There’s an old saying: you never know what you’ve got till it’s gone. Throughout life, we tend to undervalue the important things for other items in our world that are less meaningful but cost us more. In media, success is based on the impact or value a personality brings to the table. Currently, ESPN’s Stephen A. Smith sits at the top of the food chain for the network he represents.
The man draws attention in traditional and digital media. Every word he utters, his detractors wait to use for their own gain. He’s built a media empire that appeals to audiences on television, podcasting, satellite radio, and beyond. His own media empire I might add.
On Tuesday, Smith had to refute reports that he wasn’t “removed” from ESPN’s NBA Countdown program. He clarified that he decided he no longer wanted to do the show. It was negotiated as such in his most recent contract. However, at a reported $20 million per year, is Smith proving he’s worth the price tag for ESPN?
As a former programmer, you always want to place your best talent in the most opportune places to win. Using my personal example, my highest-rated on-air talent was placed to host our NFL game day programming. He brought in the highest cume, largest revenue, and biggest level of interest. ESPN used to do that with Smith. He hosted First Take and was a regular on NBA Countdown for years.
The Risk Taken
Networks make decisions on their investment in talent. ESPN decided to still sign him despite his desires to do less with ESPN and more with outside ventures. Smith is now a one-tool player at ESPN. He’s the host of First Take, who will make random appearances on other ESPN programming “if they need him to,” as he said in his opening segment on SiriusXM yesterday.
This is a risk taken by Smith, which could cut into the value he brings to the network. It’s rare for a talent who is signed to a massive contract to publicly state he took more money for less work from the company cutting the check.
Typically, that’s a joke among friends, yet Smith is not shy about boasting of his luxury.
Smith worked hard for his money; that’s not debatable. He took on opportunities when others didn’t and was always willing to go the extra mile if needed for many years. He was at one time cut from ESPN, but his focus and determination to stay the second time around has paid off. We should all be so lucky to share in that drive.
The risk is in the data. What if NBA Countdown does better in 2025–2026 than it did with Smith on the broadcast? Does that data mean that maybe the value of Smith’s presence, which earned him that fresh paycheck, was all smoke and mirrors?
Make no mistake about it. First Take continues to see higher viewership this year than in previous years. However, we’ve seen the data with the new metrics from Nielsen. All shows that are sports-focused have benefited from the change in methodology.
Just this past October, with the heights of MLB, NFL, NBA, and NHL all coming together, First Take saw a 3% increase in viewership year-over-year. Get Up rose 12%, and The Pat McAfee Show elevated by 12%. First Take continues to be the second or third most viewed daily program on the network, despite the gains in audience and price tag.
A price tag that doesn’t pay Smith for any presence in the network’s MLB or NHL coverage at all. A rare appearance on NFL coverage for Monday Night Football, and NBA coverage “if needed.”
Where Is the Direction
A casual observer of Smith since signing his deal with ESPN earlier this year could say that Smith is no longer interested in growing at ESPN. Instead, he’s more focused on growing his brand on satellite radio and digital media, with a potential presidential run lurking in his future. While I don’t feel Smith would be an ideal candidate for either party, he’s not been shy about his aspirations.
You have to wonder about the people who signed Smith at ESPN, if they feel he’s worth the amount they’re shelling out for his presence on one show. A show that is growing, but not at the pace of his other ventures where he’s creating more attention for a different audience.
I’ve called Stephen A. Smith the greatest entertainer in media today. Is ESPN taking advantage of that? Stephen A. Smith is.
At some point, the question shifts from whether Smith is maximizing his opportunities to whether ESPN is maximizing him.
When a network hands its most valuable performer the freedom to choose his lanes, it also hands over leverage it may never get back. And if the company isn’t careful, it may one day realize it didn’t lose Stephen A. Smith to another network — it lost him by letting him define the terms of how much he was willing to give.
Smith will always command an audience, but the real evaluation isn’t just his talent — it’s ESPN’s stewardship of it. By allowing him to narrow his focus with the network while broadening his brand elsewhere, the network has essentially bet that First Take alone is worth the investment and the only take needed from Smith.
Maybe they’re right. But if the ratings, the data, or the next big moment suggest otherwise, the mistake won’t be Smith’s reduced workload. It could be ESPN’s willingness to give their top star more say in what he won’t do than what they actually need him to do.
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John Mamola is Barrett Media’s sports editor and daily sports columnist. 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. He is a five-time recognized top 20 program director in a major market via Barrett Medi’s Top 20 series and has been honored internally multiple times as station/brand of the year (Tampa, FL) and employee of the month (Tampa, FL) by iHeartMedia. Connect with John by email at John@BarrettMedia.com.
