Commercial Muscle

If you watch any NFL football, then you almost certainly have seen the numberless commercial messages from “Papa John’s Pizza.” The ads feature a couple of NFL players — notably J.J. Watt and Payton Manning — and the ever-smiling but always happy Papa John himself, John Schnatter. This raises the interesting question of why the CEO of a large company would insist on making the commercials himself rather than to pay a deserving actor some money to do a much better job. But that’s a topic for another time.

Recently Schnatter has made it clear to the NFL owners that his company blames the “situation” in the NFL involving the players’ protests over social injustice to be the cause of decreasing pizza sales — or at least decreasing sales of Papa John’s Pizza. Post hoc ergo propter hoc: that which precedes the latter is the cause of the latter. Throw a couple of virgins (if you can find any) into the volcano to appease the Volcano God. Note that the volcano is quiet and conclude it is because you have thrown a couple of virgins to their death. You can’t argue with logic!

A recent Yahoo News story quotes the man himself:

“This should have been nipped in the bud a year and a half ago,” . . . “Like many sponsors, we’re in touch with the NFL. Once the issue is resolved, we’re optimistic the NFL’s best years are ahead.”

No threat there, eh?? In any event, the NFL owners, it is said, are very nervous because one of the major sponsors of NFL games is pissed off and, in a thinly disguised manner,  threatens to reduce his support of the NFL if something isn’t done about those annoying athletes who insist upon drawing attention to the fact that they deserve to be heard above the commercial din and the sound of cash registers ringing up record pizza sales. Television revenue is a major part of the billions in dollars the NFL rakes in each year and the owners fear the goose may stop laying golden eggs.

One might argue that Papa John might simply stop paying such major athletes as Payton Manning what must be large bucks and put that money to better use — perhaps giving cowed employees pay raises? Perhaps it is Payton’s face in the ads that is hurting sales — or, heaven forbid, the always smiling face of Papa John himself. Or perhaps there is better pizza available in the marketplace! Heaven knows there are a gazillion types of pizza available. But whatever it is, the NFL owners are nervous. This could hurt the bottom line, something they have feared since the protests started and attendance to the games fell off a bit.

The truly big issue here is the undue influence a sponsor can have on what is or is not seen on television. We have always known this to be the case — it is one of the major drawbacks of commercial television. Those who might have hoped at one point that television would help enlighten Americans have known for some time that this will simply not happen. Americans want too be entertained, not enlightened! But the fact, the disturbing fact, is that a single man can threaten a multi-million dollar business in a way that could affect the way they treat their players, and can also alter the course of what might otherwise be constructive steps toward a solution to the legitimate complaints the minority players have against a wealthy culture that turns a blind eye to social injustice and ignores the legitimate complaints of those who are chronically disadvantaged in this country.

Money talks! And the entertainment industry listens.


6 thoughts on “Commercial Muscle

  1. Hugh, good observations that one thing does not lead to the other. I saw the CEO of Dominos on CBS Morning News two weeks ago. He has turned around Dominos, so that increased competition could play a role. Plus, other restaurants are delivering now. So, it could be many things.

    It would be nice if he spoke about the issues. These folks are protesting for a reason. I would love to see an even-handed commercial during a game where the CEO advocated for the issues. As an aside, many condemn protest, yet allow our President to stamp out civil rights and civil discourse. The ones kneeling have every right to do so. Keith

  2. Dear Hugh,

    Mr. Schnatter needs to focus elsewhere as to why his sales are down. He is letting his own bias get in the way of addressing what could be the real problems.

    By focusing on this side issue he is also turning off a lot of consumers. There are lots of us who support the NFL players taking a stand to highlight the injustices being foisted on our Black brothers and sisters.

    I am willing to bet that many of his employees are peoples of color.

    Ii is his attitude is the problem.

    Hugs, Gronda

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