WHAT A SEASON IT WAS...NOT! (CHART)

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WINNERS

"Baseball": Ken Burns and PBS will provide their own spin on fall classic.

Fox: Rookie year with NFL gets closer look from male-seeking marketers and sport-seeking males.

Football: Not just Fox but the entire sport. NFL aspires to crown of American Pastime. College games could stanch decline in TV ratings.

LOSERS

Baseball Network: Strike made a shambles of first-year ad efforts. Owners may pull plug.

Ken Griffey Jr., Frank Thomas, Matt Williams: They were piling up record stats, and endorsement potential, until players walked.

Anheuser-Busch, Texaco: Both had planned major promotions tied to the World Series. A-B scrapped its effort before the strike started; Texaco hung tough.

USA Today Baseball Weekly: Circulation is down 26%, though it's still making rate base.

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