Nielsen Reportedly Changed Their Ratings Data Methodology Again & Effect on Pro Wrestling TV Shows

As noted before, Nielsen Media Research launched a new television ratings measurement system called “Big Data + Panel” this past October. This new ratings system has mostly negatively impacted the viewership and ratings for wrestling television shows that resulted in WWE and AEW generating much lower than usual to historic lows for some of their shows as a result.

Dave Meltzer reported in a special preview edition of this week’s Wrestling Observer Newsletter that the reason for the increase in ratings for cable television wrestling shows over the past week was due to recent changes made by Nielsen to their ratings data methodology.

Meltzer reported that under Nielsen’s new Big Data + Panel ratings system, WWE’s NXT ratings in the 18-49 key demographic have declined by around 30% and both WWE’s SmackDown and AEW’s Dynamite have declined by over 20% on average.

Nielsen reportedly informed their clients on January 26th that they will start incorporating results from a study of consumer behavior in TV and digital media done by the Advertising Research Foundation. This reportedly is an organization that presses for unified standards of research in advertising and marketing.

This study, which has been conducted annually since 2021, reportedly was expected to result in an increase in the viewing audience for broadcast and cable television starting this past week. Meltzer reported that this study also was expected to result in a decrease in the audience watching streaming for shows.

In an official statement recently released, Nielsen stated “Nielsen is committed to producing the most accurate and relevant data possible for our clients. This enhancement, in coordination with many of our recent product innovations, helps us do that. The ARF DASH TV Universe Study was recently accredited by the MRC and the industry has embraced it. We are working with clients directly to help guide them through this update.”

Meltzer reported that an industry group called the VAB, who works on behalf of national media companies, found in their analysis that the new data from Nielsen’s Big Data system was unstable in regards to its tabulation of key demographics. The demographics in question reportedly were the 25-54, 18-49, and 18-34 groups.

Meltzer reported that under the newly changed ratings system, AEW’s Dynamite and Collision shows and WWE’s SmackDown and NXT shows have shown great increases in the Over 50 demo group and lower increases in the 18-49 demo group.

AEW’s Dynamite show last week under the new ratings pattern reportedly resulted in a gain of only 15,000 viewers in the 18-49 demo group but 146,000 viewers in the Over 50 demo group compared to the prior week’s show. WWE’s NXT show last week reportedly gained only 6,000 in the 18-49 demo group and 60,000 in the Over 50 demo group.

Meltzer reported that Nielsen’s Big Data measurement system has cost television stations almost all of their drops in the 18-49 demo group meaning that this new changed system had not improved nor changed the numbers for that group. This reportedly is the key demo group that hurts the ad rates and the value of wrestling TV shows to the station the most, which would be The CW and USA Network for WWE and TNT and TBS for AEW.