Olivier Giroud was one of the BBC’s big names for the World Cup, but he has proven boring in his debut as a pundit and has so far enjoyed high ratings for ITV.
Olivier Giroud is struggling as a critic (Image: BBC)
Every team is currently participating in the World Cup. Judgments are made, opinions are formed, and routes to the finals are planned.
Some of the very popular teams have underperformed, some minor teams have had surprising results, and many big names have already been named in goal. And while the entertainment is primarily provided by the likes of Erling Haaland, Kylian Mbappe, Harry Kane and Lionel Messi, there are other personalities vying for attention and admiration.
The battle between the BBC and ITV for our attention is well underway, with early ratings figures suggesting the latter are winning so far, with England’s exhilarating victory over Croatia drawing a peak audience of 15.4 million viewers. It boasts four of the top five most-watched World Cups of all time, according to figures from The Guardian’s ITV show. The BBC is likely to fight back and overtake its terrestrial rivals who have bet on more number one picks in the knockout stages.
BBC bosses aren’t worried, and will point to the sharp rise in the number of people watching highlights and social media clips on iPlayer, but another problem won’t come to their attention. Viewers are not at all charmed by one of the star players, Olivier Giroud.
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Social media has been ablaze with negative comments about the former Arsenal, Chelsea and France international striker, whose charm and good looks have not distracted him from his bland and boring analysis.
Giroud was Les Bleus’ all-time top scorer until Mbappé scored twice in France’s win over Senegal on Tuesday. His football credentials are never in doubt and, as an active player, he might have been expected to provide some insight or behind-the-scenes details about the World Cup star.
Unfortunately, so far that’s been largely lacking. Sitting alongside the likes of Wayne Rooney, Micah Richards and Gael Clichy, the 39-year-old had no problem being asked for some playful banter. However, when he was assigned a more in-depth subject, he became unsatisfied.
In a social media clip made last week, Giroud said with a twinkle in his eye as he arrived at the BBC’s Salford studios for the first time: “I’m really excited to start a new experience.” There is no doubt about his enthusiasm. But when it comes to actual analysis, he doesn’t seem to have any idea how to express his ideas in a second language.
Olivier Giroud has not proven popular at all (Image: BBC)
This is not surprising. Giroud is new to this. A month ago he was playing in Lille. And although everyone seems to think so, critics are difficult.
Football broadcast veteran and pundit coach Matt Curtis said this to me four years ago. “You can’t just pick up the microphone and do it. To be great, you need to learn the basics of television, like how to prepare your analysis, when to speak, and how to make an impact.”
It’s unclear how much preparation Giroux has done for his debut as a TV pundit, but speaking in a second language shouldn’t be underestimated. But it underscores the need for broadcasters to use trained professionals rather than trying their hand at side gigs.
ITV’s top pundit line-up includes Roy Keane, Ian Wright and Gary Neville (Image: ITV)
Those sitting next to Giroud in the BBC studios had been going about their business for some time. They were given time to hone their skills. Giroud is (voluntarily) confined in a deep position. I’m sure he won’t be too fazed by criticism, and former Chelsea team-mate and new BBC pundit Cesar Azpilicueta may join in the criticism soon.
Beyond the usual suspects such as the BBC’s Rooney, Richards and Alan Shearer and ITV’s Gary Neville, Ian Wright and Roy Keane, the best critics for me are not former players but coaches. ITV’s use of Emma Hayes and Ange Postecoglou has given us a real insight into how players think and the tactics of managers.
The BBC signed Thomas Frank for that reason, but the former Brentford and Tottenham head coach did no harm to his reputation during his time as Euro 2024 pundit. The problem is that the affable Dane may further emphasize that his new colleagues are out of line with them.
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