Each NFL season takes on an identity. Seems you can look back and say, “That was the year of the…” As the 2009 season reaches its half-way point, there are a number of different identities this season has taken on. Think Favre. Think Wildcat. Think disappointment.

With this in mind, here are five things –from the business side of the NFL- to look for in the second half of the 2009 NFL season.

5) Fines – Chad Ochocinco’s $20,000 fine for pretending to bribe officials with a one-dollar bill was just the icing on what is becoming a novelty-sized cake of fines in the NFL this season. Sure, all the fines go to charity, but the murmurs of the NFL office taking it to far are getting louder. Here are some of the more high-profile fines handed down so far:

• -Vikings Brett Favre fined $10,000 for pre-season hit on Eugene Wilson
• -Ravens Ray Lewis fined $25,000 for two incidences during the Ravens vs. Bengals game on Oct. 16
• -Bears Jay Cutler fined $20,000 for abusive conduct toward an official
• -Falcons head coach Mike Smith fined $15,000 for conduct during a sideline-skirmish
• -Eagles safety Sheldon Brown fined $10,000 for wearing Jason mask
• -Chargers Phillip Rivers fined $7,500 for taunting

4) Blackouts

First, how a game gets blacked out: A home game will be blacked out if the game is not sold out before the 72-hour deadline. If the game is nationally televised, stations within a 75-mile radius will be forced to show alternate programming. So far, only the Jacksonville Jaguars, Detroit Lions and Oakland Raiders have been blacked out, but, the Jags have been blacked out for every home game this season and it appears there will be more blackouts as the season progresses. If you are wondering why, keep reading to No. 3, “Really. Bad. Games.” But, it isn’t just the lowly teams that have flirted with blackout, good teams like the Cincinnati Bengals, Denver Broncos and San Diego Chargers have come dangerously close to not being seen in their own market. As fans of teams like the Oakland Raiders, Cleveland Browns and Washington Redskins grow more and more disgruntled, we will see the blackout numbers grow.

3) Really. Bad. Games.

Last season three teams finished with less than three wins. So far this season, five teams have only one win, three have two and four have three wins. The bottom 12 teams have won only 21 out of possible 84 games and have been outscored by opponents by 914 points. What does it all mean? First, that ESPN won’t be breaking any ratings records on the following games:

• Nov. 16 – Ravens (4-4) @ Browns (1-7)
• Nov. 23 – Titans (2-6) @ Texans (5-4)
• Dec. 21 – Giants (5-4) @ Redskins (2-6)
• Here are some other low-lights to come for fans:
• Nov. 15 – Chiefs (1-7) @ Raiders (2-6)
• Nov. 22 – Browns (1-7) @ Lions (1-7)
• Dec. 6 – Buccaneers (1-7) @ Panthers (3-5)
• Dec. 13 – Rams (1-7) @ Titans (2-6)
• Dec. 13 – Bills (3-5) @ Chiefs (1-7)
• Dec. 27 – Browns (1-7) vs. Raiders (2-6)

2) Really. Good. Games.

Despite plenty of unwatchable games, the NFL won’t suffer due to an abundance of outstanding matchups. Two teams are unbeaten, five have six wins and six have five wins. That means the second half will bring some classic battles for playoffs, playoff position, home field advantage etc. And, some of them the entire country will get to see. Here are the primetime games that can make even a Browns fan still love the NFL:

• Nov. 15 (NBC’s Sunday Night Football) Patriots (6-2) @ Colts (8-0)
• Nov. 26 (ESPN’s Monday Night Football) Patriots (6-2) @ Saints (8-0)
• Dec. 10 (NBC’s SNF) Eagles (5-3) @ Giants (5-4)
• Dec. 19 (NFL Network) Cowboys (6-2) @ Saints (8-0)

1) All-time highest rated Super Bowl

Just a prediction, but the numbers imply that this could be the year the MASH finale falls as the all-time highest rated program in history.  Eight of the top 10 most-watched sports events since Super Bowl XLIII have been NFL games. Sunday Night Football is the most-watched show in primetime and ESPN’s Monday Night Football is the most-watched show on cable. Last year’s Steelers vs. Cardinals Super Bowl was the second highest rated program of all-time, if all goes according to play for the NFL, this year will be the highest.

(THE BIZ OF BASKETBALL)

• Daktronics to Provide Massive Video Display for Amway Center
• NBA D-League Goes to 3-Round, 3-Game Format for Postseason
• Timberwolves File Lawsuit Against AEG Over Target Center Signage
• Clippers Owner Donald Sterling Settles For $2.725M in Housing Discrimination Lawsuit

(THE BIZ OF HOCKEY)

• "Buzz" Hargrove Resigns As Interim Ombudsman of NHLPA
• BANKRUPTCY JUDGE APPROVES SALE OF COYOTES TO NHL

(SPORTS BASH)

• Roger Clemens Should Have Listened to Momma
• Hank Steinbrenner, Levine, Selig, Others… Quotes on MLB’s Salary Cap
• The NHLPA Is Sports’ Dysfunctional Stepchild
• Rumor: Liberty Media Backing Out of Purchase of Bodybuilding.com After FDA Raid
• Sammy Sosa Proves Being a Metrosexual Has Its Consequences

(THE BIZ OF BASEBALL)

• Listing: 210 Potential MLB Salary Arbitration Players for 2010
• NHLPA Votes to Allow Donald Fehr to Assist in Constitution, Exec. Dir. Search
• Costas Interview with Ernie Harwell: "This will be my last World Series, I think"
• Mitch Jones, Shelly Duncan, Randy Ruiz Highlight Topps Triple-A All-Star Team
• Yankees World Series Merchandise Sales Pacing at Second-Highest Ever

Matthew Coller is a staff member of the Business of Sports Network, and is a freelance writer. He can be followed on Twitter

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