• by March 1, 2001

By Adam Bernard

You can probably count on one hand the number of prime-time evenings the big three networks have ever scored lower ratings than the fourth game of the XFL season did on Saturday.

A 2.6 rating was all the airing could manage, according to Nielsen Media Research, a rating nearly as low as the 2.2 NBC had last Christmas Eve, showing two movies, and the 2.4 they garnered on April 15, 2000, with a Saturday night split between and NBA game, and a rerun of "3rd Rock From the Sun."

An XFL representative claims, "advertisers are happy with the XFL. We talk to our advertisers all the time, like any other responsible league would, and they are happy. We had one leave, they had some issues, we wish them well." That advertiser was Honda, who left after week three of the league inaugural season.

Despite what the XFL says, it's hard to believe advertisers are happy with the current ratings plummet. They were promised at least a 4.5 rating for Saturday nights, which they haven't reached either of the past two weeks.

Media analyst Paul Schulman said of the league, "I think it's over. I don't think there's any hope for this thing."

Scott Sassa, president of NBC West Coast said that if the XFL were a comedy, or drama, on NBC's schedule, it would be long gone, but since NBC and the World Wrestling Federation are co-owners of the league, the rules are different. Sassa also said that NBC is committed to showing the XFL in prime-time for the rest of its two-year contract.

If there is a bright spot for the XFL, it's their TNN telecasts. The network reported that viewership for its third week broadcasting the XFL was up slightly over its second week. This may be because TNN is also the network that airs WWF RAW on Monday nights, so they already have the exact viewers the league is going after.

Regardless of TNN's ratings, this drop in NBC's ratings combined with the X in XFL could now stand for X-tinct.

- Adam Bernard may be reached at AdamBernard@mediapost.com