Anyway, once the half-time highlight show did start I noticed something. The CBS halftime shows has five people on it. Five of them. James Brown is the host, and he's accompanied by Bill Cowher, Shannon Sharpe, Boomer Esiason and Dan Marino.
For the unfamiliar, each of these guys (other than Brown) are former NFL player and/ or coaches. All five of them sit in the studio and provide "analysis" on the various games going on. Unfortunately because the halftime show is short and only person can talk at a time, this means that each of these experts talks for about 30 seconds before their time is up.
So anyway, I was watching this and started scratching my head on it. First off, I'm quite sure that each of these five guys came at a pretty good price tag. So the decision to hire them all was not a cheap one.
Second, what is the value of having five experts, each of whom gets essentially zero air time? Wouldn't it be beter to have one, may two of these guys - get them talking for more than 30 seconds so that they can bond with the audience? If nothing else it's by far the cheaper approach.
And does having each of these guys in the studio in any way help audience acquisition? Does anybody really think to themselves - gee, I'm going to watch the games on CBS today because their pre-game/ half-time team is the best? Don't people tune into the pre-game/ half-time show of the actual game they want to see?
So why do they do it then? Why five guys? Does it help the brand? Does it make it easier to sell ads? Is it for better PR? Is there any metrics for any of this? To me, it sure seems like overkill, financial and otherwise. One thing is for certain though, it is yet another indication of the fat margins television works with, for now.