UCLA Loses Game of Television Ratings : Basketball: TV figures are poor and attendance is down in a season of discontent.

Just how far UCLA’s basketball fortunes have fallen became abundantly clear Tuesday.

According to figures released by the A.C. Nielsen Co., fewer than 1% of Los Angeles households with televisions were tuned to the Bruins’ 97-90 Pacific 10 Conference victory over Oregon at Pauley Pavilion on Sunday.

The telecast on KABC-TV Channel 7 drew a 0.9 rating and was seen in 3% of the households using televisions during the game. With each local rating point equivalent to 49,657 households, it means about 44,690 households were watching.

“That’s pathetic,” one UCLA administrator said upon hearing the results.

Others have similar sentiments about the Bruins’ deteriorating support. With 6,861 in attendance against Oregon, UCLA is averaging 2,290 fewer fans than last season after 14 home games.

With Don MacLean and Tracy Murray leading the 1991-92 team, the Bruins averaged 10,842 after 14 games and 12,154 after six Pac-10 home games.

This season, UCLA (16-7 overall, 6-5 in Pac-10 play) has struggled. The Bruins are averaging 8,552 after 14 home games and 8,760 for six conference dates.

The decrease, however, has not caused panic in the financially strapped UCLA athletic department because season-ticket sales have not changed dramatically. Many of those empty seats are owned by season-ticket holders.

Stephen Salm, UCLA’s associate athletic director in charge of finance, said sales are off by about $100,000 because of a decrease of single-ticket sales.

“It’s not as bad as it seems looking at attendance,” he said. “Our season-ticket sales are incredibly consistent and steady through thick and thin.”

The latest data indicate disenchantment, nonetheless.

As one prominent booster said: “People just don’t feel like the UCLA team, win or lose, is representing them well. The kind of effort and kind of ambassadorship on the court does not reflect the institution.”

Still, the regulars are not dumping their tickets because they want prime seating if, and when, the Bruins regain prominence.

And not only alumni are disinterested. Students who once camped next to the ticket office in an attempt to get seats are finding other activities. Gone are the days when former coach Larry Brown, now with the Clippers, would buy campers pizzas.

The combination of fans staying home and not watching on television is worrisome for UCLA officials who were faced with a $1.9-million debt going into the academic year.

Appearances on television are increasingly important. Thus, the latest ratings will not help the Bruins’ marketability.

Bob Speck, veteran sports television packager who served as the executive producer of UCLA’s telecasts on KTLA-TV Channel 5, said Sunday’s rating was the lowest he could remember.

Los Angeles television executives said the poor ratings were caused by a triple-overtime NBA game on KNBC Channel 4, matching the Orlando Magic and Shaquille O’Neal against the New York Knicks, and the Michigan-Indiana matchup on KCBS Channel 2. Other reasons: Low television viewing levels during the holiday weekend, UCLA’s disappointing record and, well, Oregon (7-16, 0-11).

Still, Sunday’s UCLA game was far from an aberration. The three telecasts on KTLA have averaged a 1.9 rating, a 59% decrease from last season.

Times staff writer Steven Herbert contributed to this story.