Here is my point. Once in a while the WWE gets a hot face. They push him and if that guy is good enough to play the role the numbers take off. CM Punk did not do a good job in that role as the hot face last summer.
The numbers were supposed to go up because CM Punk was so hot. But couldn't handle the role.
Sometimes yes. However, when there is a paradigm shift (or at least an attempt at one) one major factor that has to be taken into account is a transition of audience as well. Cena is the face of the PG Era, which markets mostly to young children (and by extension their parents).
Punk's appeal leading up to MITB was more towards "IWC/Smart Marks" and those of us who grew up on the Attitude Era. Punk was what got me watching again after 7 years.
Punk was appealing to us, meanwhile he was off putting to the PG Crowd. If they'd have allowed for enough time for the angle to finish driving off or converting the PG Crowd and to keep bringing in us older viewers, I have no doubt numbers would have stabilized and then started to grow. Also bear in mind that Punk was a heel when he made that shoot, and some of the heel heat he had still carried over with the PG crowd. This is why he was super hot in Chicago and hot at his return, yet the next week he came out to mixed reactions.
The response to this reminds me a lot of the mid 90s when Shawn Michaels was on his way up to being the face of the company and they were making their transition towards the Attitude Era.
Shawn, like Punk, had mostly been the cocky asshole heel. While he was the number two guy after Kevin Nash, 1995, that was allegedly the worst year of business the company ever had. When Nash left and they were sort of forced to give Shawn the ball, much like Punk, he was being pushed as a babyface and poster child for the company, but business did not take off. 96 was only marginally better overall and it fluctuated up and down as we fans who had for so many years hated Shawn as the arrogant metrosexual heel needed some time to get used to the transition of seeing Shawn as a face and as the new top guy who brought a different feel to the title scene. Even though his work was far above anything Nash ever did.
Fast forward one year and Shawn was again in the spot of being the face of the company, but this time, the audience had made the transition. This time, Shawn was over, even though he was supposed to be a heel, he was coming out to some good pops. Enter DX and the beginning of the Attitude Era. Even then, from what I hear, business didn't sky rocket, although it was better than 96. But this completed the transition and helped set up for what
would be a record year for the company and when the company would finally surpass WCW. It helped set the course of the company.
So in 96 it could've been argued using your logic that Shawn "
couldn't handle the role". Yet in 97-98, he proved he most certainly could.
It takes time for new stars, angles, and genres to build up momentum. It takes time for the audience to adjust to a paradigm shift within the product.
Instead, certain persons behind the curtain at WWE forgot that and panicked when Punk didn't immediately get the same reaction as Steve Austin, and/or certain persons deliberately ignored such a fact and took advantage of what they knew was going to bring an initial dip before stabilizing. Either way, they chopped down that tree a season too early before it had the chance to bear any fruit.
Ok let's run the numbers from the wwe-document. Cena became a hot face for the company in 2005.
SS 2004 387k
SS 2005 634k
2006-2007 over 500k
2008 447k
2009 369k
2010 350k
2011 296k
Does SS=Summer Slam? Interesting, because in 2004 the previous WWE champion before Cena, the one whom Cena beat was...
J. B. Fucking L.
Of course Cena can draw better numbers than him. Several people in the company at the time could have.
And the headliners were robotic Chris Benoit jobbing out to a still green Orton.
I say several people besides just Cena could've drawn better than those two at the time as well.
What is interesting is that the numbers you posted show a steady decline since Cena was given the ball, to the point where the past 3 years have been worse than 2004.
It is also unfortunate that your numbers do not yet include
THIS year, the year when Punk
IS (allegedly) the top guy of the company.