8 Things We Learned From WWE's First Quarter 2017 Earnings
4. TV Ratings Are Mixed, They Don't Seem Worried
WWE’s TV ratings remain a popular point of criticism, and the Q1 report represents a mixed bag in this area. On average, SmackDown’s ratings are up 9% from Q1 2016, but Raw has declined by 10%, showing that while the brand split has been successful in minimising SD’s “B-show” reputation, Raw’s struggles remain.
Barrios, however, isn’t too concerned:-
“From time to time one [brand] may be doing a little bit better than the other, but we don't worry so much about this month or this quarter if over time we're driving that level of engagement, especially relative to our peers on the platform, we're excited.”
Michelle Wilson expounded on this, stating that while Nielsen ratings remain a barometer for success, their importance has declined. These days, WWE see their growing social media numbers as a better measuring stick, with Wilson stating that their goal is to attract younger fans through Twitter, YouTube, and other platforms, then turn them into long-term Raw and SmackDown viewers.
Vince himself touted WWE’s live event success, along with the volume of content available across the company’s numerous distribution platforms. It’s an interesting spin, but while the importance of ratings has definitely declined over the years, TV remains WWE’s most lucrative revenue stream, and these shortcomings are likely causing more anxiety than the company want to admit.