Following a 6-10 season in 1996, Dungy led the Buccaneers to a 10-6 record and a divisional round appearance in his second season in 1997. From 1997 through 2001, he guided them to the playoffs in four of five seasons. With Dungy, the Buccaneers also advanced to the NFC Championship Game in 1999. They were defeated 11-6 by the St. Louis Rams. After making the playoffs each year, they failed to advance further than the first round during that period. In 2002, the Bucs went 9-7 under Dungy but lost in the first round of the NFL Playoffs to Seattle Seahawks 24-14 on January 13, 2003 at Qwest Field. He was not retained after this season. Dungy's aggressive defensive style attracted fans to American football for the first time since the 1970s. The team's average home attendance increased from 14,828 to 42,669 between 1996 and 2001. During this period, they played in three NFL Championships (1998, 2000, 2002). After finishing with only 8 wins in 2003, Dungy was fired by new owner Stuart Sternberg. Defensive coordinator Jim Haslett replaced him. The Bucs have not had a winning season or made the playoffs since then. In 2004, they finished 4-12 under Haslett. On January 15, 2005, it was announced that Haslett would not return as head coach next season. He was replaced by Jon Gruden who had just been fired by Oakland Raiders.