Nothing to do with any storyline being "hot" or not. It's always happening when you cross the 15 minutes overrun because it also attract non-wrestling viewers.
3.7 is a great audience for a selling promo. But the 3 hour concept is killing everything. Nobody is willing to sit through 3 hours of RAW just to get to a 15 minutes segment. Me included. Plus, they didn't even advertised anything for the show beforehand, everything is on the spot promotion. Didn't even tell the audience that Rock is there next week.
The Rasslin' GOD! doing business even today