ABC's Patriots-Jets "MNF" game earned a 12.2/21 fast
national Nielsen rating, down 20% from last year's 15.2/25
for the comparable Cowboys-Falcons game for the second week
of the season. Through two weeks, "MNF" is averaging a
13.8/24 Nielsen rating, which is down 12% from last year's
15.7/26 (ABC). USA TODAY's Rudy Martzke writes that the
Patriots-Jets 12.2 rating is the "lowest Week 2" rating
since "MNF" started in '70. Also, the network's two-game
average ties the previous low set in '98. But ABC Sports
VP/Media Relations Mark Mandel argues, "It's more accurate
to compare the rating to two years ago when the season
started on Labor Day." Mandel: "In that regard, the two-
game average is even with 1998" (USA TODAY, 9/13).
THEY'VE SEEN BETTER DAYS: Inside.com's Tom Bierbaum
writes "the Nielsen outlook is starting to darken for the
NFL, with significant week-two losses" for "MNF," as well as
Sunday afternoon games on CBS and Fox. Bierbaum notes the
"MNF" drop, and the "double-digit losses" in week-two
telecasts on Fox and CBS and writes, "If interest in the NFL
is down somewhat right now, things could still get worse,
with many of the league's most popular teams off to bad
starts." The Cowboys, Packers, 49ers and Bears, "four of
the league's most important draws," are 0-2 and "looking
uncompetitive to date." But "those problems are partly
offset by strong 2-0 starts" for the Jets and Giants, as
well as "strong starts for other key teams," including the
Eagles and Raiders. Bierbaum: "Another comforting note for
the NFL is that last year's early-season numbers were
exceptionally hot, and represent a high standard for this
year's results to match" (Inside.com, 9/13). The
SPORTSBUSINESS JOURNAL's Langdon Brockinton cites industry
experts as predicting the NFL will see a 4-10% loss of their
viewing audience during the weeks the league goes "head-to-
head" against NBC's Olympic coverage. Experts predict that
could translate "to at most about 2 household ratings points
between Fox and CBS" (SPORTSBUSINESS JOURNAL, 9/11 issue).
IS MILLER LOSING HIS AUDIENCE? Of the 180,000 AOL
members polled on ABC's Dennis Miller, 49% believe "it is
time to end the experiment and bring in the second string"
(AOL). FSN's Jim Rome said Miller "should not be in the
booth. The guy adds nothing. I thought that he was going
to get off, be a loose cannon. ... The guy is boring. He's
uninteresting. He hasn't said anything since taking some
heat for talking about the rug on Tennessee Owner Bud Adams'
head" ("The Last Word," FSN, 9/12). In Milwaukee, Bob
Wolfley writes that Dan Fouts' performance on Monday was the
"most forceful and full-throated it has been in the five
games he called on the new show" (JOURNAL SENTINEL, 9/13).
R NOT RESTRICTED ON MONDAY: In response to a FTC report
criticizing the entertainment industry for marketing adult-
rated products to children, Disney is "strengthening" its
marketing practices for R-rated films. Now, Disney and ABC
"will not accept advertisements for R-rated films during
primetime programming," but an "exception would be made
during" "MNF" broadcasts, which execs said has a demo "that
is primarily adult" (HOLLYWOOD REPORTER, 9/13).
CROSS TO BEAR: In Atlanta, Prentis Rogers writes that
CBS is "pulling versatile" Randy Cross out of the studio and
pairing him with Kevin Harlan on NFL games until Sam Wyche
recovers from throat surgery (ATLANTA CONSTITUTION, 9/13).
