XFL Giving Sponsors Extra Ads
Games on NBC, UPN and TNN combined for a 5.5 national household rating last weekend, down 36% from Week 2, and nowhere near the combined 10-to-11 rating advertisers were promised.
NBC, which jointly owns the XFL with the World Wrestling Federation, had its national rating for the XFL fall to 3.1 in Week 3, a drop of 33% from Week 2. That follows the 52% decline in ratings the league had from week one to week two.
UPN's ratings have gone from 3.1 to 2.1 to 1.5. TNN, which didn't air a game in Week 1, went from 1.9 to 0.9 in national households.
Saturday night's XFL broadcast on NBC was the lowest-ranked prime-time show on any of the four major networks last week, tying for 89th place with UPN's "Star Trek Voyager."
One team is trying something of their own to draw fans. The XFL's Los Angeles Xtreme, and goZing, a permission-based, wireless direct marketing company, have agreed on a wireless advertising campaign for the 2001 season, designed to bring new fans to the Los Angeles Memorial Coliseum. Utilizing goZing's member-base in the Los Angeles area, goZing and the Xtreme will be sending advertisements for several upcoming games directly to members' wireless devices (cellular phones, PDAs and alphanumeric pagers) throughout the L.A. area. Of course, if these ads are treated anything like XFL broadcasts, they'll just be ignored.
- Adam Bernard may be reached at AdamBernard@mediapost.com