Young-adult-targeted advertisers, such as the U.S. Army, are eyeing the nose dive NBC's XFL Football ratings have taken in the second week of operation. Nielsen atings sank to 4.6 rating/8 share for 8-11 p.m., down 55% from the previous week's overnight 10.3/17. NBC had been averaging a 3.5 rating before the XFL, but was looking for at least a 4.5 number for the XFL. Analysts predict a further drop could put the program in jeopardy of staying on the schedule. Dick Ebersol, chairman, NBC Sports, said in a release: "We remain a work in progress and our numbers ... are exactly where we said they would be for the last six months."
Copyright February 2001, Crain Communications Inc.