NBC made history in the 1980s with an announcerless telecast, which was a one-shot experiment credited to Don Ohlmeyer, between the Jets and Dolphins in Miami on December 20, 1980), as well as a single-announcer telecast, coverage of the Canadian Football League during the 1982 players' strike (the first week of broadcasts featured the NFL on NBC broadcast teams, before a series of blowout games on the network and the resulting low ratings resulted in NBC cutting back and eventually canceling its CFL coverage), and even the first female play-by-play football announcer, Gayle Sierens (which in its own way set the mold for female sportscasters of today).
Year-by-year breakdown 1980 CBS televised Super Bowl XIV in the United States with play-by-play announcer Pat Summerall and color commentator Tom Brookshier. One of the guest analysts for the network's studio pregame show was former Oakland Raiders coach John Madden; he impressed CBS executives so much that he replaced Brookshier as lead game analyst in 1981. CBS Radio coverage featured Jack Buck and Hank Stram; with Brent Musburger working both radio and television coverage (hosting the Super Bowl Today pregame show and the Vince Lombardi Trophy presentation).Sports Illustrated, January 14, 1980, page 5 Joining Musburger on CBS' pregame coverage was the NFL Today crew of Irv Cross (who joined Musburger in the Pittsburgh Steelers locker room), Jayne Kennedy (the only Super Bowl she would be part of covering for CBS), Jimmy "The Greek" Snyder and Jack Whitaker; with George Allen as a second guest analyst; while filing remote reports from bars in the respect team's home markets were Paul Hornung in The Ginger Man in Beverly Hills (briefly joined by Jayne Kennedy's NFL Today predecessor Phyllis George and her then-husband, newly inaugurated Kentucky Governor John Y. Brown Jr. along with Houston Oilers quarterback Dan Pastorini) and Tim Ryan at the LeMont Restaurant in Pittsburgh (which included a brief shot of the newly redesigned Pittsburgh Penguins logo and uniform); while Dick Stockton handled the Los Angeles Rams locker room interviews.
Television ratings in 1980 were the second-best in NFL history, trailing only the combined ratings of the 1976 season. All three networks posted gains, and NBC's 15.0 rating was its best ever. NFL broadcasts on CBS and ABC had their best ratings since 1977, with 15.3 and 20.8 ratings, respectively.
Starting with the 1980 season, CBS frequently used the beginning guitar riff of Heart's "Crazy on You" for commercial break tosses.
During the 1980 season, Monday Night Football continued its tradition of featuring notable guests during the half-time show, from a variety of different industries and backgrounds. During a Thursday Night Football special in Houston, 2 days after Ronald Reagan was elected to the White House, Vice-President elect George H. W. Bush was interviewed in the broadcast booth at halftime. Prior to the election, none of the candidates were invited on the program due to equal time regulations governing appearances during campaigns. Later that same season in Southern California, movie star Bo Derek, well known for her role in the movie "Ten", was the half-time guest and was interviewed by Howard Cosell. Some of the production crew teasingly referred to the segment as "The Beauty and the Beast".
1980 also marked some key personnel moves for the top-rated ABC show. It was the first season of Monday Night Football produced by Bob Goodrich, who would lead the production team for another 6 years. In addition, 1980 was the first year a woman joined the traveling production crew of over 40 cameramen, engineers, producers and directors. Alexis Denny, then a sophomore at Yale University, served as the stage manager of the telecasts and wrote the script for the half-time highlights that Howard Cosell would voice over in a style for which he was known throughout his career.
One of the most remembered moments in Monday Night Football history occurred on December 8, 1980, yet had nothing to do with the game or football in general. During a game between the Miami Dolphins and New England Patriots, Howard Cosell broke the news of famed Beatle John Lennon's assassination, news that stunned a nationwide audience. In 1974, Lennon had appeared in the Monday Night Football broadcast booth and was briefly interviewed by Cosell.
1981 Super Bowl XV was broadcast in the United States by NBC, with Dick Enberg handling the play-by-play duties (Enberg's first Super Bowl in that role) and Merlin Olsen serving as color analyst. (John Brodie and Len Dawson, in a separate broadcast booth, also provided occasional analysis during the game.) Bryant Gumbel and Mike Adamle of NFL '80 anchored the pregame, halftime, and postgame coverage. Also taking part on NBC's coverage of the game were Pete Axthelm and Bob Trumpy. Like the game two years before, NBC used the same custom, synthesizer-heavy theme in place of their regular music. This game would also be the first Super Bowl to air with closed captioning for the hearing impaired.
CHiPs was broadcast after the game, representing the Super Bowl lead-out program. Toward the end of NBC's coverage, a montage of the game, the arrival of the hostages following their release, and the inauguration of Ronald Reagan as the 40th President of the United States aired to the tune of "Celebration" by Kool & the Gang.
On October 18, 1981, Game 5 of the National League Championship Series between the Los Angeles Dodgers and Montreal Expos, which was supposed to be televised on NBC that Sunday afternoon, was postponed due to snow. The cancellation of that game allowed CBS to achieve record breaking television viewership levels for a regular-season professional football broadcast. It was rated as the most watched afternoon of regular-season NFL football broadcasts on a single network in television history.
In 1981, CBS introduced a new opening theme for the NFL games, a peppy, fanfare-styled theme that remained in use until partway through the 1986 season. The patriotic-style opening title sequence showed the Stars and Stripes of the U.S. flag morphing into the words "National Football League." That same year, CBS Sports standardized its on-screen graphics for all of its telecasts; prior to this, each director in charge for each game used a different look. For the network's coverage of Super Bowl XVI at the end of that season, CBS' theme music eventually became the theme for CBS Sports Saturday/Sunday. The music itself, could be considered a hybrid of the theme used for The NFL Today at the time and the original theme for its college basketball broadcast; CBS would use this particular theme again at least for the NFC Championship Game at the end of the 1982 season.
Going into the 1981 NFL season, CBS Sports executives decided that John Madden, who had joined the network in 1979 and had worked with Frank Glieber and Gary Bender (Pat Summerall and Madden were first teamed on a November 25, 1979 broadcast of a Minnesota Vikings–Tampa Bay Buccaneers game) in his first two years, was going to be their star NFL color commentator – however, they had trouble figuring out who was going to be his play-by-play partner. At the time CBS had reshuffled their #1 team lineup as Summerall's longtime broadcast partner Tom Brookshier was moved into a play-by-play role (teamed with former Detroit Lions legend Wayne Walker, at the time the sports director for CBS affiliate KPIX), and it was not immediately clear if Summerall was going to keep his position or if #2 play-by-play man Vin Scully, whose contract was nearing expiration, was going to be promoted to take over. CBS elected to give both Summerall and Scully chances to work with Madden. Scully worked with Madden for four games in September while Summerall was busy covering the U.S. Open tennis tournament for CBS. Summerall then worked with Madden for four October games as Scully called Major League Baseball's National League Championship Series and World Series for the Los Angeles Dodgers Radio Network and CBS Radio respectively.
After the eighth week of the NFL season, CBS Sports executives decided that the laconic, baritone-voiced Summerall's style was more in tune with the lively, verbose Madden than the elegant, poetic Scully. As a consolation prize, CBS Sports gave Scully the "B" team assignment and the right to call the NFC Championship Game telecast with Hank Stram. Meanwhile, Pat Summerall called that game on CBS Radio with Jack Buck while John Madden prepared to do the Super Bowl XVI with Summerall in Pontiac, Michigan. Vin Scully reportedly was not happy about the demotion as well as (in his eyes) having his intelligence be insulted (at least, according to CBS Sports producer Terry O'Neil in the book The Game Behind the Game). As a result, Scully bolted to NBC (where he started a seven-year run as their lead Major League Baseball announcer) as soon as his contract with CBS was up.
In 1981, ABC and CBS set all-time rating highs. ABC finished with a 21.7 rating and CBS with a 17.5 rating. NBC however, was down slightly to 13.9; this was, at the time, the nadir of the Fred Silverman era, when ratings for the network were down across the board.
1982 The NFL's television contract renewal in 1982 also put ABC in the Super Bowl rotation for the first time, giving it the broadcast rights to Super Bowl XIX in 1985. A second renewal of the television contract gave them the rights to Super Bowl XXII in 1988. NBC's national Nielsen rating of 48.6 for Super Bowl XVII was the second-highest for a Super Bowl broadcast, trailing only the 49.1 garnered by Super Bowl XVI on CBS the year before. Following the game, NBC aired the premiere episode of The A-Team, beginning the tradition of the game's host network airing programming after the game.
On January 24, 1982, CBS Sports' broadcast of Super Bowl XVI – in which the San Francisco 49ers (led by quarterback Joe Montana) defeated the Cincinnati Bengals, 26–21 – became the highest rated Super Bowl of all time, with a 49.1 rating/73 share. Pat Summerall and John Madden called their first Super Bowl together as they went on to become one of the most popular NFL announcing teams ever. During the Super Bowl XVI telecast, the telestrator made its major network debut, which the network introduced as the "CBS Chalkboard" during their sports coverage. Madden utilized the device effectively to diagram football plays on-air to viewers. The telestrator is generally credited with popularizing the use of "telestration" during sports commentary.
Hosting coverage for The Super Bowl Today pregame (90 minutes), halftime, and postgame shows was the NFL Today crew of Brent Musburger; Irv Cross; Phyllis George and Jimmy "The Greek" Snyder, with studio analysis from Terry Bradshaw and Roger Staubach. CBS, for this game, used the theme for the CBS Sports Saturday/Sunday for the intro (CBS had aired a special CBS Sports Sunday prior to the beginning of Super Bowl XVI coverage). This Super Bowl was simulcast in Canada on the CTV Television Network, which was airing the Super Bowl for the first time.
The game was one of the most watched broadcasts in American television history, with more than 85 million viewers. The final national Nielsen rating was a 49.1 (a 73 share), which is still a Super Bowl record, and ranks second to the final episode of M*A*S*H in 1983 among television broadcasts in general. (Super Bowl XLV holds the record for total U.S. viewership, with an average audience of 111 million, but only earned a rating of 46.0 and a 69 share).