PWTorch Report – How much has WWE spent on Network TV ads, and is it effective?

WWE has undertaken an interesting advertising strategy trying to convert regular TV viewers into WWE Network subscribers to begin the year.

According to ad sales information obtained by PWTorch, WWE bought ad time across multiple cable TV networks valued at $2.6 million for the period of January 1 to April 12.

Most of the spots ran during WWE’s Raw and Smackdown shows on USA Network. Within those broadcasts, Network ads make up approximately two minutes of sales time during every Raw and Smackdown episode, or four 30-second spots per show.

Overall for 2016, WWE has run nearly 500 spots for WWE Network across USA and other NBCU channels such as Bravo, NBC, MSNBC, E!, Syfy, and NBC Sports. Plus, non-NBCU channels Spike TV, truTV, TNT, Fox News, Nickelodeon, VH1, BET, and Travel Channel.

The ads run during Raw and Smackdown are obviously targeting WWE fans who are potentially interested in adding to their WWE consumption by subscribing to the Network. This made up about two-thirds of ad-buys during the January to April period.

The Network ads during non-WWE programming is interesting because of the timeslot choices. The only prime time ad-buys not during Raw or Smackdown on USA Network were inside some programming on E!, NBC Sports, and CNBC. Since WWE has a presence on E! with “Total Divas,” WWE could be looking to attract viewers with some familiarity with WWE. The prime-time ad-buys on NBC Sports point to going after general sports viewers.

All other non-USA ad-buys aired in daytime, overnight, or weekend afternoons when rates are cheaper and a different type of viewer is watching TV. Specifically, the type of viewers with atypical work schedules who might be flipping channels in the middle of the day or late at night who might be interested in WWE programming.

The question is whether this is an effective ad strategy targeting WWE fans watching Raw or Smackdown who might already be Network subscribers or trying to reach lapsed/casual/intrigued viewers watching other programming. For the second group of casual viewers, the call to action might not be specific enough, especially if they’re watching NBC Sports on a Wednesday night and cannot “change the channel” to WWE Network since it’s an over-the-top delivery service not available through a cable/satellite provider.

At this stage in the game, though, the strategy seems to be flooding WWE programming with Network ads to make sure irregular/casual viewers are aware of the Network and might tell a friend about it. And, try to spread the Network net across multiple cable TV properties, both NBCU and non-NBCU, to catch a few fish who might remember when they used to watch wrestling and be intrigued to re-live old times, while also potentially watching regularly again.

The answer to whether this is effective helping domestic Network subscriptions might not be known until after WrestleMania Season when the planted seeds either produce subs or wither away.