NBC Sports has done a masterful job of driving viewership back to the NBA through presenting the game as the attraction instead of the ancillary programs that surround it. It’s a measure that other networks are noticing and beginning to mimic for their own benefit. However, there’s one element of NBC Sports’ return to covering the NBA that is sticking out like Shawn Bradley in a pick-up YMCA game: the network’s usage (so far) of Michael Jordan.
By the way, where’s Mike?
It’s been nearly a month since the greatest player to ever lace up a pair of sneakers shared some “Insights to Excellence.” The single biggest announcement that captured the imagination and interest of basketball fans and media has suddenly gone missing in action. Adding an unfortunate layer to everything NBC Sports has done right this season. So far, these insights have gone terribly wrong.
You never want to judge a book by its first cover, but it’s nearly impossible to avoid speculation. Jordan’s inclusion at NBC Sports’ upfront earlier this year kicked off the presentation for the network. His role was heralded by NBC brass and sports media alike. What could Jordan say? Could he be weaving his way toward becoming a bigger personality in media?
The questions are bountiful, driving engagement and interest all summer.
Limiting His Minutes
The debut on opening night of NBC Sports’ return to NBA play-by-play left many unsatisfied. The segment consisted of a short, under-four-minute Q&A with Mike Tirico, pre-taped and edited for clarity. The segment’s name, MJ: Insights to Excellence, shared stories of free throws and Jordan’s reasons for joining NBC Sports’ coverage.
“Pay it forward. I have an obligation to the game of basketball,” said Jordan on his NBC Sports debut. “More or less from as a basketball player is to be able to pass on messages of success and dedication to the game of basketball.”
That was on October 21, over a month ago. Jordan made a second appearance in the same pre-taped format, discussing load management and the obligation of players to perform for “the guy who sits way up top and worked his ass off to get a ticket.”
Again, the segment lasted under four minutes with no changes to the setup. After Jordan’s second appearance, I criticized the concept. The greatest player of all time was showcasing hypocrisy—preaching that million-dollar athletes should play for those in the cheap seats, in an interview spliced into bite-sized clips. Meanwhile, paying fans who subscribe and tune in for these Insights to Excellence were largely ignored.
That second appearance was on October 28. Since then, crickets. Michael Jordan has not appeared on NBC Sports in nearly a month.
Is this how NBC thought it would go? I hope not, because the network risks losing the sizzle factor Jordan brought to its coverage. If NBC isn’t careful, Charles Barkley might start complaining he’s working harder than Michael Jordan on Inside the NBA.
Missing an Easy Layup
Granted, NBC didn’t overhype Jordan’s role all summer. The network allowed speculation to spin while assuring fans that Jordan would be a special contributor. However, NBC leaned into the nostalgia factor the NBA on NBC has always had. The greatest moments for a generation lived on NBC Sports with Jordan at the forefront.
All the promotion, Roundball Rock, and flashbacks to NBC Sports’ glory days continued to feed the hype machine, including Jordan’s role—but without ever naming specifics. Since the launch, he has made two appearances, with nothing current, missing the mark on the interest created.
Nearly a month since Jordan’s last appearance, is anyone asking the question? Where’s Mike? What happened to MJ?
The problem is clear: the plotting, strategy, and execution failed.
Re-Capture the Interest
NBC Sports now needs to reclaim the attractiveness of the segment itself. The concept fell flat because fans expected more. The idea missed the target demo because what aired looked pre-planned and artificial. Since the second appearance, there has been no promotion of Jordan returning to the network to keep viewers engaged.
Why? Did the pre-taped sit-down with Tirico not provide enough content to stretch over a month? Was the topic selection off the mark? Did Jordan run out of Insights to Excellence to share?
NBC Sports has done everything right in putting the game first—but when it comes to Michael Jordan, it’s as if fans have already forgotten he’s part of the coverage. Two brief, pre-taped appearances over a month ago aren’t enough to keep the legend front and center.
Without a steady presence, the hype that once surrounded MJ: Insights to Excellence has faded into background noise. If NBC wants to truly leverage Jordan’s star power, they need to remind viewers why he’s there—before he goes from must-see attraction to a forgotten footnote in their NBA coverage.
So, where’s Mike?
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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.
