CW Voices Concerns Over Nielsen Ratings Drop for NXT

The CW Network has voiced strong dissatisfaction with Nielsen's recent overhaul of television ratings measurement, which has led to sharply lower reported viewership for WWE's NXT program and other professional wrestling shows. The changes, rolled out in September, have prompted questions about the accuracy of the new system, particularly as it affects advertising and media rights negotiations in the industry.

Nielsen's updated Big Data Panel methodology combines data from its traditional panel of about 40,000 to 45,000 households with information from more than 45 million homes and 75 million devices, including set-top boxes, smart TVs, and public viewing locations such as bars and restaurants. Officials at the measurement company described the shift as providing a more comprehensive picture of viewing habits. However, since the implementation, wrestling programming has experienced consistent declines in reported numbers, while major sports like NFL games and Major League Baseball playoffs have shown increases or stability.

According to data shared with industry analysts, WWE NXT, which airs weekly on The CW, has averaged a 9 percent drop in total viewership under the new...