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WWE News: Raw TV ratings are in for Monday's three-hour show - Raw gets Slammied

Dec 13, 2011 - 5:14:01 PM
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By James Caldwell, Torch assistant editor

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The three-hour WWE Raw on Monday, December 12 scored a 2.84 rating for all three hours and a 2.98 rating for the standard two hours. Last week's Raw scored a very similar 2.97 rating.

-- Raw averaged 4.11 million viewers for all three hours, which was down 600,000 viewers compared to the three-hour Raw on November 14 for The Rock's TV return ahead of Survivor Series.

Raw's extra first hour averaged 3.67 million viewers (vs. 4.31 million on Nov. 14). The standard first hour (overall second hour) then averaged 4.49 million viewers and the final hour averaged 4.16 million viewers, one of the lowest 10:00 p.m. EST averages of the year.

-- Looking only at the standard two hours, Raw averaged 4.33 million viewers, which was fewer than last week's episode, which averaged 4.35 million viewers.

Also related to the standard two hours, it marked the eighth consecutive week and 12 out of the last 15 weeks where the final hour declined in viewership from the 9:00 to 10:00 p.m. hour.

-- On cable TV Monday night, Raw ranked #7 behind ESPN's Monday Night Football, which drew a below-average rating, TNT programming, and History Channel programming. Raw continues to take a hit in the final hour against History programming.

The bright spot for Raw was a #2 ranking in males 18-34 and males 12-34 behind football. Among adults 18-49, though, Raw trailed football and "Pawn Stars." Also, Raw ranked #7 among teen males 12-17.

The loss of younger viewers continues to be a big story for Raw, which is being dominated by Cartoon Network programming in the final hour. Compared to last year's Slammys edition of Raw, this year's Slammys was down 39 percent in the m12-17 demo.

Overall, WWE is losing viewers on both ends, especially during the final hour - History is drawing older adult viewers and cartoon/family-related programming is drawing younger teen viewers.

Caldwell's Analysis: Weak performance for a three-hour Raw that did not need to happen. WWE did not promote the three-hour broadcast well, leading to weak first hour viewership, and the final hour should continue to be a concern for WWE. Granted, there's tough cable TV competition in that final hour, but WWE is not doing enough to build the audience's interest from the first hour to second hour.


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