Sports
Super Bowl LIX media preview: Tom Brady, record audience, Terry Bradshaw’s future and more
Richard Deitsch and Andrew Marchand are sports media writers for The Athletic. They converse every couple of weeks on sports media topics. This week, they discuss the Super Bowl from a media perspective, including:
- Tom Brady’s Super Bowl broadcaster debut
- Viewership potential for the game
- The future of Super Bowl pregame shows
- Netflix becoming an NFL player
Richard Deitsch: I’m seeing Tom Brady in my sleep given how much this site has written about him over the past five months. But here’s the reality: We both agreed prior to the start of the NFL season that Brady’s debut as a Fox NFL analyst was the biggest sports media story of the NFL season.
My thesis has always been that Brady’s broadcasting year would ultimately be judged by the viewing public on how he performs in the Super Bowl. That’s the final test, but it’s more than a test: It is the football public’s ultimate engagement with Brady in his first year on TV.
We both know that his Fox Sports bosses and sports television executives look at it differently. They will judge him on progress from Week 1 to Week 21. Fox believes he has improved significantly throughout the season.
However, there will be 115 million-plus people watching Brady on Sunday. That is an enormous jury. How do you see this?
Andrew Marchand: I agree, but there are several different audiences for the Super Bowl:
There are the hardcore fans there every week that produce the 15 (million) to 35 million or so viewers for games each week. The more casual fans that begin watching in the playoffs push the numbers into the 40 (million) and 50 million range. Then comes Super Bowl viewers.
The deciders are that first group, as they care much more about the broadcast. The other two groups may have some opinions, but ultimately will likely just be impressed that Brady is on the call.
If he does amazing or has an awful performance, then all three sets will chime in. He is way better than Week 1, but he’s not John Madden just yet.
If he has a “16-for-24, two touchdowns and one interception” performance, I think Fox would take it. They would love “400 yards and five touchdowns,” but I don’t think they will be greedy.
AM: How many eyes do you think will be watching this game?
RD: The current viewership record came last year when an audience of 123.4 million viewers watched the Kansas City Chiefs beat the San Francisco 49ers in overtime. That topped the previous record of 115.1 million viewers for the Kansas City-Philadelphia Eagles matchup two years ago.
Look, there is no Chiefs fatigue; the data does not lie. The AFC Championship Game averaged 57.7 million viewers, the most-watched AFC title game in history. If this game is tight late — and I think it will be — I think we see a new record. Put me down for 124 million. You?
AM: This is a bad omen for Fox — we agree! I’m going 124.5 million viewers and a record.
You are on point on the fact that Chiefs fatigue is overrated. Viewers like the big-name teams, and Kansas City is going for history (three Super Bowl championships in a row) with maybe the greatest quarterback ever.
There may be some hate watching, but the people who have such strong feelings are watching no matter what. The records come at the edges, and I think Fox and the NFL pick that up.
AM: How about the pregame show? You into it? Or a big waste of time?
It could be the last Super Bowl pregame show for Jimmy Johnson and Terry Bradshaw. After two of the last three Super Bowls because of the new TV contracts with the NFL, Fox won’t have the big game for four years as it is NBC (2026), ABC/ESPN (2027), CBS (2028) and then Fox in 2029.
RD: So here is the interesting thing with NFL pregame shows: They continue to draw more viewers than you might think.
For instance, “Fox NFL Sunday” averaged 4.42 million viewers this season. You can make a lot of advertising money off those numbers. I mean, if “First Take” averaged 600,000 viewers over a year they would hold a Rose Bowl parade in Bristol, Conn.
I find the pregame shows increasingly less relevant these days with younger viewers. We also don’t often see them pop on social media, the coin of the realm for young people.
Fox Sports clearly will be bringing in younger staffers soon, but the NFL pregame show often feels like a relic of a different time. I’ll watch because we get paid to watch, but I find it less interesting every year.
RD: One of the things I get asked about from a lot of readers is whether a Super Bowl will ever go behind a paywall where a Netflix buys it.
I don’t think this happens in our lifetime. Now, if you asked me whether I can see a Netflix or Amazon have the divisional playoffs in the next 20 years, I absolutely see it. What about you?
AM: I’m more bullish on this lifetime, but I’d like to know how long that means. Amazon and Netflix are thinking big, global.
The NFL can have Roger Goodell do songs and dances about the fans this and the fans that, but if the digital players offer way more money, I could see Amazon or Netflix having a Super Bowl maybe when the NFL opts out of its current TV deals. I don’t think that is a wild thought in four or five years when those opt-outs happen.
If broadcast TV gets significantly weakened over time, I think the idea of a subscription-based Super Bowl becomes more likely. It really depends on where The Great Rebundling takes place and how strong the networks can continue to be. But in a TV-by-subscription world, it’s hard not to bet on Netflix’s and Amazon’s long-term models for big events if they want more.
(Illustration: Demetrius Robinson / The Athletic; Sam Hodde/Getty Images, Mikayla Schlosser/Kansas City Chiefs via AP, Kara Durrette via AP)
Sports
Nick Saban questions Texas A&M crowd noise before Aggies face Miami in playoff
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Despite dropping their regular-season finale to in-state rival Texas, the Texas A&M Aggies qualified for the College Football Playoff and earned the right to host a first-round game at Kyle Field.
Nick Saban, who won seven national championships during his storied coaching career, experienced his fair share of hostile environments on road trips.
But the former Alabama coach and current ESPN college football analyst floated a surprising theory about how Texas A&M turns up the volume to try to keep opposing teams off balance.
A view of the midfield logo before the game between the Texas A&M Aggies and the LSU Tigers at Kyle Field on Oct. 26, 2024 in College Station, Texas. (Tim Warner/Getty Images)
While Saban did describe Kyle Field as one of the sport’s “noisiest” atmospheres, he also claimed the stadium’s operators have leaned on artificial crowd noise to pump up the volume during games.
CFP INTRIGUE RANKINGS: WHICH FIRST-ROUND GAMES HAVE THE BEST STORYLINES?
“I did more complaining to the SEC office—it was more than complaining that I don’t really want to say on this show—about this is the noisiest place. Plus, they pipe in noise… You can’t hear yourself think when you’re playing out there,” he told Pat McAfee on Thursday afternoon.
Adding crowd noise during games does not explicitly violate NCAA rules. However, the policy does mandate a certain level of consistency.
A general view of Kyle Field before the start of the game between Texas A&M Aggies and the Alabama Crimson Tide at Kyle Field on Oct. 12, 2019 in College Station, Texas. (John Glaser/USA TODAY Sports)
According to the governing body’s rulebook: “Artificial crowd noise, by conference policy or mutual consent of the institutions, is allowed. The noise level must be consistent throughout the game for both teams. However, all current rules remain in effect dealing with bands, music and other sounds. When the snap is imminent, the band/music must stop playing. As with all administrative rules, the referee may stop the game and direct game management to adjust.”
General view of fans watch the play in the first half between the Texas A&M Aggies and the Ball State Cardinals at Kyle Field on Sept. 12, 2015 in College Station, Texas. (Scott Halleran/Getty Images)
Regardless of the possible presence of artificial noise, the Miami Hurricanes will likely face a raucous crowd when Saturday’s first-round CFP game kicks off at 12 p.m. ET.
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Sports
Veteran leadership and talent at the forefront of Chargers’ late-season surge
Denzel Perryman quickly listed name after name as he dove deep into his mental roster of the 2015 Chargers.
Manti Teʻo, Melvin Ingram, Kavell Conner and Donald Butler took Perryman under their wing, the Chargers linebacker said. The 11-year veteran said he relied on older teammates when he entered the NFL as they helped him adjust to the schedule and regimen of professional football.
“When I was a young guy,” Perryman said, “my head was all over the place — just trying to get the gist of the NFL. They taught me how to be where my mind is.”
With the Chargers (10-4) entering the final stretch of the season and on the cusp of clinching a playoff berth heading into Sunday’s game against the Dallas Cowboys (6-7-1), veterans have played an important role in the team winning six of its last seven games.
A win over the Cowboys coupled with either a loss or tie by the Houston Texans on Sunday afternoon or an Indianapolis Colts loss or tie on Monday night would secure a playoff berth for the Chargers.
Perryman, who recorded a season-best nine tackles in the Chargers’ win over the Kansas City Chiefs last week, credits Philip Rivers and the rest of the Chargers’ veterans for showing him “how to be a pro” a decade ago. Now he’s passing along those lessons to younger players in a transfer of generational knowledge across the Chargers’ locker room.
“When I came in as a young guy, I thought this happens every year,” safety Derwin James Jr. said of winning, starting his career on a 12-4 Chargers team in 2018. “Remember the standard. Remember, whatever we’re doing now, to uphold the standard, so that way, when guys change, coaches change, anything changes, the standard remains.”
Running off the field at Arrowhead Stadium, third-year safety Daiyan Henley charged at a celebrating Tony Jefferson, a veteran mentor at his position who was waiting for teammates after being ejected for an illegal hit on Chiefs wide receiver Tyquan Thornton.
After the game Jefferson and Henley hopped around like schoolchildren on the playground. That’s the atmosphere the veterans want to create, Jefferson said, one in which younger players in the secondary can turn to him.
“That’s what we’re here for,” Jefferson said. “For them to watch us and follow, follow our lead, and see how we do our thing.”
It’s not just the veteran stars that are making a difference. Marcus Williams, a 29-year-old safety with 109 games of NFL experience, replaced Jefferson against the Chiefs after being elevated from the practice squad. The 2017 second-round pick played almost every snap in Jefferson’s place, collecting four tackles.
“That just starts with the culture coach [Jim] Harbaugh creates,” defensive coordinator Jesse Minter said. “It’s really a 70-man roster.”
Harbaugh highlighted defensive lineman/fullback Scott Matlock’s blocking technique — a ba-boop, ba-boop, as Harbaugh put it and mimed with his arms — on designed runs as an example of a veteran bolstering an offensive line trying to overcome the absence of Joe Alt and Rashawn Slater.
Harbaugh said his father, Jack, taught Matlock the ba-boop, ba-boop blocking technique during an August practice.
“He’s severely underrated as an athlete,” quarterback Justin Herbert said of the 6-foot-4, 296-pound Matlock, who also catches passes in the flat as a fullback.
With three games left in the regular season, Jefferson said the focus is on replicating the postseason-like efforts they gave in consecutive wins over the Chiefs and Philadelphia Eagles.
“It was good that they were able to get a taste of that,” Jefferson said of his younger teammates playing against last season’s Super Bowl teams, “because these games down the stretch are really what’s to come in the playoffs.”
Sports
Rams star Puka Nacua fined by NFL after renewed referee criticism and close loss to Seahawks
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Los Angeles Rams star wide receiver Puka Nacua’s tumultuous Thursday began with an apology and ended with more controversial remarks.
In between, he had a career-best performance.
After catching 12 passes for 225 yards and two touchdowns in Thursday’s overtime loss to the Seattle Seahawks, Nacua once again expressed his frustration with how NFL referees handled the game.
Nacua previously suggested game officials shared similarities to attorneys. The remarks came after the third-year wideout claimed some referees throw flags during games to ramp up their camera time.
Los Angeles Rams wide receiver Puka Nacua warms up before a game against the New Orleans Saints at SoFi Stadium. (Jayne Kamin-Oncea/Imagn Images)
After the Seahawks 38-37 win propelled Seattle to the top spot in the NFC standings, Nacua took a veiled shot at the game’s officials.
“Can you say i was wrong. Appreciate you stripes for your contribution. Lol,” he wrote on X.
The Pro Bowler added that his statement on X was made in “a moment of frustration after a tough, intense game like that.”
RAMS STAR PUKA NACUA ACCUSES REFS OF MAKING UP CALLS TO GET ON TV: ‘THE WORST’
“It was just a lack of awareness and just some frustration,” Nacua said. “I know there were moments where I feel like, ‘Man, you watch the other games and you think of the calls that some guys get and you wish you could get some of those.’ But that’s just how football has played, and I’ll do my job in order to work my technique to make sure that there’s not an issue with the call.”
But, this time, Nacua’s criticism resulted in a hefty fine. The league issued a $25,000 penalty, according to NFL Network.
Los Angeles Rams wide receiver Puka Nacua (12) runs with the ball during the second half against the Seattle Seahawks Thursday, Dec. 18, 2025, in Seattle. (AP Photo/John Froschauer)
Nacua had expressed aggravation on social media just days after the 24-year-old asserted during a livestream appearance with internet personalities Adin Ross and N3on that “the refs are the worst.”
“Some of the rules aren’t … these guys want to be … these guys are lawyers. They want to be on TV too,” Nacua said, per ESPN. “You don’t think he’s texting his friends in the group chat like, ‘Yo, you guys just saw me on “Sunday Night Football.” That wasn’t P.I., but I called it.’”
Los Angeles Rams wide receiver Puka Nacua (12) scores a touchdown during the second half against the Seattle Seahawks Thursday, Dec. 18, 2025, in Seattle. (AP Photo/John Froschauer)
On Thursday, reporters asked Nacua if he wanted to clarify his stance on the suggestion referees actively seek being in front of cameras during games.
“No, I don’t,” he replied.
Also on Thursday, Nacua apologized for performing a gesture that plays upon antisemitic tropes.
“I had no idea this act was antisemitic in nature and perpetuated harmful stereotypes against Jewish people,” the receiver said in an Instagram post. “I deeply apologize to anyone who was offended by my actions as I do not stand for any form of racism, bigotry or hate of another group of people.”
Rams coach Sean McVay dismissed the idea that all the off-field chatter surrounding Nacua was a distraction leading up to Los Angeles’ clash with its NFC West division rival.
“It wasn’t a distraction at all,” McVay said. “Did you think his play showed he was distracted? I didn’t think so either. He went off today.”
The Associated Press contributed to this report.
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