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Doing the Bristol Stomp: ESPN Responds to Criticism for Multi-Platform Approach

March 18, 2008
by Staci D. Kramer
Executive Editor, paidContent.org

Staci D. Kramer

I wrote some long stories for the Sports Business Journal, but nothing comes close to John Ourand’s magnum opus on ESPN in this week’s issue. Ourand, who worked on the report for three months, takes a deep look at the sharp-as-a-pistol folks from Bristol–and the way they are viewed by advertisers, media buyers, leagues and competitors.

The story keys off a well-traveled PowerPoint presentation called “The Emperor’s New Clothes: How ESPN’s Multi-Platform Strategy Hasn’t Improved Ratings” that claims moving to ESPN doesn’t help sports raise ratings in comparison to broadcast nets and that its vaunted multi-platform strategy doesn’t add much overall. Basically, as Ourand says, the idea is to bash everything about ESPN, which has been a lightning rod for criticism for much of its existence.

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