By James Caldwell, Torch assistant editor

TNA Impact Wrestling on Thursday, August 11 scored a 1.07 rating, down from a 1.14 rating on Aug. 4. The show also continued a downward trend from a 1.20 rating on July 28 and 1.26 rating on July 21.

Impact averaged 1.54 million viewers, which was up five percent compared to an average of 1.44 million viewers last week when Impact was up against the season premiere of "Jersey Shore," which averaged nearly nine million viewers. Impact was down compared to the episode two weeks ago, which averaged 1.61 million viewers.

Impact's demographic ratings were also up compared to last week, but, similar to the average viewing audience, were down compared to two weeks ago.

On cable TV Thursday night, Impact ranked #24 overall, #19 among males 18-34, and #11 among males 18-49, which is one of the few times this year Impact has not ranked in the Top 10.

The steady decline in ratings the past three weeks could have some correlation to a steady increase in cable TV competition on Thursday nights, showing TNA's audience is not completely invested week-to-week if there are other options on Thursday nights.

This week's competition: Jersey Shore Week 2 averaged 7.3 million viewers, a Republican debate on Fox News averaged 5.0 million viewers, USA Network programming 4.7 million viewers, and pre-season NFL Football on ESPN averaged 4.4 million viewers.

Specific to the males 18-49 demographic, Impact was also topped in the ratings by TruTV's "World's Dumbest," and basic cable repeats of adult-oriented cartoon comedies like "Family Guy" and "American Dad."

-- The following is a break down of the last five weeks of Impact, with comparisons to the 2011 averages.

July 14: 1.19 rating
July 21: 1.26 rating
July 28: 1.20 rating
Aug. 4: 1.14 rating
Aug. 11: 1.07 rating (down 15% vs. July 21)

Five-Week AVG: 1.17 rating
Ten-Week AVG: 1.10 rating
2011 AVG: 1.19 rating

Caldwell's Analysis: It appears TNA is having the same issue WWE is having with Raw - the audience isn't completely invested in the product and if there are better options, wrestling is not getting first priority. While WWE appears to be encountering a mixed reaction to their key storyline centered on Cena, Punk, and Triple H, the problem with TNA is the same as it always has been - no foundation to the product, a lack of marketing behind the show, and a frenetic, nonsensical creative approach that prevents the audience from investing in the stories or even knowing what to expect and anticipate from week to week.

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