From Observer Newsletter
Last Week Breakdown
Raw on 1/9 got hammered by the second most watched television show in the history of cable television.
The Alabama vs. LSU BCS championship football game did a 16.22 rating and 24.21 million viewers. The only show in the history of cable to do more viewers was last year’s BCS championship game on January 10, 2011, with Oregon vs. Auburn that did a 17.76 rating and 27.32 million viewers. The third biggest would be an October 5, 2009, edition of Monday Night Football that did a 15.3 rating and 21.84 million viewers.
While Raw was a blah show, most people knew ahead of time it was a show where you shouldn’t throw too much out because any kind of big angle would be wasted and should be saved for 1/16, when the January ratings bounce back should start building for the next three weeks. If that doesn’t happen, then it’s something to worry about.
The show did a 2.86 rating and 4.00 million viewers. It was 9th for the night on cable, with four of the eight shows that beat them being related to coverage of the game in some form. Notable is that NCIS, the show at 8 p.m. on USA, did 4.18 million viewers (the game started at 8:30 p.m. but the pre-game show on ESPN did monster numbers as well). But NCIS doesn’t draw the heavy male demo that both football and pro wrestling do. NCIS beating Raw I think has only happened once.
The show did a 2.5 in Male teens (up 9%), a 2.7 in Males 18-49 (down 4%), 1.3 in Women teens (up 44%) and 1.1 in Women 18-49 (down 8%). The show did 68.7% male viewers.
In the segment-by-segment, Sheamus & Santino Marella vs. Wade Barrett & Jinder Mahal lost 238,000 viewers. Edge Hall of Fame package, Zack Ryder and Eve Torres backstage and Daniel Bryan vs. Kofi Kingston gained 100,000 viewers. The debut of Brodus Clay vs. Curt Hawkins plus Miz trying to recruit Primo & Epico lost 82,000 viewers. C.M. Punk vs. Jack Swagger gained 128,000 viewers and did a 3.00 rating in the 10 p.m. slot, which is terrible for the slot. Backstage stuff with Bellas and Miz and Ricardo Rodriguez, Cena and Ryder and the Four Horsemen vignette lost 193,000 viewers, which is actually much better than that segment usually does. The segment with R-Truth beating on Rodriguez and the Miz/R-Truth brawl, plus the second appearance of the mute Chris Jericho lost 130,000 viewers. Okay, this is something that is noteworthy. Eve Torres in the ring, Kane’s music hitting, Ryder trying to save her, getting her in the car and trying to change the tire lost 544,000 viewers and did a 2.39 quarter. To lose that many viewers that late in the show before the main event is something significant. And John Cena vs. Dolph Ziggler and the conclusion of that segment gained 640,000 viewers, which is normal level, but it still was only a 2.84 overrun, which is the second lowest overrun figure (even the show that did a 2.71 in September hit 3.03 for the overrun), behind only the week they did Punk & Bryan & Ziggler in the trios match, dating back to 1997.
As far as growth for Cena vs. Ziggler, Male teens went from 2.4 to 2.6, Males 18-49 from 2.3 to 2.6, Teenage girls from 1.0 to 1.2 and Women 18-49 from 0.8 to 1.0.
Raw on Jan. 2 did a 3.11 rating and 4.43 million viewers. It’s interesting to note that the prior week’s show did a 2.93 rating but that was 4.47 million viewers. What that means is that the 12/26 show had 1.53 viewers per home, while the Jan. 2 show had 1.44 viewers per home.
The show went head-to-head with the Tostitos Fiesta Bowl game with Oklahoma State vs. Stanford that did a 9.66 rating and 13.68 million viewers. Raw was the 6th highest rated show on cable for the night.
The show did 67.8% male viewers. In the major demos, it did a 2.3 in Male teens (even with last week), a 2.8 in Males 18-49 (up 8%), a 0.9 in Women teens (down 18%) and a 1.2 in Women 18-49 (even with last week).
In the segment-by-segment, it was the bad pattern where the highest rated segment was first quarter with the John Cena in-ring and Kane on the tron which did a 3.36 rating. Cody Rhodes vs. Daniel Bryan lost 332,000 viewers. Yep, World champ vs. IC champ and people tuned out. Wade Barrett vs. Santino Marella and the Sheamus/Miz brawl gained 240,000 viewers. A bunch of backstage stuff (Dolph Ziggler interview; Zack Ryder, Eve Torres, Jack Swagger, John Laurinaitis and C.M. Punk) lost 431,000 viewers. Punk vs. Ziggler for the WWE title in the 10 p.m. segment gained 180,000 viewers which is bad for that segment. The return of Chris Jericho lost 82,000 viewers. The Cena & Zack Ryder & Big Show vs. Mark Henry & Swagger 3-on-2 elimination match and show ending angle with Cena, Kane and Ryder gained 383,000 viewers, weak for the overrun, doing a 3.33 rating. Main event saw Male teens go from 2.5 to 2.8, Male 18-49 from 2.9 to 3.3, Women teens from 0.9 to 1.0 and Women 18-49 stayed at 1.1.