The XFL "is losing viewers at a staggering rate," according to Howard Fendrich of the AP, who noted the 3.8/7 preliminary overnight Nielsen rating for Saturday night's NBC broadcast was down 25.5% from last week's 5.1 overnight and "fell below what sponsors were promised when they bought ad time" (AP, 2/18). INSIDE.com's Tom Bierbaum wrote NBC "has come in below the average rating it's shooting for with Saturday-night football, and additional losses are certainly possible in future weeks. ... This certainly isn't good news for NBC, but at least the level of decline was cut in half this week. Even better, [Saturday] night saw NBC's week-to-week losses flatten out over the course of the evening. ... The league now must get to work building its Nielsens to an acceptable level over the long haul" (INSIDE.com, 2/18). NBC's preliminary ratings for the XFL have dropped 63% from the opening week telecast two weeks ago. But Saturday's game "didn't interfere with" the airing of "SNL" (BLOOMBERG NEWS, 2/18). The HOLLYWOOD REPORTER's Cynthia Littleton notes that Saturday's game on NBC produced a 2.1/6 rating in adults 18-49, trailing CBS' 2.9/9 in the same demo for its regular Saturday night lineup (HOLLYWOOD REPORTER, 2/20).
ON UPN: Preliminary ratings for UPN's third XFL telecast drew a 2.0/3, down 26% from last week and 52% lower than its first XFL game two weeks ago (BLOOMBERG, 2/19).
WHAT DOES IT MEAN? USA TODAY's Rudy Martzke notes that the XFL's "ratings dropoff has been so swift that NBC's $100 million-plus commitment to the XFL for two years can be brought into question. Might NBC pull the plug after one year?" (USA TODAY, 2/20). Pilson Communications President Neal Pilson: "Obviously, the XFL has not found its level" (USA TODAY, 2/19). On his WinStar Radio Network segment yesterday, Keith Olbermann said, "No truth to rumors NBC is planning to cancel the not-so-reality based show and replace it with previously unseen sports programming: the 2000 Olympics" (WinStar Radio Network, 2/19). In Nashville, Joe Biddle writes after watching the XFL on NBC: "I didn't think NBC could reach a lower level than it did with the Summer Olympics disaster, but I think we are seeing it" (TENNESSEAN, 2/20). On "The Sports Reporters," ESPN's Dick Schaap said, "Do you get the feeling that NBC is embarrassed by what is happening and the fact that they've hurt their relationship with the NBA?" ("The Sports Reporters," ESPN, 2/18). In Chicago, Ron Rapoport: "Goodbye, XFL, Alas, we hardly knew you. ... From hit of the season to underperforming dog in two short weeks" (SUN-TIMES, 2/19). CBS MarketWatch's Michael Baron: "The curiosity factor appears to have worn off" (CBS MarketWatch, 2/18).
ON TRACK, ON PLAN: XFL President Basil DeVito, on the league's ratings: "We're trying to get a new audience that isn't used to watching television on a Saturday night. Those numbers only tell part of the story. ... The fact is that this is probably the level where we should have been starting out" (NEWSDAY, 2/19). DeVito: "People don't tune in for production value. The level of play and the quality of the football is what will get the people tuning in. I'm not saying there is anything wrong with the level of play right now. But the teams are just beginning to learn each other and get familiar with what their coaches expect" (LAS VEGAS REVIEW-JOURNAL, 2/17). Rage GM Tom Veit, on the ratings: "There is no panic." XFL VP Jeff Shapes: "The health of the league is fine" (ORLANDO SENTINEL, 2/20).
AD-ITION BY SUBTRACTION? A-B VP/Corporate Media & Sports Marketing Tony Ponturo said his company, which runs two 30-second spots per game, is still supporting the XFL. Ponturo: "If you're realistic, you have to see this as a work in progress" (USA TODAY, 2/20). Ponturo: "The worst thing that could have happened to the XFL was the high ratings they got right away" (MIL. JOURNAL SENTINEL, 2/20).
ACE VENTURA? In St. Paul, Aron Kahn writes that as the XFL loses viewers, MN Gov./XFL analyst Jesse Ventura's "star loses some of its shine," and his association with the XFL could be a personal "financial blow." IL-based marketing consultant George Rosenbaum said Ventura's "wisest move would be to resign very publicly" (PIONEER PRESS, 2/20).
WATCH WHAT YOU SAY: In N.Y., Mike Freeman reported that XFL execs "have been told by NBC executives: no more N.F.L. bashing. That extends to the game's announcers, who have nonsensically portrayed the N.F.L. as a soft league" (N.Y. TIMES, 2/18). ESPN's Mitch Albom: "There has been an edict now — stop bashing the NFL ... because there may be a time down the pike that NBC is saying we may have to get back into the real football business" (ESPN, 2/18).
