WWE has an age downside.
NXT is meant to be their hip, younger skewing, different present, one that attracts the identical followers who’re attention-grabbing in AEW and indie promotions. However last week, the one demographic that the weekly NXT present beat the opposing AEW Dynamite in was adults 50+, and even there they solely barely eked out the win. The numbers are in for week two, and whereas each exhibits have been down, which was anticipated given the energy of the concurrent MLB playoff video games, the large story seems to be simply how a lot of a freefall NXT is in, particularly in the important thing 18-49 demographic.
In line with ShowBuzzDaily, AEW Dynamite pulled in 1,018,00Zero whole viewers on TNT and an extra 122,00Zero on TruTV, the place the present was being simulcast in case of baseball overflow from their sister community TBS. In the important thing 18-49 demographic most necessary to networks and advertisers, the 2 feeds pulled in respective 0.46% and 0.05% rankings, adequate for eighth place within the demo on cable, down from 2nd place final week. (Final week got here in at 1,409,00Zero whole viewers and a 0.68% demo ranking.) NXT, in the meantime, went from 891,00Zero whole viewers to 790,00Zero and from a 0.32% ranking within the demo to 0.22%. That demo ranking was sufficient for 27th place amongst cable originals, a steep drop from final week’s 10th place rating.
A fast have a look at ShowBuzzDaily’s color-coded chart is much more damning. Whereas AEW’s viewers continues to skew younger, even drawing a 50+ ranking (0.30%, down from 0.34%) coloured as “below average,” NXT’s strongest demographic is 50+. Simply how robust is it? NXT went up with viewers aged 50+ this week, going from a 0.36% 50+ demo ranking to 0.40%. On high of that, in the important thing 18-49 demographic, NXT misplaced to older-skewing exhibits like the whole Fox Information prime time lineup, MSNBC’s The Rachel Maddow Present, and HGTV’s Property Brothers and Home Hunters (home and worldwide variations). It solely narrowly beat different older-skewing exhibits in the important thing demo, like The 5 on Fox Information (which airs at 5:00 p.m. ET, nicely exterior of prime time) and MSNBC’s The Final Phrase with Lawrence O’Donnell.
No, it’s not WWE’s primary present, and even its secondary present. However NXT is, in principle, speculated to skew younger, or not less than youthful than 50. Patterns trending on this course positively name into query their means to make new followers, particularly whereas AEW is excelling within the youthful demographics.
David Bixenspan is a contract author from Brooklyn, N.Y. He writes the Babyface v. Heel subscription weblog/publication and co-hosts the Between The Sheets podcast each Monday at BetweenTheSheetsPod.com/in every single place else that podcasts can be found. You’ll be able to comply with him on Twitter at @davidbix and examine his portfolio at Clippings.me/davidbix.