Goodson-Todman revived Match Game in 1973 for CBS, this time as a California-based game show. Rayburn returned as host and introduced a new format in which two contestants tried to match the responses of six celebrities. Writer Dick DeBartolo, a veteran of the original show, created funnier and often risqué questions ("After being hit by a steamroller, Norman had to slide his ____________ under the door."). Rayburn reveled in this freewheeling new approach and often indulged in funny voices, banter with the celebrities, and mock arguments with the technical crew. It soon became the highest-rated show on daytime television.
From 1973 to 1977, Match Game was number one among all daytime network game shows—three of those years it was the highest rated of all daytime shows. The daytime revival of Match Game, which featured regular panelists Richard Dawson, Brett Somers, and Charles Nelson Reilly, ran until 1979 on CBS and another three years in first-run syndication. A concurrent nighttime version, Match Game PM, aired from 1975 to 1981. Rayburn was nominated for two Daytime Emmy Awards for Outstanding Host or Hostess in a Game or Audience Participation Show.