The CW Criticizes Nielsen’s Updated Ratings Model – The CW has joined the growing list of networks unhappy with Nielsen’s new “Big Data + Panel” ratings methodology, which has significantly impacted televised pro wrestling — especially WWE NXT.
In a statement issued to Wrestlenomics for a feature published Thursday, The CW expressed clear dissatisfaction with how Nielsen introduced and implemented the updated system. Since its rollout in September, the new approach has caused noticeable declines for NXT and other wrestling programs airing on traditional cable.
A CW spokesperson said the network has communicated “our deep frustration with the way it handled the process, communication, and methodology behind its Big Data rollout.”
According to Wrestlenomics, the new system has resulted in NXT averaging 9% lower in total viewership, with steep demographic drops: 27% in adults 18–49 and 29% in adults 25–54. These declines sharply contrast with long-standing patterns the show typically delivered.
The CW’s statement was blunt in its criticism:
“The sudden and substantial discrepancy in WWE NXT viewership reported by Big Data, relative to long-established viewing patterns, is inexplicable and lacks credibility. Further, a comparison with data from all other measurement products (including others from Nielsen itself) exposes a fundamentally flawed methodology in Big Data. We are disappointed by Nielsen’s lack of cooperation, transparency, and accountability with its network partners as we work to resolve this issue.”
NXT isn’t the only wrestling show impacted. As repeatedly noted by WrestlingAttitude.Com and other outlets, WWE SmackDown (USA Network), AEW Dynamite (TBS), and AEW Collision (TNT) have also recorded noticeable declines under Nielsen’s updated methodology, sharply diverging from the strong consistency typical of major sports broadcasts.
Wrestlenomics data shows SmackDown falling 14% in total viewership, Dynamite down 9%, and Collision down 6% since the new method took effect. Both SmackDown and Dynamite have also posted double-digit demo declines, while Collision’s demographic drops sit between 2% and 7%.
Interestingly, major U.S. sports — including the NFL and MLB — have not experienced similar downturns. In fact, this year’s NFL and MLB playoff coverage saw significant gains, leaving analysts puzzled as to why wrestling programming alone appears disproportionately affected.
Nielsen’s “Big Data + Panel” system merges its long-standing sample homes with data from tens of millions of smart TVs, set-top boxes, and connected devices. It also attempts to account for viewing in public venues such as bars and restaurants, something previously undermeasured. Historically, Nielsen relied on about 40,000–45,000 homes; the updated system pulls from more than 45 million households and 75 million devices.
The CW, along with various analysts and media partners, believes the dramatic shifts warrant deeper review — and they’re demanding more cooperation and clarity from Nielsen as the industry adjusts.
The CW Criticizes Nielsen’s Updated Ratings Model
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