Backstage Details & Reactions To New Nielsen TV Ratings Measurement System, ‘Shocking’ Numbers for AEW & WWE

As previously reported, Nielsen launched a new TV ratings measurement system that includes streaming data and live sports dubbed “Big Data + Panel.” The new Nielsen TV ratings system went into effect for the latest TV season. Fightful Select has an update with more details on how wrestling companies and promoters feel about the new ratings system. As noted, last week’s Dynamite drew the lowest demo rating in the show’s history, and the lowest audience for the show since October 2024. WWE NXT ratings and viewership last week were also down.

Before the recent changes for the Nielsen TV ratings system, the television numbers were based off of “panel-only” viewership. Although initial expectations for wrestling programming was expected to come in higher, the numbers have instead come in significantly lower. While some shows have measured higher, wrestling appears to be significantly down in the updated metrics.

According to the report, the recent changes due to Nielsen television viewership were a major subject of conversation backstage at each major wrestling show, even though viewership numbers mean a lot loss to the wrestling talents more now than in recent memory. Additionally, Fightful noted that in asking around the industry, the new ratings measurement system is being heavily monitored across WWE, AEW, and other companies, although AEW and WWE are the only companies who need to worry about the new system currently.

One source in AEW informed Fightful that company president and CEO Tony Khan is very aware of the changes, how they work, and what the new measurements specifically mean. With regards ot AEW numbers, HBO Max viewership data is not reported for Collision and Dynamite. Both shows are simulcast weekly on the streaming platform. Additionally, Warner Bros. Discovery keeps the HBO Max streaming numbers very quiet.

Speaking to Fightful, a source at WBD stated the following, noting that this week was too small of a sample size:

“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.”

Fightful reports that WWE was previously releasing fast national numbers for AEW programming to “willing members of the media” to make AEW look weaker, which is what’s reportedly being referenced in the above quote. However, this hasn’t been done in a while. Additionally, a contact at the USA Network provided more background information on the new measurement system:

“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.”

Additionally, both of the sources at USA Network and WBD noted that there hasn’t been any talk about cancelation of their respective programs (SmackDown on USA; Collision on WBD’s TNT, and Dynamite on TBS). The WBD source reportedly chuckled at the idea being “constantly” brought up. A rep at The CW, which airs WWE NXT, was not available for comment, but Fightful notes that the consensus before the measurement change was that the network was pleased with the results from NXT TV. Also, Fightful reports that CW was adamant about adding wrestling programming to the network before making a broadcast deal with WWE for NXT.

With regards to any noticeable changes to the programming, wrestlers have reportedly said they feel like they’ve been reminded of time adjustments more as of late than they have in the past. Also, both AEW and WWE have had inconsistent times and nights compared to their usual schedules.

Fightful reports that one production source within WWE expressed concerns that the new numbers and data could be used to negotiate against TNA Wrestling, who is currently seeking a new TV media rights deal. Fightful reports that after reaching out to TNA President Carlos Silva, Silva has said that such a thing hasn’t been brought up in the recent negotiations for TNA, and the company reportedly has an important call this week to keep talks moving on a potential upcoming deal.