Why would ESPN counterprogram themselves? That’s the question I’ve been asking myself all week long as the network released news and price plans for their new direct-to-consumer product called ESPN. Simple, direct, and to the point with the name, even if it seems they were a little asleep at the wheel in the creativity department.
For sports fans, it’s another way to watch your favorite ESPN-related programming that you already pay for, with custom personalization and engaging bells and whistles. Just another app to download and enjoy the same play-by-play and programming you already watch and love, for a small fee per month if you so choose.
In my opinion, the bigger news that I felt overshadowed the rollout of ESPN (the DTC platform) was the announcement that Rich Eisen will be returning to the network, bringing his wildly popular radio show to the worldwide leader. ESPN (the network—this is confusing) came to an agreement with The Rich Eisen Show, which airs at the same time as The Pat McAfee Show every weekday, leading to my original question. Why is ESPN counterprogramming themselves?
There are few names as synonymous with ESPN as Rich Eisen. Twenty-two years after he left the company for the NFL Network, his name value is as high as any SportsCenter anchor not dubbed SVP. Olbermann, Patrick, Berman, Eisen are the Mount Rushmore of what made the worldwide leader the destination for sports fans around the globe.
This Look Familiar To Anyone Else?
The Rich Eisen Show, since 2014, has aired in the 12 p.m.–3 p.m. timeslot on various radio and television platforms. It’s grown an audience on hundreds of radio affiliates over that time and has been seen previously on NBC Sports Network, Peacock, and currently on Roku. The show is owned and operated by Eisen, meaning ESPN will be licensing the show to air on the network with no creative or editorial control over the programming.
Sound familiar?
ESPN (the network) already has a licensing deal with The Pat McAfee Show, which was signed in 2023 for a reported five years and $85 million. As part of the agreement, ESPN will also have no creative or editorial control over the programming.
What ESPN has effectively done with the signing of Rich Eisen’s radio program is counterprogrammed themselves by putting their two licensed daily talk shows—which air in the same daypart—up against one another. There is some logic to this, and then there’s speculation.
The Logic For Adding Rich Eisen
ESPN (the network) said in a release that The Rich Eisen Show will be streamed on ESPN+ and Disney+, where The Pat McAfee Show is currently being seen on ESPN. By adding Eisen on ESPN+ and Disney+, you are potentially bringing a new audience to those platforms that may never have considered purchasing them before. The goal is to expand the audience and use The Rich Eisen Show as a nice new shiny object to entice more people to buy ESPN (DTC platform) to watch the program.
Is The Rich Eisen Show enough to get people who already watch the program on Roku for free to purchase, at the bare minimum, ESPN+ or Disney+? Ask yourself: If you were getting a product already for free with Roku, would you pay more money to go see it in a different spot? Eisen controls where his product is seen and heard because he’s the one doing the deals.
McAfee is in the same situation as Eisen but pushed to keep his programming on YouTube for free in any deal with the worldwide leader. Why didn’t Eisen fight for the same or build in a model to keep the free viewing audience through a platform like YouTube?
Simply put, ESPN (the network) is using The Rich Eisen Show to drive people to sign up for the DTC platform because you will need to pay to watch Rich Eisen on ESPN. It would be wise for the DTC marketing to feature more of Eisen than any other personality on the platform, because what’s old is new, and people buy into nostalgia.
The Speculation For Adding Rich Eisen On ESPN
Is Rich Eisen the replacement for Pat McAfee on ESPN?
Now that is a really good question for ESPN (the network) to think about.
Last month, I wrote a column entitled “The ESPN Pat McAfee Question: When Is Enough, Enough?” I questioned how many more controversies involving McAfee that ESPN would be willing to defend and still carry the programming on their air. I listed over thirteen instances that McAfee has been a part of that made me question if the juice was still worth the squeeze for the worldwide leader.
Could the signing of Rich Eisen’s program be the backup plan for the next instance involving McAfee?
When McAfee addressed the news that Rich Eisen was returning to ESPN, you could tell below the celebratory tone of his discussion, there was some confusion.
“I learned Rich Eisen is coming back to ESPN,” said McAfee on Tuesday. “That feels very interesting, but I love Rich Eisen. I am cool with whatever. That’s a fascinating thing.”
McAfee chuckled when reading off Eisen’s timeslot while calling the new DTC product “Flagship,” which is not the proper name, and then joked even more about the timeslot.
“Noon to three is fascinating for sure. Is there a message being sent? I don’t know,” said McAfee. “Cool, whatever.”
You would think with an announcement like Eisen coming back to ESPN, the network would have shared the news ahead of time with McAfee. He’s in the same timeslot, he’s on air as the news was breaking, and he’s also one of the faces of the network—despite not being an employee.
The confusion lies in why McAfee wasn’t aware of the announcements made by the company. A simple email or text or phone call could have looped in McAfee and his team on the news. When asked by one of his producers if The Pat McAfee Show would be airing on the new DTC product, McAfee stated, “I think so, they said we were. I don’t know. That will be a conversation for a different day, but I think we’re going to be on there.”
That comment was followed by McAfee’s laughter and then saying, “Counterprogram us. It’s all good. We like it, that’s how we like it. You know motherf***ers might learn, but we do like it. We have responses as well.”
Is that the response that ESPN wanted to a massive day of news regarding their network? A lost talent who’s a loose cannon on air not knowing that you’re counterprogramming him, and reacting in real time?
Why is ESPN counterprogramming themselves? Because they have to.
Is Rich Eisen A Message To Pat McAfee From ESPN?
Rich Eisen fits the model of what made ESPN the respected platform it is for sports news and entertainment. He has delivered quality programming on his radio program for over a decade and is considered one of the best interviewers in the format. He brings respect, not controversy. He’s plugged in with the NFL without the drama. He’s an alum of the network with a dedicated audience that listens, watches, and follows. His range can touch everything from the NBA to the WWE.
He’s a safe bet for a network that needs more attention for all the right reasons, instead of attention for all the mistakes of McAfee.
Make no mistake about it: I highly respect the product that McAfee has built from the ground up. His hustle, drive, and loyalty to his staff is something to hold in high regard. But his product isn’t for everybody, and that’s not personal—it’s just business.
McAfee asked if there was a message being sent, but he already knows the answer to that question.
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John Mamola is the sports editor and columnist for Barrett Media. He brings over two decades of experience (Chicago, Tampa/St Petersburg) in the broadcast industry with expertise in brand management, sales, promotions, producing, imaging, hosting, talent coaching, talent development, web development, social media strategy and design, video production, creative writing, partnership building, communication/networking with a long track record of growth and success. Honored to be a five-time recognized top 20 program director in a major market via Barrett Media and honored internally multiple times as station/brand of the year (Tampa, FL) and employee of the month (Tampa, FL). Connect with John by email at John@BarrettMedia.com.
Great insight as always. Appreciate your willingness to cover the uncomfortable under current of the sports media business.
Pat is a trailblazer, but his WWE/Bro act doesn’t fit the PC vibe at ESPN.
What is with ESPN? Yeah, they are ESPN but one of these days they’re gonna stop getting talent because of how they treat the current talent. They don’t tell Reali around the horn is going off. No they don’t tell McAfee they hired Eisen. And their selective on who can dis leagues and commissioners (see Dan, Le Batard, and Stephen a hole). At some point, they will no longer be known as the worldwide leader. They’ll be known as the worldwide autocrat.