Last year when The Rock returned for the first time live in almost 7 years, the follow-up week of WWE RAW got a 3.9 rating. For the next several weeks, all the way until WrestleMania 27, RAW was routinely in the 3.7-3.9 range.*
Fast forward a year. During the five weeks of RAW that The Rock was apart of on the road to WrestleMania 28, RAW never scored above a 3.2 rating. Even the night immediately after WrestleMania 28, traditionally one of the highest-rated RAWs of the year, only scored a 3.4 rating.*
Enter Brock Lesnar. One of the biggest stars that the WWE could ever hope to resign. At this stage, in the current wrestling world, Brock Lesnar, a former UFC Heavyweight Champion, is probably THE biggest catch for any wrestling company in the world. Surely that should translate to an immediate surge in RAW ratings...right?
Wrong. The follow-up week to Lesnar's big return, when he was advertised in advance to be there live, scored a 3.1 rating. 3.1! Now, maybe ratings will pick up in the coming weeks, but things aren't off to a good start. We're in the immediate-post WrestleMania season, usually a fairly good ratings period for WWE, coming off the heels of WrestleMania. And the long-awaited return of wrestling and UFC icon, Brock Lesnar, have way to a 3.1 rating. Like I said, ratings could go up from here as Brock's storyline progresses, but on that same note...ratings could also continue to go down.*
So what gives? Are people not interested in mega stars like The Rock and Brock Lesnar? I don't think that's the reason here. One could point to things such as DVR & Monday night competition. While no one could deny that those factors play a role, RAW's ratings should still not be almost to the 2-range. At least not at this time of year.*
I think the problem is two things:*
1) An incredibly stale top star. I recognize that John Cena is the WWE's biggest star and rightfully so, but it doesn't change the fact that his character is incredibly stale and predictable, as it has been for years now. Cena still sells more merchandise than anyone else, but beyond that, is he TRULY a draw anymore? He is, but only to one demographic: kids. And while that's a large demographic, otis not the only one. I'm not a Cena hater, even though it may sound like it. I think he should still be at or near the top of the company, I'm simply saying that he needs some character development, and bad. And that doesn't necessarily mean a heel turn. Just. Something. Something to give people a reason to watch. When John Cena comes on TV every week and literally says, "I'm not changing and this is what you'll see from me every week," why would the many people who don't care for him continue to tune in? Cena's a big merch-seller alright, but I argue that he is actually having a negative affect on ratings at this stage.*
2) Lack of new stars. You don't need me to point out the obvious: this year so far has been all about the old stats: Rock, Taker, HHH, HBK, Jericho, Lesnar, and yes, even John Cena. Think back to the start of the Atittude Era, wrestling's hottest time period. Look at who was on top during those years: Austin, Rock, HHH & DX, Kane, and a rejuvenated Mick Foley. Every single one of those names was a new, fresh star. This generation wants the same thing that the generation that lived through the Attitude Era wanted: their OWN stars that they can watch grow and rise right before their eyes. Rock, HHH, and company are huge stars, but today's audience views them as stars from the past. Or in other words, not "THEIR" guys. The audience wants a new, young guy they can get behind. Like they did originally with Cena 7-8 years ago. Now, Cena's act has gotten old to the majority of the audience, and the audience is ready for the next big new star to steal their hearts. Is it CM Punk? Maybe someday, but not right now.*
I believe that those two factors above are the largest contributors to RAW's slipping ratings. And until they are addressed, things like the returns of The Rock and Brock Lesnar will not do anything more than a short-term ratings bump, if even that.*
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