Opinions

Two simple ways of fixing AEW’s audience and ratings problems

Psykohurricane

Every time AEW is mentioned here on this site, it’s either super negative or super positive depending on who wrote the column. One thing that happens on both sides is that nobody brings solutions to help AEW fix some of their major problems. Right now, those problems include getting more fans to watch and actually buy tickets to see them live. However, there is an easy fix, and I’ll share what I believe is the solution to help them grow as a brand.

1. Ticket Sales

This one is quite simple: do as much marketing as you possibly can, and not just on social media a week before the event. Let’s take a look at how WWE and TNA handle their marketing, and then compare it to AEW.

First, let’s talk about WWE. They have a huge marketing budget, so it’s easier for them to go all-in on promoting their events. Just look at how often upcoming events are mentioned through TV ads, event centers, and during their shows. They ensure that nobody forgets when WWE is coming to town, and look at the results—they’re doing well. Even during their lowest points, their attendance numbers were still better than what AEW is doing now.

Now, consider TNA. With a smaller budget, they can’t afford as many TV ads during Impact, but they use simple strategies. They take time during broadcasts to announce upcoming events and display a ticker showing where they’ll be in the next few months. They also do old-school local promotions in the towns they’re visiting. The results? They went from drawing very small crowds to running arenas with 1,000–3,000 seats and selling them out most of the time.

Now let’s look at AEW, which is like two different companies in one. When it comes to PPVs, AEW pushes hard, with weekly marketing and promotions. The results speak for themselves: PPVs consistently sell 7,000 to 10,000 tickets. But when it comes to Dynamite and Collision tapings, it’s a different story. They announce when tickets go on sale, and then… nothing. There are no mentions during TV shows, barely any social media promotion, and no paid TV ads. Fans have short memories and plenty of other entertainment options to spend their money on, so if they don’t remember AEW is coming to their town, they’ll spend their money elsewhere.

If AEW wants to solve their ticket sales problem, they could use the same tactics they use for their PPVs to market their weekly shows. A two-minute segment during Dynamite and Collision to hype where they’ll be in the coming months doesn’t take much effort and would work wonders for ticket sales.

2. Ratings/Growing Their Audience

The product itself isn’t really the problem. While I’m not a huge fan of the “Attitude Era”-style product AEW is doing right now (and I wasn’t a fan of it when WWE and WCW did it in the ’90s), I can see why they’re emulating it. After all, the ’90s were wrestling’s biggest boom period. That said, the audience for this style of wrestling isn’t as large as it was back then, and the ratings reflect that.

With Dynamite and Collision set to stream on MAX next year, AEW has a chance to grow its audience. However, the way they’re formatting their shows right now isn’t working. That’s where tweaking the format just enough to keep newer fans engaged could make a big difference. For example, having one compelling storyline with a clear beginning, middle, and end play out over the course of the show could keep viewers hooked. If fans are drawn into the opening segment and see it progress through multiple segments, culminating in a big main event, they’re more likely to stay tuned for the whole show—and that’s how you grow your audience.

It’s important to focus on engaging viewers within the first 15 minutes, as that’s when they decide whether to keep watching. If AEW can hook them early with an intriguing storyline that carries throughout the episode, they’ll not only keep more of their audience but also encourage them to tune in next week. A good cliffhanger at the end of the show gives fans a reason to come back.

I believe that if AEW implemented these simple strategies, they could return to the heights they reached when Punk and Cody were still with the company.