Grading Tom Brady’s and Bill Belichick’s broadcasting starts: NFL media mailbag

With the NFL entering Week 5 — can you believe we are coming up on 30 percent of the regular season completed? — I thought it was a good time to answer NFL-specific media questions.

Questions have been lightly edited for clarity and length. Let’s go.

If you would have told me we’d be raving about Bill Belichick and raking Tom Brady over the coals, well, most would have thought the other way around. What’s your take on all the “rookies” (in broadcasting) this year? — Tom R.

What grade do you give Tom Brady four weeks into his broadcasting career? Where else does he need to improve? — Deven B.

I first wrote in 2016 while working at Sports Illustrated that I thought Belichick had all the traits to be a successful NFL broadcaster. Then came this piece for The Athletic in 2023 and this piece in January. So I’m not surprised in the slightest, and I would also not be surprised if he stuck with it after this season.

I wrote after Brady’s debut and his second game, and then last week I watched him call the Tampa Bay Buccaneers against the Philadelphia Eagles. The progress is there. It’s incremental, but he’s already a different broadcaster after four games versus his Sept. 8 call. It’s an increased comfort level that’s most obvious. I would grade him a B-minus after four weeks, and I’d consider that grade a success.

Where Brady has to improve is he’s still coming to the commentary after plays a little late, he offers little if any criticism of coaches, and we still don’t get enough second-level analysis, which for my definition is teaching me something new about the game that I didn’t see if I was following the ball. But the work in progress is heading in the right direction.

Has the NFL considered shutting out the networks and running the broadcasts themselves? Would they make more money if they broadcast themselves via NFL.com and potentially lease their stream to third parties like ESPN and others? — John B.

It’s the opposite. The NFL has been looking to shed media assets, including running the NFL Network. The financial outlay to produce the games themselves — think of all the hires they’d have to make in production and elsewhere — and then sublicense the games to another broadcaster would be so great that it’s not worth it. Also, they have existing rights contracts with companies, so the league could not even consider it for years.

I think the NFL will look to be involved in more one-off media projects rather than big-scale broadcasts, which is why I would not bet long on NFL Network doing games next decade, at least under the NFL Media banner.

Which current players are most sought after for post-retirement careers with the major networks? — Paul E.

The name that always comes up among networks isn’t a player but a coach: Mike Tomlin. The Pittsburgh Steelers coach would be hired immediately if he wants to be. All the networks love him.

If the NFL goes to a schedule with every team playing an international game each season, could that package of games, largely confined to Sunday mornings currently, dare expand to Saturday mornings? — Mark B.

What are the chances the NFL carves out a package for international games, and if so, who might be in the running for it? — Pete G.

Never say never with NFL owners, who worship money above all. But I can’t see them in the immediate future playing on Saturdays for competitive reasons. Also, the 1961 Sports Broadcasting Act effectively bars the NFL from airing a major part of its schedule Friday evenings or on Saturdays between the second Friday in September and the second Saturday in December.

As for the international package: It absolutely will happen. Kansas City Chiefs chairman and CEO Clark Hunt told Sports Business Journal’s Ben Fischer in September that, “in the short to medium term, it’s realistic to think the league might play as many as 16 games overseas.” It seems like the obvious time slot will be the Sunday morning window to create a new media-rights package, and I think you’d look to streamers such as Amazon, ESPN+, Netflix and Peacock as being interested.

Expect the NFL’s international games to become their own separate broadcast package in the future. (Vincent Mignott / DeFodi Images via Getty Images)

When do you think (Los Angeles Rams head coach) Sean McVay leaves to join TV? He has indicated that he wants to spend time with his growing family. Also, I’ve heard analysts say he would be great on TV, which I think he would, too. Yes, the money is better in coaching, but the stress is significantly less in television. Do you think he’s tied to (quarterback) Matthew Stafford in terms of playing/coaching, with the Rams’ championship window closing? — Joshua B.

Thanks, Joshua. I forwarded your question to our Rams writer, Jourdan Rodrigue, who is uniquely positioned to answer this. Here’s what she said:

“It’s a great question. Ever since McVay genuinely considered stepping away from coaching in 2022, it’s fair for people on the outside to wonder how long he will stay in that world. My experience and impression, though, is quite different than those who think he’s ready to jump at any time. I don’t think he feels tied to Stafford’s own career timeline, although it’s certainly possible he once felt that way.

“I have written in-depth about how McVay got himself back to coaching after a mental burnout in 2022 — and through those conversations and that reporting, I believe he at minimum wants to stay committed to his current contract, which runs through 2026, if not longer. McVay knows the booth will be waiting for him at any time, the prices keep going up all the same, and I believe he genuinely wants to be the type of coach who has a reputation for overcoming adversity and developing players. I believe he now understands that his legacy as a coach and reputation among his peers is about a lot more than becoming the youngest NFL head coach or that Super Bowl win.”

When will the NFL purchase the Canadian Football League to expand its base? — Leslie G.

Can’t see this happening. There’s no economic reason for the NFL to buy the CFL. Canada isn’t a market the league has targeted for expansion — the Toronto/Buffalo Bills experiment was not a success — and the NFL has made clear that Europe and Mexico are where its immediate desires sit. Also, what would the NFL be buying? None of the CFL teams would become NFL teams. Then, on the other side, the CFL prides itself on being Canadian-owned and run. I just don’t see it.

With all the money paid to the top commentators for Sunday afternoon games, is there any thought by those networks on the number of viewers they are losing to RedZone or Sunday Ticket? — Matt L.

First, you have to remember that the salaries paid to broadcasters by companies such as Disney, Comcast or Fox Corp. amount to rounding errors for the companies. That even goes for Brady at Fox. As far as RedZone: The best estimates are that the channel draws about 1 million viewers each Sunday. It’s not a significant loss for the networks given the early windows for the networks will average 17 million to 20 million viewers and the late-afternoon window usually pops 25 million.

What led NBC to extend Cris Collinsworth for another half-decade knowing a younger, superior talent (Greg Olsen) was available? I’d understand it if the incumbent was better — or even as good — and I know it’s highly subjective. I don’t think that’s the case here. Thoughts? — Barry S.

It’s subjective is the short and long answer. Is Olsen a better analyst? I think he is, but this is where subjectivity plays in. Relationships play a big role here. NBC Sports leadership likes Collinsworth, and he has deep relationships with the people charged with hiring. It’s also a big swing to bring in someone from the outside who has never worked with your production group. Collinsworth has been associated with NBC since 1990 and has been the lead analyst on “Sunday Night Football” for 16 seasons. That’s a lot of equity.

Now, the subjective part. I have written many pieces praising Collinsworth, but I do think over the last couple of years he’s become more and more a spokesperson for the NFL where once upon a time he really was a maverick in terms of being critical of the league. Maybe that happens when the years build up and you get tighter with Roger Goodell and the fellas. But as far as preparing for broadcasts and the enthusiasm for football, he still gets high marks in both categories from my perspective.

GO DEEPER

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(Top photo of Tom Brady: Kevin Sabitus / Getty Images)