WWE has been showing a decline in ratings for both RAW and Smackdown, with both shows struggling to get 2 million viewers. During WWE’s Annual Shareholder’s Meeting Call, Vince McMahon was asked how WWE will try to increase ratings.
McMahon said that the company is confident in its ability to give quality television during the prevailing circumstances. He said that although “digital metrics and engagement” and positive trends have continued during the pandemic, the TV ratings have taken a hit.
He then mentioned that due to the lack of a live audience, the viewership has suffered. However, they continue to be the top show on USA Network and maintain the #1 position in key demographics on FOX.
We have a 30-plus year track record of creating compelling characters and engaging a variety of audiences, and we obviously remain confident we can continue that with our collective ability, even in the most challenging environments with no live audience.
The media ecosystem obviously has changed. We change with it. Our engagement metrics across platforms are understandably and obviously — however, the importance of linear programming is paramount in all of our businesses — we consistently have seen year-over-year increases in a variety of digital metrics and engagement. And positive trends have continued, even during COVID.
Conversely, TV viewership trends have been negatively impacted by COVID, obviously, and the lack of a live audience. We are still nonetheless the number-one television show on USA [Network] and consistently the number-one broadcast show on Fridays among key demos.
We expect a combination of valuable promotional inventory from our TV partners with the return of sports events programming. And a deep roster of charismatic talent will have a positive impact on viewership over the long-term.
We will have to see how WWE manages to combat their current decline in TV ratings.
