For the second consecutive week, the XFL televison ratings continued to slide in the wrong direction. And, the troubling part is that if the trend continues, the XFL will have no leverage for sponsors and revenue to keep it going long term.
First, here are the specifics on the bad viewership news: According to Showbuzzdaily.com all four XFL broadcasts last Saturday and Sunday afternoon had lower ratings in their slot than the previous week.
That includes the Tampa Bay Vipers home debut against Houston, which was the early game on ABC Saturday. And, while that window had 400,000 less viewers than week 2, the bigger concern is ABC has lost almost 40% of the audience from the 3.3 million average that watched their Week one debut game on Saturday afternoon.
The ratings downward trend is following the same pattern as last Spring’s Alliance of American Football, where the ratings dwindled to under a million fans for broadcasts by week five and eventually the league shut down after just eight weeks. This was in part because of concerns on how the AAF could make any revenue, through television in specific, if they had very little audience for the end of year one and to sell off of for year two.
Now, WWE owner Vince McMahon, who folded the XFL the first time in 2001 in large part because the television audience plummeted over the course of the first month or so of its existence and never recovered, has the same issue in 2020.
And, as we wrote previously, this audience decline while negative is far less McMahon’s original XFL and it’s first season of 2001. That’s when, it debuted on its first Saturday night on NBC with a massive 10.1 rating, which translated 18 years ago to more than 9.5 viewers on network TV. A Smashing success.
However, the XFL’s ratings plummeted starting the following week and had fewer than 25% of that opening night audience just a month later with the games still being shown on a Saturday night coveted slot on NBC. It doomed the league from a P.R. and sponsor standpoint and McMahon pulled the plug.
Now, in 2020, McMahon reportedly has money to burn and is apparently prepared to lose hundreds of millions of dollars in year one. So, even if the XFL TV ratings continue come down significantly, it will not spell the end of the XFL (like it did nearly 20 years ago) after just a single season.
At least, that’s what we think.