Backstage Update & Reactions to Nielsen’s New “Big Data + Panel” Ratings System & Current Negative Effect on Wrestling TV Shows

As noted before, Nielsen Media Research recently launched a new television ratings measurement system called “Big Data + Panel.” This new ratings system has currently resulted in a big negative impact within the wrestling industry with WWE and AEW’s shows over the past two weeks generating year-low to near year-low ratings numbers.

Fightful Select reported that the initial expectations within the wrestling industry was that the numbers for wrestling television programming was expected to come in higher. Instead wrestling TV shows have mostly been significantly lower since the debut of the new ratings system.

It was reported that the recent changes by Nielsen affecting wrestling television viewership were a major subject of conversation backstage within WWE and AEW. It was also reported that the new ratings measurement system is being heavily monitored across WWE, AEW, and other companies but AEW and WWE are the only companies who need to worry about the new system currently.

One source spoken to within AEW reportedly stated that AEW CEO Tony Khan is very aware of the changes, how they work, and what the new measurements specifically mean. In regards to AEW’s numbers, HBO Max viewership data has not been included nor reported for their Dynaite and Collision shows.

One source spoken to within Warner Bros Discovery reportedly stated that this week was too small of a sample size to determine the full extent of the effect of Nielsen’s new ratings system. This source stated:

“Too small of a sample size still. This past week was affected by MLB postseason than anything else (both dynamite and NXT were down quite a bit it vs last week as they were h2h against game 2s and game 3s of the wild card round). Unlike previous Nielsen methodology changes, not seeing a strong pattern yet of what will achieve growth with this expanded set of data — have seen some sports events go up vs what previous panel data showed and others go down vs what previous panel data showed. Baseball has particularly benefited in a big way thus far (and NFL/college football to a lesser extent from an overall growth standpoint). The one notable thing is that this new methodology adds an extra day of delay to get numbers from Nielsen and essentially kill WWE’s previous approach of trying to use fast nationals data to try to bash competition. Previously, Fast Nationals data was a strong led indicator of what the final numbers could be for episodes. Because the new Nielsen methodology is essentially a recalculation of audience overall, fast nationals data is useless as it does not have a strong correlation to what the final numbers may be.”

It was reported that WWE previously was releasing fast national numbers for AEW programming to “willing members of the media” in order to make AEW look weaker but this is something they haven’t been doing in a while.

One source spoken to within USA Network provided additional details on Nielsen’s new ratings measurement system. This source stated:

“It’s something that is being discussed. What does it mean? Is wrestling not as hot as a couple of years ago? That would explain it across the board. Was there some sort of statistical anomaly that overestimated wrestling fans and viewership? All the data we’ve had previously would hint that it was the opposite, which is why we we’re always excited to do business with WWE. It’s been low-cost for returns, for decades until recently. It’s really early and I would imagine AEW and Warner Bros. Discovery are still sifting through the information themselves because there’s a lot to try to understand and rationalize what they mean now.”

Those spoken to within USA Network and WBD reportedly stated that there has not been any talk about cancellations of their respective wrestling programming on their networks. This would be WWE’s SmackDown for USA Network and AEW’s Dynamite on TBS and Collision on TBS for WBD.

The same source spoken to within WBD reportedly chuckled at the idea of them cancelling AEW programming being “constantly” brought up.

In regards to WWE’s NXT current network home The CW, it was reported that a rep at The CW was not available for comment. It was reported that the general consensus before the change was that the network was pleased with the results from NXT TV. It was also reported that The CW was adamant about adding wrestling programming to the network before making their deal with WWE for NXT.

In regards to any noticeable changes to the programming, several wrestlers spoken to reportedly stated that they feel like they’ve been reminded of time adjustments more as of late than they have in the past. It was reported that both AEW and WWE currently have had inconsistent times and nights for their shows compared to their usual weekly schedules.

In regards to TNA Wrestling, it was reported that one source spoken to within WWE stated they were concerned that the new numbers and data could be used to negotiate against TNA, who is currently seeking a new TV media rights deal. TNA President Carlos Silva spoken to reportedly stated that this is something that has not been brought up in their recent negotiations for TNA. TNA reportedly has an important call this week to keep talks moving for a potential new deal.