The XFL tried to change its brand image with an ad blitz focused on football, buying space in national publications. But the sports media still refused to treat the XFL as legitimate and viewership continued to slide. After recording a then all-time ratings low on March 17, when less than 2.2 million viewers tuned in, NBC officially decided the XFL wouldn't return, individuals involved in the decision say. The XFL hasn't been a complete bust. Attendance at its regular-season games totaled about one million, or 23,000 a game, in the eight XFL cities.
Some advertisers are happy, too.
The Army signed up hundreds of potential recruits at stadiums, and its Web site traffic tripled during games. Even during the successful premiere, it was apparent young men were the least interested in the league. According to Nielsen Media Research, the XFL's audience among boys 12 to 17 and men 18 to 34 was usually the smallest among all demographic groups. Still, Ebersol and McMahon, XFL associates say, believe the league's cultural influence was exaggerated. Within NBC, though, the debacle hasn't appeared to hurt Ebersol.