The plan for a new pro football league drew reaction
from industry analysts. Jon Mandel, who heads broadcast
buying at Grey Advertising: "I've seen a lot of bad ideas
over the last quarter century. This one goes on the top 10
list. If I can watch real football, why am I going to watch
pretend football?" (WALL STREET JOURNAL, 5/29). Steve
Grubbs, who heads national buying at BBDO Advertising: "If
they intend to create a league that will go head-to-head
with the NFL, it's going to be an uphill battle." Marquee
Group CEO Bob Gutkowski: "It doesn't have to be the NFL's
level of success, especially if they own it" (HOLLYWOOD
REPORTER, 5/29). Gutkowski also estimated that the league
would draw ratings in the 3.0 range: "As long as they are
comfortable that they can live with low ratings, they'll go
forward with it" (DAILY VARIETY, 5/29). Rick Burton, Dir of
the Warsaw Sports Marketing Center at the Univ. of OR: "The
unwritten story is, did the NFL go too far in the amount of
money that they took from the four networks? ... If NBC and
Turner are in position with an alternate product, they may
be successful" (PHILADELPHIA INQUIRER, 5/29). Grey's Mandel:
"What's so amazing to me is that (NBC President) Bob Wright
is the greatest TV executive in the business. So if [NBC
Sports President] Dick Ebersol convinces Wright to do this,
it'll show he's the greatest salesman on Earth" (USA TODAY,
5/29). Neal Pilson: "I'm convinced [GE] and Time Warner
have the financial resources and the media power to launch a
new league. I'm also convinced it won't work" (K.C. STAR,
5/29). ISI President Frank Vuono, on whether this is
payback for losing the NFL TV deal: "I'd think there's been
time for emotions to heal. I'd say revenge is maybe 10
percent of their motivation" (N.Y. TIMES, 5/29). CNBC's
Garrett Glaser listed "ego involvement" as a reason for the
possible new league: "I'm told some very big executives were
more than miffed that they were shut out of the most recent
bidding for NFL rights" ("Market Wrap," CNBC, 5/28). The
Marquee Group's Gutkowski: "Ultimately, it could turn out to
be a big disaster" ("Market Wrap," CNBC, 5/28).
