A few weeks back, Randy Savage did the interview basically portraying the old-school veteran point of view as if the new stars of today (and in specific, Bret Hart, his rival on an upcoming PPV match) as never having proven themselves as money draws, which of course becomes really stupid today since the business is generating more money than at any time in its history. It got me thinking about something we've done before, and I guess it was time to do again. When it comes to the WWF champion, who really did put asses in the seats and whose title reigns were and weren't successful when it comes to drawing television ratings.
We're going to limit this to WWF because over the years the WCW championship has generally not been defended on the majority of house shows, nor has the title match been the main event almost every time out as it is with the WWF title, nor the key personality when it comes to drawing television ratings. That in some cases also is true with the WWF champion, but more often that not the champion is who the company during that time period was built around. The WWF champion by and large defended the title at most of the house shows, or at least was the key headliner, particularly in the major arenas, and his match was probably 95 percent of the time the main event and key drawing match on the shows.
We've been keeping pretty accurate WWF records dating back to January of 1992. After giving the raw data, which will say whatever it says, we'll try again to put a face on the numbers. The average attendance per show and average television rating would be the figure during the period the person is the champion. The time frame average would be the average for the period six months prior to the title reign and six months after, so we can compare how the champion himself changed or didn't change business from what it was doing at that point in WWF history. Because we don't have 1991 records, when it comes to Ric Flair's reign, the time frame would only be the six months after he lost the title the first time, and since Steve Austin's reign is still going and is less than six months in, for Shawn Michaels we are only going a few months after and six months before, and Austin's time frame is only six months before since there is no after. First, let's look at attendance, attendance in the period both before and after the man won the title, and the comparison percentage is basically all things being equal (and they never truly are but this is as good as it's going to get), how good or bad the person drew in comparison to what during that time period they should have been expected to draw:
Champion Att. Avg. frame
Ric Flair (1/19/92 to 4/5/92) 6,503 3,690 (+76.2%)
Randy Savage (4/5/92 to 9/1/92) 3,772 4,358 (-13.4%)
Ric Flair (9/1/92 to 10/12/92) 3,295 3,826 (-13.9%)
Bret Hart (10/12/92 to 4/4/93) 3,432 3,607 (-4.9%)
Hulk Hogan (4/4/93 to 6/13/93) 3,153 3,528 (-10.6%)
Yokozuna (6/13/93 to 3/20/94) 3,481 3,218 (+8.2%)
Bret Hart (3/20/94 to 11/23/94) 3,020 3,176 (-4.9%)
Kevin Nash (11/26/94 to 11/19/95) 2,935 4,028 (-27.1%)
Bret Hart (11/19/95 to 3/31/96) 5,186 3,843 (+34.9%)
Shawn Michaels (3/31/96 to 11/17/96) 4,690 4,884 (-4.0%)
Sycho Sid (11/17/96 to 1/19/97) 5,172 5,028 (+2.9%)
Shawn Michaels (1/19/97 to 2/13/97) 4,633 5,137 (-9.8%)
Sycho Sid (2/17/97 to 3/23/97) 5,678 4,952 (+14.7%)
Undertaker (3/23/97 to 8/3/97) 5,719 5,511 (+3.8%)
Bret Hart (8/3/97 to 11/9/97) 5,817 6,836 (-14.9%)
Shawn Michaels (11/9/97 to 3/29/98)* 7,101 6,868 (+3.4%)
Steve Austin (3/29/98 to 5/1/98)* 8,851 6,038 (+46.6%)
OVERALL RANKING OF CHAMPIONS REIGNS AS DRAWING CARDS (1/1/92 TO 5/1/98)
Avg. frame
Steve Austin 8,851 6,038 (+46.6%)
Undertaker 5,719 5,511 (+3.8%)
Sycho Sid 5,341 5,003 (+6.8%)
Ric Flair 5,220 3,744 (+39.4%)
Shawn Michaels 4,906 5,087 (-3.6%)
Bret Hart 4,063 4,103 (-1.0%)
Randy Savage 3,772 4,358 (-13.4%)
Yokozuna 3,481 3,218 (+6.5%)
Hulk Hogan 3,153 3,528 (-10.6%)
Kevin Nash 2,935 4,028 (-27.1%)
The most important thing these figures show is that in most cases, and Steve Austin right now may or may not be the exception, it is business patterns at the time, and now who is on top, that is more important than who holds the title and who is headlining the shows.
Austin is the only WWF champion of the past six-and-a-half years who has made business considerably stronger than it was should have been expected to be based on the time frame. On paper it looks like Ric Flair also did that, and Bret Hart did in his third title reign, but overall the four-times (not included the one-day deal) Hart held the title, business was almost exactly as it should have been. Hart was neither a good draw or a bad draw as WWF champion, but he drew what should have been expected as champion. The same can be said for Shawn Michaels. The only drew bad draws as champion were Randy Savage, and really that was a weird period in history and he isn't to blame for that, Hulk Hogan, which was a miscalculation at the time and who was a great draw at other periods, and Kevin Nash, who was a bad draw as champion.
Flair's first title reign was just before the period the bottom dropped out, which makes his first reign in particular and overall figure look stronger than it really was, not to mention that during the first reign it was really Hogan, and not Flair, who was the real drawing card and realistically should be given credit for the impressive figures. Yokozuna's title reign, while in a bad period, did better business than they were doing at that time. While the WWF scandal period actually started in 1992 at about the same time (actually about two weeks before) Flair won the title, it didn't really kick into gear until late March and the big names (Hogan in particular since he was the most important) didn't stop dropping out until after Wrestlemania, which was the same day that Savage beat Flair for the title. The big drop from Flair to Savage as champion had a lot more to do with the situation having nothing to do with Flair and Savage, although it was a mistake at that particular point in time to make the change that early because the psychology of Flair chasing Savage with the angle the way it was was all wrong. But the business drop-off would have occurred anyway. Putting the title back on Flair later in the year saw attendance continue to drop, and it remained at a low point until the end of 1995. The WWF building again around the scandal-magnet Hogan in the summer of 1993 actually saw business decline from the previous reign of Hart and the follow-up reign of Yokozuna. The pick-up had a lot more to do with the business in all facets starting to rebound after three-and-a-half years due to renewed interest in wrestling in general created by the Monday Night Wars, although it can't be argued that Bret Hart was also a much bigger draw as champion than Diesel.
Having said all that, these figures do end several myths. The first being that Flair wasn't a success at the box office as WWF champion. the second being that Sid was a box office failure as champion, when in actuality he was a success as a draw as compared with the better working Michaels during the same time period, in particular the early 1997 reign by Michaels who had the benefit of being champion during wrestling's hot winter season and there was a noticeable drop-off in attendance after he beat Sid at the Alamodome. The third is that Hart is unproven as a draw. He was not a draw his first two reigns, but was a huge draw in his third title reign. His fourth reign looks bad when it comes to time frame because business exploded after he left, but business was doing great with him on top all summer and fall. And the final myth is anyone who would claim that anyone but the present-day Austin is the biggest drawing card as champion of this decade.
Now let's look at television ratings:
Champion Rating Avg frame
Ric Flair (1/19/92 to 4/5/92) 2.53 2.12 (+19.3%)
Randy Savage (4/5/92 to 9/1/92) 2.16 2.12 (+1.9%)
Ric Flair (9/1/92 to 10/12/92) 1.80 2.11 (-14.7%)
Bret Hart (10/12/92 to 4/4/93) 1.98 1.98
Hulk Hogan (4/4/93 to 6/13/93) 2.03 1.99 (+2.0%)
Yokozuna (6/13/93 to 3/20/94) 2.09 1.98 (+5.6%)
Bret Hart (3/20/94 to 11/23/94) 1.94 2.14 (-9.3%)
Kevin Nash (11/26/94 to 11/19/95) 2.00 1.96 (+2.0%)
Bret Hart (11/19/95 to 3/31/96) 1.93 1.89 (+2.1%)
Shawn Michaels (3/31/96 to 11/17/96) 1.76 1.58 (+6.3%)
Sycho Sid (11/17/96 to 1/19/97) 1.30 1.66 (-21.7%)
Shawn Michaels (1/19/97 to 2/13/97) 1.40 1.62 (-13.6%)
Sycho Sid (2/17/97 to 3/23/97) 1.50 1.64 (-8.5%)
Undertaker (3/23/97 to 8/3/97) 1.80 1.69 (+6.5%)
Bret Hart (8/3/97 to 11/9/97) 1.98 1.98
Shawn Michaels (11/9/97 to 3/29/98)* 2.05 2.11 (-2.8%)
Steve Austin (3/29/98 to 5/1/98)* 2.50 2.00 (+40.0%)
OVERALL RANKING OF CHAMPIONS REIGNS AS TV RATINGS DRAWS (1/1/92 TO 5/1/98)
Rating Frame
Steve Austin 2.50 2.00 (+40.0%)
Ric Flair 2.24 2.12 (+5.7%)
Randy Savage 2.16 2.12 (+1.9%)
Yokozuna 2.09 1.98 (+5.6%)
Hulk Hogan 2.03 1.99 (+2.0%)
Kevin Nash 2.00 1.96 (+2.0%)
Bret Hart 1.96 2.02 (-3.0%)
Undertaker 1.80 1.69 (+6.5%)
Shawn Michaels 1.78 1.67 (+6.6%)
Sycho Sid 1.37 1.65 (-17.0%)
While Austin looks good in both polls, we do see, as mentioned before, a difference when it comes to ratings draws and house show draws. The most notable is the short reigns of Sycho Sid, which were successful at the box office, but were flops when it comes to TV ratings. And while Undertaker was second from the top as a drawing card as champion, he was near the bottom when it came to television ratings when he was the key figure. Michaels is in the middle as a draw, but near the bottom when it came to ratings, although from his time frame, you can see he actually did better than what he probably should have done and it was more of coming along at the wrong time to draw ratings, unlike Sid who was a bonafide disaster in that way. The other interesting note is that while Kevin Nash was a disaster as champion at the box office, he was not a disaster as champion in the slightest when it came to drawing ratings. As mentioned before, ratings and drawing money at the box office are two different animals, often entirely different, and this period is rare in that all facets of business are booming at the same time. It is also interesting to note that while we talk about record ratings all the time, the ratings with Austin as champion, while great, are less than those the company was drawing in early 1992, and that was before Monday Night Raw even existed and the flagship show was that stale taped Prime Time Wrestling.
*In the interest of realism as opposed to absolute accuracy, Austin's period of champion is actually being figured from January 15, 1998 when Michaels stopped working house shows and Austin, even though he didn't actually win the title until March 29, was clearly the top drawing card in the company and was headlining all the house shows in that capacity. Realistically, Austin may have been the top drawing card dating back much farther than that, arguably since Wrestlemania although it was Bret vs. Undertaker that headlined most of the arena shows during both the Undertaker and Bret title reigns.