated. 37 00:02:03,040 --> 00:02:05,960 Speaker 2: Let's say a couple of years out, the company comes 38 00:02:06,000 --> 00:02:07,960 Speaker 2: to you and says, listen, we want to go to 39 00:02:08,000 --> 00:02:11,080 Speaker 2: advertisers and we want to have a pitch. How many numbers? 40 00:02:11,240 --> 00:02:12,880 Speaker 2: What are they going to be? So you knew the 41 00:02:12,960 --> 00:02:15,040 Speaker 2: time zone was working in our favor. So they're going 42 00:02:15,080 --> 00:02:20,160 Speaker 2: to be bigger than Katar. But are you part of 43 00:02:20,200 --> 00:02:24,200 Speaker 2: that process sort of guestimating what the numbers will be. 44 00:02:25,040 --> 00:02:25,200 Speaker 1: Yeah. 45 00:02:25,280 --> 00:02:27,760 Speaker 3: Absolutely. First of all, thanks for having me on. It's 46 00:02:27,760 --> 00:02:29,760 Speaker 3: always really a pleasure to do this with you. It's 47 00:02:30,040 --> 00:02:32,679 Speaker 3: a lot of pressure to come on and be introduced 48 00:02:32,720 --> 00:02:35,720 Speaker 3: with guy who's the insights guy, but we'll. 49 00:02:35,560 --> 00:02:36,240 Speaker 1: Try to do it. 50 00:02:37,840 --> 00:02:39,440 Speaker 3: Look, I think if we were trying to make a 51 00:02:39,440 --> 00:02:43,079 Speaker 3: pitch about the success of this World Cup and how 52 00:02:43,120 --> 00:02:46,600 Speaker 3: it might be an indicator for the future of soccer, 53 00:02:46,639 --> 00:02:49,840 Speaker 3: in the future of the World Cup itself, it would 54 00:02:49,840 --> 00:02:52,640 Speaker 3: probably be that having this World Cup for us is 55 00:02:52,680 --> 00:02:55,440 Speaker 3: like having two NFL seasons in a single year. 56 00:02:56,240 --> 00:02:57,840 Speaker 1: The World Cup and the interest in it. 57 00:02:57,760 --> 00:03:01,400 Speaker 3: Has grown to a level wherehere the reach of this 58 00:03:01,520 --> 00:03:04,680 Speaker 3: tournament is pretty comparable to the reach of an NFL 59 00:03:04,720 --> 00:03:07,360 Speaker 3: regular season. When we do a Fox NFL regular season, 60 00:03:07,400 --> 00:03:10,920 Speaker 3: we'll reach about one hundred and seventy million people. NBC 61 00:03:11,160 --> 00:03:15,400 Speaker 3: and ESPN, because they have fewer NFL exposures, they'll reach 62 00:03:15,480 --> 00:03:18,240 Speaker 3: maybe one hundred and thirty million people. I think this 63 00:03:18,280 --> 00:03:20,000 Speaker 3: World Cup has a chance to reach one hundred and 64 00:03:20,040 --> 00:03:24,040 Speaker 3: fifty million, So it's somewhere between a primetime NFL package 65 00:03:24,080 --> 00:03:28,680 Speaker 3: and a Sunday afternoon NFL package with more doubleheaders and 66 00:03:28,720 --> 00:03:32,520 Speaker 3: more windows. So everybody understands that the NFL is the 67 00:03:32,520 --> 00:03:37,800 Speaker 3: gold standard for reach, for fan passion, for viewer engagement. 68 00:03:38,280 --> 00:03:41,640 Speaker 3: And now we have another event that's at least in 69 00:03:41,680 --> 00:03:45,200 Speaker 3: the neighborhood of an NFL regular season, just in terms 70 00:03:45,240 --> 00:03:48,000 Speaker 3: of the number of people that it touches and the 71 00:03:48,040 --> 00:03:50,520 Speaker 3: amount of engagement that it generates over these five. 72 00:03:50,320 --> 00:03:51,280 Speaker 1: And a half weeks. 73 00:03:52,280 --> 00:03:56,960 Speaker 2: So when I do my simulcast, I Hearten Fox, I 74 00:03:57,080 --> 00:04:00,320 Speaker 2: try to sort of gear my show toward a forty 75 00:04:00,320 --> 00:04:04,640 Speaker 2: two year old man married to kids, that really likes 76 00:04:04,640 --> 00:04:07,640 Speaker 2: sports but loves his family, and I'm gonna fill in 77 00:04:07,680 --> 00:04:09,680 Speaker 2: some blanks for him. He's not sitting around watching TV 78 00:04:09,720 --> 00:04:12,760 Speaker 2: all the time, knowing there are diehards and there are 79 00:04:12,800 --> 00:04:15,000 Speaker 2: real casuals that listen. But that's why I gear it. 80 00:04:15,960 --> 00:04:21,359 Speaker 2: I would guess demographically, this is a younger audience, is it. 81 00:04:21,360 --> 00:04:25,400 Speaker 3: It's a little bit younger. What we tend to find 82 00:04:25,520 --> 00:04:28,599 Speaker 3: is that sports TV skws pretty old, right, Like, for 83 00:04:28,760 --> 00:04:31,640 Speaker 3: most of the events that we do, half the audience 84 00:04:31,720 --> 00:04:34,360 Speaker 3: is over the age of fifty. That's in a country 85 00:04:34,400 --> 00:04:37,080 Speaker 3: where half of the population is under the age of 86 00:04:37,120 --> 00:04:40,280 Speaker 3: thirty five. So TV viewing and sports viewing in general 87 00:04:40,320 --> 00:04:45,479 Speaker 3: SKUs pretty old. For the World Cup, our viewer is 88 00:04:45,520 --> 00:04:47,960 Speaker 3: about fifty percent more likely to be under the age 89 00:04:47,960 --> 00:04:51,839 Speaker 3: of twenty one than they would leave sports that we do. 90 00:04:52,080 --> 00:04:55,200 Speaker 3: Right in general, about ten percent of our audience is 91 00:04:55,279 --> 00:04:58,160 Speaker 3: under age twenty one if you're talking football, baseball, whatever. 92 00:04:58,600 --> 00:05:02,080 Speaker 3: For the World Cup, it's more like fifteen percent. So 93 00:05:02,400 --> 00:05:06,120 Speaker 3: it's an audience that's still older than the general population, 94 00:05:06,920 --> 00:05:09,080 Speaker 3: but there's a lot more younger presence in there than 95 00:05:09,120 --> 00:05:11,080 Speaker 3: we see in other sports. Some of that is just 96 00:05:11,680 --> 00:05:15,080 Speaker 3: soccer fandom, you know, new generation that's more open to 97 00:05:15,120 --> 00:05:18,080 Speaker 3: soccer than maybe guys my age and older. And some 98 00:05:18,160 --> 00:05:21,760 Speaker 3: of it is just something as simple as it's summer vacation. 99 00:05:22,080 --> 00:05:25,679 Speaker 3: Right kids are home. The fifty plus population is still 100 00:05:25,720 --> 00:05:28,400 Speaker 3: in an office, they're in their workplace. For a lot 101 00:05:28,440 --> 00:05:31,960 Speaker 3: of these games. The younger audience is home, they're off school, 102 00:05:32,040 --> 00:05:33,640 Speaker 3: and they're able to just tune in and watch a 103 00:05:33,680 --> 00:05:35,640 Speaker 3: couple games in a row. You know, you also said 104 00:05:35,640 --> 00:05:39,039 Speaker 3: something interesting about there are casual fans, there are die 105 00:05:39,080 --> 00:05:43,560 Speaker 3: hard fans. I think we sometimes sort of overestimate what 106 00:05:43,600 --> 00:05:47,039 Speaker 3: that diehard percentage really is. And when you talk about 107 00:05:47,279 --> 00:05:51,560 Speaker 3: casuals and diehards, it's not fifty percent casuals and fifty 108 00:05:51,560 --> 00:05:56,240 Speaker 3: percent die hards. It's like ninety percent casuals and ten 109 00:05:56,320 --> 00:06:01,040 Speaker 3: percent if that that are really deeply, deeply engaged in 110 00:06:01,080 --> 00:06:04,520 Speaker 3: it and know every player and watch every match. You know, 111 00:06:04,640 --> 00:06:06,960 Speaker 3: we did a pretty interesting, I thought a pretty interesting 112 00:06:07,000 --> 00:06:09,760 Speaker 3: piece of research here where we went out prior to 113 00:06:09,800 --> 00:06:13,240 Speaker 3: the tournament. We asked American sports fans, are you likely 114 00:06:13,279 --> 00:06:16,120 Speaker 3: to watch the World Cup? If they said yes, then 115 00:06:16,160 --> 00:06:18,320 Speaker 3: we said, okay, We're going to read you the names 116 00:06:18,320 --> 00:06:21,080 Speaker 3: of a bunch of players, and I want you to 117 00:06:21,120 --> 00:06:23,800 Speaker 3: tell me have you ever heard of this guy? Can 118 00:06:23,839 --> 00:06:25,880 Speaker 3: you tell me what nation he plays for? 119 00:06:26,120 --> 00:06:28,040 Speaker 1: That's it. You know, that's a fairly low bar. 120 00:06:28,920 --> 00:06:32,000 Speaker 3: A majority of American sports fans who said they were 121 00:06:32,080 --> 00:06:36,240 Speaker 3: going to watch the World Cup could only correctly identify 122 00:06:36,480 --> 00:06:40,200 Speaker 3: Chris John, ro Ronaldo and Lionel Messi. So the forty 123 00:06:40,200 --> 00:06:44,360 Speaker 3: eighteen tournament, where forty eight times a starting in eleven, 124 00:06:44,360 --> 00:06:46,760 Speaker 3: you're talking about over five hundred guys that are starting 125 00:06:46,760 --> 00:06:50,720 Speaker 3: players on World Cup teams. The average American sports fan 126 00:06:51,160 --> 00:06:54,159 Speaker 3: can identify two of them. And yet that lack of 127 00:06:54,200 --> 00:06:57,880 Speaker 3: familiarity does not prevent us at all from having the 128 00:06:57,920 --> 00:07:00,280 Speaker 3: success that we've had. People are still showing up because 129 00:07:00,279 --> 00:07:04,040 Speaker 3: they're showing up for the event, the energy, just the 130 00:07:04,200 --> 00:07:06,440 Speaker 3: enthusiasm that comes with the World Cup itself. 131 00:07:06,520 --> 00:07:08,000 Speaker 1: It's a little bit similar to March. 132 00:07:07,800 --> 00:07:11,120 Speaker 3: Madness in that way where you don't necessarily know the 133 00:07:11,120 --> 00:07:12,920 Speaker 3: players on a lot of these teams, but you're just 134 00:07:12,960 --> 00:07:15,640 Speaker 3: tuning in for the spirit. 135 00:07:15,320 --> 00:07:16,520 Speaker 1: That surrounds the event. 136 00:07:17,120 --> 00:07:18,920 Speaker 3: And I think that's been more true of the World 137 00:07:18,920 --> 00:07:21,200 Speaker 3: Cup than anything we've seen in a long long time. 138 00:07:21,240 --> 00:07:25,120 Speaker 1: I mean, I think a feel good story that you would. 139 00:07:24,920 --> 00:07:27,280 Speaker 3: Have to go back a long way in American sports 140 00:07:27,320 --> 00:07:29,640 Speaker 3: to find anything quite like it. 141 00:07:29,640 --> 00:07:33,040 Speaker 2: It's, you know, I don't have to be a huge 142 00:07:33,040 --> 00:07:36,320 Speaker 2: country Western fan. My wife is I like it. I 143 00:07:36,360 --> 00:07:38,440 Speaker 2: like Blake Shelton. There's a handful of people I've already 144 00:07:38,480 --> 00:07:42,280 Speaker 2: think are fun. But I love going to a concert 145 00:07:42,640 --> 00:07:45,080 Speaker 2: with my wife or friends if I don't know the 146 00:07:45,120 --> 00:07:47,600 Speaker 2: words to the songs. I like the vibe and the environment. 147 00:07:47,640 --> 00:07:50,800 Speaker 2: And I've always said World Cup is it's Marty Gras 148 00:07:50,840 --> 00:07:53,440 Speaker 2: with a ball. You don't have to be from New Orleans. 149 00:07:53,680 --> 00:07:56,160 Speaker 2: You don't even have to go every year It's just 150 00:07:56,280 --> 00:07:58,440 Speaker 2: you can tell when you're there. This is a really 151 00:07:58,480 --> 00:08:00,720 Speaker 2: good time and I like being part of that. Have 152 00:08:00,800 --> 00:08:05,640 Speaker 2: there been any surprises for you? Perhaps a team a 153 00:08:05,680 --> 00:08:07,840 Speaker 2: little bit more popular than you would have guessed. I mean, 154 00:08:07,880 --> 00:08:10,200 Speaker 2: we all know Brazil can move the meedle. I would 155 00:08:10,240 --> 00:08:16,400 Speaker 2: suspect England Harry Kane very popular. Any surprises, Michael to 156 00:08:16,520 --> 00:08:20,520 Speaker 2: you somebody who's supposed to predict surprises as mister Insight 157 00:08:20,640 --> 00:08:21,560 Speaker 2: at Fox Sports. 158 00:08:22,320 --> 00:08:25,160 Speaker 3: Yeah, you know, it actually relates to the last question 159 00:08:25,200 --> 00:08:28,200 Speaker 3: and answer, right. I think the surprises to me have 160 00:08:28,400 --> 00:08:31,520 Speaker 3: been the matches that have absolutely no. 161 00:08:31,520 --> 00:08:33,560 Speaker 1: Star power to an American audience. 162 00:08:34,160 --> 00:08:37,680 Speaker 3: They're not nations or brands that you would think of 163 00:08:37,840 --> 00:08:42,080 Speaker 3: as traditional powers, and yet they've still been able to 164 00:08:42,120 --> 00:08:45,720 Speaker 3: deliver pretty sizable audiences. One that jumped out to me 165 00:08:46,120 --> 00:08:49,880 Speaker 3: was opposite the clinch game of the NBA Finals, which 166 00:08:50,000 --> 00:08:54,079 Speaker 3: was in itself an extraordinary story. Game five of the 167 00:08:54,160 --> 00:08:59,040 Speaker 3: Knicks championship run, we had Scotland playing Haiti, and I 168 00:08:59,080 --> 00:09:01,200 Speaker 3: want to make sure I get the number right. The 169 00:09:01,240 --> 00:09:05,960 Speaker 3: Scotland Haiti game delivered six million viewers opposite the clinch 170 00:09:06,000 --> 00:09:07,880 Speaker 3: game of the NBA Finals, So that would be a 171 00:09:07,920 --> 00:09:11,280 Speaker 3: good bar for an earlier round in hey playoff game. 172 00:09:11,320 --> 00:09:13,120 Speaker 3: That would be a good number for an MLB League 173 00:09:13,200 --> 00:09:16,760 Speaker 3: Championship Series game. I'm sure that of that six million, 174 00:09:17,440 --> 00:09:20,800 Speaker 3: could even one percent name a player on both sides 175 00:09:20,840 --> 00:09:23,679 Speaker 3: of that matchup, But still, because of just the energy 176 00:09:23,720 --> 00:09:26,160 Speaker 3: and the excitement of the event itself, you get six million. 177 00:09:26,800 --> 00:09:34,400 Speaker 3: Another good example, we did Uzbekistan and Colombia on FS one. 178 00:09:34,880 --> 00:09:40,719 Speaker 3: So Uzbekistan Colombia on cable. Kickoff time was after nine 179 00:09:40,840 --> 00:09:45,160 Speaker 3: thirty pm Eastern. That match did over four million viewers. Right, 180 00:09:45,760 --> 00:09:48,200 Speaker 3: I'm not trying to be your win or anything when 181 00:09:48,240 --> 00:09:51,520 Speaker 3: I say, you know, could one percent of Americans find 182 00:09:51,520 --> 00:09:54,679 Speaker 3: those two countries on a map like let alone identify 183 00:09:54,760 --> 00:09:57,400 Speaker 3: players in the match? And yet you're still getting that 184 00:09:57,480 --> 00:10:00,240 Speaker 3: kind of audience just because the energy arou on the 185 00:10:00,280 --> 00:10:03,280 Speaker 3: tournament is as great as it is. So I think 186 00:10:03,320 --> 00:10:07,480 Speaker 3: that's a little bit not surprising, but just noteworthy how 187 00:10:07,640 --> 00:10:10,200 Speaker 3: much the brand of the event and the way that 188 00:10:10,200 --> 00:10:12,560 Speaker 3: it's bringing people together in the way that it's generating 189 00:10:12,679 --> 00:10:16,560 Speaker 3: just collective excitement like very few things can is delivering 190 00:10:16,640 --> 00:10:20,840 Speaker 3: numbers for matches that don't have any of the elements 191 00:10:20,880 --> 00:10:23,360 Speaker 3: that we often think of as driving viewership, They don't 192 00:10:23,360 --> 00:10:26,079 Speaker 3: have any stars, they don't have big brands. These aren't 193 00:10:26,120 --> 00:10:29,840 Speaker 3: necessarily countries that a lot of Americans trace their lineage 194 00:10:29,840 --> 00:10:32,400 Speaker 3: back to, and yet the numbers are exceptional. 195 00:10:35,240 --> 00:10:39,079 Speaker 2: Listen, there's an obvious ally in Great Britain. I would 196 00:10:39,080 --> 00:10:43,440 Speaker 2: imagine what is the ceiling if the United States makes 197 00:10:43,480 --> 00:10:47,160 Speaker 2: it into the final eight. I'm not going to predict 198 00:10:47,160 --> 00:10:48,880 Speaker 2: they're going to get to the World Cup Final, but 199 00:10:48,960 --> 00:10:53,600 Speaker 2: let's say it's Argentina England or Brazil England and we 200 00:10:53,600 --> 00:10:56,880 Speaker 2: get into the final eight, Like, what would be a ceiling? 201 00:10:57,320 --> 00:11:00,880 Speaker 2: I think England would probably drive a substantial number against Messi. 202 00:11:01,559 --> 00:11:04,760 Speaker 2: I would suspect France too, But would like Messi in 203 00:11:04,840 --> 00:11:07,120 Speaker 2: England be the ceiling? And what would it be? 204 00:11:07,280 --> 00:11:07,520 Speaker 1: Yeah? 205 00:11:07,559 --> 00:11:11,080 Speaker 3: So I tend to land on the same nations that 206 00:11:11,120 --> 00:11:13,559 Speaker 3: you just mentioned, right, so kind of take that question 207 00:11:13,600 --> 00:11:14,040 Speaker 3: in parts. 208 00:11:14,080 --> 00:11:17,880 Speaker 1: What's the ceiling for the US? Right? So, we've already. 209 00:11:17,480 --> 00:11:22,079 Speaker 3: Seen eighteen million viewers on our network for the US 210 00:11:22,080 --> 00:11:26,080 Speaker 3: in a group stage game that's supplemented by the Telemundo viewership, 211 00:11:26,360 --> 00:11:29,040 Speaker 3: and you're getting to twenty five twenty six million Americans 212 00:11:29,040 --> 00:11:31,400 Speaker 3: that have already watched the US in a group stage 213 00:11:31,440 --> 00:11:33,760 Speaker 3: game when we get to the knockout round, which the 214 00:11:33,880 --> 00:11:37,520 Speaker 3: US obviously has already clinched their group, the round of 215 00:11:37,559 --> 00:11:40,800 Speaker 3: thirty two game and the Round of sixteen game, if 216 00:11:40,800 --> 00:11:44,440 Speaker 3: we're fortunate enough to get there, those are both primetime windows. 217 00:11:44,600 --> 00:11:47,240 Speaker 3: I think both those games can go over thirty million viewers. 218 00:11:47,840 --> 00:11:50,679 Speaker 3: And not all of that thirty million will come from Fox, right, 219 00:11:50,720 --> 00:11:52,760 Speaker 3: Certainly most of it will come from Fox. Maybe three 220 00:11:52,840 --> 00:11:54,920 Speaker 3: quarters of it will come from Fox. But to me, 221 00:11:55,000 --> 00:11:58,600 Speaker 3: it's realistic to think that the US in a knockout 222 00:11:58,679 --> 00:12:01,960 Speaker 3: round game can do more than twenty million in English 223 00:12:02,080 --> 00:12:06,880 Speaker 3: language and can approach ten million on Spanish language, and 224 00:12:06,960 --> 00:12:10,120 Speaker 3: an audience of thirty million would be you know, that's 225 00:12:10,200 --> 00:12:15,520 Speaker 3: comparable to the very best NFL regular season Sunday game 226 00:12:15,679 --> 00:12:19,680 Speaker 3: in a given season. Thirty million would be even a 227 00:12:19,679 --> 00:12:21,680 Speaker 3: little bit better than what we did for Game seven 228 00:12:21,720 --> 00:12:23,040 Speaker 3: of the World Series last year. 229 00:12:23,080 --> 00:12:24,120 Speaker 1: So that is very. 230 00:12:24,040 --> 00:12:28,600 Speaker 3: Very rarefied air. Now, the way this tournament bracket lays out, 231 00:12:29,360 --> 00:12:35,400 Speaker 3: if the US were fortunate enough and so simply good 232 00:12:35,480 --> 00:12:38,520 Speaker 3: enough to get to the quarterfinals, to get to the 233 00:12:38,520 --> 00:12:42,480 Speaker 3: semi finals, those are afternoon windows, and that's just kind 234 00:12:42,480 --> 00:12:44,400 Speaker 3: of the way it breaks. When you're doing a tournament 235 00:12:44,400 --> 00:12:48,080 Speaker 3: that's watched the world, we don't necessarily get to optimize 236 00:12:48,160 --> 00:12:51,040 Speaker 3: the star times for a North American audience. So that 237 00:12:51,160 --> 00:12:53,840 Speaker 3: quarterfinal game is at three in the afternoon, the semi 238 00:12:53,840 --> 00:12:55,880 Speaker 3: final would also be at three in the afternoon. 239 00:12:56,520 --> 00:12:57,240 Speaker 1: I think those are. 240 00:12:57,160 --> 00:13:01,680 Speaker 3: Games that, even with daytime windows, would approach thirty million. 241 00:13:02,000 --> 00:13:03,160 Speaker 1: If they were in primetime. 242 00:13:03,280 --> 00:13:05,040 Speaker 3: I think you'd be talking about more like thirty five 243 00:13:05,040 --> 00:13:08,080 Speaker 3: to forty million, which is an NFL divisional playoff audience. 244 00:13:08,679 --> 00:13:12,360 Speaker 3: And then, if we really allow ourselves to just think 245 00:13:12,400 --> 00:13:15,160 Speaker 3: as big as possible, if the US were to get 246 00:13:15,200 --> 00:13:19,040 Speaker 3: to the final, putting aside, how unlikely or likely you 247 00:13:19,080 --> 00:13:23,120 Speaker 3: think that might be the US in the final Sunday afternoon. 248 00:13:23,559 --> 00:13:25,960 Speaker 3: To me, that's a fifty million viewer match. I think 249 00:13:26,000 --> 00:13:28,560 Speaker 3: that's yes, that's like an NFC championship game. 250 00:13:30,320 --> 00:13:33,040 Speaker 1: So we should be so lucky as to find out right. 251 00:13:33,040 --> 00:13:36,240 Speaker 3: But I think the absolute ceiling for a run all 252 00:13:36,240 --> 00:13:38,480 Speaker 3: the way to the final would be like a conference 253 00:13:38,559 --> 00:13:42,440 Speaker 3: championship game. The other question you, yeah, what's the best 254 00:13:42,480 --> 00:13:46,000 Speaker 3: case final? I look at all the same nations that 255 00:13:46,040 --> 00:13:49,760 Speaker 3: you just mentioned, right the way the bracket lays out, 256 00:13:50,480 --> 00:13:54,120 Speaker 3: Argentina and England should they both go on to win 257 00:13:54,160 --> 00:13:57,080 Speaker 3: their group, they're on the same side of the bracket. 258 00:13:57,520 --> 00:13:59,640 Speaker 3: I actually think that's the best case final, but we 259 00:13:59,679 --> 00:14:03,360 Speaker 3: can't get it like Argentina in England in a semi 260 00:14:03,880 --> 00:14:07,960 Speaker 3: So I think the best case final, assuming that the 261 00:14:07,960 --> 00:14:10,280 Speaker 3: teams that appear to be headed to win their groups 262 00:14:10,400 --> 00:14:14,040 Speaker 3: actually do win their groups, it's probably France from this 263 00:14:14,160 --> 00:14:17,719 Speaker 3: side of the bracket and either Argentina or England from 264 00:14:17,760 --> 00:14:20,480 Speaker 3: that side of the bracket. France England was a quarter 265 00:14:20,600 --> 00:14:24,920 Speaker 3: final four years ago, did terrific numbers. France Argentina obviously 266 00:14:25,080 --> 00:14:28,160 Speaker 3: was the final that was the most watched Men's World 267 00:14:28,160 --> 00:14:32,360 Speaker 3: Cup game in US history until US Paraguay beat it 268 00:14:32,440 --> 00:14:34,240 Speaker 3: a couple of weeks ago. 269 00:14:34,400 --> 00:14:37,600 Speaker 1: So I think it's some combination of those three nations. 270 00:14:39,400 --> 00:14:45,120 Speaker 2: The you know, I was just thinking when the first 271 00:14:45,120 --> 00:14:49,320 Speaker 2: half against Paraguay, where we have sixteen shots on goal, 272 00:14:49,440 --> 00:14:51,920 Speaker 2: Polisic doesn't have one of them and we still score 273 00:14:52,080 --> 00:14:55,040 Speaker 2: four goals. I was thinking of you, and I'm thinking 274 00:14:55,120 --> 00:14:56,640 Speaker 2: boy Shanks and Mulva Hill or. 275 00:14:56,800 --> 00:14:58,520 Speaker 1: Doing cartwheels down the hall. 276 00:14:58,880 --> 00:15:07,520 Speaker 2: If we're gonna score like that, let's talk about I've 277 00:15:07,560 --> 00:15:10,360 Speaker 2: come to terms with the fact that my audience isn't 278 00:15:10,360 --> 00:15:13,800 Speaker 2: as comfortable with change as I am. I didn't grow 279 00:15:13,880 --> 00:15:16,040 Speaker 2: up in a traditional family child the divorce. I've lived 280 00:15:16,040 --> 00:15:18,440 Speaker 2: in eight states. Most people, you know, they like to 281 00:15:18,480 --> 00:15:20,240 Speaker 2: stay in the same culd as sac maybe make one 282 00:15:20,240 --> 00:15:22,000 Speaker 2: big move in their life, but live close to their 283 00:15:22,040 --> 00:15:26,480 Speaker 2: parents and their state. So when baseball made multiple changes, 284 00:15:26,600 --> 00:15:29,080 Speaker 2: there was some pushback by traditionalists, but they all worked 285 00:15:29,440 --> 00:15:31,200 Speaker 2: the sports on a three year renaissance. I went to 286 00:15:31,240 --> 00:15:34,080 Speaker 2: a Cubs game last week, flew by great time in 287 00:15:34,120 --> 00:15:38,840 Speaker 2: and out under three hours. So the video review system 288 00:15:38,840 --> 00:15:42,960 Speaker 2: in soccer wasn't unveiled until twenty eighteen. It's a major change, 289 00:15:43,320 --> 00:15:46,480 Speaker 2: and I think it like Baseball's changes, I think it's 290 00:15:46,560 --> 00:15:50,360 Speaker 2: widely accepted. Now you have the hydration breaks, and my 291 00:15:50,560 --> 00:15:53,840 Speaker 2: brain goes to immediately, well, if katar is going to 292 00:15:53,880 --> 00:15:56,680 Speaker 2: host World Cups and we do appear to have some 293 00:15:56,880 --> 00:16:00,200 Speaker 2: climate change where hot is getting hotter, I think it's 294 00:16:00,200 --> 00:16:05,920 Speaker 2: a reasonable, a reasonable move to consider a hydration break. Uh, 295 00:16:06,000 --> 00:16:08,760 Speaker 2: a hydration break. I mean France now is going through 296 00:16:08,760 --> 00:16:11,200 Speaker 2: a massive heat wave. What if this was in Paris? 297 00:16:11,520 --> 00:16:13,600 Speaker 2: We want to protect our athletes. It doesn't bother me 298 00:16:13,640 --> 00:16:16,360 Speaker 2: at all. Now people always look at the corporation. They're 299 00:16:16,360 --> 00:16:19,920 Speaker 2: making extra money. But my take is, folks, the world's changing, 300 00:16:20,120 --> 00:16:24,680 Speaker 2: the weather's changing. You know, these companies have to fortify, 301 00:16:25,360 --> 00:16:27,400 Speaker 2: you know, when you're when you're getting into these bidding 302 00:16:27,440 --> 00:16:30,480 Speaker 2: wars with other companies and streamers. This is the reality. 303 00:16:30,520 --> 00:16:32,840 Speaker 2: So it doesn't bother me at all. What has been 304 00:16:32,920 --> 00:16:37,240 Speaker 2: like the hydration break? When was it discussed and was 305 00:16:37,400 --> 00:16:41,920 Speaker 2: climate considered? You knew you'd get some pushback. I don't 306 00:16:41,920 --> 00:16:44,160 Speaker 2: think it's been that bad. It's mostly an internet thing 307 00:16:44,280 --> 00:16:47,560 Speaker 2: or an x A reality. None of my friends are 308 00:16:47,600 --> 00:16:50,240 Speaker 2: complaining about it. But have you have you gotten pushedback? 309 00:16:50,360 --> 00:16:52,560 Speaker 2: Is it was it at the level you expected? 310 00:16:54,360 --> 00:16:56,960 Speaker 3: That's a nuanced question, right, And I think one of 311 00:16:57,000 --> 00:17:00,200 Speaker 3: the things that I try to do is stay to 312 00:17:00,240 --> 00:17:03,920 Speaker 3: the lane where I think I'm something of an expert 313 00:17:04,000 --> 00:17:06,719 Speaker 3: and not get too far outside of it. I'm not 314 00:17:06,840 --> 00:17:10,560 Speaker 3: somebody you can really comment on, you know, the realities 315 00:17:10,600 --> 00:17:14,760 Speaker 3: of being a world class athlete playing and potentially potentially 316 00:17:14,880 --> 00:17:18,880 Speaker 3: very hot conditions. It's something that came up, I don't 317 00:17:18,880 --> 00:17:21,600 Speaker 3: know within this calendar year. Was the first time that 318 00:17:21,720 --> 00:17:24,879 Speaker 3: I heard of it. I defer to people who have 319 00:17:25,040 --> 00:17:26,800 Speaker 3: played the game at a very high level who have 320 00:17:27,000 --> 00:17:29,359 Speaker 3: managed the game at the highest level, they're going to 321 00:17:29,440 --> 00:17:32,159 Speaker 3: have a better opinion than we as media executives are 322 00:17:32,240 --> 00:17:37,159 Speaker 3: about the necessity to have or not have hydration breaks. 323 00:17:38,080 --> 00:17:40,760 Speaker 3: I think just as somebody who looks at the numbers 324 00:17:40,800 --> 00:17:44,280 Speaker 3: as our most reliable source of fan feedback, you know, 325 00:17:44,359 --> 00:17:47,760 Speaker 3: the ratings in general have been phenomenal. We don't see 326 00:17:47,760 --> 00:17:51,560 Speaker 3: any drop off in audience during the hydration breaks. It's 327 00:17:51,600 --> 00:17:53,800 Speaker 3: no different than what you would see during a commercial 328 00:17:53,800 --> 00:17:57,480 Speaker 3: break during the NFL. I think we recognize that, you know, 329 00:17:57,560 --> 00:18:00,320 Speaker 3: some of the fans in the stadiums have booed during 330 00:18:00,320 --> 00:18:03,960 Speaker 3: the hydration break. There are who feel pretty passionately about it, 331 00:18:04,680 --> 00:18:06,719 Speaker 3: and it's something that the powers that be are going 332 00:18:06,760 --> 00:18:09,760 Speaker 3: to have to address going forward. But I don't think 333 00:18:09,760 --> 00:18:13,680 Speaker 3: it's something where you see any manifestation of that opinion 334 00:18:14,040 --> 00:18:16,920 Speaker 3: in the ratings. You don't see it in viewer interest, 335 00:18:17,680 --> 00:18:20,600 Speaker 3: and it's not something that again, like I try not 336 00:18:20,680 --> 00:18:23,280 Speaker 3: to pretend that I understand what it's like to be 337 00:18:23,320 --> 00:18:25,600 Speaker 3: an athlete or a manager at that level, we sort 338 00:18:25,600 --> 00:18:27,439 Speaker 3: of have to defer to the opinions of the people 339 00:18:27,880 --> 00:18:30,080 Speaker 3: who are experts and what they tell us about what 340 00:18:30,119 --> 00:18:32,960 Speaker 3: it's like to play under very warm conditions. I think 341 00:18:32,960 --> 00:18:34,880 Speaker 3: you make a good point though about France. I mean, 342 00:18:34,880 --> 00:18:38,119 Speaker 3: this is a historic heat wave, and if this tournament 343 00:18:38,160 --> 00:18:40,800 Speaker 3: were happening right now in another country, you know, the 344 00:18:40,840 --> 00:18:44,120 Speaker 3: opinion about the need for hydration breaks might be very different. 345 00:18:44,280 --> 00:18:46,320 Speaker 1: So I don't know. 346 00:18:46,320 --> 00:18:48,280 Speaker 3: I think it's something that obviously will be talked about 347 00:18:48,320 --> 00:18:51,080 Speaker 3: a lot and considered for future tournaments. 348 00:18:51,840 --> 00:18:53,399 Speaker 1: But for the time. 349 00:18:53,200 --> 00:18:56,880 Speaker 3: Being, we're not seeing any negative pushback in the numbers. 350 00:18:57,400 --> 00:18:59,600 Speaker 3: But we don't pretend that there hasn't been some negative 351 00:18:59,640 --> 00:19:02,040 Speaker 3: opinion expressed in the stands. Like we have to acknow 352 00:19:02,200 --> 00:19:02,840 Speaker 3: is that that's real. 353 00:19:04,440 --> 00:19:07,199 Speaker 2: Today's show is brought to you by our friends and 354 00:19:07,240 --> 00:19:11,000 Speaker 2: our presenting sponsor, hard Rock Bet Florida Sports book. Listen, 355 00:19:11,240 --> 00:19:15,160 Speaker 2: the world's biggest soccer tournament is here. Everybody seeing the ratings. 356 00:19:15,480 --> 00:19:18,679 Speaker 2: Everybody's watching National Pride on the line. Superstar is chasing 357 00:19:18,720 --> 00:19:21,600 Speaker 2: immortality and for the next month, every match feels like 358 00:19:21,600 --> 00:19:24,080 Speaker 2: a final. If you haven't tried hard Rock Bet yet, 359 00:19:24,320 --> 00:19:26,280 Speaker 2: this is the time. Hard Rock Bet is a top 360 00:19:26,359 --> 00:19:30,360 Speaker 2: rated sportsbook app the best built to Viva la copa. 361 00:19:30,520 --> 00:19:33,200 Speaker 2: Whether you're back in your country betting on your favorite superstar, 362 00:19:33,280 --> 00:19:36,439 Speaker 2: building the same game parlay for the biggest matches of 363 00:19:36,440 --> 00:19:39,760 Speaker 2: the tournament. Hard Rock Bet is your way to get 364 00:19:39,800 --> 00:19:42,760 Speaker 2: in on the action, and if you're ever late to kickoff, 365 00:19:42,800 --> 00:19:45,160 Speaker 2: don't worry. Hard Rock Bet lets you live bet all 366 00:19:45,160 --> 00:19:48,800 Speaker 2: match long, first minute, final whistle and we're talking profit boosts, 367 00:19:49,040 --> 00:19:53,359 Speaker 2: no sweat bets, bonus bets, and more. Be sure to 368 00:19:53,440 --> 00:19:56,720 Speaker 2: check out No Goals, No Problem and Super Sub two 369 00:19:56,760 --> 00:19:59,800 Speaker 2: promos designed to give your bets insurance all tournament long. 370 00:20:00,000 --> 00:20:02,600 Speaker 2: So sign up hard Rock Bet today. Place a five 371 00:20:02,640 --> 00:20:05,680 Speaker 2: dollars bet. If it wins, you also score one hundred 372 00:20:05,680 --> 00:20:08,000 Speaker 2: and fifty bucks in bonus bets. A winning bet plus 373 00:20:08,080 --> 00:20:10,720 Speaker 2: an extra one hundred and fifty to bet with right now. 374 00:20:11,119 --> 00:20:13,400 Speaker 2: That's how you get the summer started. Hard Rock Bet 375 00:20:13,480 --> 00:20:15,359 Speaker 2: is Florida's only legal sports but you don't have to 376 00:20:15,359 --> 00:20:17,240 Speaker 2: be in Florida to join the party. Hard Rock Bets 377 00:20:17,280 --> 00:20:21,600 Speaker 2: live in Arizona, Ohio, Jersey, Indiana, Tennessee, Virginia, Colorado, Illinois, Michigan. 378 00:20:21,880 --> 00:20:24,600 Speaker 2: Download the hard rock Bet app today, Roll with us, 379 00:20:25,320 --> 00:20:27,880 Speaker 2: Goal with Us. Hard Rock Bet offered by the Seminole 380 00:20:27,920 --> 00:20:31,160 Speaker 2: Tribe of Florida. Offered by Seminal hard Rock Digital LLC. 381 00:20:31,320 --> 00:20:33,520 Speaker 2: And all other states must be twenty one plus and 382 00:20:33,520 --> 00:20:38,200 Speaker 2: physically president In Arizona, Colorado, Florida, Illinois, Indiana, Michigan, New Jersey, Ohio, Tennessee, 383 00:20:38,280 --> 00:20:41,200 Speaker 2: or Virginia to play terms and conditions apply. Concern about 384 00:20:41,200 --> 00:20:44,399 Speaker 2: gambling in Florida, call one eight three to three play wise. 385 00:20:44,600 --> 00:20:46,639 Speaker 2: In Indiana, if you are somebody you know as a 386 00:20:46,680 --> 00:20:49,879 Speaker 2: gambling problem wants help, call what eight hundred and nine 387 00:20:50,280 --> 00:20:52,960 Speaker 2: with it? In Arizona, Ohio, Virginia, call one eight hundred 388 00:20:53,080 --> 00:21:02,679 Speaker 2: My reset gambling problem called one eight hundred. Gambler is 389 00:21:02,920 --> 00:21:06,280 Speaker 2: messy a bigger draw than a country, Like how much 390 00:21:06,320 --> 00:21:08,639 Speaker 2: of the rating is tied to a star. We know 391 00:21:09,359 --> 00:21:12,520 Speaker 2: that a Peyton Manning or a Farv could really move 392 00:21:12,520 --> 00:21:15,640 Speaker 2: a Monday Night Football or a Fox number. The Packers 393 00:21:15,680 --> 00:21:17,919 Speaker 2: brand was big, but it does help if you have 394 00:21:18,000 --> 00:21:20,879 Speaker 2: far not Jordan Love. Nothing against the latter. It's just 395 00:21:21,080 --> 00:21:26,119 Speaker 2: Brett was iconic in soccer or football, whatever where you 396 00:21:26,200 --> 00:21:28,560 Speaker 2: want to go on that is it the star or 397 00:21:28,600 --> 00:21:29,680 Speaker 2: the country? 398 00:21:31,320 --> 00:21:33,760 Speaker 3: You know, cop out answer, but it really is both. 399 00:21:34,119 --> 00:21:36,160 Speaker 3: I don't know that you would say it's one more 400 00:21:36,200 --> 00:21:40,200 Speaker 3: than the other. In this case. The numbers that we've 401 00:21:40,200 --> 00:21:42,639 Speaker 3: seen for the Argentina matches so far. The number that 402 00:21:42,680 --> 00:21:45,080 Speaker 3: we saw for the first Argentina match, which was over 403 00:21:45,480 --> 00:21:48,359 Speaker 3: nine million. I mean, I think that's clearly driven by 404 00:21:48,440 --> 00:21:51,840 Speaker 3: Messi more than it's driven yes, Americans who are. 405 00:21:51,720 --> 00:21:55,200 Speaker 2: Of I think he has the most draw. I mean, 406 00:21:55,240 --> 00:21:57,959 Speaker 2: he's the Tiger Woods of this tour. To me, it's messy. 407 00:21:58,119 --> 00:21:58,320 Speaker 1: Yeah. 408 00:21:58,640 --> 00:22:01,919 Speaker 3: I think you know three things that maybe drive viewership 409 00:22:02,200 --> 00:22:07,320 Speaker 3: star power. That would be Messi and Rinaldo, history of 410 00:22:07,359 --> 00:22:10,919 Speaker 3: success from that nation. This is a Brazilian team that 411 00:22:11,000 --> 00:22:13,480 Speaker 3: probably doesn't have the star power of most of the 412 00:22:13,480 --> 00:22:16,280 Speaker 3: brazil teams that we've seen, and yet their game went 413 00:22:16,320 --> 00:22:21,240 Speaker 3: over ten million on English language TV for their first 414 00:22:21,280 --> 00:22:25,440 Speaker 3: game of this tournament. So the brazil brand still really resonates. 415 00:22:25,680 --> 00:22:29,320 Speaker 3: And then the third piece is just personal attachment that 416 00:22:29,359 --> 00:22:32,359 Speaker 3: Americans have to the country. Is my family from there? 417 00:22:32,720 --> 00:22:36,240 Speaker 3: Have I ed there? More Americans have visited England than 418 00:22:36,280 --> 00:22:40,200 Speaker 3: any other country outside of North America. So whether your 419 00:22:40,240 --> 00:22:42,879 Speaker 3: family traces its roots to England or not, there are 420 00:22:42,880 --> 00:22:45,080 Speaker 3: a lot of Americans that have a personal connection there. 421 00:22:45,080 --> 00:22:47,880 Speaker 3: They have a personal connection to Paris, even if they're 422 00:22:47,920 --> 00:22:51,320 Speaker 3: not French. So I think France tends to drive viewership 423 00:22:51,640 --> 00:22:56,200 Speaker 3: Germany's another good Western European example. So there are the stars, 424 00:22:57,680 --> 00:23:00,639 Speaker 3: there's the history of success from a different from a 425 00:23:00,640 --> 00:23:04,520 Speaker 3: given country, and then there's a personal connection that just 426 00:23:04,560 --> 00:23:09,360 Speaker 3: an average American sports fan might have because their grandparents 427 00:23:09,400 --> 00:23:11,439 Speaker 3: grew up in this country or they were there on 428 00:23:11,480 --> 00:23:15,040 Speaker 3: a student exchange program where they visited just as a tourist. 429 00:23:15,400 --> 00:23:17,880 Speaker 3: And I think those things tend to resonate in viewership 430 00:23:17,880 --> 00:23:19,400 Speaker 3: for international competitions. 431 00:23:21,000 --> 00:23:23,359 Speaker 2: When you get the people above you and there are 432 00:23:23,400 --> 00:23:25,359 Speaker 2: not many at the company that come in and ask 433 00:23:25,440 --> 00:23:28,800 Speaker 2: a question about what you're doing right now? What are 434 00:23:28,840 --> 00:23:30,399 Speaker 2: they keenly interested in? 435 00:23:32,440 --> 00:23:36,360 Speaker 3: You know, I think candidly put something that I'm interested 436 00:23:36,400 --> 00:23:41,320 Speaker 3: in and that we're all interested in is the Telemundo 437 00:23:41,400 --> 00:23:45,560 Speaker 3: viewership and how much viewership is gravitating to us as 438 00:23:45,560 --> 00:23:49,520 Speaker 3: the English language partner, how much is gravitating to Telemundo 439 00:23:49,720 --> 00:23:53,359 Speaker 3: as the Spanish language partner. I think we take a 440 00:23:53,359 --> 00:23:56,760 Speaker 3: lot of pride in being able to deliver a big audience, 441 00:23:56,800 --> 00:24:00,280 Speaker 3: that that doesn't necessarily mean rivalry or that we don't 442 00:24:00,280 --> 00:24:02,960 Speaker 3: want them to be successful too. I think my attitude 443 00:24:03,000 --> 00:24:06,679 Speaker 3: is that in the end, we're all Americans. We're all 444 00:24:06,720 --> 00:24:08,840 Speaker 3: American sports fans. We want the World Cup to be 445 00:24:08,880 --> 00:24:13,520 Speaker 3: as successful as possible across both Fox and Telemundo, but 446 00:24:13,560 --> 00:24:16,159 Speaker 3: we also take some pride in delivering the majority of 447 00:24:16,200 --> 00:24:19,560 Speaker 3: that audience. So we want to see Fox delivering most 448 00:24:19,600 --> 00:24:22,760 Speaker 3: of the audience for a typical match, maybe three quarters 449 00:24:22,760 --> 00:24:25,600 Speaker 3: of the audience for a US match. And then we 450 00:24:25,680 --> 00:24:28,960 Speaker 3: recognize that when Mexico is playing, Telemundo is probably going 451 00:24:29,000 --> 00:24:30,000 Speaker 3: to be in the driver's seat there. 452 00:24:30,040 --> 00:24:32,600 Speaker 1: But we just want to share as we can. 453 00:24:32,760 --> 00:24:34,800 Speaker 3: So I think we're paying a lot of attention to 454 00:24:35,800 --> 00:24:39,879 Speaker 3: English versus Spanish and how that ratio lays out. And 455 00:24:39,920 --> 00:24:42,960 Speaker 3: then me personally, I pay a lot of attention to 456 00:24:43,000 --> 00:24:45,400 Speaker 3: the out of home viewership, right these people that are 457 00:24:45,440 --> 00:24:49,560 Speaker 3: watching at FanFest, or they're watching in bars or other 458 00:24:49,680 --> 00:24:50,720 Speaker 3: group settings. 459 00:24:51,119 --> 00:24:54,040 Speaker 2: This is the most no sporting event in the country. 460 00:24:54,119 --> 00:24:57,840 Speaker 2: Maybe March Madness is a collective viewer more than this. 461 00:24:58,040 --> 00:25:01,160 Speaker 2: To me, I mean March madness in this. I watched 462 00:25:01,240 --> 00:25:03,880 Speaker 2: NFL games by myself all the time, or a baseball 463 00:25:03,920 --> 00:25:06,800 Speaker 2: playoff game or an NBA playoff. Git, I've never watched 464 00:25:06,800 --> 00:25:08,879 Speaker 2: the World Cup game just sitting by myself, or if 465 00:25:08,880 --> 00:25:09,840 Speaker 2: I have, it's in frequently. 466 00:25:09,880 --> 00:25:12,520 Speaker 3: Yeah, I think the culture of group viewing around soccer 467 00:25:12,800 --> 00:25:16,080 Speaker 3: in the US is particularly strong. Whether it's just a 468 00:25:16,080 --> 00:25:18,199 Speaker 3: couple of friends getting together, or you're going out to 469 00:25:18,240 --> 00:25:20,040 Speaker 3: a bar, or you're going to a big fan fest 470 00:25:20,080 --> 00:25:22,520 Speaker 3: like at the LA Coliseum, we've seen one hundred thousand 471 00:25:22,560 --> 00:25:27,040 Speaker 3: people show up to watch matches together. So that's something 472 00:25:27,119 --> 00:25:31,479 Speaker 3: that until relatively recently, Nielsen wasn't able to capture that 473 00:25:31,560 --> 00:25:35,080 Speaker 3: out of home audience, and therefore the sports audience was 474 00:25:35,200 --> 00:25:39,520 Speaker 3: undercounted and undervalued. In the last six years, Nielsen has 475 00:25:39,520 --> 00:25:42,800 Speaker 3: developed that technology where they can track viewing outside the 476 00:25:42,840 --> 00:25:46,199 Speaker 3: home and it makes an enormous contribution to our audience. 477 00:25:46,240 --> 00:25:49,200 Speaker 3: I mean, we're seeing matches where the out of home 478 00:25:49,280 --> 00:25:53,280 Speaker 3: viewing ads thirty or forty percent for me, wow, more 479 00:25:53,320 --> 00:25:57,040 Speaker 3: than forty percent to the in home audience. And so 480 00:25:57,080 --> 00:26:01,200 Speaker 3: that's obviously something that we can monetize from a business perspective, 481 00:26:01,400 --> 00:26:03,359 Speaker 3: but it also gives us a much more accurate picture 482 00:26:03,480 --> 00:26:07,119 Speaker 3: of the true popularity of the event here at home. 483 00:26:08,640 --> 00:26:13,760 Speaker 2: We know that places like Miami, highly diverse, its proximity 484 00:26:13,840 --> 00:26:18,399 Speaker 2: to you know, Europe or a Central America is going 485 00:26:18,480 --> 00:26:22,600 Speaker 2: to be a great soccer market. Los Angeles again highly diverse, 486 00:26:22,760 --> 00:26:26,159 Speaker 2: New York City, I would imagine does well, and I 487 00:26:26,200 --> 00:26:29,880 Speaker 2: always see Kansas City and I think good for them. 488 00:26:30,440 --> 00:26:35,560 Speaker 2: How does Michael mulva Hill explain soccer's popularity in Kansas City? 489 00:26:36,480 --> 00:26:39,800 Speaker 3: First of all, just phenomenal sports market, right, I mean, 490 00:26:40,200 --> 00:26:44,040 Speaker 3: even before the Mahomes era, Kansas City was always one 491 00:26:44,080 --> 00:26:47,480 Speaker 3: of the stronger NFL markets. And in the last ten 492 00:26:47,560 --> 00:26:50,960 Speaker 3: years whatever it's been, their ratings have been as good 493 00:26:51,000 --> 00:26:52,920 Speaker 3: as any market in the country, So we know it's 494 00:26:52,960 --> 00:26:56,399 Speaker 3: a great sports market in general. There's a great soccer 495 00:26:56,440 --> 00:26:58,240 Speaker 3: culture there. They were one of the first cities to 496 00:26:58,320 --> 00:27:03,560 Speaker 3: really embrace mL and build a culture around an MLS team. 497 00:27:03,840 --> 00:27:05,720 Speaker 1: I think maybe that has something to do with the. 498 00:27:05,680 --> 00:27:07,680 Speaker 3: Fact that for a lot of those years when they 499 00:27:07,680 --> 00:27:11,760 Speaker 3: were building that soccer culture, the local baseball team wasn't 500 00:27:11,760 --> 00:27:14,320 Speaker 3: that competitive. Now, then there were years where the Royals 501 00:27:14,320 --> 00:27:16,760 Speaker 3: were very competitive, right, and obviously they won the World 502 00:27:16,760 --> 00:27:19,960 Speaker 3: Series within the last fifteen years, But for a lot 503 00:27:19,960 --> 00:27:21,919 Speaker 3: of those years, I think the door was open a 504 00:27:21,920 --> 00:27:25,399 Speaker 3: little bit because the baseball team wasn't as good, and 505 00:27:25,440 --> 00:27:27,520 Speaker 3: so it allowed soccer to get a little bit of 506 00:27:27,720 --> 00:27:31,000 Speaker 3: a toe hold. And because it's just a great sports 507 00:27:31,080 --> 00:27:34,280 Speaker 3: town in general, they've really been able to build something there. 508 00:27:34,320 --> 00:27:38,439 Speaker 3: They were the number one market for the US Paraguay match. 509 00:27:40,160 --> 00:27:43,680 Speaker 3: The preliminary numbers that we've seen these aren't final yet. 510 00:27:44,000 --> 00:27:45,480 Speaker 3: I think they're probably going to be the number one 511 00:27:45,520 --> 00:27:48,560 Speaker 3: English language market for the USA Australia match. 512 00:27:49,480 --> 00:27:51,199 Speaker 1: And interesting to me to see that. 513 00:27:52,400 --> 00:27:55,480 Speaker 3: You know, soccer, which I think was at one time 514 00:27:55,600 --> 00:27:59,320 Speaker 3: and for many years, seen as something that was for 515 00:28:00,119 --> 00:28:04,320 Speaker 3: coastal elites, and it was the sport of the very affluent, 516 00:28:04,520 --> 00:28:08,120 Speaker 3: and it was seen as very suburban, and the US 517 00:28:08,240 --> 00:28:11,040 Speaker 3: was really unique in that regard sport as the soccer 518 00:28:11,119 --> 00:28:13,320 Speaker 3: is the sport of the people pretty much in every 519 00:28:13,320 --> 00:28:16,480 Speaker 3: country on Earth except the United States. When you see 520 00:28:16,520 --> 00:28:22,280 Speaker 3: soccer get beyond being something that's for an upscale, coastal 521 00:28:22,440 --> 00:28:26,440 Speaker 3: elite audience, and you see Kansas City step forward as 522 00:28:26,480 --> 00:28:28,879 Speaker 3: the number one market for the World Cup in the 523 00:28:28,880 --> 00:28:32,880 Speaker 3: English language TV. And it's not just New York in LA. 524 00:28:33,000 --> 00:28:35,680 Speaker 3: You know, you mentioned Miami. The combined English and Spanish 525 00:28:35,720 --> 00:28:38,720 Speaker 3: ratings in Miami will probably be the best of any 526 00:28:38,760 --> 00:28:43,000 Speaker 3: market for the US game. Last Friday, Seattle showed up 527 00:28:43,040 --> 00:28:45,200 Speaker 3: for the US game that they they were one of 528 00:28:45,280 --> 00:28:49,320 Speaker 3: the top rated markets. So it's not just New York, LA. 529 00:28:49,560 --> 00:28:53,920 Speaker 3: It's the heartland, it's the Pacific Northwest, It's Miami as 530 00:28:54,000 --> 00:28:59,000 Speaker 3: that hub of you know, both English and Spanish language culture, 531 00:28:59,080 --> 00:29:01,640 Speaker 3: and you're really seeing it all over the country, which 532 00:29:01,640 --> 00:29:03,000 Speaker 3: I think is a great thing. It just sort of 533 00:29:03,040 --> 00:29:06,080 Speaker 3: speaks to a broadening of the appeal to the sport 534 00:29:06,160 --> 00:29:08,480 Speaker 3: and just having a bigger tent for everybody to get into. 535 00:29:09,640 --> 00:29:12,280 Speaker 2: Yeah, Orlando is another market that I've heard through the 536 00:29:12,360 --> 00:29:15,680 Speaker 2: years has embrace soccer. Atlanta. I think of that as 537 00:29:15,680 --> 00:29:20,000 Speaker 2: a college football market. Atlanta I imagine as Okay, yeah. 538 00:29:19,760 --> 00:29:21,880 Speaker 3: Look, I don't think there's a major market that's not 539 00:29:22,120 --> 00:29:23,240 Speaker 3: doing well, right. 540 00:29:23,320 --> 00:29:25,200 Speaker 1: I think all wow, in. 541 00:29:25,200 --> 00:29:29,640 Speaker 3: Every region of the country, the big cities are all 542 00:29:29,680 --> 00:29:32,280 Speaker 3: showing up and they're all doing well. I do think 543 00:29:32,320 --> 00:29:34,280 Speaker 3: there are, as we said though, a few that really 544 00:29:34,320 --> 00:29:38,920 Speaker 3: stand out, whether that's Kansas City, Seattle, Dallas and Houston 545 00:29:39,000 --> 00:29:40,040 Speaker 3: have both been very good. 546 00:29:40,080 --> 00:29:41,520 Speaker 1: They're obviously host cities. 547 00:29:41,880 --> 00:29:43,560 Speaker 3: But I don't think there's a part of the country 548 00:29:43,560 --> 00:29:45,840 Speaker 3: that I look at and think, g it would be 549 00:29:45,880 --> 00:29:48,640 Speaker 3: nice if we were stronger here, Like it's really doing 550 00:29:48,640 --> 00:29:49,840 Speaker 3: well in every region. 551 00:29:51,160 --> 00:29:57,760 Speaker 2: I watched the Seattle environment for Australia and the United 552 00:29:57,760 --> 00:30:00,640 Speaker 2: States mentioned national team and nothing again LA, but it 553 00:30:00,680 --> 00:30:06,000 Speaker 2: literally jumped off the television. It just felt different. Are 554 00:30:06,080 --> 00:30:09,320 Speaker 2: there environments we know stars Messy can move a number, 555 00:30:09,520 --> 00:30:13,400 Speaker 2: We know brands, teams France, Brazil. 556 00:30:13,120 --> 00:30:13,920 Speaker 1: Can move a number. 557 00:30:14,280 --> 00:30:20,320 Speaker 2: I wonder if the environment plays a part. 558 00:30:20,640 --> 00:30:21,920 Speaker 1: I wouldn't know. 559 00:30:21,960 --> 00:30:24,400 Speaker 2: I mean, I know, when there's a college football game 560 00:30:24,440 --> 00:30:28,120 Speaker 2: at Oregon, it's just going to feel big. Oregon just 561 00:30:28,240 --> 00:30:31,480 Speaker 2: it maybe a smaller stadium, it just feels gigantic. Notre 562 00:30:31,600 --> 00:30:34,960 Speaker 2: Dame has that vibe. You're like, Okay, it looks better 563 00:30:35,000 --> 00:30:37,760 Speaker 2: on television Knicks games where I can see all the stars. 564 00:30:38,160 --> 00:30:40,440 Speaker 2: I feel like I'm more inclined to stay on a 565 00:30:40,480 --> 00:30:43,600 Speaker 2: broadcast because I can see the faces in the crowd. 566 00:30:43,840 --> 00:30:45,440 Speaker 2: Any of that work in soccer. 567 00:30:46,240 --> 00:30:51,280 Speaker 3: I would say absolutely yes, And I think wow, beyond soccer, 568 00:30:51,480 --> 00:30:54,680 Speaker 3: I think that applies to a number of sports. Lamba, 569 00:30:54,800 --> 00:30:57,720 Speaker 3: I think that it's sure. It's true at Lambeau. You 570 00:30:57,800 --> 00:31:02,240 Speaker 3: mentioned some great college football environments. I think the environment 571 00:31:02,280 --> 00:31:05,560 Speaker 3: that you see at the Indianapolis five hundred is something 572 00:31:05,640 --> 00:31:08,840 Speaker 3: that's really special and unique in sports, where you have 573 00:31:08,880 --> 00:31:12,520 Speaker 3: three hundred and fifty thousand people all gathered together to 574 00:31:12,600 --> 00:31:15,160 Speaker 3: do the same thing. At the same time, the Kentucky 575 00:31:15,200 --> 00:31:18,480 Speaker 3: Derby is something that that's a unique environment. 576 00:31:18,520 --> 00:31:19,720 Speaker 1: It's a unique party. 577 00:31:19,880 --> 00:31:21,560 Speaker 3: A lot of the people that tune in for that 578 00:31:22,440 --> 00:31:25,040 Speaker 3: aren't familiar with any of the horses until literally the 579 00:31:25,080 --> 00:31:27,480 Speaker 3: moment that they tune in, and yet they do twenty 580 00:31:27,520 --> 00:31:31,360 Speaker 3: million viewers because it's all about the scene, right I was. 581 00:31:31,640 --> 00:31:33,600 Speaker 3: I felt very lucky to be at the match in 582 00:31:33,680 --> 00:31:36,440 Speaker 3: Seattle last Friday. I took my kids up there. I 583 00:31:36,440 --> 00:31:39,000 Speaker 3: thought it was one of the most special sports environments 584 00:31:39,040 --> 00:31:42,200 Speaker 3: I've ever been a part of. And if you visited 585 00:31:42,240 --> 00:31:45,200 Speaker 3: our set, you know, our set felt like a big 586 00:31:45,240 --> 00:31:48,840 Speaker 3: noon kickoff show for Ohio State Michigan, but instead of 587 00:31:48,840 --> 00:31:52,760 Speaker 3: it being around university fandom and a school identity, it 588 00:31:52,840 --> 00:31:57,360 Speaker 3: was about patriotism and national pride and this feeling of 589 00:31:57,360 --> 00:31:59,760 Speaker 3: togetherness that I think is unique to the World Cup. 590 00:31:59,800 --> 00:32:04,440 Speaker 3: So I definitely believe that there's something about the vibe 591 00:32:04,480 --> 00:32:08,040 Speaker 3: of an event, the spirit of it, the collective energy 592 00:32:09,080 --> 00:32:11,719 Speaker 3: that can suck you in, even if you're experiencing it 593 00:32:12,280 --> 00:32:15,840 Speaker 3: via screen rather than in person. You just tap into 594 00:32:15,840 --> 00:32:19,280 Speaker 3: that energy and it's so compelling and it will get 595 00:32:19,320 --> 00:32:23,320 Speaker 3: people who maybe can't name a single player on the 596 00:32:23,440 --> 00:32:26,560 Speaker 3: US national team. It will get them to watch our 597 00:32:26,640 --> 00:32:29,320 Speaker 3: match against Turkey next week. It will get them to 598 00:32:29,400 --> 00:32:33,720 Speaker 3: watch our knockout stage matches because there's something bigger than 599 00:32:34,040 --> 00:32:40,120 Speaker 3: individual star power in play there. There's something that's about togetherness, unity, 600 00:32:40,560 --> 00:32:45,239 Speaker 3: national identity, national pride. It probably manifests more strongly at 601 00:32:45,240 --> 00:32:47,400 Speaker 3: the World Cup than it does in any other events, 602 00:32:47,840 --> 00:32:50,880 Speaker 3: and I think it's a major major factor behind the 603 00:32:50,960 --> 00:32:51,880 Speaker 3: numbers that we're seeing. 604 00:32:53,040 --> 00:32:56,240 Speaker 2: You know, It's interesting is sometimes you know the media, 605 00:32:56,280 --> 00:32:59,800 Speaker 2: which in my life has leaned left and kind of 606 00:33:00,080 --> 00:33:04,440 Speaker 2: sense jingoism or wrapping things too much in a flag. 607 00:33:05,120 --> 00:33:07,200 Speaker 2: But I do think the Olympics in the World Cup, 608 00:33:07,400 --> 00:33:11,360 Speaker 2: you know, it's like I love I went to Wimbledon. 609 00:33:12,040 --> 00:33:16,320 Speaker 2: I loved how British and cheeky and over the top 610 00:33:16,360 --> 00:33:19,960 Speaker 2: it was. It was, I mean, British people would come 611 00:33:20,040 --> 00:33:22,920 Speaker 2: up to me and go, oh, this is really over 612 00:33:22,960 --> 00:33:25,160 Speaker 2: the top. It's almost like a comedy for us, and 613 00:33:25,200 --> 00:33:27,560 Speaker 2: I'm like, oh my god, this is this is exactly 614 00:33:27,600 --> 00:33:30,719 Speaker 2: what I want it to be. An American fans, an 615 00:33:30,720 --> 00:33:33,800 Speaker 2: American in general. Can you know I hear this all 616 00:33:33,880 --> 00:33:36,480 Speaker 2: the time. It's arrogant, we only care about Americans. 617 00:33:37,080 --> 00:33:38,120 Speaker 1: But I would. 618 00:33:37,880 --> 00:33:41,959 Speaker 2: Refute that, saying the CBC coverage Canadians are rooting for Canadians, 619 00:33:42,080 --> 00:33:45,400 Speaker 2: Italians are rooting for Italians. I wonder if you've ever 620 00:33:45,440 --> 00:33:49,320 Speaker 2: seen research that shows that actually, because of we're not 621 00:33:49,400 --> 00:33:53,680 Speaker 2: a homogeneous country, we have great diversity that Americans actually 622 00:33:53,840 --> 00:33:59,280 Speaker 2: watch other countries at a higher level than other countries 623 00:33:59,520 --> 00:34:03,480 Speaker 2: Olympic or World Cup broadcasts are willing to watch us? 624 00:34:03,880 --> 00:34:05,960 Speaker 1: Or is it pretty. 625 00:34:05,160 --> 00:34:10,680 Speaker 2: Similar, you know, broadcasting unit to broadcast, is the CBC 626 00:34:10,800 --> 00:34:14,400 Speaker 2: and our numbers, you know, all kind of the same. 627 00:34:14,920 --> 00:34:19,239 Speaker 2: Or are we more accepting of a wild African nation 628 00:34:19,520 --> 00:34:21,040 Speaker 2: in soccer than other countries? 629 00:34:22,880 --> 00:34:24,160 Speaker 1: Wow, that's a great question. 630 00:34:24,320 --> 00:34:26,880 Speaker 3: I don't know that I have the data at hand 631 00:34:26,960 --> 00:34:31,120 Speaker 3: to really answer that. I do think that the American 632 00:34:31,239 --> 00:34:36,759 Speaker 3: soccer audience is probably more open to watching nations other 633 00:34:36,880 --> 00:34:41,480 Speaker 3: than their own because we don't have a long history 634 00:34:41,480 --> 00:34:45,239 Speaker 3: of success in the World Cup or in international tournaments. 635 00:34:45,239 --> 00:34:48,560 Speaker 3: So if you are an American soccer fan, I think 636 00:34:48,560 --> 00:34:50,600 Speaker 3: you obviously want to see the US team. 637 00:34:50,440 --> 00:34:53,400 Speaker 1: Do well, but you've probably also developed. 638 00:34:53,000 --> 00:34:59,080 Speaker 3: An interest in Brazil, Argentina, England, whoever, because realistically you're 639 00:34:59,120 --> 00:35:02,319 Speaker 3: not expecting the US national team to get to a 640 00:35:02,360 --> 00:35:05,080 Speaker 3: final or get to a semi final, where if you 641 00:35:05,160 --> 00:35:07,759 Speaker 3: want to see the very best, you have to look 642 00:35:07,800 --> 00:35:09,960 Speaker 3: to other nations to deliver the very best. And I 643 00:35:09,960 --> 00:35:13,160 Speaker 3: think the Americans is very spoiled, right. We have the 644 00:35:13,200 --> 00:35:16,080 Speaker 3: best basketball in the world, we have by far the 645 00:35:16,080 --> 00:35:17,920 Speaker 3: best baseball in the world, where the only country that 646 00:35:17,960 --> 00:35:21,640 Speaker 3: plays American football. Really the American fan is used to 647 00:35:21,640 --> 00:35:23,880 Speaker 3: seeing the very best that the world has to offer, 648 00:35:24,360 --> 00:35:28,279 Speaker 3: and so in soccer if you're wanting to get that, yes, 649 00:35:28,360 --> 00:35:30,880 Speaker 3: you support your national team, but you're also getting that 650 00:35:31,000 --> 00:35:36,399 Speaker 3: experience of the very best from watching France, England, Argentina, etc. 651 00:35:36,960 --> 00:35:38,960 Speaker 3: So I think there probably is a little bit more 652 00:35:39,000 --> 00:35:42,600 Speaker 3: openness among American World Cup viewers to watching the best 653 00:35:42,600 --> 00:35:43,640 Speaker 3: from all over the world. 654 00:35:44,880 --> 00:35:48,680 Speaker 2: Yeah. I also think part of our young soccer culture 655 00:35:49,719 --> 00:35:54,319 Speaker 2: is to play a little bit of catch up to 656 00:35:54,360 --> 00:35:56,120 Speaker 2: the rest of the world. We know it's not as 657 00:35:56,160 --> 00:35:59,759 Speaker 2: embedded in our culture. And I think are soccer fans 658 00:35:59,760 --> 00:36:03,120 Speaker 2: when I see them interacting with the Scottish or the 659 00:36:03,160 --> 00:36:05,319 Speaker 2: British or the French, I think we take a great 660 00:36:05,360 --> 00:36:07,919 Speaker 2: deal of pride in like, hey, we really love this 661 00:36:08,360 --> 00:36:13,319 Speaker 2: and we know it too. I've seen these visiting European 662 00:36:14,480 --> 00:36:17,480 Speaker 2: I mean, Canadians come here regularly, but I've seen European 663 00:36:17,560 --> 00:36:23,040 Speaker 2: nations come over and it's been uplifting to watch how 664 00:36:23,080 --> 00:36:27,200 Speaker 2: we've accepted them and they've accepted us. I think I 665 00:36:27,239 --> 00:36:30,440 Speaker 2: think this is a sporting event that kind of transcends 666 00:36:32,520 --> 00:36:35,960 Speaker 2: everything else in sports. It feels I mean, you know, 667 00:36:36,000 --> 00:36:39,840 Speaker 2: we always say we can't agree on anything. The World 668 00:36:39,880 --> 00:36:44,399 Speaker 2: Cup is different. Everybody's kind of unified in their love 669 00:36:44,400 --> 00:36:48,439 Speaker 2: of it. They're accepting of people regardless of who the 670 00:36:48,680 --> 00:36:52,480 Speaker 2: Prime Minister is, who the president is. There are regimes 671 00:36:52,520 --> 00:36:55,839 Speaker 2: here that we may disagree, we could be at war 672 00:36:55,920 --> 00:36:59,759 Speaker 2: with them, but I think it's an incredibly accepting kind 673 00:36:59,760 --> 00:37:03,960 Speaker 2: of behind soccer spirituality. That's what it feels like to 674 00:37:04,000 --> 00:37:04,840 Speaker 2: me as a consumer. 675 00:37:04,840 --> 00:37:07,960 Speaker 3: This is such a great topic and I'm in complete 676 00:37:08,040 --> 00:37:10,960 Speaker 3: agreement with you, and I think we're living through a 677 00:37:11,040 --> 00:37:13,600 Speaker 3: moment in history where a lot of people are thinking 678 00:37:13,680 --> 00:37:16,719 Speaker 3: about how does the US interact with the rest of 679 00:37:16,719 --> 00:37:19,960 Speaker 3: the world, Like how does America embrace the rest of 680 00:37:19,960 --> 00:37:22,240 Speaker 3: the world. And I think that was an open question 681 00:37:22,320 --> 00:37:24,759 Speaker 3: in the months leading up to this World Cup, And 682 00:37:24,840 --> 00:37:28,560 Speaker 3: what we've seen is that America has embraced the world 683 00:37:28,560 --> 00:37:31,120 Speaker 3: with open arms. We're seeing all this great content on 684 00:37:31,160 --> 00:37:35,839 Speaker 3: social media, people who are coming from overseas and experiencing 685 00:37:35,880 --> 00:37:40,719 Speaker 3: American culture in a really joyous way and being welcomed 686 00:37:41,320 --> 00:37:44,200 Speaker 3: by the US, and it's just turned into this great 687 00:37:44,800 --> 00:37:48,440 Speaker 3: celebration not just of America, but of America's place in 688 00:37:48,480 --> 00:37:51,120 Speaker 3: the world and the idea that America is still a 689 00:37:51,160 --> 00:37:54,480 Speaker 3: place that welcomes the entire world. I think that's an 690 00:37:54,520 --> 00:37:57,319 Speaker 3: idea that has a lot of residence. Right now. I'm 691 00:37:57,320 --> 00:38:01,120 Speaker 3: going to get very lofty and high mind minded about this, 692 00:38:01,280 --> 00:38:04,279 Speaker 3: but I think you, of all people, will appreciate this. 693 00:38:04,840 --> 00:38:07,120 Speaker 3: You know, something that I've been thinking about a lot 694 00:38:07,360 --> 00:38:09,719 Speaker 3: leading up to the World Cup in these first two 695 00:38:09,719 --> 00:38:13,200 Speaker 3: weeks of the tournament is an essay that was written 696 00:38:14,040 --> 00:38:18,600 Speaker 3: over one hundred years ago by William James, American philosopher, 697 00:38:18,600 --> 00:38:22,640 Speaker 3: and William James would talk about the moral equivalent of war, 698 00:38:23,120 --> 00:38:26,120 Speaker 3: looking for the moral equivalent of war. What does he 699 00:38:26,200 --> 00:38:28,400 Speaker 3: mean by that? Well, I think what he was saying 700 00:38:28,440 --> 00:38:33,319 Speaker 3: in that essay was that war, for as horrific as 701 00:38:33,360 --> 00:38:37,279 Speaker 3: it obviously is, it does bring people together in a 702 00:38:37,400 --> 00:38:40,480 Speaker 3: unique way. It brings people together in a spirit of 703 00:38:40,920 --> 00:38:44,280 Speaker 3: a common purpose, national pride, unity. 704 00:38:44,920 --> 00:38:46,480 Speaker 1: You know, a common goal. 705 00:38:46,960 --> 00:38:51,279 Speaker 3: And it has these qualities that paradoxically are really edifying. 706 00:38:51,920 --> 00:38:55,600 Speaker 3: And in James's essay he writes about looking for something 707 00:38:55,760 --> 00:39:00,920 Speaker 3: that gives us an equivalent experience but with out the 708 00:39:01,000 --> 00:39:05,120 Speaker 3: violence and the chaos and the immorality of war. And 709 00:39:05,200 --> 00:39:08,239 Speaker 3: I think one hundred years later, what we're seeing, I 710 00:39:08,239 --> 00:39:10,400 Speaker 3: would suggest, and I'm not the first person to say this, 711 00:39:11,120 --> 00:39:13,839 Speaker 3: is that sports has become the moral equivalent of war. 712 00:39:14,000 --> 00:39:16,839 Speaker 3: The World Cup is the moral equivalent of war. It's 713 00:39:16,840 --> 00:39:22,920 Speaker 3: a way for us to engage in those feelings of nationalism, 714 00:39:23,280 --> 00:39:29,719 Speaker 3: as I say, common goal, shared experience, enthusiasm, passion, but 715 00:39:29,880 --> 00:39:32,399 Speaker 3: rather than have it in the context of something that 716 00:39:32,520 --> 00:39:36,880 Speaker 3: is violent and insane and immoral, it gets expressed in 717 00:39:36,960 --> 00:39:41,640 Speaker 3: something that is joyful and exuberant and really profound and 718 00:39:41,680 --> 00:39:45,200 Speaker 3: can actually be like kind of beautiful. And I think 719 00:39:45,200 --> 00:39:47,520 Speaker 3: we're seeing that in the World Cup. You're seeing the 720 00:39:47,520 --> 00:39:50,880 Speaker 3: World Cup as a way for all those things that 721 00:39:50,960 --> 00:39:55,040 Speaker 3: are sometimes associated with conflict and they're being expressed in 722 00:39:55,160 --> 00:39:59,239 Speaker 3: something that is incredible and joyful and once in a 723 00:39:59,280 --> 00:40:04,520 Speaker 3: lifetime that's look those very like high minded ideas they 724 00:40:04,600 --> 00:40:07,919 Speaker 3: manifest in something as mundane as TV ratings like that's 725 00:40:07,960 --> 00:40:11,080 Speaker 3: what's behind the numbers that we're seeing. It's those emotions 726 00:40:11,080 --> 00:40:14,520 Speaker 3: and it's it's really special. So I'm entirely with you 727 00:40:14,560 --> 00:40:19,839 Speaker 3: that there's something about nationalism and nationalism being expressed in 728 00:40:19,880 --> 00:40:23,560 Speaker 3: a positive, exciting way that just drives this whole thing. 729 00:40:25,640 --> 00:40:29,760 Speaker 2: Michael Muldhill, the president of Insight and Analytics for Fox Sports. 730 00:40:29,920 --> 00:40:32,600 Speaker 2: What a pleasure. Get back to work, get back to 731 00:40:32,680 --> 00:40:35,000 Speaker 2: being insightful. Okay, appreciate it. 732 00:40:35,000 --> 00:40:40,720 Speaker 1: We're trying. Thanks Golling.