Mark Madden: Not a fan of the Manning brothers' 'Monday Night Football' simulcast, but it works

I hate the Manning brothers’ “Monday Night Football” simulcast on ESPN2. I can’t get through more than 90 seconds at a time.

It’s football expertise presented as inaccessible insider gibberish by two guys who think they’re funny but decidedly aren’t. (Think Tony Romo minus the polish and understated wit but talking in hieroglyphics.) The Mannings’ guests usually follow the same pattern.

But I’m 60. Maybe I’m not supposed to get it. It doesn’t matter whether I do or don’t.

It’s not about what’s good. It’s about what works. That’s entertainment.

The Manning brothers’ simulcast works.

The Week 1 broadcast drew a meh 800,000 viewers. But that zoomed to 1.86 million in Week 2, an increase of 132%. Numbers were strong among men 18-49, a key demographic.

That dramatic jump is a tribute to the power of social media, which created monstrous hype despite the first week’s disappointing audience. It’s the new word of mouth.

But the content is execrable. The simulcast’s success seems attributable to America’s sad and growing affection for DIY amateur-hour nonsense like fanboy podcasts and blogs.

The Mannings’ ad-lib everything style reflects a pointed lack of dedication to their new “profession,” which sees them sit at home in Denver (Peyton) and New Jersey (Eli) instead of putting forth the effort to go to a game or studio.

Eli cracked a joke about Peyton’s “five-head.” That’s exemplary of the “humor.”

Meathead guest Rob Gronkowski bragged about not studying film. Here’s betting he doesn’t read books, either.

Aaron Rodgers carved up Detroit on Monday night. But during his spot, Brett Favre said little to praise Rodgers, his successor as Packers quarterback. Jealousy is a stinky cologne.

Pat McAfee stole the show Monday night. (But it was petty theft). McAfee was concise, energetic and led the Manning brothers through the best part of the broadcast. McAfee should host and the Mannings should guest. The irony is rich: The punter became the quarterback.

The show is just dumb.

But so is most of America, which explains why this is working.

The Mannings’ simulcast is getting reviewed or written about by countless outlets, major and minor. (That helps the buzz.) ESPN ran a highlights package of the show on Mike Greenberg’s “Get Up” program Tuesday morning. The “Worldwide Leader” (gag) is way invested.

The traditional “Monday Night Football” broadcast airs on ESPN. It has over 10 times the viewers of the Manning simulcast, yet one-tenth the fanfare.

Week 2 ratings for “Monday Night Football” were presented as “across the board,” combining the viewers for all “MNF” telecasts. But the Manning brothers led every story and discussion.

How does that make the “MNF” crew of Steve Levy, Louis Riddick and Brian Griese feel? They’re that institution’s best announce team in years, but their network is counterprogramming and publicizing against them. It’s flabbergasting. (But not surprising. It’s typical ESPN.)

It’s easy to see the value in what the Mannings do.

It’s a legit alternative, especially when a game is boring or a score turns lopsided. It will doubtless get viewers flipping over in those situations.

The Mannings are likeable doofuses and have always been marketable. That’s an easy show to sell.

The Mannings are scheduled for eight more broadcasts during the NFL season, but it won’t be surprising to see that number grow. If the Mannings can handle the “workload,” that is.

The concept will likely spread to other sports. But it’s a natural fit for football because there’s so much dead time during a game.

It’s better to be successful than good. (Don’t I know it. Uh, wait…)