Nielsen’s new “Big Data + Panel” TV ratings system has officially gone into effect, introducing streaming and expanded viewership data to its methodology. The change has drawn major attention across the wrestling world, as early results have shown significantly lower numbers for AEW and WWE programming.
According to a report from Fightful Select, the shift from the previous “panel-only” system has become a hot topic backstage at nearly every major wrestling promotion. While executives across the industry are still analyzing the impact, sources in both AEW and WWE confirmed the companies are closely monitoring the updated metrics.
AEW President Tony Khan is said to be fully aware of how the new calculations work, though Warner Bros. Discovery has kept HBO Max streaming data for Dynamite and Collision private. A WBD source told Fightful that it’s still “too small of a sample size” to draw conclusions, noting that recent ratings were also impacted by MLB postseason games. They added that the revised system delays final ratings by an extra day, effectively ending the usefulness of “Fast Nationals” — which WWE previously leaked to select media to downplay AEW’s numbers.
A USA Network contact shared that the data changes have sparked internal discussion, questioning whether the dip reflects a cooling of wrestling’s popularity or a statistical correction. Still, both USA and WBD sources emphasized there’s been no talk of cancellations for SmackDown, Dynamite, or Collision.
Meanwhile, The CW Network declined to comment, though the network was reportedly pleased with NXT’s performance before the system update and remains invested in wrestling content.
Within WWE and AEW, talent have noticed increased reminders about timing and scheduling, possibly due to shifts in broadcast data collection. Additionally, a WWE production source voiced concern that the new system might affect TNA’s ongoing media rights talks. However, TNA President Carlos Silva said that the matter hasn’t come up in negotiations, which remain active with an important call scheduled this week.
