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Rival promotion All Elite Wrestling on TNT has also been trying to enter the zeitgeist of late, with the help of network parent WarnerMedia. NBCU will go all out to ensure that the first Wrestlemania held on Peacock is a viewership success, with the hope that celebrity involvement generates more interest and boosts the audience for “Raw” on USA and paid subscriptions for Peacock. Since the news broke about the Peacock-WWE collaboration, mega music star Bad Bunny has been regularly showing up on NBCU’s WWE programming and also appeared on “SNL” with his 24/7 WWE title - defended exclusively on “Raw” and reportedly created at the demand of NBCU in 2019 to boost ratings - suggesting NBCU is beginning to get serious about celebrity integrations to draw an audience back. The seeds for such a boom may already be planted. If WWE experiences another popularity boom, NBCU will be well placed to capitalize. This is what prompted NBCU to buy the domestic rights to the SVOD service, folding it into Peacock to give it a paid subscriber boost. Questionable creative aside, this shows the WWE still has a hardcore audience of at least 2 million, around half of whom subscribe to WWE Network. “Smackdown” on Fox has fared better, down by -16.1% (-418k), but it should be pointed out that “Smackdown” in 2015 was widely seen as the WWE’s B-show and didn’t have the star power it has now. Viewership for flagship show “Raw” in the first weeks of Q1 this year is down by -54.5% (-2.2 million viewers) versus Q1 in 2015. WWE’s Mounting Problems: Audience Declines, Saudi Arabia, Andrew Yang VIP has long covered WWE’s creative issues, and audiences have yet to return despite CEO Vince McMahon’s quarterly pleas to investors that they know what the problem is and are fixing it.
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This is while audiences continue to trend down year-over-year. Just three years ago, this figure was $150 million a year.
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Variety Intelligence Platform’s “Sports’ New TV Formula,” calculates that with Peacock’s new WWE Network deal, domestic wrestling is now worth $748.8 million annually. In spite of this, wrestling rights are now worth more than ever. In the week of February 22, “WWE Raw” on USA had an average 18-49 demo rating of 0.57, “AEW: Dynamite” on TNT 0.35, “WWE NXT” on USA 0.18 and “WWE Smackdown” on Fox 0.54.
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TV ratings for pro wrestling are a far cry from the late ’90s, when “Stone Cold” Steve Austin, The Rock, Degeneration-X, Hollywood Hogan and the nWo dominated Monday nights with ratings for the 18-49 demo in the high 5s and 6s for two shows going head-to-head. Note: This analysis is based upon data taken from Variety Intelligence Platform’s “ Sports’ New TV Formula” special report, available exclusively for subscribers.