10 Reasons WWE's Audience Has Dropped 20% In 12 Months
2. PG
PG has been to blame for a lot of WWE's current ills, but nine years after the company changed its rating, it can't be held solely responsible for a sudden 20% loss of the audience. But it nevertheless remains a significant factor.
We've already discussed how WWE's casual audience slowly eroded as wrestling fans 'outgrew' the product. Switching to PG simply confirmed for ageing lingerers that, no, this product isn't aimed at you. It was a tacit reversal of McMahon's famous 'Attitude' speech: this show will insult your intelligence. Gone was the 'outrageous, wacky, wonderful world of WWF', and restored was the 'simplistic theory of "Good Guys vs. Bad Guys"'.
That may have convinced faltering fans it was finally time to switch over, but why has it failed to attract new ones? After all, WWE's '80s boom period was predicated on wholesome, family entertainment.
It's a combination of factors, but it mostly comes down to execution. WWF of the '80s had compelling, believable superstars upheld by a veneer of kayfabe. Modern WWE has lifeless, executive-approved scripts constantly undermined by wooden delivery and inconsistent characterisation. WWF of the '80s had larger-than-life superheroes who inspired kids. Today, it has carefully marketed babyfaces who are regularly booked to look stupid. It's difficult to get on board with any of it.
PG itself isn't really to blame - clearly it's possible to succeed within those boundaries. But since Attitude lifted the lid, it's almost impossible to put it back on.