On May 24, 1982, the United States Football League (USFL) reached an agreement with ABC and ESPN on television rights. The money for inaugural 1983 season would be a total of $13 million: $9 million from ABC and $4 million from ESPN (roughly $1.1 million per team).
Coverage overview
ABC televised a Sunday afternoon game-of-the-week, one prime time evening game, plus coverage of the USFL divisional playoffs and championship game. The contract required the USFL to schedule a minimum of three games on Sunday, with ABC guaranteed to broadcast one game nationally (the aforementioned, Sunday afternoon game-of-the-week) or two or more regionally. The contract included no clauses regarding "blackouts" or "cross-feeding". In all, the total package with ABC called for 21 telecasts of USFL action. Meanwhile, ESPN generally televised two prime time games (on Saturdays and Mondays respectively) each week of the USFL season.
The first USFL games on ABC and ESPN
On Sunday, March 6, 1983 ABC televised three games. The Los Angeles Express and New Jersey Generals played in the primary regional televised USFL game, with the Express winning, 20–15. ABC also televised the Chicago Blitz at Washington Federals and the Philadelphia Stars at Denver Gold.
On Monday, March 7, 1983 the Michigan Panthers opened their 1983 schedule with a 9–7 win at Legion Field in Birmingham, Alabama against the Stallons. The game marked the first professional football game ever to be broadcast on ESPN. Novo Bojovic of Serbia hit the winning field goal from 48 yards out in the waning moments to preserve the Panthers' road win.
Sponsors
ABC claimed to have made a profit from its coverage of USFL during the 1983 season. Regular season 30-second spots were priced at $30,000; playoff spots at $35,000. Thirty-second spots for the championship game between the Michigan Panthers and the Philadelphia Stars played on July 17 sold for $60,000. Major sponsors throughout the season included Gallo, Anheuser Busch, Buick, Chevrolet, Dodge, Honda and Miller.
Major USFL sponsors for ESPN in 1984 included Ford, Anheuser Busch, American Motors, DuPont, GMC, Mattel, Michelin, Nissan, Noxema, Timex and A.C. Delco.
Ratings
According to an ABC spokesman, the network averaged a 6.0 rating for their first USFL season. This was slightly better than the network's coverage of the first American Football League football season back in 1960. In its second year, AFL games on ABC averaged a 6.1 rating, and in 1962, the third year, a 6.5. The coverage was nonetheless quite low for a Big Three television network, with a June 17 prime-time regular season game between Chicago and Birmingham finishing as the lowest-rated prime time broadcast of the week, with a 4.8 rating.
Overall, ESPN averaged a 3.3 rating for its USFL coverage, a 3.0 for Saturday games and a 3.5 for the Monday night coverage. "We are pretty pleased with the results", said an ESPN spokesman, who noted that the network's overall USFL rating average was almost 50% higher than its prime time average for their entire fourth quarter of 1982.
The end of the USFL itself
ABC offered the USFL a 4-year, $175 million TV deal to play in the spring in 1986. ESPN offered $70M over 3 years, regardless of the time of year. By this point, the league had driven out most of the owners who would have been willing to accept those terms. The owners in the league walked away from what averaged out to $67 million per year starting in 1986 to pursue their big picture—merger with the NFL.
In 1984, the league began discussing the possibility of competing head-to-head with the NFL by playing its games in the fall beginning in 1986. The idea was to force a merger in which the NFL would be forced to admit some USFL teams. Despite the protests of many of the league's "old guard," who wanted to stay with the original plan of playing football in the spring months, the voices of incoming Chicago owner Eddie Einhorn (who would never field his team in the league and did not even plan on doing so in 1986) and Generals owner Donald Trump and others would eventually prevail. Trump sold a majority of the other owners on the gamble that if a merger did occur, their teams would instantly be worth the $70 million or so NFL franchises were worth at that time --- tripling, quadrupling, or more their cash investment.