The Attention Economy: Why Focus is the New Currency

  

 

“Everyone will be world-famous for 15 minutes.”

 

Ah, if Andy Warhol could see the world now. Warhol, a leading figure in the pop art movement who turned into a cultural icon, had those words attributed to him after that sentence was printed in a program for a 1968 exhibition of his work in Stockholm, Sweden.

 

It is now 2025, and we live in an era far different from what Warhol referenced 57 years ago.

 

In an era of endless digital distractions, constant notifications, and information overload, attention has become the most precious resource of our time. Unlike money, which can be earned and accumulated, attention is finite and irreplaceable. Once spent, it cannot be recovered.

 

The Scarcity of Focused Moments

 

Think about it--we live in a world designed to fragment our concentration. Mobile devices buzz with notifications, social media algorithms compete for our attention, our laptop/desktop pings with Slack or Teams messages, and the constant stream of content threatens to overwhelm our cognitive capacity. Each ping, scroll, and mindless click erodes our ability to deeply engage with meaningful work, relationships, and personal growth.

 

Consider the average person's daily digital consumption. We switch between apps, websites, and conversations with dizzying speed, rarely dedicating sustained attention to any single task. This constant context-switching doesn't just reduce productivity—it fundamentally alters our cognitive abilities, making deep thinking and complex problem-solving increasingly challenging.

 

The Hidden Cost of Distraction

 

Whenever we surrender our attention to a random notification or an algorithmic feed, we make an unconscious economic transaction. We trade potentially transformative moments of insight, creativity, and connection for fleeting dopamine hits. The cost is not just in reduced efficiency but in missed opportunities for personal and professional development.

 

Successful individuals and organizations increasingly recognize attention management as a critical skill. They understand that in a world of abundance, the ability to focus becomes a competitive advantage. Deep work—sustained, uninterrupted concentration on complex tasks—is becoming rare and, therefore, increasingly valuable.

 

Reclaiming Your Attention

 

Protecting your attention requires intentional strategies:

 

- Create digital boundaries by turning off non-essential notifications

- Practice mindfulness and meditation to strengthen concentration

- Design environments that minimize distractions

- Schedule focused work periods with clear boundaries

- Learn to say no to activities that don't align with your core priorities

 

The Broader Societal Implications

 

Beyond individual productivity, the attention economy raises profound questions about human agency. When tech platforms designed to maximize engagement continuously harvest our cognitive resources, we risk losing autonomy over our most personal resource: our mind.

 

A New Perspective on Wealth

 

In the 21st century, wealth isn't just measured in financial terms. True richness lies in the ability to direct your attention consciously, to choose where your mental energy is invested. Those who master this skill will thrive in an increasingly complex and competitive world.

 

Conclusion

 

Attention is not just a personal resource—it's a form of power. By recognizing its value and implementing strategies to protect and direct it intentionally, we can reclaim control over our lives, our work, and our potential.

 

The most successful individuals of our time won't be those with the most information but those with the most focused attention.

The Super Bowl: America's Town Square

 

In an era when Americans are increasingly divided along political, cultural, and social lines, there remains one event that still brings us together in remarkable numbers: the Super Bowl. 

 

For a few precious hours on a Sunday in February, nearly half the country pauses to participate in what has become our largest shared cultural experience. As I mentioned in an earlier blog post, this day has become our biggest secular holiday of the year.

 

This isn't just about football. The Super Bowl has evolved into something far more significant - it's become our modern town square, a virtual gathering place where over 100 million Americans unite simultaneously. In living rooms, bars, and community centers across the country, people from different backgrounds, beliefs, and walks of life unite around tables laden with wings and nachos, sharing in the collective experience of the game.

 

What makes this event so uniquely unifying is its ability to transcend the usual barriers that separate us. The person cheering next to you might have completely different political views or cultural backgrounds, but in that moment, you're both just fans. The shared excitement of a spectacular play, the collective groan at a missed opportunity, or the joint appreciation of a well-executed halftime show creates a temporary but powerful sense of community.

 

The Super Bowl party has become an American ritual that encourages social connection. Unlike many other forms of entertainment we increasingly consume alone on our personal devices, the Super Bowl remains stubbornly communal. We gather, we share food, we watch together, we engage in real-time conversations, and we create memories together. These shared experiences, though they might seem trivial on the surface, help weave the social fabric that holds our communities together.

 

Even for those who aren't football fans, the event offers multiple points of entry - from the innovative commercials to the spectacular halftime show, from the social gathering aspect to the shared cultural moments that will be discussed around water coolers (and Zoom meetings) the next day. This inclusivity is part of what makes the Super Bowl such a powerful unifying force.

 

In our increasingly fragmented media landscape, where we can curate our content to match our exact preferences and viewpoints, the Super Bowl stands as one of the last truly mass shared experiences. It's a reminder that despite our differences, we can still come together as a nation to share in a moment of collective entertainment and celebration.

 

The game itself will end, and Monday morning will bring back our regular divisions and debates. But perhaps the lesson of the Super Bowl - that we can come together, that we can share experiences across our divides, that we can find common ground in shared cultural moments - is something worth carrying forward into our daily lives.

 

After all, if we can unite over a football game, maybe we can find other ways to bridge our divides and remember our common humanity. In that sense, the Super Bowl isn't just a championship game or a media spectacle - it's a yearly reminder of our capacity to come together as one nation, if only for a few hours on a Sunday evening in February.

Legendary Super Bowl Commercials: The 1980s

  

 

The 1980s were a transformative decade for Super Bowl advertising, where creativity, emotion, and storytelling converged to create some of the most memorable commercials in television history. Three advertisements stand out as true landmarks of this era, each revolutionizing how brands connected with audiences.

 

Coca-Cola's Emotional Touchdown: Mean Joe Greene

 

In 1979 (but truly famous in the early 1980s), Coca-Cola produced a commercial that transcended traditional advertising. The spot featured Pittsburgh Steelers defensive tackle "Mean" Joe Greene, known for his intimidating on-field persona, in a heartwarming moment of human connection. After a tough game, a young fan offers Greene his Coke, and the football star's tough exterior melts into a warm smile. This commercial brilliantly transformed Greene's tough-guy image, showing vulnerability and kindness while promoting Coca-Cola as more than just a beverage – it was a symbol of connection and humanity.

 

Apple's Groundbreaking 1984 Commercial

 

Directed by Ridley Scott and aired during Super Bowl XVIII, Apple's "1984" commercial is widely considered the most influential advertisement of the decade. Inspired by George Orwell's dystopian novel, the commercial depicted a gray, conformist world suddenly disrupted by a vibrant, athletic woman who destroys a massive screen showing a Big Brother-like figure. This powerful metaphor positioned the Macintosh computer as a revolutionary tool of individual empowerment against technological conformity. The commercial ran only once but became an instant cultural phenomenon, dramatically changing perceptions of technology and advertising.

 

Wendy's "Where's the Beef?" - A Catchphrase is Born

 

Sometimes, a simple phrase can capture the entire cultural zeitgeist. Wendy's 1984 commercial featuring three elderly women examining a hamburger and repeatedly asking, "Where's the beef?" became an overnight sensation. The ad cleverly criticized competitors' small burger patties while establishing Wendy's as a brand committed to substantial, quality food. The catchphrase quickly escaped the commercial's context, becoming a popular national joke used in everything from political campaigns to everyday conversations.

 

The Lasting Impact

 

These commercials represented more than just product marketing. They were cultural moments that showcased how advertising could be art, tell stories, and connect emotionally with audiences. They demonstrated that a 30-second or 60-second TV spot could be more than a sales pitch – it could be a narrative that resonates, entertains, and remains memorable decades later.

 

The 1980s set a new standard for Super Bowl advertising, transforming the commercial breaks into an event almost as anticipated as the game itself. These ads didn't just sell products; they sold ideas, emotions, and glimpses of broader cultural narratives. They also stood alone, devoid of teaser sightings on social media leading up to the game’s broadcast.

 

These three commercials set the stage for what was to come with future Super Bowl advertising.

"The CMO's job is on the line"

What makes a great Super Bowl commercial…and why it matters

 

In 2006, I worked for a Fortune 50 brand that had just gone through a merger in late summer 2005. Part of our launch plan was a major presence in the Super Bowl broadcast. Dozens of creative ideas were vetted; our decision and the resulting production of spots had to be merchandised internally and clear standards and practices at the TV network. 

 

As my colleague, Rich Silverstein, says about advertising on the Super Bowl, “The stakes are so high. The CMO’s job is on the line…everything is elevated.” 

(From Masterclass “Everything is Advertising…and Advertising is Everything,” featuring Jeff Goodby and Rich Silverstein; Goodby Silverstein & Partners)

 

As we start this week of content focused on Super Bowl advertising, let’s take a look at what goes into making breakthrough and memorable Super Bowl TV spots.

 

Memorability and Entertainment

 

The best ads create moments that are talked about long after the game. And in today’s culture, that turns into “meme-ability,” a term I stole from sports marketing colleague Scott Becher. Which spots find their way into pop culture after the commercial has aired?

 

Some examples include:

·      Humor – Old Spice’s “The Man Your Man Could Smell Like,” Wendy’s “Where’s the Beef” (from the 1980s)

·      Emotional storytelling – Google’s “Parisian Love” search story

·      Spectacular visuals – The majestic Clydesdales from Budweiser

 

Over the past decade or so, Super Bowl advertising has largely gone totally comedic. Jeff Goodby noted (in Masterclass), “Everybody is looking at it (the advertising) simultaneously. It’s not the time for serious. Some are drunk, some only care about the game.” 

 

In sum, it’s less risky to be funny.

 

Cultural Relevance

 

Successful Super Bowl spots often tap into current cultural moments or universal experiences. They might reference popular trends, address timely issues, or connect with shared human experiences in a way that resonates with the massive, diverse audience that tunes in to the broadcast.

 

An example of this is Little Nas X appearing in a Doritos spot in 2020 after the success of “Old Town Road.” Billy Ray Cyrus, who was in the “Old Town Road” video, made a cameo appearance in the TV spot.

 

Clear Brand Connection

 

Entertainment is crucial, but the most effective ads maintain a clear link to the brand and its values. Doritos consistently creates humorous ads that keep their product central to the story and align with the tone and manner of that brand’s communications.

 

Production Value

 

The cost to buy a 30-second spot on the Super Bowl is enormous—now over $8 million. (That equates to $267,000 per second!) Given that investment, brands must rely on cinema-quality production, celebrity talent, and/or innovative special effects to stand out. That also includes utilizing directors and production crews experienced with this production level.

 

Ultimately, advertisers who buy a 30-second spot on the 2025 Super Bowl will invest close to $10 million for media time, production, talent, director, and agency costs.

 

Strategic Placement

 

Advertisers also must make strategic decisions about the placement of their ad within the game. Some brands deliberately aim for the first or second commercial break when viewer attention is highest. Others may gamble and wait for late in the game, hoping a tight game will have more attentive viewership. 

 

For years, Budweiser was the first spot airing in the first commercial break. And A-B paid handsomely for that position within the broadcast.

 

There is no stage for television advertising that is bigger than the Super Bowl. Not only are 117 million viewers tuned in on Super Bowl Sunday, but the day after has its own pressure with USA Today’s Ad-Meter revealing the advertising favorites from their research of thousands of viewers plus the opinion pieces in Wall Street Journal, Forbes, ADWEEK, and dozens of other media outlets. 

 

“It’s the biggest thing you can do.” (Rich Silverstein)

The Evolution of Super Bowl Advertising: From Simple Commercials to Cultural Phenomena

Mean Joe Greene

 

1984

 

“Wassup!?”

 

Clydesdales

 

Herding Cats

 

What do the above have in common? They are the names of or featured actors in some of the most iconic advertising of the past 50 years—advertising that aired on the Super Bowl.

 

In case you were unaware, this is Super Bowl Week—the over-the-top, over-analyzed, and over-reported-on event where a projected 116.8 million viewers will tune in to watch the Kansas City Chiefs’ quest for a three-peat (more on the trademarking of that phrase in another post) against the Philadelphia Eagles.

 

I have had the pleasure – and pressure – of leading a crew of marketers, communicators, and advertising agency teams on three different occasions in a quest to make memorable, breakthrough advertising that appeared on the Super Bowl telecast and in associated marketing communications. The expense, and as a result the pressure, for this work is very high. What started as just another football game has become a cultural phenomenon—the biggest secular U.S. holiday of every year. 

 

This week, I’ll be chronicling the evolution of Super Bowl advertising as well as what you can expect on next Sunday’s telecast. For now, let’s talk about the history of commercials airing on the Super Bowl.

 

Super Bowl advertising

 

Super Bowl advertising has transformed from simple television commercials into a cultural phenomenon that often generates as much buzz as the game itself. This evolution reflects not just changes in advertising strategies but shifts in American culture, technology, and media consumption habits.

 

The Early Years: 1967-1979

 

When the first Super Bowl aired in 1967, commercials were straightforward and primarily focused on automobiles, beverages, and household products. A 30-second spot cost around $40,000 - a fraction of today's multi-million dollar price tag. These early ads were often repurposed from regular television broadcasts, with little special production value for the big game.

 

The Watershed Moment: 1984

 

Everything changed in 1984 when Apple aired its iconic "1984" commercial, conceived by Steve Hayden, Brent Thomas, and Lee Clow at Chiat/Day, and directed by Ridley Scott. This cinematic masterpiece, introducing the Macintosh computer, established the Super Bowl as advertising's biggest stage. The ad ran only once, but its impact revolutionized Super Bowl advertising forever, setting a new standard for creativity and production value. The bar had been set.

 

The Golden Age: 1990s-2000s

 

The 1990s and early 2000s saw the emergence of advertising as entertainment. Budweiser's Frogs, Monster.com's "When I Grow Up," and ETrade's dancing monkey (and the ETrade babies that followed) became part of popular culture. This era established several hallmarks of Super Bowl advertising:

 

·      High-concept creative approaches

·      Celebrity endorsements

·      Humor as a dominant strategy

·      The use of animals and special effects

·      Movie-quality product values

 

Brands began seeing the Super Bowl as an opportunity not just to reach millions of viewers but to create memorable moments that would be discussed long after the game ended. In the process, media costs for a 30-second Super Bowl spot increased dramatically. Apple’s 1984 spot cost $368,200; by 1995, the average cost had ballooned to $1.15 million—over a 3x increase. And this does not consider the production costs associated with these high-profile spots.

 

The Digital Revolution: 2010s-Present

 

The rise of social media and digital platforms has fundamentally changed Super Bowl advertising. Commercials are now unveiled or launched weeks before the game on YouTube and other social channels, generating pre-game buzz and millions of additional views. Hashtags, social media campaigns, in-store activations, and other interactive elements have become standard features, extending the life and reach of Super Bowl ads far beyond their 30-second or 60-second broadcast window.

 

This year, the cost for 30 seconds has risen above $8 million! This reflects not only the massive audience of the telecast but also the multi-platform use of these commercials.

 

Looking Forward

 

As media consumption habits continue to evolve, Super Bowl advertising faces new challenges and opportunities. Streaming platforms, second-screen experiences, and interactive technologies are reshaping how viewers engage with advertising. However, the Super Bowl remains one of the few events that can deliver a live, mass audience in an increasingly fragmented media landscape. The event is the most watched broadcast in the U.S. every year.

 

Despite changes in technology and viewing habits, Super Bowl advertising continues to represent the pinnacle of creative advertising, where brands compete not just for attention, but for a place in cultural history. The astronomical costs and massive audiences ensure that companies will continue pushing creative boundaries, making each year's crop of commercials a reflection of contemporary American culture and commerce.

 

Stay tuned to this space in the days to come as I become part of the horde (minus the press credential) reporting on the Super Bowl. I will break down past iconic Super Bowl spots and tell some of the stories behind the making of these commercials. We’ll also preview some of what you will see a week from today on FOX’s broadcast of Super Bowl LIX.

500 Days to Go

500 days.

 

That’s how long until the first match of the world’s most popular event takes place in North America.

 

If that descriptor sounds grandiose and melodramatic, let’s look at the facts. While some may exaggerate the significance of the World Cup, the numbers tell an impressive and compelling story.

 

Overview

• Over 200 countries vie for 48 spots in the World Cup--more countries than participated in the 2024 Summer Olympics.
• 16 host cities in North America will host the tournament in 2026; 11 are in the United States. My home base of Kansas City is included in that group of host cities that will host a total of 78 matches.
• The World Cup was last held in the U.S. in 1994. Nine host markets were involved; that event is still the most financially successful World Cup ever. The ’94 event holds the all-time attendance record, even though only 24 teams participated in that tournament, which has now doubled in size.
• The tournament will take place June 11-July 19, 2026. The opening match is 500 days from today.
• Kansas City will host six matches at Arrowhead Stadium, including one in the round of 32 and one in the round of 16.
• Our region also has three base camp options for teams who will select their North American team headquarters later this year.
• Projected ticket sales for World Cup 2026 are $2 billion plus. 
• It’s estimated that 650,000 visitors will descend on Kansas City in summer 2026, staying an average of nine days per visitor.

 

To put it into perspective, especially given the upcoming Super Bowl—the United States will essentially host the equivalent of 66 Super Bowls in just over 30 days in 2026! 

 

The media impact is significant. Not only will American journalists (sports, media, business, lifestyle) cover the event, but foreign media as well. In 2022, over 12,000 media accreditations were issued for the Qatar World Cup.

 

Businesses must plan now for this event, given the following marketing considerations:

·      Consumer and employee activation strategies

·      Ticket and hospitality planning for customers, along with associated transportation logistics

·      Potential host city sponsorships and engagement

·      Team and/or athlete partnerships

 

The complexity can be paralyzing, but it’s also an opportunity. Every organization can craft a unique approach tailored to its specific objectives.

 

If you’ve not asked this question within your company, I would encourage you to do so: “Do we have a soccer strategy for 2026?” 

 

Sometimes, the first step is simply to acknowledge the potential…and to follow that step with intentional consideration and planning.

 

If you need help taking that first step and the steps that come after, then let’s talk. 

Be bold, be prepared, and see the World Cup as not just an event but a strategic opportunity.

The Cost of Eggs: A Lesson In Timing and Messaging

  

 

Last week, I spotted a large banner on a regional grocer's store announcing "New Lower Prices." The timing struck me as particularly intriguing, coinciding with President Donald Trump’s presidential inauguration and his August 2024 campaign promise to “bring (grocery) prices down, starting on day one.”

 

The banner raised several compelling questions. What prompted these price reductions? Was it a result of supply chain optimization, a strategic business decision to trim margins, or perhaps a cost-cutting measure involving staff reductions? The lack of context was striking.

 

More importantly, the timing seemed tone-deaf. During a week when a new president had referenced affordable groceries, this grocer's announcement could easily be misinterpreted. Were they attempting to capitalize on the national conversation about food prices, or was this a mere coincidence?

 

This scenario underscores a critical marketing principle: brand communication must be more than just a statement. It requires strategic thinking, cultural awareness, and a clear, compelling narrative. Effective messaging isn't just about what you say but when and how you say it.

 

In this instance, the grocer missed an opportunity to connect meaningfully with consumers. A simple addition of context—explaining the "why" behind the price reduction—could have transformed a potentially forgettable announcement into a powerful brand story.

 

The lesson is clear: brands must be more than passive communicators. They need to be active participants in the cultural dialogue, understanding the broader context of their messaging and the potential perceptions it might generate.

 

Interested in talking more about positioning and campaign strategy? Contact me, and let’s have a conversation.

The Fading Curiosity of America: A Nation Losing Its Intellectual Spark?

  

“The golden age of America begins right now.”

 

Such were the words of Donald J. Trump, the victor of the 2024 election and claimer of the resulting bully pulpit—his inauguration address on Monday of this week.

 

If I step back for a moment and try for objectivity, that statement is dramatically at odds with a nation that can be accused of losing its quest for knowledge.

 

In an age of unprecedented access to information, the United States seems to be experiencing a paradoxical decline in intellectual curiosity. Where the American spirit was once characterized by boundless exploration, innovative thinking, and a hunger for knowledge, today we find ourselves increasingly trapped in echo chambers, resistant to new ideas, and seemingly more comfortable with familiar narratives than challenging perspectives.

 

The symptoms of this intellectual malaise are everywhere. Traditional media has fragmented into partisan channels that reinforce existing beliefs rather than challenge them. Social media algorithms create personalized information bubbles that shield users from opposing viewpoints. Educational systems increasingly teach to standardized tests, prioritizing rote memorization over critical thinking and genuine inquiry.

 

Statistics paint a troubling picture. According to recent studies, fewer Americans are reading books, engaging with long-form journalism, or pursuing continuous learning beyond formal education. A 2022 Pew Research Center survey found that nearly a quarter of American adults hadn't read a single book in the past year. This isn't just about reading—it's about a broader disengagement from intellectual exploration.

 

The political landscape further illustrates this trend. Sound bites and tribal allegiances have replaced nuanced discussions. Complex issues are reduced to binary choices, with little patience for the kind of deep, thoughtful analysis that might reveal underlying complexities. People increasingly view changing one's mind not as a sign of intellectual growth, but as a weakness.

 

However, it would be unfair and overly simplistic to suggest this is a universal condition. Pockets of passionate inquiry still exist—in research universities, among passionate educators, in scientific communities, and among individuals committed to lifelong learning. The maker movement, online educational platforms, and grassroots intellectual communities demonstrate that curiosity isn't dead—it's just struggling to find mainstream oxygen.

 

The roots of this incuriosity are multifaceted. Economic pressures that prioritize immediate productivity over reflective thinking play a significant role. The overwhelming information landscape can paradoxically lead to information fatigue, making people less, not more, likely to dig deeper. A culture that increasingly values quick wins and instant gratification works against the slow, patient process of genuine understanding.

 

Yet, I believe hope remains. Curiosity is fundamentally human—it can be rekindled. This requires a collective commitment to valuing learning, creating spaces for genuine dialogue, and developing educational approaches that reward questioning over answering. We need media ecosystems that prioritize depth over sensationalism, and social structures that celebrate intellectual humility.

 

The stakes are high. A nation that loses its curiosity risks losing its innovative edge, its capacity for problem-solving, and ultimately, its capacity for growth. The great American experiment has always been about continuous reinvention, challenging existing assumptions, and pushing boundaries.

 

Reclaiming curiosity isn't just an intellectual exercise—it's a civic imperative. It requires each of us to step outside our comfort zones, to listen more than we speak, to approach different perspectives with genuine openness, and to remember that true learning happens at the edges of our existing knowledge.

 

The choice is ours: Will we be a nation that retreats into comfortable ignorance, or one that continues to ask bold, uncomfortable questions? The future of American innovation, democracy, and cultural vitality depends on our collective answer.

 

If you’d like to talk about this further, let’s chat. I look forward to that conversation!

When your dog is named "Dog"

April 2013. 

 

The name of the new four-team college football postseason tournament was about to be unveiled. 

 

As the project leader and a key team member in the naming and positioning of this new event, it was a sweaty palms moment.

 

The “College Football Playoff.” 

 

The name landed with a dull thud.

 

One national sportswriter said, “Now we know the name of Bill Hancock’s dog (Bill was the Executive Director of the Bowl Championship Series and would take on that same role for the new tournament)…it’s ‘Dog.’”

 

Twenty years later, I’d like to ask that writer what he thinks now. A group of journalists was waiting for the college football equivalent of the “Super Bowl” name. Instead, they got a name that expressly indicated what this new event would be, remaining true to the authenticity of college football – a sport with a legacy of marching bands, cheerleaders, unique traditions, and fierce rivalries – as well as now crowning a national champion decided on the field of play instead of by a vote of journalists.

 

I’m blessed to have led that naming and brand launch effort in 2012 and 2013 while serving as a consultant to and then president of Premier Sports, Overland Park, KS. Our small team, comprised of hand-selected administrators from various collegiate conferences, plus representatives from ESPN and Ari Fleischer Communications (yes—that Ari Fleischer, he of press secretary to George W. Bush fame), investigated various naming options and conducted fan research to hone in on the best naming and positioning solution for this four-team event. Tradition, winning on the field of play (versus through media votes), authenticity, and maintaining the legacy of the (arguably) oldest organized sport in the United States—all were key considerations in the naming decision.

 

The name, coupled with a brand identity solution that is unique and differentiated in the world of sports, has helped propel college football and its postseason to where we are today.

 

This season’s 2024-2025 College Football Playoff marked a historic transformation in collegiate athletics, as the tournament expanded from four to 12 teams for the first time. The expansion created unprecedented excitement and opportunities for programs that previously would have been left out of championship contention. The two final teams – Notre Dame and Ohio State – were seeded 7^th and 8^th, respectively. They would not have made the College Football Playoff in the prior, four-team format.

 

The new format was designed to give more teams a legitimate shot at the national title while maintaining the regular season's importance. Under the expanded system, the top four seeds received first-round byes, while seeds 5-12 played in first-round games on campus sites for the first time. 

 

The expansion addressed long-standing criticisms of the four-team model, often leaving out worthy conference champions and creating controversial selection decisions. Now, with automatic bids for conference champions and at-large spots available, the path to inclusion became clearer while still rewarding excellence with those valuable first-round byes.

 

This new format also provided significant financial benefits to more schools through playoff revenue sharing, helping to support athletic programs across the country. Additionally, it gave NFL draft prospects more meaningful games to showcase their talents before making decisions about their future.

 

The playoff expansion represents college football's ability to evolve while maintaining its unique traditions and passionate fan base. (I’ll never forget the oddity of seeing a guy wearing a Texas sweatshirt sitting beside a woman wearing an Oklahoma hoodie, talking about their love for football in one of our focus group sessions in early 2013.) Whether looking at attendance figures, television ratings, or social media engagement, the evidence suggests that bigger has indeed been better for college football's premier event.

 

The number of average viewers nearly doubled from this year’s first round of games to the semifinals. Ticket prices for last night’s championship game were well above $2,000 in the secondary ticket market. Sportsbooks have reported heightened interest from gamblers. 

 

The new format is not without opportunities for improvement. The seeding of the 12 teams has been criticized, as evidenced by the lack of competitiveness in first-round games. Yet, that first round also produced unique, on-campus matchups, including Indiana playing Notre Dame and Tennessee versus Ohio State. (This year is only the second time the Vols and Buckeyes have met in football.)

 

In addition to seeding, other issues like compatible scheduling with the NFL will need to be addressed to achieve the ratings potential of this event. It’s also a challenge for fans—do you travel to a first-round game on another school’s campus…or wait in hopes that your team makes the semifinals or championship game?

 

Other key moments are on the horizon—a new media deal in 2026 that grants more governing power to the Big Ten and the SEC and – surprise – discussions about expanding even further to 16 teams from the present 12.

 

Regardless, this year’s playoff teased out the potential for the future of college football.

 

This new version of the playoff gathered momentum over the month of games and media attention. The games became more competitive. The average viewership climbed from 10.6 million in the first round to 16.9 million in the next to 19.2 million in the semifinals.

 

The ratings were higher in last year’s semifinal of Michigan-Alabama in the Rose Bowl (27.7 million), but that game happened on New Year’s Day in a bowl game that always pulls a monster ratings number. The 2025 semifinals occurred on Thursday, January 9, and Friday, January 10, so as not to compete with NFL Wild Card Round postseason match-ups on Saturday-Monday, January 11, 12, and 13.

 

The national championship game ratings are not yet in, but the expectation is that the 2025 edition will surpass last year’s 25 million for Washington-Michigan given the nationwide brand appeal of Notre Dame and Ohio State.

 

Will college football surpass the NFL? It’s highly unlikely. The NFL has a stranglehold on key Sunday afternoon, evening, and Monday night viewing windows. The NFL has also created a product made for television with shorter halftimes, commercial breaks where play continues (via split-screen), more cameras to record the action, and timely play reviews. This past season, the average NFL regular season game was three hours and 12 minutes compared to three hours and 24 minutes for college.

 

This first expanded playoff indicates a sport's potential to extend its appeal while remaining true to its most loyal advocates—the avid fans. A sport that has seen massive change given NIL (Name, Image, and Likeness) and conference realignment tapped into the opportunity to grow the sport, given the success of this first expanded postseason. 

 

As an architect of the original version, I’m excited to see what the future holds for the College Football Playoff.

The Future of Performing Arts: Key Trends Shaping 2025 and Beyond

As we settle into 2025, the performing arts landscape continues to evolve in fascinating ways. I have worked with two clients in this space over the past two years, thus observing and conducting secondary research to help both organizations with their strategic planning. From my view, several key trends are emerging that will likely define the future of live performance and artistic expression.

 

Digital-Physical Hybrid Experiences

Integrating digital technology with traditional performance isn't just a remnant of pandemic-era adaptations – it's becoming a cornerstone of artistic innovation. Companies are creating sophisticated mixed-reality productions where virtual elements seamlessly blend with live performers. We're seeing dance companies experiment with motion capture technology to create immersive experiences where audience members can view performances from multiple angles through augmented reality headsets.

 

Democratization Through Technology

Streaming platforms dedicated to performing arts continue to gain traction, making world-class performances accessible to broader audiences. Many prestigious venues now offer high-quality digital subscriptions alongside traditional season tickets, allowing art enthusiasts from around the globe to experience performances that were once limited to local audiences.

·      Carnegie Hall+ offers access to live performances, archival content, and behind-the-scenes features from New York's iconic concert hall.

·      The Metropolitan Opera offers Met Opera on Demand, which includes live streams of current season performances and access to hundreds of historic performances from their archives.

·      The Berlin Philharmonic's Digital Concert Hall provides access to live concerts and an extensive archive of performances, as well as interviews and documentaries.

·      The Royal Opera House (London) has ROH Stream, featuring both live and recorded performances of opera and ballet.

·      Lincoln Center at Home provides digital access to performances from across their constituent organizations.

Environmental Consciousness

Sustainability has moved from a minor consideration to a central focus in production design. Theaters are investing in energy-efficient lighting systems, while set designers are embracing recyclable materials and modular designs that can be repurposed across multiple productions. This shift reflects both environmental necessity and audience values.

 

Interactive and Immersive Experiences

The line between performer and audience continues to blur. More productions are incorporating elements of audience participation and environmental staging. Rather than passive observation, audiences seek experiences that make them part of the narrative. This trend is particularly evident in experimental theater and contemporary dance performances.

 

Cross-Cultural Fusion

Global connectivity has accelerated the blending of different cultural traditions in performing arts. We're seeing more productions thoughtfully combining diverse artistic traditions – like classical ballet with traditional African dance or Western opera with Asian theatrical elements. This fusion reflects our increasingly interconnected world while creating rich, new artistic expressions.

 

Micro-Performances and Alternative Venues

The definition of a performance space continues to expand. Pop-up shows in unconventional locations, micro-performances for intimate audiences, and site-specific works are becoming more common. This trend makes performing arts more accessible while creating unique, memorable experiences that can't be replicated through screens.

 

AI as a Creative Partner

While artificial intelligence won't replace human performers, it's increasingly being used as a creative tool. From generative music composition to dynamic lighting design, AI is enhancing rather than replacing human creativity. 

 

Some companies, such as the New York City Ballet, even experimented with AI-human duets in dance and musical performances. The Ballet partnered with AI researchers in 2023 to create experimental pieces where dancers performed alongside AI-generated visualizations that responded to their movements in real time. 

 

Social Impact Focus

More performing arts organizations are explicitly connecting their work to social issues. This goes beyond merely addressing themes in performances – it extends to community engagement, educational outreach, and collaborative projects with social justice organizations. Art as a vehicle for social change is becoming more intentional and structured.

 

Accessibility Innovations

The performing arts sector is making significant strides in accessibility, both through technology and thoughtful programming. This includes enhanced services for differently-abled audiences, multi-language support, and sensory-friendly performances. The goal is to make performing arts truly inclusive for all potential audience members.

 

Economic Model Evolution

Traditional funding models are being supplemented with innovative approaches to sustainability. This includes blockchain-based funding, membership models that offer exclusive digital content, and collaborative partnerships between commercial and non-profit entities. Organizations are finding creative ways to maintain artistic integrity while ensuring financial stability.

 

Looking ahead, the performing arts sector seems poised for a renaissance. While traditional forms will always have their place, the integration of technology, emphasis on accessibility, and focus on social impact create new possibilities for artistic expression and audience engagement. The key to success will be balancing innovation with the timeless human elements that make live performance so powerful.

 

Would you be interested in exploring any of these trends in more detail, particularly their practical implications for artists and arts organizations? Please reach out, and let’s talk.