Monday, June 05, 2017

WWE Demographics - Female/Male split

WWE demographics is a subject that seems to come up regularly. And the outstanding question: who is WWE targeting for their shows?

Since WWE became a publicly traded company in 1999, they have released a lot more information about their revenue streams and viewership. However, since audience demographics is not a generally accepted accounting principle, they are very inconsistent about how, when and why that information is released.

In general, we’ve seen the audience always been at least 60% male. Sometimes the female audience grows (in recent years), which I partially credit towards a greater emphasis on “serious” women’s wrestling on WWE programming along with the addition of several reality shows (Total Divas, Total Bellas) on female-centric E! network. When WWE is reporting demographic splits, they usually include all programming, or at least all programming they can use which will paint a picture of a more diverse demographic.

There has been talk lately about how a diminishing fanbase of young men has resulted in a larger proportion of female fans in the WWE Raw audience (not necessarily a larger female audience, just a larger proportion of female fans due to the attrition in men).

Here’s what I can tell you from the data I’ve seen:

(See my earlier post on this from July 2014.)

Today, WWE’s corporate webpage has a FAQ that asks, “Who watches WWE programming?” with the answer “WWE is watched by 11 million fans each week in the United State alone. Our diverse audience spans generations of fans. Approximately 36% of WWE’s audience is female and 17% are under the age of 18.”
http://corporate.wwe.com/faq

Covering period of November 2014 to September 2015, WWE broke out their audience as such:
· 63% Male / 37% Female
· 38% (50+) / 21% (35-49) / 23% (18-34) / 18% (2-17)
(Source: December 2015 WWE Investor Presentation)

For the full year 2014, WWE listed their demographics as:
· 62% Male / 38% Female
· 37% (50+) / 22% (35-49) / 22% (18-34) / 19% (2-17)
(Source: March 2015 WWE Investor Presentation)

An earlier profile from September 2012 put the demographic split as:
· 65% Male / 35% Female
· 28% (50+) / 25% (35-49) / 23% (18-34) / 24% (2-17)
· 66% White / 19% Black-AfricanAmerican / 21% Hispanic / 16% Other
(Source 2012 WWE Investor Presentation)

A January 2013 Wrestling Observer Newsletter noted that the Christmas Eve 2012 episode of Raw skewed “64% male”.

An earlier 2011 investor document lists the gender distribution as:
· 66% Male / 34% Female
· 29% (50+) / 25% (35-49) – 22% (18-34) / 24% (
(Source 2011 WWE Investor Presentation)

In terms of independent research, Scarsborough Research published research in 2013 covering “more than 200,000 US residents age 18 and older living in 77 of the country’s biggest markets” and looking at gender, age and education level for fans of Boxing, UFC and WWE. The results were summarized in the 4/22/13 issue of Sports Business Daily: http://www.sportsbusinessdaily.com/Journal/Issues/2013/04/22/In-Depth/Fight-fan-avidity.aspx

Gender
US Pop.
Boxing
UFC
WWE
Men
48.4%
72.4%
74.6%
62.8%
Women
51.6%
27.6%
25.4%
37.2%

According to a June 25, 2007 article called “Wrestling Marketing Muscle” in Broadcasting & Cable, in 2006, a Wake Forest University Medical Center survey found that “teens who watched wrestling, particularly females, were more prone to instigate violence when they date.”

In 2005, WWE released a “primer” about the company which summarized Nielsen Media Research as:
• 71% male/29% female
• 73% are 18 or older / 37% are between the ages of 12 and 34 / 23% are between the ages of 18 and 34 / 50% are 34 or younger / 14% are younger than age 12

Dave Meltzer notes in the Feb 18, 2002 issue of the Wrestling Observer Newsletter that the Stephanie/HHH “wedding angle” on Raw on 2/11/02 (against the Olympics) caused a large increase in female viewers while there was a huge decrease among male viewers who were likely switching to watch the Olympics. There was an interesting ratings change where the bikini contest (Stacy/Torrie) on Raw actually lost 125,000 viewers from the previous segment which Dave attributed to the greater composition of female viewers on that night.

In March 10-20, 2000, WCW commissioned a likability study of the WCW e-mail database list which was administered by LA’s Grace Market Research. They collected 1,400 completed surveys – it was 92% male / 8% female with 83% Adult / 17% non-adult. This is a similar thing that occurred with many other online surveys of wrestling fans which appear to get disproportionate response from male fans.

In 2000, according to a April 10, 2000 Advertising Age article “Wrestling has a chokehold on cable fans”, Ray Giacopelli, VP-research for USA Networks, “says WWF broadcasts skew 70/30 male-female, and Jim Rotshchild, WWF’s senior VP-sales, says females are the WWF’s fastest-growing audience segment”.

A June 1999 article in “Discount Merchandiser” quotes WWF’s Jim Bell (SVP of Licensing & Merchandising at WWF) that “WWF's wrestlers target a more pin-pointed audience, namely, young males and some females in their mid-teens and up. Rather than focusing on superheroes, WWF shows have their feet planted firmly in a reality that evokes strong emotions. In the 1980s, however, WWF went after a more varied "family" audience. "When it was family entertainment, it was a softer show" he says. "We were trying to be everything to everybody." Most changes have taken place over the last 18 to 24 months. “

In April 1991, Skip Desjardin, the “manager of PPV marketing for Titan’s World Wrestling Federation” claimed in an article with Multichannel News that, We're going after more family-oriented demographics," he said. "Whereas boxing, I believe, attracts a male demographic, we've found that 52 percent of our viewers are female." (I would strongly challenge the validity of this number.)

In the March 4, 1991 Wrestling Observer Newsletter, Dave Meltzer had an interview in Nye Lavalle who is a manager at SMG (The Sports Marketing Group) who designed a survey in November 1989 for 2,060 men & women, all 18+ from 175 key areas. It equated WWF with “pro wrestling” throughout the article. It noted that “pro wrestling as the most disliked sport of the 114 different sports listed in the survey”. Lavalle noted to Meltzer that: “WWF wrestling is twice as popular among males as it is among females, which as far as sports goes, is not a bad ratio. In comparison, boxing is four times as popular among males, as is auto racing, while boat racing is nearly five times as popular among males and NFL football, which was the most popular sport in the United States, was three times as popular among males. The two-to-one ratio pro wrestling has is very similar to the male-female ratio of the NBA and Major League Baseball. Sports like gymnastics and figure skating, both of which did surprisingly well in the survey, both have a two-to-one popularity in favor of women; while Pro. Beach Volleyball was the closest sport to having a 50-50 ratio.”

In 1989, Steve Beverly, editor of the then pro-wrestling newsletter Matwatch, wrote a thesis at Auburn University about pro-wrestling called, “A HISTORY OF PROFESSIONAL WRESTLING AS TELEVISION PROGRAMMING FROM: 1941-1989”. He talks a lot of female viewership of pro-wrestling talking about announce Castleman talking to housewives in the audience in the 1948 DuMont programming and the female audience attention that showman Gorgeous George received (similar to Liberace’s popularity) garnered.

This is something I'll continue to dig into and document over time.

-Chris Harrington, Wrestlenomics Radio.

40 comments:

Mookie said...

Another datapoint - 1986 promotional material from WWF

"40% female"

https://twitter.com/mookieghana/status/1011241642144169985

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Jaya Riaan said...

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My first symptoms of ALS occurred in 2014, but was diagnosed in 2016. I had severe symptoms ranging from shortness of breath, balance problems, couldn't walk without a walker or a power chair, i had difficulty swallowing and fatigue. I was given medications which helped but only for a short burst of time, then I decided to try alternative measures and began on ALS Formula treatment from Tree of Life Health clinic. It has made a tremendous difference for me (Visit w w w. treeoflifeherbalclinic .com ). I had improved walking balance, increased appetite, muscle strength, improved eyesight and others. ]

Unknown said...

Healing from HIV-AIDS, i never though DR. ZUMA who could ever get my HIV-AIDS cured with his healing spell, i have tried almost everything but i couldn't find any solution on my disease, despite all these happening to me, i always spend alot to buy a HIV drugs from hospital and taking some several medications but no relieve, until one day i was just browsing on the internet when i come across a great post of !Michelle! who truly said that she was been diagnose with HIV and was healed that very week through the help of these great powerful healing spell doctor, sometime i really wonder why people called him Papa Zuma, i never knew it was all because of the great and perfect work that he has been doing that is causing all this. so i quickly contacted him, and he ask me some few questions and he said a thing i will never forget that anyone who contacted him is ! always getting his or her healing in just 4 days after doing all he ask you, so i was amazed all the time i heard that from him, so i did all things only to see that at the very day which he said i will be healed, all the strength that has left me before rush back and i becomes very strong and healthy, this disease almost kills my life all because of me, so i went to hospital to give the final test to the disease and the doctor said i am HIV negative, i am very amazed and happy about the healing DR. ZUMA gave to me from the ancient part of Africa herbal root, you can email him now for your own healing too at: spiritualherbalisthealing@gmail.com or WhatsApp him +15068001647 thank you sir for healing me from HIV, i am Maria Cooker.

Anonymous said...

THE GREAT HERBAL DOCTOR CALLED DR EDIDIA I have been suffering from (HERPES) disease for the last four years and had constant pain, especially in my mouth. During the first year, I had faith in God that I would be healed someday. This disease started circulate all over my body and i have been taking treatment from my doctor, few weeks ago i came on search on the internet if i could get any information concerning the prevention of this disease, on my search i saw a testimony of someone who has been healed from (HIV and Cancer) by this Man Dr Edidia and she also gave the email address of this man and advise we should contact him for any sickness that he would be of help, so i wrote to Dr Edidia telling him about my (HERPES infection) he told me not to worry that i was going to be cured!! hmm i never believed it,, well after all the procedures and remedy given to me by this man few weeks later i started experiencing changes all over me as Dr Edidia assured me that i have cured, after some time i went to my doctor to confirmed if i have be finally healed behold it was TRUE, So friends my advice is if you have such sickness or any other at all you can email Dr Edidia.   kindly contacted Dr Edidia  :contact his Email: dredidiaherbalhome@gmail.com whatsapp +2349074505296   check website;  https://dredidiaherbalhome.wixsite.com/dredidiaherbalhome    https://dr-edidia-herbal-home.business.site/   https://dredidiaherbalhome.simdif.com/  sir i am indeed grateful for the help i will forever be grateful and of course recommend you to the world and all my friends my friends!!!   .........

luke said...

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Great Abolo said...

Are you having issues in your relationship, or finding it difficult to have a child of your own or are you the type having any diseases in your body. I will advice you to contact Dr. Abolo of Abolospell@gmail.com . The potency of his spell is so effective and can reunite broken relationship and can also make one get pregnant know matter the situation and not only that, he also has the power to cure all type of diseases within the period of 48hours.. Contact him today and thank me later.

Contact details : Abolospell@gmail.com

Tamara Barrow said...

The doctors said Herpes virus do not have medical cure because the virus is capable of hiding within the human cells, it remains protected from your immune system. Herpes isn’t a special virus – your immune system has the tools to fight it back. But because it is able to lay dormant in protected cells, your immune system is unable to remove it from your body,But with strong reactive herbal medication is capable of getting rid of the virus gradually and totally from your body without damaging any of your cells,natural herbs kills the virus totally not just reducing the out break. Get natural herbs cure Email DR. VOODOO at voodoospelltemple66@gmail.com Add Dr voodoo on whatsApp +2348140120719

Vera S said...

My mom ALS (amyotrophic lateral sclerosis) symptoms started out with a "foot drop" on her left foot. From there her left leg lost all muscle tone and all the entire left leg muscles were almost gone. Also her fingers and thumbs "contract" at times. Left arm is losing muscle tone too,she have been suffering from amyotrophic laterals sclerosis (ALS) disease for the last seven years and had constant pain which really get us worried, especially in her knees, the only treatment for this ALS (amyotrophic lateral sclerosis) is natural organic treatments honestly ,www. multivitamincare .org has the perfect herbal remedy to all the Motor Neuron Disease including ALS.

Anonymous said...

I have been HIV positive for 6 years and long for the day to be free of this disease. I would love to be part of any trial that helped find the cure, i have an undetectable viral load and CD4 count of around 1100.I have tried almost everything but I couldn’t find any solution on my disease, despite all these happening to me, i always spend a lot to buy a HIV drugs from hospital and taking some several medications but no relieve, until one day i was just browsing on the internet when i came across a great post of !Mechelle rose ! who truly said that she was been diagnose with HIV and was healed that very week through the help of this great powerful healing spell doctor ,I wonder why he is called the great Dr, Zuma, i never knew it was all because of the great and perfect work that he has been doing that is causing all this. so I quickly contacted him, and he ask me some few questions and so i did all the things he asked me to do, He ask me to buy some herbs and which I did for my cure, only to see that at the very day which he said i will be healed, all the strength that has left me before rush back and i becomes very strong and healthy, this disease almost take my life all because of me, so i went to hospital to give the final test to the disease and the doctor said i am HIV negative, i am very amazed and happy about the healing doctor Zuma gave to me through ancients herbs and roots, you can email him now for your own healing too on his email: spiritualherbalisthealing@gmail.com or WhatsApp him +15068001647

Thato Amelia said...

My first symptoms of ALS occurred in 2014, but was diagnosed in 2016. I had severe symptoms ranging from shortness of breath, balance problems, couldn't walk without a walker or a power chair, i had difficulty swallowing and fatigue. I was given medications which helped but only for a short burst of time, then I decided to try alternative measures and began on ALS Formula treatment from Tree of Life Health clinic. It has made a tremendous difference for me (Visit w w w. treeoflifeherbalclinic .com ). I had improved walking balance, increased appetite, muscle strength, improved eyesight and others. ]

Oscar said...

I would like to thank Ultimate Life Clinic for reversing my father's Amyotrophic Lateral Sclerosis (ALS). My father’s ALS condition was fast deteriorating before he started on the ALS Herbal medicine treatment from Ultimate Life Clinic. He was on the treatment for just 6 months and we never thought my father will recover so soon. He has gained some weight in the past months and he is able to walk with no support. You can reach them through there website www.ultimatelifeclinic.com

Richard Tracy said...

Hello Everyone out there,I am here to give my testimony about a Herbalist doctor who helped me . I was infected with HERPES SIMPLEX VIRUS in 2017, i went to many hospitals for cure but there was no solution, so I was thinking how can I get a solution out so that my body can be okay. One day I was in the river side thinking where I can go to get solution. so a lady walked to me telling me why am I so sad and i open up all to her telling her my problem, she told me that she can help me out, she introduce me to a doctor who uses herbal medication to cure HERPES SIMPLEX VIRUS and gave me his email, so i mail him. He told me all the things I need to do and also give me instructions to take, which I followed properly. Before I knew what is happening after two weeks the HERPES SIMPLEX VIRUS that was in my body got vanished . so if you are also heart broken and also need a help, you can also email him at {drosagiesolutiontemple@gmail.com OR
DROSAGIESOULTIONTEMPLE@YAHOO.COM}
or whatsapp him number: +2347030465649. or website is Contact him today and you will have a testimony...Good luck!

Dr. OSAGIE Also Cures:
1. HIV/AIDS
2. HERPES 1/2
3. CANCER
4. ALS (Lou Gehrigs disease)
5. Hepatitis B
6. chronic pancreatic
7. Emphysema
8. COPD (Chronic Obstructive Pulmonary

Unknown said...

I'm 61 years old. I contracted HPV in 2011' I has be taking lot treatment for it and embarrassed some months ago the wart stated coming out seriously, I used lot recommendation because there was lot warts around my anus and was so . but today I'm totally happy I got the virus eliminated by using natural treatment from Dr voodoo herbal center after his treatment I got cured. all the warts went away' seriously believed Dr. voodoo he have the cure for human papillomavirus because he has eliminated hpv been in my body since 2011, Dr. voodoo make it possible for me. Here is Dr. voodoo email: voodoospelltemple66@gmail.com or WhatsApp him via +2348140120719 he is welled capable of curing terrible diseases.

Thato Amelia said...

My first symptoms of ALS occurred in 2014, but was diagnosed in 2016. I had severe symptoms ranging from shortness of breath, balance problems, couldn't walk without a walker or a power chair, i had difficulty swallowing and fatigue. I was given medications which helped but only for a short burst of time, then I decided to try alternative measures and began on ALS Formula treatment from Tree of Life Health clinic. It has made a tremendous difference for me (Visit w w w. treeoflifeherbalclinic .com ). I had improved walking balance, increased appetite, muscle strength, improved eyesight and others. ]

David Paul said...

Hello viewers, I'm here to shear my testimony on how Dr. paul cured my herpes virus/hpv with his herbal medicine,,.I do not have much to say but with all my life i will for ever be grateful to him and God Almighty for using Dr. Paul to reach me when i thought it was all over, today i am happy with my life again after the medical doctor have confirmed my HERPES SIMPLEX VIRUS / HPV of 3 years is gone,i have never in my life believed that HERPES SIMPLEX VIRUS could be cured by herbal medicine. so i want to use this means to reach other persons who have this disease by testifying the power of Dr. paul that all hope is not lost yet, try and contact him by any means for any kind of disease. Thanks once again Dr. Paul for your marvelous work may God continue to bless you. You can also reach him today via +2348136027692

Unknown said...

I contacted herpes' I was told there is no herpes cure except treatment to
control it. I totally lost hope. All I could think was losing my life it
was so embarrassing to have this virus, few weeks ago I ready about a
possible natural herbs cure which was guaranteed. And I ordered the natural
herbs treatment from Dr voodoo after some weeks I got 100? cure. Now I'm so
excited to share this testimony contact Dr voodoo WhatsApp number
+2348140120719 also e-mail him at: voodoospelltemple66@gmail.com

Robert Patricia said...

I was cured of CANCER with the used of natural herbs. I love herbs so much. Most times, injection and drugs are just a waste of time. I was cured 8 months ago, i suffered from CANCER for 3 yrs but with the help of Dr. JOSHUA herbal medicine, i was cured within few weeks of drinking the herbs he sent to me through courier delivery service. This same doctor also cured my Aunty from FIBROID, as soon as i heard she had FIBROID, i quickly refer her to Dr. JOSHUA and she was cured too after drinking his herbs. I have referred more than 15 persons to Dr. JOSHUA and they were all cured from their various illness. Have you taken herbs before?. You have spent so much money on drugs, injections, surgeries etc and yet you have no good result to show for it. Contact Dr. JOSHUA now, he is a herbalist doctor, i assured you of a cure if you drink his natural herbs. Dr. JOSHUA have herbs that cures Hiv Herpes, diabetics, asthma, hepatitis, HBP, STD, cancer, chronic, etc. Contact Dr JOSHUA through his Email address on: {dr.joshuaherbalhome6@gmail.com} or whatsapp him on +2347048515927 Please share the good news to other people once you are cured .

Scofio morgan said...


I was browsing the Internet searching for help when I came across a testimony shared by someone on how she was cured from Herpes Disease. I quickly contacted him to get the cure. I bought the herbal medicine from the herbal doctor [Robinson Buckler]. I took the herbal medicine for 2 weeks as instructed and i went for a medical checkup and to my greatest surprise i was cured from Herpes virus. My heart is so filled with joy. If you are suffering from Herpes or any other disease you can contact this herbal doctor today on this Email address_________________[[robinson.buckler@yahoo.com]].....Thank you Doctor