Television ratings are a strange and powerful force. Most shows don't even get a chance to build an audience anymore. If you don't catch on right away, chances are that you won't be there at mid-season, or at best, next fall. Take
Studio 60 on the Sunset Strip, a show with an impeccable pedigree by industry standards. Created and largely written by Aaron Sorkin
(The West Wing, Sports Night), starring Matthew Perry, Bradley Whitford (Eric is a BAD MAN!), and Amanda Peet, and with a tremendous supporting cast including Nate Corddry, D. L. Hughley, and Sarah Paulson, this show looked to be a can't miss proposition for NBC heading into last fall. 22 episodes aired, the first of which drew a disappointing 8.6 network rating, or 13.14 million viewers. By the time the finale got around to airing (after two hiatuses and time slot shifts), it reaped just a 2.7 network rating, or 4.2 million viewers.
HERE IS A CHART FOR YOUR PERUSALAnyhow, the point is, people freak out about television ratings. Even when they probably shouldn't. Back in 1998, when the boom hit for WWF,
RAW started getting ratings in the 5s, making it the most watched show on cable. In 1999, they hit 6s and even one fantastically impressive 7.2. In 2000, it was regular 6s and a few more 7s, tailing off a bit at the end when the show moved from USA to TNN (now Spike TV). 2001 saw 4s and 5s, 2002 saw 4s, 5s, and a distressing number of 3s. 2003-2006 were largely more of the same, with the company not even approaching the heights of the Austin-Rock glory days. But all weeks
RAW is among the top ten highest rated shows on cable, most weeks in the top 5, and some weeks still at the very top.
Now, here in 2007, in the wake of the most horrendous story in the history of professional wrestling, ratings have been slipping. Last week's
RAW came back as 2.5, the lowest number the show has done in a decade. This was later determined to be a glitch, but the real number, while not yet released, is not expected to be too much higher. There is pressure on Vince McMahon from Bonnie Hammer, President of the USA Network, to bring the ratings back up to the 4s. There is pressure on Vince McMahon from
himself to do the same. But how on Earth do you do that all at once? At all points in the history of wrestling, when a company has gotten hot, it's tied directly to a superstar or hot act being created. Limiting ourselves to the modern era, the World Wrestling Federation was able to successfully expand nationally on the heels of Hulk Hogan's arrival and capture of the WWF Championship. In 1996, an at that point even battle between WWF and WCW was turned into a blowout with the creation of the nWo concept built around Hulk Hogan, Kevin Nash, and Scott Hall. A year and change later, it was "Stone Cold" Steve Austin's rebellious streak and soon after, The Rock's swagger, that built the WWF back into the industry leader.
It's now been six years since WWF's ratings began to cool off and also since wrestling was the "in" thing. John Cena is something of a ratings draw, but not nearly at the level of his record breaking predecessors. Bobby Lashley may be there someday, but the jury is still out on him. Who else is there? Shawn Michaels and Triple H, as talented as they are, are past their primes and beginning to show their age. Mr. Kennedy just doesn't feel like a breakout superstar to me. Randy Orton is a star, but not at the level he was expected to be. At 27, he's still young enough to make a liar of me. But it doesn't seem like there's some untapped potential breakthrough star just waiting to be made at this point in time.
Because I'm more rational than people that live and die by TV numbers, I can tell you that the RAW rating will rebound. Right now, they're operating with a veritable skeleton crew. Triple H, out. Shawn Michaels, out. Bobby Lashley, out. Jeff Hardy, suspended. Over on Smackdown, Rey Mysterio, the company's top ratings draw, has been out hurt for months. Ditto the Undertaker, among the most enduring figures in company history. None of these things (with the exception of Rey in Hispanic markets) by themselves can lead to a huge fall, but taken all together, it's badly cut into WWE's average ratings. With Mysterio, Undertaker, Jeff Hardy, and Triple H all set to return to television over the next month, business will improve. Ratings will go up, house show attendance will climb, pay per view buys may even be a bumped a bit. But to look at things this way requires patience. Patience that Vince McMahon and Bonnie Hammer do not have.
To make a long, long, long story short, expect insanity on
RAW tonight. I've read/heard rumors of everything from the "Who Killed Mr. McMahon?" storyline resuming in some form, to the end of the brand extension, with RAW, Smackdown, and ECW all coming together as one. WWE is panicked over the ratings trend, and something drastic is going to be done. And in the end, maybe it'll spike that number for a couple of weeks. Hotshot angles usually do. But if you end up right back where you were in a month, what did it really matter?
PHEW. Wow, that felt good.
Hey, we're now in the TWENTIES. TWENTY-NINE DAYS UNTIL
The Office Season 3 is in my hot little hands, and more importantly, my DVD player!
Homina-homina-homina