Recently, the NFL's TV broadcasters have suffered annual financial losses because advertising revenue is unable to keep up with the rising costs of broadcast rights.
Nevertheless, the current broadcast contract, which began in 2006, resulted in a sizable increase in total rights fees. Both Fox and CBS renewed their Sunday afternoon broadcast packages through 2011, in both cases with modest increases. Furthermore, the league and DirecTV signed a five-year extension to their exclusivity deal on NFL Sunday Ticket.
Despite relatively high, if declining, TV ratings, ABC decided to end its relationship with the NFL after losing significant money on Monday Night Football. In addition to the fees, part of this decision may have been the result of a resurgent ABC prime time entertainment schedule during the 2004–05 season, particularly on Sunday evening with Desperate Housewives; thus ABC would be unable to satisfy the league's reported preference for a Sunday night game on broadcast television as opposed to Monday.
Because of that, Monday Night Football moved from ABC to ESPN, which are both owned by The Walt Disney Company. The cable network paid $1.1 billion per year from 2006 to 2014 for the rights. Unlike the broadcast networks, however, ESPN can generate revenue from subscription sales, in addition to traditional commercial breaks (ESPN's subscriber fees are the highest of any American cable network, more than four times that of second-place TNT). The cable network's coverage begins at 1:00 p.m. ET with SportsCenter Special Edition: Monday Night Kickoff. The 2009 edition saw the game itself start at 8:30 p.m., with Mike Tirico, Ron Jaworski, and Jon Gruden in the broadcast booths.
Meanwhile, NBC, after losing the AFC package to CBS in 1997, was able to reclaim some broadcast rights with a deal worth an average of $650 million per year to air the Sunday night package from 2006 to 2014 (not much more than what ESPN used to pay for the same rights). This new deal included the Super Bowl in 2009 and 2012.
NBC's coverage also includes two preseason games (including the annual Hall of Fame Game), the first two Wild Card playoff games of each post-season, and the annual Thursday opening Kickoff Game, similar to ABC's broadcast rights package. The major difference was that the NFL allowed NBC flexibility in selecting games in the latter part of the season. ABC did not have the right to be flexible with their Monday Night Football schedule and picked matchups based on a team's record in the previous season (as NBC does), which often led to teams with losing records playing each other on Monday night later in the season.
The moves were intended to break NBC out of its ratings slump; however, at one point in the last decade, this did not happen, and although NBC Sunday Night Football had been (and continues to be) the network's top rated program and in the top 30 for viewing audience, it had not lifted the rest of the schedule. For a time, NBC had been firmly in fourth place and was losing large sums of money, so much so that the network had to cut an hour of prime time programming from its weeknight schedule in favor of The Jay Leno Show, a somewhat lower budget talk show which lasted five months. The network has since slowly come back to second place in the network ratings.
Year-by-year breakdown 2000 Unexpectedly, comedian Dennis Miller joined the Monday Night Football cast in 2000, along with Dan Fouts. The move was ultimately regarded as a bust by many viewers and commentators. ABC briefly considered adding radio personality Rush Limbaugh before Miller was added to the broadcast team, despite having no prior sports broadcast experience (Limbaugh would instead be assigned as a commentator to Sunday NFL Countdown on ABC sister ESPN). Miller demonstrated a knowledge of the game and its personalities, although at times he tended to lapse into sometimes obscure analogy-riddled streams of consciousness similar to the "rants" of his standup comedy act. ABC even set up a webpage dedicated to explaining Miller's sometimes obscure pop culture references. Soon, it would become apparent that Miller's comedy did not mix with football.
In June 2000, Lesley Visser's career suffered a highly publicized setback when she was famously bounced as the Monday Night Football sideline reporter for a less experienced, much younger woman and a man, who did not have as extensive journalistic credentials as Visser. "It was staggering to me", Visser later recalled. However, she wound up returning to CBS Sports, philosophical as ever. "You can have a short career if it's based on looks and youth", she said, "but legitimacy is what lasts." Which ABC replaced her with both Melissa Stark and Eric Dickerson. This was part of the overhaul when ABC brought back Don Ohlmeyer to serve as producer, who installed Dennis Miller as an analyst (for ultimately two unsuccessful seasons). She sued ABC Sports for age discrimination, with Howard Katz and Ohlmeyer being named as co-defendants.
As previously mentioned, in 2000, Don Ohlmeyer, the program's producer up until 1977 was brought back. After spending time at NBC, Ohlmeyer was lured out of retirement to spark interest and provide some vigor to the broadcast. Besides the on-air talent, Ohlmeyer's changes included clips of players introducing themselves, new graphics and music. In another rather irreverent move, the scoring bug began incorporating nicknames for the teams, such as "Skins" and "Fins" (for the Washington Redskins and Miami Dolphins) instead of their respective common abbreviations, WSH and MIA.
On October 23, 2000, the New York Jets and Miami Dolphins competed in what is now known as The Monday Night Miracle. Trailing 30–7 in the fourth quarter, Vinny Testaverde led the Jets to score 23 consecutive points to tie the game. After Miami scored another touchdown, Testaverde threw to offensive tackle Jumbo Elliott to tie the game at 37-all. At 1:08 a.m. Eastern Time, the game having crossed into Tuesday morning, John Hall kicked a field goal in overtime to win the game 40–37. It was the second biggest fourth quarter comeback in NFL history and biggest comeback in Jets' history. Arnold Schwarzenegger predicted the comeback at halftime, where he was appearing with the MNF crew to promote his upcoming movie, The 6th Day. With the Jets already down by 20 points he said, "Wayne Chrebet will catch a pass and the Jets will win. They're a great team."
2001 On January 28, 2001, CBS Sports, Core Digital and Princeton Video Image introduced state-of-the-art, three-dimensional replay technology called "EyeVision" for its coverage of Super Bowl XXXV in Tampa (at Raymond James Stadium). The game, CBS Sports' first Super Bowl broadcast since 1992, drew 131.2 million viewers for the Baltimore Ravens win over the New York Giants. As a result, Super Bowl XXXV was the most watched television program that year. Play-by-play announcer Greg Gumbel became the first African-American announcer to call a major sports championship; he was joined in the broadcast booth with Phil Simms. Both of the Ravens' Super Bowl championships to date have been on CBS; the CBS-owned station in Baltimore, WJZ-TV, had been, as an ABC affiliate, one of the strongest TV stations for Monday Night Football for most of the 1980s and early 1990s, due to Baltimore's previous NFL team, the Colts' move to Indianapolis.
For the 2001 NFL season, the program moved part-time from the CBS Broadcast Center to a new outdoor studio on the site of the General Motors Building, on 5th Avenue and 59th Street in Manhattan. The set, which was used during the fall, was set up on Sunday mornings at a plaza in the area near the building that later became the reflecting glass structure of the Apple Fifth Avenue store, next to the southeast corner of Central Park. During the winter, The NFL Today was broadcast indoors from Studio 43 at the CBS Broadcast Center.
The 2001 season of MNF featured a season-long campaign promoting the anticipated 20,000th point scored in MNF history. Denver Broncos kicker Jason Elam completed the task with a field goal during a 38–28 loss at Oakland on November 5. The three points also put Elam over 1,000 points for his career. In addition, the scoring bug reverted to using the team abbreviations, as opposed to the nickname scheme used in the previous season.
The 2001–02 NFL playoffs marked the first time that the league scheduled prime time playoff games for the first two rounds, in an attempt to attract more viewers. Saturday wild card and divisional playoff games were moved from 12:30 and 4:00 p.m. Eastern Time to 4:30 and 8:00 p.m., respectively. As a result, the league abandoned its practice of scheduling playoff games held mainly in colder, northern regions for daylight hours only; any stadium, regardless of evening January temperatures, could host prime time playoff games.
2002 In 2002, the NFL began scheduling a Thursday night special opening "Kickoff" game, taking place on the Thursday after Labor Day leading into the opening Sunday slate of NFL games. The event includes a pre-game concert and other televised festivities. The first series of these events were held in New York and Washington, D.C., respectively, to celebrate both cities' resilience in the wake of the September 11, 2001 attacks.NFL Scores: 2007 – Super Bowl The 2002 San Francisco 49ers and the New York Giants game was held on September 5 and televised on ESPN. The 2003 edition featured the Washington Redskins hosting the New York Jets on September 4, 2003, and the game was televised by ABC. Since 2006, NBC has televised the Kickoff game (see below).
The NFL Today was rebooted again after the 2001 season with Dan Marino and Boomer Esiason joining Nantz and Sanders. Sanders left the broadcast team after Super Bowl XXXVIII to return to the NFL, playing for the Baltimore Ravens until 2004. Nantz followed shortly thereafter, being promoted to lead play-by-play broadcaster.
In 2002, the Monday Night Football broadcast debuted the "Horse Trailer" award, in which a picture of the game's top performer(s) is displayed, as chosen by the broadcasting crew. During the fourth quarter of a preseason game early that season, Madden was joking about doing some recording in the "Horse Trailer", a term the producers used for one of the ABC production trucks. It was, in fact, a custom-built trailer designed from the shell of a horse trailer, but housed sophisticated electronic equipment inside it. By the first week of the regular season, an idea to decorate the plain white trailer with MNF decor, the entire MNF schedule, and a weekly MVP, was born. Immediately following each game, the winner(s) is chosen, and his picture is affixed to the trailer in the corresponding location. When Madden and Michaels went to NBC in 2006, they debuted a similar feature, the Rock Star – in which the photo of the player of the game was attached to the top of 30 Rockefeller Plaza in New York City (the "Horse Trailer" concept was reinstated for the 2007 season).
In addition to Fouts and Madden helming the regular season broadcasts, Brent Musburger and Gary Danielson served as commentators for that year's AFC wild card game, with Jack Arute serving as the sideline reporter.
After suffering through several years of dismal Pro Bowl ratings, ABC considered moving the game to Monday night. In February 2003, Madden declined to serve as color commentator for the game in Hawaii, citing his fear of flying; former MNF personality Dan Fouts took his place. The Pro Bowl held the following year was played on a Sunday as typical, but was moved to ABC's sister network ESPN.
2003 At the start of the 2003 regular season, a new NFL presentation fanfare called Sprint Right by Tom Hedden was used to open and close NFL games. An extended version of it was used as the copyright disclaimer.