When the AAF had great ratings for its first week, a lot of people overreacted to the news and said a new era of extra football had begun. Then the AAF flamed out miserably and was the subject of many a long-form commentary. The XFL had some really strong numbers when it came to viewership in its first week and I am happy to report it seems like we all learned our lesson. Everyone seemed to wait with bated breath to find out what XFL ratings would look like in Week 2 and Week 3. Unfortunately for the XFL, the answer seems to be: not great.
Week 3 of the XFL averaged 1.61 million viewers across ABC, Fox, ESPN, FS1 (first weekend to have two games on cable TV) https://t.co/0sCbpGO0Ht
— Austin Karp (@AustinKarp) February 25, 2020
Now, here is the silver lining. The XFL had two games on cable this weekend and ratings are always lower on cable because people either don’t have access to it — mostly by choice, but sometimes by circumstance — so they had to expect that ratings would dip since half the games weren’t on broadcast.
The problem is that they’ve now lost almost half of their Week 1 viewers. The product doesn’t seem to be sticking. There needs to be a bottom, but we don’t know where that bottom is.
The easy answer would be to simply try and get more games on broadcast networks, but it doesn’t work that way. The XFL can’t simply tell television distributors what to do to boost league viewership numbers. They can ask. After all, the XFL is probably still doing better numbers than traditional shows, but that doesn’t mean their TV partners will comply. Cable channels need their schedules filled as well and the XFL is the perfect filler.
The real issue is that the XFL may be in a battle with perception. The more ratings drop, the more it looks like the league is struggling. The more it looks like the league is struggling, the less likely fans will be willing to invest their time and effort into finding games and watching them all the way through. That leads to even lower ratings. It’s a circular self-fulfilling prophecy. By the way, the XFL has seven more weeks in its season. There has to be a bottom, but we just don’t know where it is yet.
The good news is that if the league can hold on and get to the playoffs, people will watch — if for novelty reasons only. Once the league lasts a year, it can start to gain more traction and viewers will feel more comfortable investing that time, effort, and hopefully money. It could be a bumpy seven weeks, but the goal should be to hold out for as long as possible. That all depends on how much money the league plans to use in the process of staying alive.
