The Press Box Bob Costas Remembers ... the Great NFL Pregame Wars
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Nov 26, 2025 Broadcasting legend Bob Costas shares his journey as NBC's pregame host, starting in 1984, and delves into the fierce competition with CBS's NFL Today, highlighting its appeal through personalities like Brent Musburger. He recalls memorable moments, including Ahmad Rashad's on-air proposal and innovative stunts to boost ratings. Costas also discusses the challenges of balancing studio work with play-by-play duties and reflects on why he stepped back, citing family and a discomfort with the glorification of football violence, all while reminiscing about the lasting impact of the pregame wars.
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On-Air Proposal That Grabbed Headlines
- Ahmad Rashad spontaneously proposed to Felicia Ayers-Allen on-air during a Thanksgiving remote and Bob Costas handled the surprise live.
- The stunt made national headlines and boosted attention for NBC's insurgent pregame show.
Pregame Ratings Follow The Games
- Pregame ratings tracked almost exactly with the game ratings, so network market and matchup mattered more than show quality.
- NBC often blamed game lineups rather than format when CBS led in pregame ratings.
Personality Over Pure Expertise
- CBS's NFL Today succeeded by combining pace, personalities, and a tested format rather than pure analysis.
- Phyllis George's presence proved interview skill can trump technical expertise in that slot.