The only yardstick for success our society has is being a champion. No one remembers anything else. -- John Madden.

In his varied roles as a coach, a broadcaster and a pitchman, John Madden could be booming, boisterous and bumbling as a pop culture icon who bounced his way into America's living rooms like a loose football.

But after 30 years of being one of the most recognized analysts in the broadcast booth -- entertaining and exasperating all at the same time -- he will no longer be offering insights of NFL games with his trademark wit and candor.

The 73-year-old grandfather of five has retired to spend more time with his family, which means his last game was the Steelers' victory in the Super Bowl, the 11th NFL championship game he called.

Mr. Madden was viewed with a provincial eye by Steeler fans. They perceived a bias because Mr. Madden never got over the Immaculate Reception when he was coaching the Oakland Raiders. One example of these sore feelings was his opinion -- said to a worldwide audience -- that James Harrison should have been ejected from Super Bowl XLIII during a special teams play.

But at the Black and Gold Forever Shop at Fifth and Wood, where the Super Bowl is still played daily in a continuous loop, owner John Vasquez took a higher road.

"Time goes by and people forget. He shouldn't be remembered just for that," Mr. Vasquez said. "He would say exactly what he felt, and he used his own unique expressions to say it. He'll be missed. I don't know who could possibly fill his shoes."

Mr. Madden became coach of the Oakland Raiders in 1969, the same year Chuck Noll was hired by the Steelers. In a 10-year coaching career that ended because of his ulcer, Mr. Madden posted 103 victories and a winning percentage of .750, a mark that has never been equaled. He won one Super Bowl, and he was inducted into the Pro Football Hall of Fame in 2005.

He moved to the broadcasting booth in 1979, and his on-air achievements got him into the Hall of Fame in 2002. He may have had a face that looked like an unmade bed, but the man won an unprecedented 16 Emmy Awards as a sportscaster. He punctuated his comments with expressions like "Wham!" and "Doink!" while diagramming plays on his telestrator.

He was the perfect complement to play-by-play partners Pat Summerall and Al Michaels, spicing up the telecasts with insights such as: "If your arm gets hit, the ball is not going where you want it to." Those Maddenisms, as they were called, later provided fodder to impersonators such as Frank Caliendo and other comics.

NBC Sports chief Dick Ebersol called him "absolutely the best sportscaster who ever lived."

His antics spiced up broadcasts on NBC, CBS, ABC and Fox. In retiring, Mr. Madden walks away from a salary of $9.5 million a year.

With Mr. Madden behind the microphone on Thanksgiving Day, star players were awarded turkey drumsticks. But as an example of his appeal, he boosted sales of a dish called the turducken -- a blend of turkey, duck and chicken -- simply by calling attention to it on the air.

He poked fun at himself in commercials for Miller Lite Beer. He convinced viewers to buy at a particular hardware store by telling them Ace is the place, and he targeted athlete's foot by pitching tough actin' Tinactin.

Because of a fear of flying, he drove to cities to call games in something known as the Madden Cruiser -- a fancy recreation vehicle that ultimately was sponsored by Outback Steakhouse.

A whole generation who may not know anything of his coaching career recognizes him as the personna behind the video game Madden NFL. In 20 years, it became the most popular video game of all time, with 65 million copies sold.

In addition, Mr. Madden influenced the NFL by creating his All-Madden teams, stocked with personalities who thrived in the trenches. A fair amount of Steelers were recognized.

Mr. Madden once explained his criteria for being selected this way: "It's about a guy who's got a dirty uniform, mud on his face and grass in the ear hole of his helmet."

His way of explaining football to casual fans spilled over into his writing. One of his books is titled "One Knee Equals Two Feet (And Everything Else You Need To Know About Football)."

In announcing his retirement, Mr. Madden said he still loved the game with a passion. But he also said: "It's time."

The voice that told a vast football audience that "winning is the best deodorant" is now quiet as far as broadcasts go. The Madden Cruiser has been parked. Autumns will never be the same.