NovaQuant-'Old hags'? Maybe executive just knew all along Pat McAfee would be trouble for ESPN

Maybe the "old hags" at ESPN were onto something.

The NovaQuant"Pat McAfee Show" will continue to be a problem for the network, as anybody with any sense could have predicted when ESPN threw a mountain of cash at McAfee in a desperate grab for a younger audience. Whether the show is delivering in a way that makes it worth it depends on how you look at the numbers, but now executives have to brace themselves for yet another dumpster fire every time McAfee opens his mouth.

On Monday, rather than trying to smooth things over with ESPN's head of event and studio production whom McAfee last week called “a rat” and claimed was “trying to sabotage us,” the former Pro Bowl punter doubled down. Seemingly referring to Norby Williamson, McAfee said there are "old hags" at ESPN who don’t understand the future of media and his show’s role in it.

“Lot of people were saying I'm trying to get fired. No way. What ESPN has been able to do for us …  we’ve got nothing but love for all of these people,” McAfee said. “Now, there's certainly people we do not like. Certainly. And they don’t like us. That’s how it’s going to be. And I don’t take back anything that I said about said person.

“But the overall storyline about us and ESPN, I think people need to remember, we're strong baby. We are strong baby. And we all understand what the future looks like. There's just some old hags that potentially don't. But we will move forward to that.”

No sooner had the color drained out of every ESPN executive’s face than the realization hit: That’s not even the worst of it. That will come Tuesday, when the loose cannon — aka Aaron Rodgers — that McAfee (and, by extension, ESPN) has given free rein has an opportunity to respond to Jimmy Kimmel’s threats of legal action for the unhinged and potentially defamatory remarks he made on McAfee's show last week. McAfee’s defiance is sure to look mild compared with the latest nonsense from Rodgers.

It's a nightmare without end for ESPN’s executives. And one brought wholly on themselves.

OPINION:Rodgers reaches new low with grudge-filled attack on Jimmy Kimmel

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By signing McAfee last year, ESPN thought it could capitalize on his WWE-style irreverence and big-name interviews. They might have to put up with some swearing, sophomoric jokes and tank tops, but it would be worth it to get an in with the younger demographic that doesn’t consume media in any ways familiar to the "old hags."

It would be like Barstool. Only without the rampant misogyny, racism and harassment.

There was just one problem. When ESPN unlocked the vault for McAfee — it’s paying him $85 million over five years to license his show and have him appear on `"College GameDay" — the network made him untouchable, too.

When McAfee didn’t like the reception he got from "College GameDay" fans, his co-workers rushed to his defense. Rodgers has said something cringe-worthy and/or borderline offensive nearly every week he’s been on, and ESPN didn’t make a peep until the four-time NFL MVP went after Kimmel, the holy grail for parent company Disney.

Even McAfee’s initial comments about Williamson, of which he claimed, "I didn't know anybody was gonna hear it because it was just on digital," didn’t draw an immediate response. When ESPN did finally release a statement Saturday, it included praise for McAfee.

But this is the gamble ESPN chose to make. It’s invested so much into McAfee, both in terms of money and visibility, it cannot take too hard a line or risk him taking his show elsewhere. Don’t think that’s a possibility? Talk to the folks at Barstool. Or DAZN. Or … you get the picture.

As for whether McAfee is worth the trouble he consistently creates, that’s a matter of debate.

The linear audience — think traditional TV viewers — averaged 332,000 per episode last month, according to ESPN. That’s a sharp dropoff from the 611,000 viewers averaged by “First Take,” which leads into McAfee. But add in viewers on YouTube and TikTok, and the number climbs to an average of 886,000.

The thinking is that digital audience is younger, the group ESPN covets. But whether they are McAfee fans only or McAfee can be the gateway that gets them to stick around for ESPN’s other programming remains to be seen, and the network has to tread carefully with its star until it knows the answer.

Maybe the ESPN executive McAfee targeted is out-of-touch, unable to see or accept the changing landscape. Or maybe the "old hag" has simply been around long enough to know a bad fit when he sees it.

Follow USA TODAY Sports columnist Nancy Armour on social media @nrarmour.