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1 Football Cops The Final Report

Deutsch Advertising- Football Cops Campaign

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My analysis and assessment of the Football Cops campaign created for client DIRECTV

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Page 1: Deutsch Advertising- Football Cops Campaign

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Football CopsThe Final Report

Page 2: Deutsch Advertising- Football Cops Campaign

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Football CopsPart 1- Staged Leaks

June 10, 2011- June 15, 2011

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DIRECTV | Football Cops | Staged Leak Summary

On Friday, June 10th, Deutsch and DIRECTV leaked an image from the Football Cops’ set to 6 popular gossip and sports sites:- www.tmz.com- www.terezowens.com- www.radaronline.com- www.bleacherreport.com- www.deadspin.com- www.yardbarker.com

Three of the sites responded and two (Terez Owens and TMZ) posted stories immediately

TMZ followed with additional pictures and a video

The story took off and ran on over 188 sites with additional coverage on Twitter and Facebook between 6/10 and 6/13

On 6/13, a Fox News affiliate in Indianapolis ran a 38 second segment during their evening news broadcast

www.deadspin.com, a site with a reputation for breaking controversial sports news, posted the images, video and our story on Tuesday, 6/14

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DIRECTV | Football Cops | Staged Leak Summary

Friday, June 10th

Monday, June 13th

Weds, June 15th

• Leaked images and video on TMZ

• Story received pick-up on over 188 sites

• Story and images posted on 36 additional sites

• Coverage on deadspin.com

• Live news mention on Indianapolis Fox News affiliate and website

• Story on bestofneworleans.com

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DIRECTV | Football Cops | Staged Leak Stats as of 6/13

Twitter mentions:

Website mentions:

Google Search Term Sites“Eli Peyton Cop” 188 sites

“Eli Peyton DirecTV” 105 sites

“Manning Cops” 40 sites

“DirecTV Football Cops” 20 sites

“Football Cops” 3 sites

Twitter Search Term Tweets“Eli Peyton Cop” 105 Tweets

“Eli Peyton DirecTV” 93 Tweets

“Manning Cops” 108 Tweets

“DirecTV Football Cops” 2 Tweets

“Football Cops” 8 Tweets

At this time, Google search results for keywords are inconclusive due to the longer time frame needed to determine trends

The TMZ story generated wide-spread buzz reaching over 188 sites and 108 tweets between 6/10 and 6/13 (note: number of tweets and sites per search term are unique but there’s overlap among the different searches)

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DIRECTV | Football Cops | Staged Leak Stats as of 6/13Tweets peaked on Friday, June 10th while online mentions peaked on Saturday, June 11th

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

06/10/11 06/11/11 06/12/11 06/13/11

Buzz Trend: Twitter

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

06/10/11 06/11/11 06/12/11 06/13/11

Buzz Trend: Website Mentions

75% of buzz on Twitter occurred on June 10, 2011

80% of total website mentions occurred on June 11th, 2011

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DIRECTV | Football Cops | Staged Leak | TMZ, 6/10/11 at 1:42 PM

As of 5:30 pm on June 13th: 209 Facebook “likes” 16,800 votes in the “Better Cop” survey 19 story comments

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Peyton & Eli Manning– Good Cop, Better Cop

- Originally posted on TMZ’s site (main & sports section) on 6/10/2011 at 1:42pm

- Features commentary, seven photographs, and one video

- 17,293 votes on the “Better Cop” poll

- 217 Facebook Likes/Shares by users

- 19 user comments on the main article

- Four user comments on individual photos

- Results as of 6/17/2011, 1:30pm

DIRECTV | Football Cops | Staged Leak | TMZ Post Statistics

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DIRECTV | Football Cops | Staged Leak | Deadspin– 6/13/11

Posted on 6/13/11 at 1:40pm 46,582 views as of 5:00pm on 6/15 61 comments/responses as of 5pm

on 6/15

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Peyton and Eli Manning Are: Football Cops

- Originally posted on 6/13/2011 at 1:42pm

- Features unique commentary, four photos, and one video

- 47,468 individual views of the article

- 61 unique user comments

- Results as of 6/17/2011, 1:30pm

DIRECTV | Football Cops | Staged Leak | Deadspin Statistics

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After DIRECTV & Deutsch conducted the staged leak of Football Cops, other media outlets that had not been initially contacted picked up on the story and posted their own unique articles

Different outlets posted stories related to the staged leak from 6/13/11 until 6/15/11. These outlets included:- FOX News affiliate WXIN (0:38 on air segment )

- NESN

- IMDB

- Terez Owens

- Giants Football blog

- Big Blue Interactive (Caption Contest, 1,303 views & 20 comments)

- Gambit: The Best of New Orleans

- Celebrity Stir

- Yard Barker

- MSG

- Stampede Blue

DIRECTV | Football Cops | Other Media Coverage of Staged Leak

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Football CopsPart 2- DIRECTV Media Posts & Paid Media

June 16, 2011- June 21, 2011

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DIRECTV | Football Cops | DTV & Initial Paid Media Summary

On June 16th, DIRECTV posted 5 images from the Football Cops’ set into an album on their Facebook Profile, and posted an official 25 second behind the scenes video as well

DIRECTV then also sent out two different tweets at 10:54 and 10:55 am, providing links to their Facebook page and an official behind the scenes photo of the Manning brothers from the Football Cops’ set

As of end week, 6/17/11, the initial leak and DIRECTV posts reached over 220 websites and was tweeted by over 140 users, all before paid media kicked in

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On Tuesday, 6/21/11, the first of the Paid Media outlets posted stories, pictures, and/or videos related to the Football Cops leak. Sites as followed:

- Bolt Beat

- Giants Football Blog

- Big Blue View

- Pro Football NYC

- Shutdown Corner, Yahoo! Sports

- Goal-Line Stand

During this time, other non-paid sites covered the Football Cops leak more in-depth, and the behind the scenes video ended up on YouTube. Key sites as followed:

- Monsters & Critics

- No (R)eruns

- Stars Entertainment

- IMDB

- CBS Sports

- The Campus Socialite

- NY Giants Central

- Football News Now

- NESN

Over 90 unique tweets that were related to key words associated with Football Cops were sent out on the 21st as well

DIRECTV | Football Cops | DTV & Initial Paid Media Summary Cont.

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DIRECTV | Football Cops | DTV & Initial Paid Media Summary

Thursday, June 16th

Friday, June 17th

Tues, June 21st

• DTV posts photos to Facebook

• DTV posts video to Facebook

• DTV sends out two tweets related to Football Cops

• Six paid media sites posted unique stories related to Football Cops

• Over ten non-paid media sites posted unique stories related to Football Cops

• Over 90 unique tweets were sent related to Football Cops

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Twitter mentions:

Google Search Term Sites“Eli Peyton Cop” 224 sites

“Eli Peyton DirecTV” 120 sites

“Manning Cops” 55 sites

“DirecTV Football Cops” 30 sites

“Football Cops” 10 sites

Twitter Search Term Tweets“Eli Peyton Cop” 140 Tweets

“Eli Peyton DirecTV” 105 Tweets

“Manning Cops” 142 Tweets

“DirecTV Football Cops” 2 Tweets

“Football Cops” 39 Tweets

The initial Football Cops story reached approximately 220 sites and was mentioned in at least 140 tweets between 6/10 and 6/17 (note: number of tweets and sites per search term are unique but there’s overlap among the different searches)

At this time, Google search results for keywords are inconclusive due to the longer time frame needed to determine trends

Website Mentions

DIRECTV | Football Cops | Online Reach as of Friday, 6/17/11

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Peyton and Eli Manning Summer 2011 Photo Album

- Five pictures posted

- 80,000+ impressions on the album

- 67 Likes, 19 Comments on album

- 36 Likes and 16 Comments on the five photos combined

Wall Post: What we’re doing this summer, by Peyton & Eli Manning

- One wall photo

- 70,000+ impressions

- 122 Likes, 52 Comments

Behind the scenes Video wall post

- 7 Likes, 3 Comments

Results as of 6/17/11

DIRECTV | Football Cops | DIRECTV Facebook Post Stats

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Two official DIRECTV Tweets

- “Hard at work w/ Peyton & Eli Manning on a project during the NFL Lockout”• Posted with a photo

• Retweeted by five users

• Post copied by three users

- “See more pics of Peyton & Eli’s Summer project with DIRECT here”• Posted with a link to the Facebook page

• Retweeted by two users

• Post copied by one user

Results as of 6/17/11

DIRECTV | Football Cops | DIRECTV Twitter Stats

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DIRECTV | Football Cops | DTV Facebook & Twitter Post– 6/16/11

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A handful of media outlets, both paid and non-paid, picked up on the DIRECTV Facebook & Twitter posts, and posted their own unique articles

Six paid media outlets and over 12 non-paid media outlets posted photos and/or the video that DIRECTV posted. These sites include:

- Bolt Beat (Paid)

- Giants Football Blog (Paid)

- Big Blue View (Paid)

- Pro Football NYC (Paid)

- Shutdown Corner, Yahoo! Sports (Paid)

- Goal-Line Stand (Paid)

- Monsters & Critics

- No (R)eruns

- Stars Entertainment

- IMDB

- CBS Sports

- The Campus Socialite

- NY Giants Central

- Football News Now

- NESN

- Houston Sports Blog

- Football News Now

DIRECTV | Football Cops | Initial Paid & Non-Paid Media Coverage

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Football CopsPart 3- The Official Release

June 22, 2011- Present Day

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DIRECTV | Football Cops | Official Release Summary

Official Football Cops trailer released to the public via YouTube & Footballcops.com on 6/22/11

Footballcops.com went live, and acted as the official website for the campaign

Hundreds of media outlets, including websites, blogs, paid media, television networks, radio broadcasts, etc, reported on Football Cops, and either wrote-up unique articles about the show or lead readers to the trailer & official website

Steady increase was seen in coverage volume from trailer release on 6/22/11 to present day

By EOD on 6/22/11, “Football Cops” appeared as a Twitter Trending Topic

Since the release, numerous prominent individuals and companies tweeted references to Football Cops, DIRECTV, Deutsch, and the Manning Brothers

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DIRECTV | Football Cops | Official Release Summary

Weds, June 22nd

Friday, June 24th

Fri, July 15th

• Official trailer posted on DIRECTV’s YouTube channel

• Footballcops.com goes live

• ‘Football Cops’ becomes a trending topic on Twitter

• CBS sports, ESPN NY, NY Post, NFL, DeadSpin, TMZ, USA Today, MTV, among numerous other outlets report of the release

• The NFL, Drew Brees, ESPN NY, TMZ, the NFL Network, Darren Rovell & others tweet about the release

• Huffington Post, Yahoo, Complex Magazine, Sports Illustrated, Sports Biz, Sports Business Daily, Forbes, Ad Week, Bing, among hundreds of other outlets continue to report on the release

• Warren Sapp, Snoop Dogg, Rev Run, Darren Rovell, AD Week, Adam Schefter and hundreds of others tweet about the release

• Over 900,000 views of the trailer on YouTube

• Comparisons made between Football Cops and release of Field of Dreams 2

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On 6/22/11, the official Football Cops trailer was posted to DIRECTV’s YouTube Channel

Within the next two days, more copies of the trailer appeared on YouTube, posted by non-DIRECTV personnel

The total amount of unique views of all videos as of 8/8/11: 1,001,363

DIRECTV | Football Cops | Official YouTube Coverage

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Footballcops.com includes pictures, extras, bios, show information, the trailer itself, a store, and DIRECTV advertisements

Over 95,500 viewers have ‘Liked’ Football Cops while on the website, and over 3,100 users have tweeted while on the website

Google search of ‘Football Cops’ leads viewers first to the trailer then to the official website

DIRECTV | Football Cops | Official Football Cops Website

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Ranking Source Site Visits

1 Footballcops.com 44,465

2 SI.cnn.com 10,704

3 Google Search 6,778

4 YouTube 4,348

5 Facebook 4,135

6 Go.ESPN.com 2,076

7 Twitter 2,041

8 Facebook Mobile 1,347

9 Yahoo 615

10 Bing 582

11-500 Other 9,705

Total Site Visits 86,796

DIRECTV | Football Cops | 6/22/11-6/28/11 Site Traffic

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Ranking Source Site Visits

1 Footballcops.com 52,296

2 SI.cnn.com 10,808

3 Google Search 7,780

4 YouTube 4,827

5 Facebook 4,540

6 Twitter 3,515

7 Go.ESPN.COM 2,127

8 Facebook Mobile 1,448

9 Yahoo 719

10 Bing 682

11-500 Other 10,667

Total Site Visits 99,409

DIRECTV | Football Cops | 6/22/11-6/30/11 Site Traffic

Note: With initial paid tweets, Twitter visit hits moved up from 7 th to 6th, surpassing Go.ESPN.com

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Ranking Source Site Visits

1 Footballcops.com 56,295

2 SI.cnn.com 10,840

3 Google Search 8,079

4 YouTube 5,017

5 Twitter 4,762

6 Facebook 4,717

7 Go.ESPN.COM 2,138

8 Facebook Mobile 1,492

9 Yahoo 755

10 Bing 712

11-500 Other 10,998

Total Site Visits 105,805

DIRECTV | Football Cops | 6/22/11-7/1/11 Site Traffic

Note: With more paid tweets, Twitter visit hits moved up from 6th to 5th, surpassing Go.ESPN.com and then Facebook

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6/28

/201

1

6/29

/201

1

6/30

/201

1

7/1/

2011

7/2/

2011

7/3/

2011

7/4/

2011

7/5/

2011

7/6/

2011

0

20,000

40,000

60,000

80,000

100,000

120,000

Football Cops Sites Views

Site Visits

DIRECTV | Football Cops | 6/28/11-7/6/11 Site Traffic

The graph indicates the amount of site visits from 6/22/11 until each end date given

These site visits are to sites that then lead users to footballcops.com

The largest spike of viewership came from the release until July 1st, where since then, the viewership hit its plateau

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DIRECTV | Football Cops | Website Mentions Buzz Metrics

Erratic Buzz patterns for website mentions from 6/10/11 to 7/14/11

June 23rd, 2011 had the most buzz accounting for over 7% of the site mentions

June 14th, 2011 had the second must buzz accounting for just under 7% of the site mentions

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DIRECTV | Football Cops | Twitter Buzz Metrics

Not as erratic patterns, more consistent, from 6/10/11 to 7/14/11

The most amount of Twitter buzz occurred from June 22nd to June 24th, with 66% of the buzz

The climax of the Twitter buzz occurred on June 23rd, reaching 38% of the buzz

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DIRECTV | Football Cops | Websites vs. Twitter Buzz Metrics

The most amount of buzz for both Twitter & Website Mentions occurred on June 23rd, 2011

Website mentions’ buzz stayed erratic throughout the release, while Twitter had one large peak

After Football Cops Tweets died down, soon after it peaked, website mentions continued to buzz

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Above chart shows the trend in Google searches for ‘Football Cops’

Biggest spike occurs on June 23rd, 2011 before a steady decrease

Increase in search occurs on June 27th, before hitting its plateau

DIRECTV | Football Cops | Football Cops Search Results

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An abundant of online media outlets (paid and non-paid) and print outlets posted Football Cops content to their sites, once the trailer was officially released

Key outlets include: - CBS Sports

- NY Post

- NFL

- ESPN Page 2

- TMZ

- DeadSpin

- Bleacher Report

- USA Today

- NY Magazine

- MTV

- Mashable

- MSN Entertainment

- Yahoo! TV

- Complex Magazine

- Sports Illustrated (online & print)

- Sports Biz

DIRECTV | Football Cops | Official Release Website & Print Coverage

- Sports Business Daily

- Forbes

- AD Week

- Bing

- The Chicago Tribune

- Sporting News

- Agency Spy

- ABC 7 News

- NY Times

- CNBC Sports

- NY Daily News

- Terez Owens

- College Humor

- Buzz Feed

- Baltimore Sun

- Creativity Magazine

- Baltimore Sun

- Indianapolis Star

- New Haven Register

- ESPN NY (Paid)

- ESPN NFL Blogs (Paid)

- NBC Sports (Paid)

- Mile High Report (Paid)

- Big Blue View (Paid)

- Giants Football Blog (Paid)

- Baltimore Beat Down (Paid)

- Arrowhead Price (Paid)

- Cat Scratch Reader (Paid)

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DIRECTV | Football Cops | Official Release Website Coverage

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DIRECTV | Football Cops | Official Release Print Coverage

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Thousands of Twitter users posted content related to Football Cops, and tweeted their own opinions about the release

Key ‘Tweeters’ include:- Warren Sapp (2, Paid)

- Drew Brees (Paid)

- Snoop Dogg (Paid)

- Rev Run (2, Paid)

- SportsCenter

- ESPN NY

- Donny Deutsch

- NFL

- ESPN Page 2

- TMZ

- DeadSpin

- NBC Sports

- USA Today NFL

- NY Magazine

- Mashable

- MSN Entertainment

DIRECTV | Football Cops | Official Release Twitter Mentions

- Sports Illustrated

- Sports Biz

- Adam Schefter

- AD Week

- Chris Harris

- Robert Mathis

- NFL Network

- Agency Spy

- Source Magazine

- Darren Rovell (2)

- AD Freak

- NY Daily News Sports

- Terez Owens

- Michael Lombardi

- NFL Football News

- Complex Magazine

- Puro Marketing

- Creativity Magazine

- Touch by Alyssa Milano

- BroBible

- Cindy Brunson, ESPN

- Sports Business Radio

- NFL Superbowl 2012

- Huffington Post

- YouTube

- Newsday

- Terrell Thomas

- Ramses Barden

- Antoine Bathea

- Jerraud Powers

- Deutsch Inc.

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DIRECTV | Football Cops | Official Release Twitter Mentions

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Numerous on-air media outlets discussed Football Cops related content throughout the country: - KTAR-620 AM, Phoenix, AZ (Radio): 6/23/2011, 12:00-12:03 pm; “Eli & Peyton Manning Are Playing Cops”

- ESPN- PTI: 6/23/11, 5:30-6:00 pm; “Football Cops”

- ESPN- Jim Rome is Burning: 6/23/11, 5:44-5:47; “The Final Burn”

- ESPNEWS: 6/23/11, 10:30-11:00pm; “Cops Mike Tahoe & CJ Hunter”

- NFL Network- NFL Total Access: 6/23/11, 7:00-8:00pm; “The Manning Brothers are Football Cops”

- Dan Patrick Show: 6/23/11, 9:00-9:28am; “Dan Patrick takes a look at Football Cops”

- WFLD, Chicago, IL (FOX): 6/23/11, 8:34-8:36 am; “The Dynamic Duo”

- KVVU, Las Vegas. NV (FOX): 6/23/11, 5:29-5:33 am; “Manning's Show off Acting Skills for a DIRECTV AD”

- KUSI, San Diego, CA: 6/23/11, 6:12-6:14 am; “Sports on the Go”

- KPNX, Phoenix, AZ (NBC): 6/23/11, 5:31-5:33 am; “Peyton & Eli Are the Stars of Football Cops”

- WDSU, New Orleans, LA (NBC): 6/23/11, 6:12- 6:14 am; “Football News”

- KONG, Seattle, WA: 6/23/11, 6:34- 6:36 pm; “See What Peyton & Eli Are Up To”

- WXIN, Indianapolis, IN (FOX): 6/24/11, 5:44-5:48 am; “Crime Fighting Cops”

- WDEF, Chattanooga, TN (CBS): 6/24/11, 11:23- 11:26 pm; “The Manning Brothers”

- KGMB, Honolulu, HI (CBS): 6/24/11, 7:25- 7:30 am; “Today’s Viral Video”

- WEWS, Cleveland, OH (ABC): 6/24/11, 5:28- 5:30 am; “DIRECTV Has a New Promotion”

- WNYW-NY (FOX): 6/27/11, 12:00 am; “Manning Brothers Football Cops Ad”

- Dan Patrick, Comcast SportsNet: 6/27/11, 12:24 pm- 12:26 pm; “Eli Manning talks Football Cops”

DIRECTV | Football Cops | Official Release On-Air Coverage

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From June 10th, 2011 until present day, the Football Cops phenomenon has reached millions of people across the globe

Thousands have chimed in via the Internet, tweeting, commenting, and posting their opinions about everything related to Football Cops. This is what they have had to say:- "All the passing camps and throwing to my receivers was just preparing me for the bad guys, to make sure I

could hit them.” – Eli Manning

- “Eli Manning killed a man by firing a football directly into his chest cavity…and it was awesome.” – TMZ Staff

- “Ordinarily, the thought of losing football for a season would make me want to cry, but suddenly it doesn’t seem so bad if it means getting a full season of Football Cops instead.” – Total Pro Sports

- “Hello DIRECTV? Yeah, this is Anthony. I just wanted to tell you that I’m SOLD. Give me more Mike Tahoe & CJ Hunter.” – Antony Salter, The Scores Report

- “I don’t know if the football season is going to happen, but if they make this into a series, I’m not sure if I care.” – Buzz Feed

- “This is officially the greatest football related thing in the history of the universe.” -minaminokyoko, YouTube Commenter

- “Football Cops. Might be the funniest thing you’ll see today.” – Sports Interactive 620

- “The Manning Brothers hit a homerun with this one. Football Cops, Hilarious. Manning police are getting it done.” – Chris Harris, Chicago Bears Tweet

- “Football season should be cancelled so this can become full time!” – Shippoyasha, YouTube Commenter

- “This would instantly be the best show on TV!!!!!!!!” – puddytrick, YouTube Commenter

- “I hope one of the networks does the right thing and turns this into a TV show.” – Joel Thorman, SB Nation

DIRECTV | Football Cops | Responses To The Release

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DIRECTV | Football Cops | We Will Be Missed