'84 Chronology-The McKinsey Report

Event Date: August 25th, 1984

Event Description: The McKinsey Report

Source: League Office (Jim Byrne)

Internal Memo: United States Football League Owners Meeting

The McKinsey Report as presented by Sharon Patrick presented the following facts from her three-month study and recommended the following; 

1. From the Yankelovich, Skelly & White public opinion survey:
1. A majority of football fans prefer having another football league as compared to only one.
2. A majority of football fans have a favorable view of the league.
3. A majority of football fans believe that football in the fall has reached a saturation point. 
4. A majority U.S.F.L. fans prefer a spring schedule.
5. *75% of U.S.F.L. season ticket holders prefer a spring season. 
1. *e.g. Pittsburgh-25% of season ticket holders there also were also season ticket holders for the Pittsburgh Steelers, with only 50% saying that they would renew if the Maulers moved to the fall.
6. Less than 50% of  the fanbase support a move to the fall.
7. A majority of U.S.F.L. fans are concerned about the long-term sustainability of the league.

2. The Report noted the following problems with regard to a move to the fall by the league:
1. Stadium Conflicts-U.S.F.L. teams would have to share stadium access with their National Football League counterparts which would problematic to say the least. Some teams, including Washington and Philadelphia would be forced to relocate to another facility.
2. Network Television Coverage-If the league were to switch seasons they would have to renew their current deal with ABC, or they would have to negotiate a new television deal with one of the other major networks.

3. The Report made the following recommendations: 
1. Play in the spring of 1985 and 1986.
2. Start the season in early February and end the season in mid-May.
3. Reduce the regular season to a sixteen game schedule.
4. Expand regional coverage to five or six games each Sunday.
5. Put together a stronger Sunday network schedule and add an ESPN Sunday night game.
6. Continue with Saturday night broadcasts on ESPN and add a series of Thursday night broadcasts.
7. Initiate a comprehensive national advertising and marketing campaign which is coordinated with the television networks and managed by the league office and with ownership.
8. Starting in 1985, institute an expense management and control  action-as appropriate for each team-using the models developed in our work as a point of departure.
9. Consider all options with regard to struggling franchises, including Washington, Chicago and Los Angeles.
10. Exploring the addition of a small number of franchises… after additional investigation of several key factors including; ownership potential, level of interest amongst local fans, market demographics and local competition from other sports.
11. In 1987, play the season of the year which offers the League the best possible opportunity for continued growth and development of its economic value to the ownership:
1. If the “League Building” efforts undertaken in 1985 and 1986 fully capitalize upon and attain the rating improvement potential indicated by the market research, the USFL will be in good position to explore seriously, with all three networks, both Spring and Fall alternatives.
2. The season of choice then becomes the one where potential network contract opportunities, and terms, best fulfill the ownership’s objectives at that time. If the League does its work effectively in 1985 and 1986-as it has done in its first two seasons-to capture its full potential, we believe either opportunity can offer solid prospects for the future as many in ownership have held.
3. Once the full ownership makes its decisions, strongly and publicly affirm collective and individual consensus concerning the League’s future to underscore its permanence to the public and to reduce conjecturing about its future in the media.

more to come........