eFANshop stated that Rams merchandise is the top-seller among pro sports clubs so far this holiday season on its site. Rounding out the top five in sales since November 15 are the Vikings, Titans, Cowboys and Redskins (eFANshop). TV RATINGS HOT: Meanwhile, in St. Louis, Dan Caesar reports that the Rams "are steamrolling toward a record year" in local TV ratings, as Nielsen Media Research figures show the team's average 31.5 rating through 14 games is up 18% over a 26.7 for the same period last year. The Rams "are a lock to have their best Nielsen season since they moved" to St. Louis in '95, topping last year's record of 27.4. Caesar: "The Rams are outdrawing all prime-time entertainment programming even though all but three of their 14 games have been in the day" (S.L. POST-DISPATCH, 12/13). Also in St. Louis, Jim Thomas reports that while A-B Group VP August Busch IV "offered to pay the fines" incurred by Rams players for doing their Bob 'N Weave during Sunday's game against the Vikings, Busch said yesterday that he will "not pick up the tab" but will instead make a donation to the United Way "in an amount equal to whatever fine may be levied by the NFL." Busch plans to make a donation even if no fines are levied. Thomas adds that since A-B is a sponsor of both the NFL and Rams, Busch "decided that neutrality may be the best tack" (POST-DISPATCH, 12/13).
