CW addresses ‘inexplicable’ drop in WWE NXT ratings under new Nielsen system
Count The CW among those frustrated about the new way that Nielsen is measuring TV ratings, especially when it comes to WWE NXT.
The outlet released a statement to Wrestlenomics that was in a feature piece Thursday regarding the new “Big Panel + Data” approach Nielsen rolled out in September. That new method has seen WWE NXT ratings dip noticeably in addition to other pro wrestling shows that air on traditional cable TV.
In the statement, a spokesperson said they have expressed to Nielsen “our deep frustration with the way it handled the process, communication, and methodology behind its Big Data rollout.”
Wrestlenomics noted that according to sources, NXT has measured 9% lower in total viewership on average under the new method with demo dips of 27% in 18-49 and 29% in 25-54.
From The CW statement:
“The sudden and substantial discrepancy in WWE NXT viewership reported by Big Data, relative to long-established viewing patterns, is inexplicable and lacks credibility. Further, a comparison with data from all other measurement products (including others from Nielsen itself) exposes a fundamentally flawed methodology in Big Data. We are disappointed by Nielsen’s lack of cooperation, transparency, and accountability with its network partners as we work to resolve this issue.”
As noted on this site and elsewhere, weekly viewership numbers for WWE SmackDown (USA on Fridays) and both AEW Dynamite (TBS on Wednesdays) and AEW Collision (TNT on Saturdays) have also seen significant dips with the new method while other sports programming has not, leaving analysts confused as to why. The changes have not affected major sports like the NFL and Major League Baseball which saw huge spikes during this year’s playoffs.
From Wrestlenomics’ viewership data, SmackDown has been down 14% under the new way with Dynamite down 9% and Collision down 6% in total viewers. Both Dynamite and SmackDown have also experienced double digit demo drops while Collision’s are in the 2-7% range.
From our Dave Meltzer on the new methodology:
“Nielsen now combines data from its traditional panel homes with information from internet-connected smart TVs, set-top boxes, and other devices. The updated methodology also accounts for viewing in public settings like bars and restaurants, which was a significant factor that was previously difficult to measure. Formerly, most of the data came from 40,000 to 45,000 Nielsen homes. Now there is data coming from more than 45 million homes and 75 million devices and will provide far more data.”
Since 2011, Josh has been a contributing editor to Wrestling Observer/F4WOnline.com and also hosts the Punch-Out podcast. He has also written for Fight Magazine, Bloody Elbow, Bleacher Report, and other websites. He's a 2000 graduate of the University of Maine, worked in pro sports, and once was an indie ring announcer.