Warner Bros. Discovery has moved its most-used internal nightly ratings charts from the 18-49 demographic to 25-54, a change that benefits AEW more than any other wrestling show, according to the Wrestling Observer Newsletter.
The Observer reported that the switch is part of the latest changes in how shows are ranked and is expected to stay in place once Skydance becomes the parent company.
The change helps every major wrestling show, mainly SmackDown and Dynamite, along with Collision. AEW gains the most because of its unusually large numbers among viewers aged 50-54. SmackDown’s numbers in that age group are larger still, but SmackDown is also the most-watched wrestling show in the U.S. almost every week.
Per the Observer, there is more talk of 25-54 numbers in the ad community now than ever, and the demo has already become the main currency for news advertising in many places. If AEW’s 50-54 numbers hold for another year, the switch raises the value of its programming heading into talks on a new deal.
AEW has led TNT to the No. 2 spot in prime time among 140 cable networks over the past two weeks, behind only ESPN, the Observer reported. That includes the Sept. 23 Dynamite, which drew 641,000 viewers and a 0.19 in 25-54, a lower number than usual. The Sept. 30 PAC tribute episode drew 899,000 viewers and a 0.32 (401,000 viewers) in 25-54.
Dave Meltzer wrote that whether AEW’s deal is renewed may come down to factors outside of ratings, since the people in charge of the decision could have their own reasons either way. If Skydance does keep the show, he said the 25-54 switch and the latest Nielsen changes make AEW’s programming worth significantly more than before.
