If you thought the recent surge in pro wrestling ratings was suspiciously timed—turns out, you were right.
According to Dave Meltzer of the Wrestling Observer, the jump wasn’t fan-driven. It was Nielsen-driven.
Since September 2025, Nielsen’s rollout of its “Big Data” tabulation method has wreaked havoc on cable wrestling ratings—especially in the prized 18–49 demographic. Behind the scenes, companies like WWE and AEW have been quietly frustrated. But the damage was very real.
“NXT ratings in 18–49 declined by 30 percent under the new method, while SmackDown and AEW Dynamite were also down more than 20 percent,” Meltzer reported. “One AEW show that did a 0.14 under the panel method dropped to a 0.08 under Big Data—43 percent lower.”
WWE’s CW Network partner went public in November, telling Wrestlenomics:
“We’ve expressed to Nielsen our deep frustration… the discrepancy in WWE NXT viewership reported by Big Data… is inexplicable and lacks credibility.”
The update: as of January 26, Nielsen has started using data from the ARF DASH study, aimed at fixing the mess. That tweak boosted cable and broadcast numbers—especially for viewers over 50—but didn’t do much to fix the collapsing 18–49 ratings that drive ad revenue.
SmackDown, Dynamite, and NXT all took a hit, but AEW may have weathered it slightly better thanks to Warner Bros. Discovery prioritizing the 25–54 demo—where AEW skews stronger. Still, the reality is harsh: for wrestling, key demo damage is done.
With HBO MAX soon separating from WBD and potential streaming shifts coming, AEW’s fate may depend more on digital performance than ever before.
Do you think Nielsen’s Big Data rollout permanently damaged how wrestling shows are valued—or will networks adjust their expectations? Let us know what you think.
