But the truth is that the XFL's formula for ratings is not that much different than that of the NFL and the entertainment business in general. It's just that the XFL doesn't hide its motives.
We were led to believe that the XFL would be full of on-field mega-violence, off-field striptease and on-air color-commentary that would make grandma blush. One could not escape the rumors and hype perpetuated by every form of media. The hook was set, and this publicity machine caused huge television ratings for the league's debut on NBC. This was exactly what McMahon and the powers-that-be had hoped for. An average of more than 10 percent of televisions in the United States were tuned in to view the mayhem. However, the televised product was not as "xtreme" as viewers were led to believe from the risqu? promos NBC had been airing since the World Series.
The quality of football in the XFL's debut was a little ragged. Penalty flags littered the field because of false starts, delays of game and other procedural errors. This can simply be chalked up to lack of practice. The teams had only a few weeks of training before the first opening scrum for possession. The first game was not unlike an NFL preseason game.
But the greatest mainstream media attention and criticism has been directed toward the XFL's off-field product -- its cheerleaders. It's hard to understand why everyone seems so shocked at this. Especially puzzling is that people are surprised after knowing that McMahon is the XFL's triggerman. He is master of this domain. It was one of the main ingredients he relied upon to return the WWF to the top of the wrestling competition and become the most-watched cable program each week. Whether or not you enjoy his product, you must give McMahon credit in that he is honest in admitting that sex boosts ratings, at least as honest as a circus ringleader/huckster can be. He knew that catering to the lowest common denominator would elevate his WWF and cause people to tune into the XFL. And he was correct.
While I don't agree with these sleazy tactics, I do believe that the media's bashing of McMahon's XFL is -- to a point -- hypocritical.
I see no difference between the XFL cheerleaders and Britney Spears' revealing performance during this year's halftime exhibition at the Super Bowl. Actually, some of the XFL cheerleaders have been dressed more modestly than Spears was that night.
What is the difference between the XFL's soliciting women as sex objects and ESPN's annual airing of the Dallas Cowboys' cheerleaders swimsuit calendar photo shoot? Do you think the sports channel is actually providing it as a service to those aspiring photographers of the world? Of course not.
Or what about Sports Illustrated's swimsuit issue, which used to actually contain some sports content and now features none?
How does one explain Fox's NFL pregame show addition of weather babe Jillian Barberie? They already had -- and still do have -- game weather information on their scrolling ticker at the bottom of the screen. I guess simply the printed words "62 degrees," "partly cloudy" and "rain" aren't sensual enough.
Why did ABC's Monday Night Football replace the competent but aging Lesley Visser with ESPN's blond bombshell Melissa Stark? Perhaps they wanted a more appealing subject for their low-angle zoom-in that came along with Stark's MNF debut.
Speaking of MNF, I had the pleasure of attending an MNF game not too long ago. The game was thoroughly entertaining. I did notice one interesting thing aside from the exciting game played on the field. MNF had one sideline cameraman who did not move from his position at all. He was stationed next to one of the cheerleaders, and his work for the night alternated between shots of the game and shots of the same girl the entire broadcast. Is it coincidental that MNF has implemented such production decisions when it is in a ratings war with WWF's Raw? I doubt it.
A lot of media sources that have blasted McMahon and his XFL with their self-righteous, holier-than-thou attitudes are proving themselves as hypocrites. They are covertly doing what McMahon is overtly admitting: Sex sells. And we are all buying it whether or not we think so. As the WWF's Stone Cold Steve Austin would say, "That's the bottom line."
