The crack marketing minds at McDonald’s have fumbled with their sponsorship of a new, CBS/NFL pre-game show segment called the "Pounder Index."
Each week, McDonald’s and the CBS pre-game crew of erstwhile NFL jocks rate the most vicious tackles/hits of the preceding Sunday from a video and audio standpoint. Each tackle/hit is assigned a "Richter-scale" like number based upon its viciousness and loudness. The hapless New York Jets and their wide receiver, Laverneus Coles, took top honors this past Sunday for a shot Coles received courtesy of a Buffalo Bills safety that registered a "whopping" 9.1 on the Pounder Index scale.
One wonders how McDonald’s Pounder Index would have rated the hit that Jack Tatum laid on Darryl Stingley back in 1978, leaving Stingley permanently paralyzed? Would that have topped the Coles tally of 9.1? Or how about the time another Jet, Dennis Byrd, ran full speed and head-first into a teammate and broke his neck? Byrd eventually recovered, but never played another down. Would Byrd’s horrific collision have carried enough visual and acoustical drama to have made McDonald’s top Pounder Indexes of that long-ago week?
It seems to me the burger marketers can find better, more humane ways to reach the NFL’s Joe Six-Pack audience than spotlighting the ever-more horrific "shots" that NFL players lay on one another.
C’mon McDonald’s. Stop with this hitting below the belt. Pull the "Pounder Index" segment. We deserve a break today (and every Sunday).