Chris Jericho of All Elite Wrestling has declared war. AEW vs WWE. Is this anything more than hype for a new promotion that steps into the ring amidst an over-saturated market? Or is there something to the claims that this is the return of a promotion war?
AEW has created a nice foundation. Double or Nothing is the inaugural event that will take place on May 25, 2019. An agreement with WarnerMedia guarantees that TNT and the B/R Live streaming service will make AEW available to a wider audience. AEW debuts at a time when WWE viewership approaches record lows. Wrestling fans are starving for quality content. They’ve never been more open to alternatives.
Mainstream popularity has suffered. WWE provides a good barometer of interest. Despite no direct rival, the company struggles to get two million viewers for its flagship show, WWE Raw. SmackDown LIVE has fallen below that threshold. Ratings have trended downward for nearly two decades. They’ve reached historic lows.
From a previous submission, WWE Must Create Larger-Than-Life Stars:
There was a point during the Monday Night Wars when WWE consistently earned ratings of high-5s and 6s while WCW was earning 3s. Now WWE barely gets two million total viewers with no direct competition. WCW died around the numbers that WWE currently pulls. Some of that involves cord-cutting. Some of that involves accessing highlights online. Regardless, networks won’t keep paying billions to a product with declining or stagnant viewership.
That’s a LOT of departees. Is it any surprise? WWE used to start shows with momentum. They featured memorable intro music, fireworks, rowdy audiences, and an exciting opening segment. WWE finished shows with a cliffhanger that left fans wanting more. None of that exists today.
WWE fans complain about market over-saturation. Weekly, loyalists can pledge 10-plus hours on WWE Raw, SmackDown LIVE, 205 Live, NXT, and WWE Network content. WrestleMania alone requires an entire day. Then there are people dedicating time to listen to podcasts, YouTube, watching independent and international promotions, etc. Now AEW is asking people to dedicate time to them. While lots of wrestling fans are already burned out, AEW hopes that those fans will sacrifice a couple hours of WWE programming to watch their promotion.
One reason for low interest involves the lack of star power. WWE’s rich and diverse roster resembles King Solomon. Unfortunately, an atrocious creative process leaves the company without a developed superstar. The wrestling industry doesn’t have an Andre the Giant, Hulk Hogan, Stone Cold Steve Austin, The Rock, The Undertaker, or even Ruthless Aggression stars like John Cena and Batista. WWE appears reluctant to create superstars now that they’ll crossover into Hollywood for greater wealth, notoriety, and better physical health.
Take a peak at the current AEW roster. Among the headline attractions include a 48-year-old Chris Jericho, Cody Rhodes, Kenny Omega, Matt Jackson and Nick Jackson of The Young Bucks, Adam Page, PAC (WWE fans know him as Adrian Neville… wait, did he already quit before the first show?), and legendary announcer Jim Ross.
None of those wrestlers have drawing power similar to the aforementioned WWE legends. Jericho is a former world champion who carries his star power from his WCW and WWF/E days. The other wrestlers are Franz Ferdinand. AEW needs a Metallica. AEW needs a LeBron James. They need a star who appeals to the masses, not just independent and international crowds. Either someone from the current roster or a future hire must become that household name that appeals to everyone. That drawing power will rub off on everyone else.
(Yes, I get that isn’t a complete list. Some people are expecting Jon Moxley (formerly known as WWE’s Dean Ambrose) to make a surprise appearance. For those chanting “CM Punk! CM Punk!” I’d love to see that. When booked properly, Punk and Daniel Bryan are the biggest modern stars on the wrestling scene. Punk shouldn’t end his wrestling career with WWE constantly disrespecting him).
Superstar development begins with the creative team. They’re responsible for getting the most out of the talent. Put them in situations where they generate crowd reactions. AEW must evolve into more than a promotion featuring high-star match ratings. Unless those matches tell a story, people will tune out. WWE has suffered the consequences of producing a product with quality matches but very little storyline development. While both are important, the stories are more important than the wrestling itself. Fans who prefer combat over storylines now watch UFC.
I’m highly skeptical. Barring some huge surprises, TNA used to have a much, much better roster than what AEW will offer. Both from standpoints of talent and star power. TNA had a decent run. Never were they a real threat to WWE. While optimism is nice, AEW has a very long road ahead of them before they could ever consider themselves contenders for the top wrestling promotion.
Swaying WWE viewers isn’t enough. Splitting viewership will leave both companies bleeding out. AEW must retrieve former fans who’ve departed since WCW’s demise. AEW faces a tall challenge trying to create unique content for a performance art that has existed since the 19th century. Much of wrestling is overdone and stale. Fans need something that they can discuss with their peers without feeling embarrassed to admit to watching the product. Make wrestling cool again.
Can AEW convince people to return to wrestling fandom? Or have fans been gone for too long? Can AEW create a new generation of supporters? Or is wrestling something that will never click with younger generations? Remember that Generation Z and younger have never witnessed a boom period. If they never grew up seeing wrestling as a fad, then how hard will it prove to win them over when they never created nostalgic memories during childhood? Most remaining fans are nostalgia addicts who want to relive happier times.
AEW will get a chance to impress me. Nearly age 33, the current wrestling landscape leaves me wondering whether I’ve seen everything there is to see with this performance art. Storytelling is a lost art. Is it time to move on from WWE or wrestling for good? Could AEW or FOX force Vince McMahon to create a better show? Is competition what the wrestling industry needs for a revival? Or is this revival attempt about to come in contact with Ucey Hot?
The mainstream wrestling industry has never faced a more crucial period in its history. These next few years will either make it or break it. WWE spent the last two decades chasing away the majority of its viewership with a monopoly market.
Now it’s Double or Nothing.
CHECK OUT MORE
WWE Must Start Creating Larger-Than-Life Stars
What Lars Sullivan 100K Fine Means for Average Joes and Janes
NBA Load Management: Where Amazing Never Happens
Athletes, Leagues Must Address Fan Misconduct on Social Media, at Live Events
MLB or NFL? Kyler Murray Decision Isn’t Complicated
Joshua Huffman was born and edumacated in Middle Tennessee. He has published content for Yahoo! Sports (via Contributor Network) and Titan Sized, among other venues. At SoBros, he’ll provide Daily Fantasy Sports suggestions and broad sports coverage. Follow him on Twitter (although I rarely use it).
Check out the SoBros Shop. Subscribe to our Patreon. Give us money for no reason. Like us on Facebook. Follow us on Twitter @SoBrosNetwork. Listen on SoundCloud. Watch on YouTube.
