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Published on .

(March 29, 2001) -- Low-rating and bad press aren't stopping NBC and WWF Entertainment's XFL joint venture. The new football league is launching a multimillion-dollar advertising campaign -- created in-house -- for the XFL's final days of its first season leading into its playoffs and championship game. One TV commercial features a montage of what it's like to be an XFL player. Another spot shows game highlights.

The major advertising placement will come on 16 local CBS stations during this weekend's NCAA Men's Final Four broadcast. Other TV buys include local cable deals on ESPN and Fox Sports Net. Print media will include Sports Illustrated, The Wall Street Journal, The New York Times, and USA Today. The championship game is on April 21. -- Wayne Friedman

Copyright March 2001, Crain Communications Inc.

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