Advertising Industry
Industry: Email Alert RSS FeedAiling XFL offering ads on the cheap; Marketers covet male demographic despite sport's steady ratings drop.(National Broadcasting Company Inc.)(Brief Article)
Advertising Age, March, 2001 by Friedman, Wayne
With XFL ratings declining and NBC worried about its firm two-year deal with the league, bottom-line advertisers now see the floundering league as a big bargain-especially for its still-prized young male audience.
Surprisingly, since the troubled season started, the XFL has added two national advertisers-Walt Disney Co.'s Buena Vista Motion Pictures and videogame marketer Activision-according to executives. After the first week, XFL lost American Honda Motor Co., which pulled its advertising.
Why would anyone even think about buying XFL time, given all its fumbles? Because it delivers younger men-and because XFL is offering deep discounts.
Even with declining ratings in its fourth week, where its men 18-34 ratings stood at a collective 3.9...
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