The single biggest task that a sports commentator or talk show host has is meeting the audience’s needs. For over two decades working in sports radio, we were always told to play the hits. Cater to what the audience demands and is interested in instead of your own preferences. Networks and radio companies will spend assets on research projects to understand and define who their target consumer is. Sometimes the research confirms what a talent’s thought process is. Oftentimes, it reveals a different consumer makeup.
First Take has forever been heralded as ESPN’s flagship morning show. Despite the efforts of programs that precede it, First Take has always stood out as the home of sports debate on ESPN. Stephen A. Smith has long argued that the show’s rundown of topics is based on a wide range of research. Far too often, however, the show faces criticism for the amount of Dallas Cowboys coverage or its NBA-over-everyone approach.
Monday was another moment for the highly successful program that left me scratching my head. Following the United States’ historic gold medal–winning performance over Canada that captured the nation’s attention, I was curious to see how First Take would approach the topic. What I found raised even more questions than answers.
When final viewership numbers become available for the United States’ gold medal win over Canada, they will likely surpass even the highest-viewed NBA games of this season. In fact, the NBA Finals over the past couple of seasons may not eclipse the average viewership of the gold medal contest.
The game unified the country. It trended across social media platforms. It also stood as the crown jewel of NBC Sports’ presentation of the 2026 Winter Games. One might expect that, just 24 hours after the United States flag rose in Milan, First Take would open with the Olympics’ biggest story.
Instead, ESPN’s flagship morning show embraced debate about the Los Angeles Lakers’ loss to the Boston Celtics.
Stunning, I know.
Instead, First Take opened Monday’s program by spending its first 11 minutes on Boston’s win over the Lakers. The panel focused on how the result affected Jaylen Brown’s MVP case. To be fair, the United States’ victory over Canada served as the B story. Stephen A. Smith shared his initial reaction. The show then welcomed P.K. Subban, now an ESPN NHL analyst, for further discussion.
Smith called gold medal–winning goaltender Connor Hellebuyck “Havla-chuck” and joked, “let’s do the hockey.” Not that I expect Smith (and his $20 million salary) to be a hockey aficionado, but the moment could have used a little more respect from ESPN’s top commentator.
Twelve minutes of a Q&A with Subban on the USA win over Canada, and that was it for First Take on the biggest sports story of the weekend.
Instead, the rest of the show included breakdowns of NBA action over the weekend, more on Brown’s MVP chances, and an interview with WWE superstar Trick Williams.
It made me wonder: Doesn’t the NHL have a television deal with ESPN? Didn’t the NHL allow its players to compete at the highest level, playing for country over team? Isn’t this the USA’s first gold medal in ice hockey in 46 years? Wasn’t this a win over its top rival and most heated combatant?
When WWE receives more time with a C-level superstar than a gold medal–winning performance from Team USA, there needs to be some line of questioning. Is the research saying hockey at all levels should be ignored on First Take? Was the USA men’s hockey team being the most viewed sports competition of the weekend not a factor at all?
Did Stephen A. Smith even watch “Havla-chuck” and his game winning saves throughout the Sunday contest?
Across the country, sports radio stations led with the United States’ gold medal victory. That was true in both NHL and non-NHL markets. Even cities digging out from a blizzard opened with the win over Canada. Hosts discussed its impact on the NHL, the sport’s growth, and how the 2026 Milan Olympic Games may ultimately be remembered.
WFAN and ESPN New York kept their audiences warm with reflections on a gold medal for the USA. Boston’s WEEI and 98.5 The Sports Hub shared stories about where they watched and the emotions that poured out after the win. From Chicago’s 104.3 The Score to ESPN Los Angeles, USA Hockey was the top topic for the listening audience first thing in the morning.
Even non-NHL markets like Charlotte’s WFNZ woke up to discussion about the USA winning gold over Canada. KNBR in San Francisco led with it as well. Even ESPN Radio’s morning show Unsportsmanlike began first and foremost with the United States winning a gold medal.
That’s playing the hits. The concept may be old hat for some, but First Take stood out like a sore thumb. The show didn’t play the hit in the manner in which it should have. It then masked the lack of care for the content that Smith could have provided by presenting the segment as an interview with P.K. Subban.
There are few moments that call for rare showcasing of sports topics on shows that would never touch the subject matter at all. Yesterday, First Take failed to deliver what the audience wanted. It was also a moment when sports radio across the country shined brightest, while those who get the spotlight far too often didn’t meet the moment.
For a show that has long prided itself on research, relevance, and reading the room, Monday felt like a massive miss.
This isn’t about turning First Take into a hockey show. It’s about recognizing when the sports world hands you a moment bigger than your usual programming habits. When the country unites around a 46-year wait ending and a rivalry with Canada delivers drama worthy of the biggest stage. When viewership and emotion intersect in a way that reminds people why they love sports in the first place.
That’s not niche or even regional. That’s not optional.
Playing the hits isn’t about personal preference or contractual obligations. It’s about understanding the pulse of the audience in real time. On a morning when sports fans across America were still buzzing about a gold medal, replaying saves and goals, and feeling pride as the flag rose overseas, the biggest debate show in sports television chose a different direction.
And that’s the lesson.
When you’re the flagship, you shouldn’t be allowed to miss the moment.
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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.
