MOBILE MONDAYS PRODUCTION PLAYBOOK

GAME 3 Monday October 13, 2014

MOBILE MONDAYS is about capturing fans’

Monday Night Football viewing experience, in the

moment. Each Monday, 20+ fans will respond to

exercises before, during and after the game on their

smartphone, using our mobile ethnography tool,

Blography®.

MOBILE MONDAYS:

MAIN OBJECTIVE + SPECS

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SPECS

Recruit 35 for 20+ completes National representation 9+ hours of participation spread across 7 selected MNF games, 1 NBC SNF game and 1 CBS Thursday Night game Respondents will complete pre-, during and post- game exercises Pre- and during-game exercises posted 9am Monday Post-game exercises go live immediately following the broadcast

FAN OF THE WEEK PROFILE

SIMON M. San Francisco 49ers fan

ON GRUDEN: “#firsthalfhighlight: Gruden explaining the play that scores St. Louie’s first touchdown. It didn’t seem that tricky to me until he broke it down, which shows how dumb I am and how smart he is.”

ON TIRICO: “Mike Tirico did, and usually does, an excellent job of balancing. Gruden is more opinionated…but Tirico tends to be that impartial judge which is what I like. He also seems very knowledgeable and his voice is clear.”

ON NEXT GEN STATS: “It showed all the scrambling and rushing by the St. Louis quarterback and running back. The yellow line made it really easy to follow and reinforced just how great a play it was.”

ON PRODUCTION: “The aerial views and shots of the crowd were amazing! The crowd is super hyped and everyone is wearing red. Awesome.”

WEEK 3 FOCUS: NEXT GEN STATS

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1 WHERE ARE THE “STATS”?

Fans feel like the name ‘Next Gen Stats’ is a misnomer because the feature lacks actual statistics after the replay. After such a brief visual outline, their expectation is to see numerical support that provides a deeper explanation. When that doesn’t happen, they are left feeling disappointed and wanting more.

2 UNDERUTILIZED POTENTIAL

This microchip has the ability to be a game-changer in the football fan experience. It was engineered to collect precise, real-time location measurements and lend viewers the ultimate insights into the game they love. Unfortunately, fans don’t recognize it as a breakthrough, but rather as an unnecessary additive, being both oversimplified and underwhelming. Though they applaud the use of technology on the field, they believe it has a far greater capacity for information-sharing. The capability is there, but the execution needs improvement. “I'm not quite sure what other value add this technology can bring. I would like to see what else we can gain besides how much ground and how fast a player can travel the field.” – Andrew “If they were using the microchips in this game, it was completely lost on me. They have always given stats in games. I did not see anything different or anything that would indicate new technology, or anything of added benefit over what they normally do.” –Jason

fans breakdown of the new feature

“It needs improvement. It showed a tracking line for the play and then disappeared. This really didn't do anything for seeing the replay. I don't understand how it's a stat without seeing any stats and just lines.” – Joseph “This is just a replay with some extra graphics. Just call it a replay.”- Keith “It showed me the route the receiver took, which I like but there were no stats, which is what I expected.” –Davin

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LET’S TALK NUMBERS Though lines provide an interesting aesthetic, it is numbers that tell a powerful story. Viewers can see what the players are doing in the field, but what they can’t do is measure it, and that is where Next Gen Stats can come in. Fans absolutely loved when they saw the distance between offense and defense at the touchdown. Build on this! Understanding the players’ athleticism and the specific science behind a winning play, like speed and distance, is what fans want the most.

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One of the most appreciated highlights of Next Gen Stats was the comparison between two players during a key moment. This spotlighted the minor details that gave a major edge in the game, giving fans the “wow” factor they were waiting for.

SIZING UP THE COMPETITION

fans breakdown of the new feature

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Despite the high-level thinking Next Gen Stats lends to fans, the innovation is downplayed by uninspired animations. It has been done before, and instead of exciting the viewer, it makes the live stadium experience feel more like playing a video game. “I don't like how it can look a little fake at times. Almost like a video game instead of the real thing.” – John “ It's a cool way to display the game play imaging; however, I don't really see a purpose. Whether or not the players have a circle below them, I'm still able to see the path they take for the play. It actually reminds me of a video game, specifically Madden. The player that you are controlling is identified by a circle beneath them. – Clayton

NFL MADDEN OR MONDAY NIGHT FOOTBALL?

“The Next Gen graphic highlighting Crabtree in red and the defense in blue is really, really cool.” – John “This was exactly what I wanted to see. Not only was it showing details the naked eye wouldn't see, but each player had a different trail color so I could tell who was who.” – Travis “I love how they showed a play between two opposing players for a touchdown. Nice comparison.” – Frankie  

“It would have been nice to see miles per house, force measurement, and the distance travelled more in depth. Let’s see speed too, if possible.“ –John “From a fan's point of view you can never really tell the distance between players on the field. I look forward to seeing this feature more.” – Diego    

ANNOUNCERS +

PRODUCTION

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BIG HITS ON REPLAYS This week we heard more chatter than usual on the replay work. From touchdowns to challenges, slo-mo to the exact right angles, the crew is doing a great job capturing and showing exactly what just happened and how it happened. With the knowledge of exactly what happened on the field, they feel as if they’re reacting to what Gruden and Tirico are seeing, making their job in the booth even more relatable.

“Great job on the production crew and showing this slow mo on the 49ers penalty in the red zone.” – Diego

“I really like when production uses slow mo replays. They only seem to use them on challenge calls. I think they would be great for spectacular catches, not just different angles at full speed.” – Jim

INSIGHTS

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ALL THE RIGHT ANGLES Similar to the replays, the guys talked about the camera angles more than other weeks – this year and last. Some were even so amazed by certain angles that they questioned how you did it. Giving the fans these vantage points not only makes them feel like they’re at the game, but it also gives them an ‘insider status’ on what’s happening during the game.

“My second half #highlight was during this punt. The camera swung around from the sideline to behind the kicker low to the field. I'm very curious how they got this shot.” – Travis

“The camera angle on the Ram’s fumble recovery was really quality, as the close up made you feel part of the action. Gruden's speaking through what happened made it exciting as well as his enthusiasm.” – Jospeth

HISTORY GETS THEM EVERY TIME, BUT WATCH OUT The 700th game celebration had a mixed bag reaction. They loved the segment showing the fans throughout the years because it focused on the two things the guys care most about: the fan and the field. The throwback outfits and the shot of the MNF trucks turned them off because it turned their attention away from those two main things, field and fans. 

“This is a great image of the history of MNF. They are celebrating their 700th game and the image displays the fans that support the games every Monday.” – Clayton

“I don't care about they wore back in the day. I'm here to watch football and not learn about fashion.” – Jay

BREAKING IT DOWN

“Good graphic combined with analysis by Gruden showing the number of defenders the rams are using to stop the run #secondhalfhiglight” – Glenn

“Strong break down by Gruden of the Niners' running packages.” – Patrick

INSIGHTS

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This week Gruden gave one of his best performances on breaking down plays and packages. He knows how to talk about the play away from the ball and the guys love that stuff because they get the full picture of what’s happening in the game, not just what they’re seeing through the cameras as the play transpires or the replay happens.

The best example from the week comes from the ‘Men in the Box’ breakdowns. The graphics and short explanation was well received by the guys because it was straightforward and didn’t drag on. Those ‘Gruden moments’ speak to the guys’ propensity for sharp, in-the-moment analysis.

CONTEXT IS KEY There were a few small ‘production’ things mentioned this week by very few guys, but one in particular stood out: when showing players on the sidelines or well known people in behind the scenes, the fans want to see a graphic with a name. They’re all for showing players after a play or very quickly giving context to a team by showing their owner, but they want to know names. “This picture has a view of player 11 but I have no clue who he is as I'm not a fan of this team. Would be nice to post name along with stats with picture.” – Jeff “f they are going to show someone, they need to post a name.” – Frankie

DON’T REPLACE THE REPLACEMENTS The segment on the 49ers injuries struck a chord with the fans – in a very good way. This is the prototypical segment that satisfies their thirst for knowledge. And bonus points for the graphic interplay (i.e. the switching in and out from injured to replacement players) – the fans were impressed with it. “Great work done by these two to discuss the injuries of the season and who's replaced them. This was analyzed from position to position and was very clear.” – Jay 

”As they talked about the replacements on the SF defense, I really liked their approach to the way they graphically depicted the changes. It was perfectly done!” – Jimmy

GRUDEN + TIRICO UP CLOSE

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INSIGHTS

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THE UNCANNY ABILITY TO COMMUNICATE FOOTBALLISMS As far as X’s and O’s go, Gruden’s ability to breakdown defensive schemes in a way that a fan can understand is much-loved by fans. He’s able to explain nuances of football strategy that draws viewers in and allows them to learn. Few of Gruden’s broadcasting peers understand the game like he does and fans know it – they love learning the game from a master.

TOO ANIMATED Sometimes Gruden’s emotions can get the best of him – and our guys can sense this. At times, it comes off as goofy or not serious which can undermine his role as ‘Football Guru.’ That’s not to say fans don’t appreciate his (at times slightly corny) sense of humor or energy level – they do. It’s just good to be aware that at times it can be a little much. “I think Gruden is being too animated with proving his point. I noticed NFL network also doing this recently with Marriuchi.” - Richard “Gruden is a goofball but Tirico is there being a good supportive partner. Sometimes Gruden is too goofy and he’s exerting energy in places that doesn't require it.” - Jay

“It's one thing to know football. It's another thing to communicate football. This is what made him a great coach. I love Gruden's football education through MNF.” - Andrew

“My first image is about the 49ers attack on a unbalanced offensive line. I like how he explained how that fools defenses to move the other direction for positive yards. He explains it as if I were a 2 year old which can help promote the game.” – Jeff

GRUDEN’S FOCUSED EXPERTISE While a lot of commentators focus on players who are great or are having a great game, Gruden does a step further and talks about ‘why’ they’re great. It’s a whole new level of understanding and insight our guys love. And it’s not just the stars either – Gruden makes a point of calling out under-the-radar players too.

“Gruden recognizing Perrish Cox who is having an outstanding game. This unknown player has really come on for SF of late.” –Richard

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INSIGHTS

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ANSWERING THE COACHING QUESTION Fans are quick to question why Gruden isn’t a coach anymore ‘if he knows so much.’ There’s a fine line between educating the audience and sounding like he could do a better job. The coaching pedigree also can act as a harbinger for criticism when Gruden gets a call wrong – it’s a double edged sword that can work both ways.

“It's funny listening to how he could do it better or what the team should be doing. I love the passion, but I just want to tell him to shut up - if you know so much, why aren't you coaching?” – Mike

“Lowlight was Gruden clearly saying all one on one coverage, while the picture shows one of the receivers double covered. Whats he taking about?? Maybe this is why he isn't a coach anymore.” – Jack

MIND THE HYPE Austin Davis and the St. Louis Rams were the Cinderella story that didn’t happen this past Monday Night. It’s important for Gruden to let the story happen in a more organic way. Fans noticed his overt praise in the first half for Austin Davis and noted his excitement at being able to be the first to draw the comparison between the 2014 Rams and the ‘Greatest Show on Turf.’ The hype comes across as boosterism and if you’re a fan of the opposing team or are just tuning in for the love of the game, it can start to get annoying.

“Least favorite moment, picture number 2: the hype. Comparing this kid to Drew Brees is where Gruden's coach hat becomes increasingly annoying. Too much hype puts unrealistic pressure on the player and fans. RG3 anyone?” -  Keith

“The second picture was taken after Austin Davis threw his 2nd touchdown. Gruden overdid it on the praise. I think it's good that he mentioned Davis' story of rising to the top but I wish he didn't paint him as this great leader. He has won 1 football game thus far. - Davin

“After the second touchdown by St. Louis, Gruden seemed a little forced and couldn't wait to say, ‘The greatest show on turf.’” - John

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INSIGHTS

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GREAT AT SETTING GRUDEN UP TO SUCCEED Mike Tirico’s great gift, which was mentioned numerous times, is his ability to set Gruden up with questions that highlight his expertise. Tirico’s own knowledge of the game and broadcasting allows him to effortlessly serve up points that Gruden can comment on, making them both shine in the booth. “I think there is only good here. Tirico is a superior play caller and Gruden just focuses on the color. This might be the best tandem MNF has ever had.”  - Richard “I love Tirico, he's very neutral and talks positively about both teams. What I also like is how he sets up Gruden, asking questions that lead Gruden to utilize his football experience. He's all business, good voice for all sports. Everything he calls is factual.”  - Jeff

THE CALM IN THE STORM Tirico is the straight man – and he excels at this role. He inspires confidence in the viewers with his facts-focused, neutral play-by-play calling. Fans appreciate his ability to play that role well while holding his own with the excitable Gruden – it makes for some entertaining moments.

TIRICO: HE’S JUST LIKE US!

“I feel that Mike Tirico is important to the broadcast, he brings a sound mind to Gruden’s constant desire to joke around, great team.”  - Frankie  

“Mike was partnered up with Gruden to be the calm and well mannered partner. The poise and calm voice that Mike has pairs him well with the eccentric Gruden and allows them to work together to provide great play by play action as well as provide great entertainment.” – Jay

“I like how Tirico comes across as a fan of the game. I've mentioned it in previous games, I really like when he calls Gruden out for saying something stupid. It's not in a mean tone, but it's acknowledging what I was already thinking.” – Travis

Fans relate to Tirico – he’s not aloof or distant, but rather comes across like an extremely sensible guy who likes football. He’s relateable. This relateablitliy also plays out in his relationship with Gruden. When Gruden says something that might seem a little ‘left-field,’ Tirico often calls him out in a playful way – he’s thinking what the audience is and it works.

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REPORT CARD

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MIKE TIRICO Fans really expressed their affection for Tirico this week. It was clear when asked about his role in the broadcast that fans really love Mike Tirico and think he’s one of the best. He’s relatable, smart, fair and flat out calls a good football game. He seems to have all the intangibles when it comes to broadcasting – neither too casual or too formal, he occupies a position of congenial authority. Good work Mike!

JON GRUDEN

OVERALL PRODUCTION

Like last week, fans really feel that they’re gaining a lot of football insight from Gruden. They also confirmed that his coaching style works – he makes complex football strategy accessible and fans love that. They appreciate Gruden’s propensity for X’s and O’s. But fans did feel that Gruden seemed to be a little one-sided, bestowing most of his enthusiasm for the Rams this week. Even before the first half ended, fans were commenting that he was over-hyping the Rams. By the second half their criticisms were validated when the 49ers continued to push the Rams off the pedestal Gruden created for them.

Fans loved the camera angles and replays this week – special attention was paid to the production attributes in those two specific areas. The reason we gave this week’s production a B+ was simply for the under-utilized or incorrectly-advertised Next Gen Stats feature. Viewers were underwhelmed by almost every mention of Next Gen Stats. That said, they were excited about the possibilities and are interested in what the future holds for this feature.

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