He is a Smart guy he did go to UTK. Popular has a lot of meanings.
He knows to get eyes & ears you need to divide, like our country
He has got a group, they love him no matter what, with a base of Alabamian's
He's also got a group that slow down for car mishaps and cause a crowd. They despise him but love to see the next argument.
S.I. did a poll back in the early 70s The most hated was one poll. Howard Cosell won. The most loved the other, Howard Cosell won Both. I think Finebaum is using that recipe.
So if you can make half happy & half sad usually trying for a marginal +50% on happy side. You win the numbers election and rule and laugh all the way to the bank. Even if you got a face made for radio.