wrestling / Columns
The Hamilton Ave Journal 03.11.10: Volume 2 – Issue 128
THE HAMILTON AVE JOURNAL
By JP Prag
Volume 2 – Issue 128
ABOUT THE JOURNAL
The Hamilton Ave Journal is the only wrestling news report focused solely on the business of wrestling. Here in the Journal we not only look at the stories that are important to the investor and business-minded person, but also delve deeper into stories that most fans of wrestling would overlook. That is because the Journal is about getting the heart of the matters that affect the companies and outlooks of the wrestling world.
And where is Hamilton Ave? That is the location of the WWE Production Studio in Stamford, CT, and thus the most powerful place in the wrestling world. Besides, The East Main Street Journal just does not have the right ring to it.
Who am I? I am JP Prag: consultant, entrepreneur, businessman, journalist, and wrestling fan.
Now, ring the bell because the market is open.
The Journal’s front page area known as What’s News isn’t just about telling you what has happened. The stories in this section are about what will have an effect on the wrestling industry, individual federations, and the wallets of the fans.
LEAD STORY: The ratings are in… again
In what will rarely be a top story after this week, the ratings for RAW and iMPACT came in, and they came in with quite a few surprises. While RAW handedly defeating iMPACT should be no surprise to anyone, the total numbers were quite the occurrence. RAW dropped 8.1% to a 3.4, the lowest rating since February 15, 2010. TNA then came in with a 1.0 rating (a 0.98, in actuality), down 14% from Thursday’s 1.14.
The last time the two shows went head to head, RAW scored a 3.6 rating to TNA’s 1.3 during the head to head hours (iMPACT did a 1.5 for the total three hours). In total, the audience shrunk from a 4.9 to a 4.4. Breaking down the quarter hours (descriptions credit Figure Four Weekly Newsletter via the 411mania main page):
| RAW Event | RAW Rating | TNA Rating | TNA Event |
| Undertaker/HBK Promo | 3.45 | 0.99 | Hogan and Abyss vs. AJ and Flair/Sting Returns |
| Divas Tag/Criss Angel and Hornswoggle Backstage/Show and Miz talk | 3.15 | 0.98 | AJ and Flair Interview/Kazarian, Daniels, Williams, Bischoff Promo |
| Show and Miz vs. Truth and Morrison Altercation/Cena Interview/Criss Angel, Evan Bourne, William Regal Segment | 3.27 | 1.0 | Kazarian, Daniels, Williams X-Title Match/Shannon Moore Returns/Knockouts Tag Title Match |
| Orton vs. Legacy | 3.15 | 1.07 | D’Angelo Dinero Interview/Beautiful People Interview/Sting vs. RVD |
| Orton vs. Legacy/Batista Interview/HHH and Sheamus Interview | 3.39 | 1.07 | Sting Beats Down RVD, Hogan Appearance/Nash and Young Promo With The Band |
| HHH and Sheamus Interview | 3.56 | 1.03 | Nash and Young Promo With The Band Cont./Eric Young vs. Sean Waltman/Angle Interview With Soldiers, Anderson Beatdown |
| Bourne vs. Regal/Various Video Recaps | 3.27 | 0.95 | Bubba Talks To Hogan/JJ and Foley Talk/Beer Money vs. JJ |
| WrestleMania Plug/Criss Angel in the Ring/Cena Starts the Gauntlet | 3.60 | 0.76 | Abyss and Hogan Promo/Hogan and Abyss vs. AJ and Flair |
| Cena Runs The Gauntlet | 3.98 | 1.01 | Hogan and Abyss vs. AJ and Flair/Jeff Hardy Returns |
As can be seen above, the quarter hours went from a combined 4.13 in Q2 to 4.99 in the overrun. Also, during TNA’s low point in Q8, RAW saw their highest rating while the same was true in Q4 where TNA saw their highest rating and RAW had their lowest. This does show that there was a percentage of the audience that was flipping between the two shows and that they can steal from each other, but all together the vast majority of people stuck to one show or another.
Of course, this is the first week of many more to come and it may take some time for more casual viewers to realize there is another wrestling show on at the same time. Unlike when WCW launched Nitro, TNA’s biggest hurdle is still awareness. Wrestling fans were at least familiar with WCW when Nitro launched, whereas TNA is young and much less well known domestically.
So what do these ratings mean? Well, Spike TV was quite fine with iMPACT’s rating, especially the 18-34 demo which showed no major drop off. TNA knows they are in for a long fight and are fine with just pushing ahead with the plan as is. For those predicting death to TNA for these ratings, know these facts:
Not unexpectedly, the WWE did not have their own official response. But USA’s Vice President of Program Research Ted Linhart tweeted:
“Not much of a Monday Night “War”. RAW trounced TNA by 275% w/ total viewers. Also Impact much lower than the test Monday ep in early Jan.”
One week hardly makes a trend, so Mr. Linhart and his compatriots at the WWE have a long was to go before declaring total victory. There once was a man named Eric Bischoff who was so cocky with his ratings streak that he did not notice when his competition crept up on him and eventually completely overtook his company. Mr. Bischoff documented this fact himself in his autobiography and warned the WWE then to not get too comfortable with strong ratings. Although he was employed by the WWE then, Mr. Bischoff recognized his mistakes and tried to prepare the WWE for the day that may come again. Who would have believed then that he would once again being the man heralding that possibility.
And yes, that is quite premature for TNA right now as well. TNA has a long way to go before they are in the WCW/WWF territory in 1997/1998. As some comparisons, on March 10, 1997 Nitro defeated RAW 3.5 to 2.3. Even though RAW was defeated, the gap was not quite as high as TNA is starting out with now. By March 9, 1998 Nitro was still winning having gone up to a 4.9, but RAW had also gained to a 3.6. By March 8, 1999 the tables had turned and RAW scored a 6.4 to Nitro’s 4.4.
What this does demonstrate is that both shows could grow together. RAW and iMPACT could both benefit from the competition and bring ratings up to levels not seen this century. While few are expecting 1999’s ratings, are not at least 1997’s if not 1998’s possible? Not all of those people are going to come back to wrestling, but at least a portion should be available for both TNA and WWE.
TNA is not going anywhere, barring some major financial catastrophe. Given that, the WWE needs to remain vigilant to maintain their lead. Bring proud of their results is fine, but the WWE should know better than anyone that the underdog can come back and conquer the strong corporate champion with large financial pockets.
Newsbites
Some items of note in the rest of the wrestling business world:
Attendees are asked to obtain an admission ticket in advance by providing proof of their ownership to:
World Wrestling Entertainment, Inc.
1241 E. Main Street
Stamford, CT 06902
Attention: Corporate Secretary
In the Marketplace we look at the trends in television ratings. This section is less for critical analysis by the Journal but more for the reader to see what is really going on and to draw their own conclusions.
As with stocks, here in the Journal we track the progress of television ratings. If ratings are the barometer by which we judge the product, then over the course of 52 weeks we should be able to see patterns, trends, and anomalies.
For the week ending March 10, 2010, here are the current standings of our shows:
RAW
Close (This Week’s Rating): 3.4
Open (Last Week’s Rating): 3.7
Percentage Change: ▼ 8.1%
52-Week High: 4.5
52-Week Low: 3.1
All Time High: 8.1
All Time Low: 1.8
SmackDown*
Close (This Week’s Rating): UNAV
Open (Last Week’s Rating): 2.0
Percentage Change: N/A
52-Week High: 2.2
52-Week Low: 1.6
All Time High: 5.8
All Time Low: 1.0
* SmackDown! ratings may include fast overnight if final ratings are not posted. Also, SmackDown! ratings are for the prior week as overnights are not available before this article goes to print.
TNA iMPACT**
Close (This Week’s Rating): 1.0
Open (Last Week’s Rating): 1.1
Percentage Change: ▼ 14.0%
52-Week High: 1.5
52-Week Low: 0.7
All Time High: 1.5
All Time Low: 0.6
** TNA iMPACT’s are for the prior week as ratings may not be available at the time of the Journal’s posting
SuperStars***
Close (This Week’s Rating): 0.9
Open (Last Week’s Rating): 0.8
Percentage Change: ▲ 13.3%
52-Week High: 1.1
52-Week Low: 0.7
All Time High: 1.1
All Time Low: 0.7
*** SuperStars ratings may include fast overnight if final ratings are not posted. Also, SuperStars ratings are for the prior week as overnights are not available before this article goes to print.
NXT
Close (This Week’s Rating): 1.0
Open (Last Week’s Rating): 1.2
Percentage Change: ▼ 19.4%
52-Week High: 1.4
52-Week Low: 1.0
All Time High: 1.4
All Time Low: 1.0
Analysis:
iMPACT and RAW’s ratings were covered completely above, but it was not a good week for wrestling on other shows, particularly NXT. While SmackDown and SuperStars both saw small raises to levels still below their highs, NXT dropped another 19.4% to a 1.0 rating. It would appear that the novelty is running out rather quick for NXT. Sometimes a show takes a while to pick up momentum and ratings, but the audience that tuned in to the first week is already tuning out. While still above ECW, these two weeks have been sharp declines.
We all know that wrestling is a business, but we don’t often pay attention to what sells and makes money. Money and Investing looks into the top selling items in the world of wrestling and any interesting figures that may have come out this week.
What are the top selling items for the WWE? WWEShopZone.com releases a list of varying numbers to show what is selling for them:
1. Triple H Return to Fear T-Shirt ($28.00)
2. John Cena Never Give Up T-Shirt ($25.00)
3. John Cena Never Give up YOUTH Basics T-Shirt ($9.99)
4. Randy Orton Lobotomy T-Shirt ($25.00)
5. John Cena Never Give Up Sweatband Set ($12.00)
6. Edge Throwback T-Shirt ($25.00)
7. Shawn Michaels My Journey DVD ($34.95, on sale $21.99)
8. WrestleMania 26 Red T-Shirt ($25.00)
9. John Cena Never Give Up Baseball Cap ($20.00)
10. Shawn Michaels My Journey DVD/T-Shirt Package ($28.99)
11. Bret Hart Emblem T-Shirt ($25.00)
12. John Cena Never Give Up Pendant ($10.00)
13. WrestleMania 26 Beanie Bear ($10.00)
14. WWE Black Gift Bag ($3.00)
15. WWE Heroes Comic Book-Series #1 ($3.99)
16. Miz I’m Awesome T-Shirt ($25.00)
17. John Cena Attitude Adjustment T-Shirt ($25, on sale $14.98)
18. D Generation X Worlds Biggest Member T-Shirt ($25.00)
19. John Cena Never Give Up YOUTH T-Shirt ($22.00)
20. D Generation X Basics YOUTH T-Shirt ($9.99)
The list this week is basically a reshuffling of last week’s list with Johc Cena dominating over a mix of Shawn Michaels, Triple H, Randy Orton, Bret Hart, Edge, and the Miz. Oddly, though, the WWE’s first comic book made the top selling list, even though the issue has been out for months. One would have to see this as people just making purchases to bring them over to the free shipping limit, so it may just be here for an off week. Other than that, the mix is looking good going into WrestleMania as many of the featured performers are doing quite well.
TNA sometimes releases a list of top selling items on ShopTNA.com. According to the site the top selling items were:
1. Don’s Insane Brown Bag Special ($20)
2. Hulk Hogan – Change T-shirt ($19.99)
3. Emergence CD ($14.99, on sale $9.99)
4. The Pope’s (Sunglasses) ($14.99, on sale $9.99)
5. Hulkamania Bandana ($9.99, on sale $7.99)
6. Hulk Hogan Photo ($4.99)
7. The Best of 2009 DVD ($14.99)
8. “Hulkamania” T-shirt ($19.99)
9.James Storm “Sorry Bout Your Damn Luck” T-shirt ($19.99)
10. Sting Photo ($4.99)
Well, it took two month and a move to Monday night, but TNA finally updated their top selling list… or sorts. Many of the items that were on the prior list appear on this one, but let us break down the differences. Dominating the list over everyone is Hulk Hogan who held 40% of the slots. Whether anyone agrees with Hogan or not, he certainly is doing his end of the deal on the merchandise aspect. But a few guys were able to poke through, notably The Pope, James Storm, and Sting. Sting usually finds his way on to the list and Beer Money have been represented in one form or another for quite some time, but the Pope showing up does reveal that his star is rising in the company. Of course, TNA has failed to capitalize on top sellers in the past, so it remains to be seen if they can really forge ahead with this one.
Wrestling isn’t just about watching and reading. The best way to be a wrestling fan is to experience it live. Where is wrestling coming to in the next 2 weeks? The Personal Journal answers that question.
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Do you know a wrestling event coming up? Send one in to The Hamilton Ave Journal and we’ll be sure to add it to the list.
The Editorials section is designed for you, the readers, to respond to the views presented in the Journal, send an important news item, or talk about another overlooked business related item in wrestling. Just beware: the Journal reserves the right to respond back.
From the commentary section last week, many were impressed with the Miz’s sales capabilities, including the ROH Commish:
Miz is slowly becoming a money maker for WWE.
Going more mainstream, Jimmy let us know what he is up to on this front:
I for one plan to purchase the Miz tshirt for when I attend a WWE event in April. The Miz could well be the future for WWE and they are apparently realising this!
Speaking of merchandise, the recently unemployed H. Helms clearly misunderstands the critiques the Journal has concerning TNA not updating their top selling list:
Re: TNA not updating their merchandise chart.
It’s almost like Hogan & Bischoff don’t care about your column or this website.
Hey, I’m just saying.
Guest#5607 gave his thoughts on this:
More importantly, it’s almost like they can’t figure out where TNA’s money is really coming from and how they can make more of it with no change to their core business.
This has nothing to do with the Journal and everything to do with marketing. The fact that TNA does not keep their marketing up to date is a consistent sign that the company is disorganized and does not know how to properly take advantage of all of the tools they have. As stated in the Journal in the past, not updating the list is indicative of much bigger problems with the company: there is too much going on and nobody knows what the other people are doing.
Should TNA once again go back to not updating their list, though, the Journal will once again go through all of the same adorations. Muta Mark is confused by one of those:
I have a quick question: Why is the top 10 merchandise for TNA always crossed out? Just don’t understand it.
Because TNA did not update their list, which means the list is inaccurate. When they update it, like this week, the Journal is glad to show it in full.
Of course, TNA does not have to anything the conventional way and can do business in a whole other model, as tstrike elaborate on:
I too support the convention that TNA can CLEARLY take a different business model and likely be a guidon (sic) bearer for the future of Wrestling business.
And I firmly believe that TNA is clearly thinking about using some of the same tactics WWE used. A monthly big show against a WWE PPV could be quite telling and a turning point in the wars.
Right now the only thing TNA needs to focus on is streamlining their core business and cleaning up their onscreen product.
Unfortunately, instead of streamlining their business TNA has been complicating it. But TNA has shown a perseverance when it is least likely and–despite everything–are still profitable at the moment.
Moving on to the ratings world, Guest#23899 wants to know:
Why is NXTs 1.2 higher than TNAs 1.2?
For that week, NXT’s ratings were a 1.21 and TNA’s were a 1.16. The Journal rounds to the tenth digit for visual purposes but the numbers in the database are as accurate as available.
And finally to finish off the ratings talk and the editorials, Cloud Strife asks:
I know HDnet is private, and thus doesn’t release its ratings, but have ratings, or at least a general “ball park figure” for ROH on HDnet ever been leaked? I’ve always been curious how many people watch the show.
Actually, HDNet being private has nothing to do with why there are no ratings for the network. In order to get ratings, a company has to pay Nielsen Media to do the monitoring. HDNet has said they do not care about ratings and therefore have never paid Nielsen Media. Since Nielsen is not getting paid, they are not going to monitor HDNet, and thus there are no ratings to leak.
And let us be clear about one thing: ratings are the property of the Nielsen company, not the companies that purchase the monitoring. It does not matter is a station is private or public–if they pay the bills then they will get ratings and those ratings will be released to the world.
Plenty more was written, so be sure to take a look. And if you enjoy the Journal, why not bookmark 411wrestling.com and make it your home page? You can do that by clicking here.
This concludes Issue #128 (Volume 2) of THE HAMILTON AVE JOURNAL. Join us next week as we get ready to ring the bell again.
Till then!
