2. MOBILE MONDAYS is about capturing fans’
Monday Night Football viewing experience, in the
moment. Each Monday, 20+ fans will respond to
exercises before, during and after the game on their
smartphone, using our mobile ethnography tool,
Blography®.
MOBILE MONDAYS:
MAIN OBJECTIVE + SPECS
x
x
x
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SPECS
Recruit 35 for 20+ completes
National representation
9+ hours of participation spread across 7 selected MNF games, 1 NBC SNF
game and 1 CBS Thursday Night game
Respondents will complete pre-, during and post- game exercises
Pre- and during-game exercises posted 9am Monday
Post-game exercises go live immediately following the broadcast
3. FAN OF THE WEEK PROFILE
SIMON M.
San Francisco 49ers fan
ON GRUDEN:
“#firsthalfhighlight: Gruden explaining
the play that scores St. Louie’s first
touchdown. It didn’t seem that tricky
to me until he broke it down, which
shows how dumb I am and how smart
he is.”
ON TIRICO:
“Mike Tirico did, and usually does, an
excellent job of balancing. Gruden is
more opinionated…but Tirico tends
to be that impartial judge which is
what I like. He also seems very
knowledgeable and his voice is clear.”
ON NEXT GEN STATS:
“It showed all the scrambling and
rushing by the St. Louis quarterback
and running back. The yellow line
made it really easy to follow and
reinforced just how great a play it
was.”
ON PRODUCTION:
“The aerial views and shots of the
crowd were amazing! The crowd is
super hyped and everyone is wearing
red. Awesome.”
5. 1
WHERE ARE THE “STATS”?
Fans feel like the name ‘Next Gen Stats’ is a misnomer because the feature lacks
actual statistics after the replay. After such a brief visual outline, their expectation is to
see numerical support that provides a deeper explanation. When that doesn’t
happen, they are left feeling disappointed and wanting more.
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UNDERUTILIZED POTENTIAL
This microchip has the ability to be a game-changer in the football fan experience. It was
engineered to collect precise, real-time location measurements and lend viewers the
ultimate insights into the game they love. Unfortunately, fans don’t recognize it as a
breakthrough, but rather as an unnecessary additive, being both oversimplified and
underwhelming. Though they applaud the use of technology on the field, they believe it
has a far greater capacity for information-sharing. The capability is there, but the
execution needs improvement.
“I'm not quite sure what other value add this technology can bring. I would like to see
what else we can gain besides how much ground and how fast a player can travel the
field.” – Andrew
“If they were using the microchips in this game, it was completely lost on me. They have
always given stats in games. I did not see anything different or anything that would
indicate new technology, or anything of added benefit over what they normally do.”
–Jason
fans breakdown of the new feature
“It needs improvement. It showed a tracking line
for the play and then disappeared. This really
didn't do anything for seeing the replay. I don't
understand how it's a stat without seeing any
stats and just lines.” – Joseph
“This is just a replay with some extra graphics.
Just call it a replay.”- Keith
“It showed me the route the receiver took, which
I like but there were no stats, which is what I
expected.” –Davin
6. 4
LET’S TALK NUMBERS
Though lines provide an interesting aesthetic, it is numbers that tell a powerful story. Viewers
can see what the players are doing in the field, but what they can’t do is measure it, and that is
where Next Gen Stats can come in. Fans absolutely loved when they saw the distance between
offense and defense at the touchdown. Build on this! Understanding the players’ athleticism and
the specific science behind a winning play, like speed and distance, is what fans want the most.
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One of the most appreciated highlights of Next Gen Stats was the comparison between
two players during a key moment. This spotlighted the minor details that gave a major
edge in the game, giving fans the “wow” factor they were waiting for.
SIZING UP THE COMPETITION
fans breakdown of the new feature
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Despite the high-level thinking Next Gen Stats lends to fans, the innovation is downplayed
by uninspired animations. It has been done before, and instead of exciting the viewer, it
makes the live stadium experience feel more like playing a video game.
“I don't like how it can look a little fake at times. Almost like a video game instead of the
real thing.” – John
“ It's a cool way to display the game play imaging; however, I don't really see a purpose.
Whether or not the players have a circle below them, I'm still able to see the path they take
for the play. It actually reminds me of a video game, specifically Madden. The player that
you are controlling is identified by a circle beneath them. – Clayton
NFL MADDEN OR MONDAY NIGHT FOOTBALL?
“The Next Gen graphic highlighting Crabtree in red and
the defense in blue is really, really cool.” – John
“This was exactly what I wanted to see. Not only was it
showing details the naked eye wouldn't see, but each
player had a different trail color so I could tell who was
who.” – Travis
“I love how they showed a play between two opposing
players for a touchdown. Nice comparison.” – Frankie
“It would have been nice to see miles per house, force
measurement, and the distance travelled more in depth. Let’s see
speed too, if possible.“ –John
“From a fan's point of view you can never really tell the distance
between players on the field. I look forward to seeing this feature
more.” – Diego
8. BIG HITS ON REPLAYS
This week we heard more chatter than usual on the replay work. From touchdowns
to challenges, slo-mo to the exact right angles, the crew is doing a great job
capturing and showing exactly what just happened and how it happened. With the
knowledge of exactly what happened on the field, they feel as if they’re reacting to
what Gruden and Tirico are seeing, making their job in the booth even more
relatable.
“Great job on the production crew and showing this slow mo
on the 49ers penalty in the red zone.” – Diego
“I really like when production uses slow mo replays. They only
seem to use them on challenge calls. I think they would be
great for spectacular catches, not just different angles at full
speed.” – Jim
INSIGHTS
8
ALL THE RIGHT ANGLES
Similar to the replays, the guys talked about the camera angles more than other
weeks – this year and last. Some were even so amazed by certain angles that they
questioned how you did it. Giving the fans these vantage points not only makes
them feel like they’re at the game, but it also gives them an ‘insider status’ on
what’s happening during the game.
“My second half #highlight was during this punt. The camera
swung around from the sideline to behind the kicker low to
the field. I'm very curious how they got this shot.” – Travis
“The camera angle on the Ram’s fumble recovery was really
quality, as the close up made you feel part of the action.
Gruden's speaking through what happened made it exciting
as well as his enthusiasm.” – Jospeth
HISTORY GETS THEM EVERY TIME, BUT WATCH OUT
The 700th game celebration had a mixed bag reaction. They loved the segment
showing the fans throughout the years because it focused on the two things the
guys care most about: the fan and the field. The throwback outfits and the shot of
the MNF trucks turned them off because it turned their attention away from those
two main things, field and fans.
“This is a great image of the history of MNF. They are celebrating their 700th game and
the image displays the fans that support the games every Monday.” – Clayton
“I don't care about they wore back in the day. I'm here to watch football and not learn
about fashion.” – Jay
9. BREAKING IT DOWN
“Good graphic combined with analysis by Gruden
showing the number of defenders the rams are using to
stop the run #secondhalfhiglight” – Glenn
“Strong break down by Gruden of the Niners' running
packages.” – Patrick
INSIGHTS
9
This week Gruden gave one of his best performances on breaking down plays and
packages. He knows how to talk about the play away from the ball and the guys
love that stuff because they get the full picture of what’s happening in the game,
not just what they’re seeing through the cameras as the play transpires or the
replay happens.
The best example from the week comes from the ‘Men in the Box’ breakdowns.
The graphics and short explanation was well received by the guys because it was
straightforward and didn’t drag on. Those ‘Gruden moments’ speak to the guys’
propensity for sharp, in-the-moment analysis.
CONTEXT IS KEY
There were a few small ‘production’ things mentioned this week by very few guys,
but one in particular stood out: when showing players on the sidelines or well
known people in behind the scenes, the fans want to see a graphic with a name.
They’re all for showing players after a play or very quickly giving context to a team
by showing their owner, but they want to know names.
“This picture has a view of player 11 but I
have no clue who he is as I'm not a fan of
this team. Would be nice to post name
along with stats with picture.” – Jeff
“f they are going to show someone, they
need to post a name.” – Frankie
DON’T REPLACE THE REPLACEMENTS
The segment on the 49ers injuries struck a chord with the fans – in a very good
way. This is the prototypical segment that satisfies their thirst for knowledge. And
bonus points for the graphic interplay (i.e. the switching in and out from injured to
replacement players) – the fans were impressed with it.
“Great work done by these two to discuss the injuries of the season and who's replaced
them. This was analyzed from position to position and was very clear.” – Jay
”As they talked about the replacements on the SF defense, I really liked their approach to
the way they graphically depicted the changes. It was perfectly done!” – Jimmy
11. INSIGHTS
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THE UNCANNY ABILITY TO COMMUNICATE FOOTBALLISMS
As far as X’s and O’s go, Gruden’s ability to breakdown defensive schemes in a way
that a fan can understand is much-loved by fans. He’s able to explain nuances of
football strategy that draws viewers in and allows them to learn. Few of Gruden’s
broadcasting peers understand the game like he does and fans know it – they love
learning the game from a master.
TOO ANIMATED
Sometimes Gruden’s emotions can get the best of him – and our guys can sense
this. At times, it comes off as goofy or not serious which can undermine his role as
‘Football Guru.’ That’s not to say fans don’t appreciate his (at times slightly corny)
sense of humor or energy level – they do. It’s just good to be aware that at times it
can be a little much.
“I think Gruden is being too animated with proving his point. I noticed NFL network
also doing this recently with Marriuchi.” - Richard
“Gruden is a goofball but Tirico is there being a good supportive partner. Sometimes
Gruden is too goofy and he’s exerting energy in places that doesn't require it.” - Jay
“It's one thing to know football. It's another thing to communicate football. This is what
made him a great coach. I love Gruden's football education through MNF.” - Andrew
“My first image is about the 49ers attack on a unbalanced offensive line. I like how he
explained how that fools defenses to move the other direction for positive yards. He
explains it as if I were a 2 year old which can help promote the game.” – Jeff
GRUDEN’S FOCUSED EXPERTISE
While a lot of commentators focus on players who are great or are having a great
game, Gruden does a step further and talks about ‘why’ they’re great. It’s a whole
new level of understanding and insight our guys love. And it’s not just the stars
either – Gruden makes a point of calling out under-the-radar players too.
“Gruden recognizing Perrish Cox who is having an
outstanding game. This unknown player has really
come on for SF of late.” –Richard
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12. INSIGHTS
12
ANSWERING THE COACHING QUESTION
Fans are quick to question why Gruden isn’t a coach anymore ‘if he knows so
much.’ There’s a fine line between educating the audience and sounding like he
could do a better job. The coaching pedigree also can act as a harbinger for
criticism when Gruden gets a call wrong – it’s a double edged sword that can work
both ways.
“It's funny listening to how he could do it better or what the team should be doing. I
love the passion, but I just want to tell him to shut up - if you know so much, why
aren't you coaching?” – Mike
“Lowlight was Gruden clearly saying all one on one coverage, while the picture shows
one of the receivers double covered. Whats he taking about?? Maybe this is why he
isn't a coach anymore.” – Jack
MIND THE HYPE
Austin Davis and the St. Louis Rams were the Cinderella story that didn’t happen
this past Monday Night. It’s important for Gruden to let the story happen in a more
organic way. Fans noticed his overt praise in the first half for Austin Davis and
noted his excitement at being able to be the first to draw the comparison between
the 2014 Rams and the ‘Greatest Show on Turf.’ The hype comes across as
boosterism and if you’re a fan of the opposing team or are just tuning in for the
love of the game, it can start to get annoying.
“Least favorite moment, picture number 2: the hype.
Comparing this kid to Drew Brees is where Gruden's coach
hat becomes increasingly annoying. Too much hype puts
unrealistic pressure on the player and fans. RG3 anyone?”
- Keith
“The second picture was taken after Austin Davis threw his 2nd touchdown. Gruden overdid
it on the praise. I think it's good that he mentioned Davis' story of rising to the top but I wish
he didn't paint him as this great leader. He has won 1 football game thus far. - Davin
“After the second touchdown by St. Louis, Gruden seemed
a little forced and couldn't wait to say, ‘The greatest show
on turf.’” - John
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13. INSIGHTS
13
GREAT AT SETTING GRUDEN UP TO SUCCEED
Mike Tirico’s great gift, which was mentioned numerous times, is his ability to set
Gruden up with questions that highlight his expertise. Tirico’s own knowledge of
the game and broadcasting allows him to effortlessly serve up points that Gruden
can comment on, making them both shine in the booth.
“I think there is only good here. Tirico is a superior play caller and Gruden just
focuses on the color. This might be the best tandem MNF has ever had.” - Richard
“I love Tirico, he's very neutral and talks positively about both teams. What I also like
is how he sets up Gruden, asking questions that lead Gruden to utilize his football
experience. He's all business, good voice for all sports. Everything he calls is factual.”
- Jeff
THE CALM IN THE STORM
Tirico is the straight man – and he excels at this role. He inspires confidence in the
viewers with his facts-focused, neutral play-by-play calling. Fans appreciate his
ability to play that role well while holding his own with the excitable Gruden – it
makes for some entertaining moments.
TIRICO: HE’S JUST LIKE US!
“I feel that Mike Tirico is important to the broadcast, he brings a sound mind to
Gruden’s constant desire to joke around, great team.” - Frankie
“Mike was partnered up with Gruden to be the calm and well mannered partner. The
poise and calm voice that Mike has pairs him well with the eccentric Gruden and allows
them to work together to provide great play by play action as well as provide great
entertainment.” – Jay
“I like how Tirico comes across as a fan of the game. I've mentioned it in previous
games, I really like when he calls Gruden out for saying something stupid. It's not in a
mean tone, but it's acknowledging what I was already thinking.” – Travis
Fans relate to Tirico – he’s not aloof or distant, but rather comes across like an
extremely sensible guy who likes football. He’s relateable. This relateablitliy also
plays out in his relationship with Gruden. When Gruden says something that might
seem a little ‘left-field,’ Tirico often calls him out in a playful way – he’s thinking
what the audience is and it works.
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15. 15
MIKE TIRICO
Fans really expressed their affection for Tirico this week. It was
clear when asked about his role in the broadcast that fans really
love Mike Tirico and think he’s one of the best. He’s relatable,
smart, fair and flat out calls a good football game. He seems to
have all the intangibles when it comes to broadcasting – neither
too casual or too formal, he occupies a position of congenial
authority. Good work Mike!
JON GRUDEN
OVERALL
PRODUCTION
Like last week, fans really feel that they’re gaining a lot of football
insight from Gruden. They also confirmed that his coaching style
works – he makes complex football strategy accessible and fans
love that. They appreciate Gruden’s propensity for X’s and O’s.
But fans did feel that Gruden seemed to be a little one-sided,
bestowing most of his enthusiasm for the Rams this week. Even
before the first half ended, fans were commenting that he was
over-hyping the Rams. By the second half their criticisms were
validated when the 49ers continued to push the Rams off the
pedestal Gruden created for them.
Fans loved the camera angles and replays this week – special
attention was paid to the production attributes in those two
specific areas. The reason we gave this week’s production a B+
was simply for the under-utilized or incorrectly-advertised Next
Gen Stats feature. Viewers were underwhelmed by almost every
mention of Next Gen Stats. That said, they were excited about
the possibilities and are interested in what the future holds for
this feature.
COMMENTS
COMMENTS
COMMENTS
