Every team has now played at the World Cup, and judgments have been made, opinions formed, and knockout routes plotted. Some highly-fancied teams have underperformed, while minnows have surprised, and big-name players like Erling Haaland, Kylian Mbappe, Harry Kane, and Lionel Messi have already found the net. However, another battle is underway off the pitch: the competition between the BBC and ITV for viewer attention.
Early viewing figures suggest ITV is winning, having attracted a peak audience of 15.4 million for England's thrilling win over Croatia. According to the Guardian, ITV has claimed four of the top five audiences of the World Cup so far. The BBC is expected to fight back, having gambled on more first picks in the knockout stages, but another issue has not escaped executives' notice: Olivier Giroud, one of their star signings, has failed to impress viewers.
Giroud's Bland Analysis Draws Criticism
Social media has been flooded with negative comments about the former Arsenal, Chelsea, and France striker, whose charm and good looks have not distracted from his boring analysis. Up until Mbappe scored twice in France's win over Senegal, Giroud was Les Bleus' all-time record goalscorer. His football credentials are undeniable, and as a current player, he was expected to offer insight into World Cup stars. Unfortunately, that has been lacking.
Sat alongside Wayne Rooney, Micah Richards, and Gael Clichy, the 39-year-old has been fine with playful banter but struggles with deeper analysis. Giroud said upon arriving at the BBC's Salford studio: "I'm really excited about starting a new experience." That enthusiasm is not in question, but he appears clueless at articulating himself in his second language when it comes to actual punditry.
Punditry Requires Skill and Preparation
This should not come as a surprise, as Giroud is new to punditry. A month ago, he was playing for Lille. As football broadcasting veteran and punditry coach Matt Curtis said four years ago: "You can't just pick up a microphone and do it. To excel you need to learn the foundation of TV; how to prepare analysis, how long you talk for, how you make an impact."
Speaking in a second language should not be underestimated, but it underscores the need for broadcasters to use trained pundits rather than players trying a side gig. Those alongside Giroud in the BBC studio have honed their craft over time, while he has been thrown in at the deep end. He may soon be joined in criticism by fellow newbie BBC pundit Cesar Azpilicueta.
Coaches Outshine Ex-Players in Punditry
Beyond the usual suspects like Rooney, Richards, and Alan Shearer on the BBC, and Gary Neville, Ian Wright, and Roy Keane on ITV, the best punditry has come from coaches rather than ex-players. ITV's use of Emma Hayes and Ange Postecoglou has provided genuine insight into player mindsets and manager tactics. The BBC has signed Thomas Frank for that reason, and the former Brentford and Tottenham head coach impressed during Euro 2024. However, the affable Dane could further highlight his new colleagues being out of their depth.
