Didn't Andrade just come back? It's not like he's been doing this gimmick for months lol. There's three women on YouTube who react to wrestling which includes AEW. Fletcher sat with them for a video a while back, which was incredibly smart of AEW to set up. My guess is that's opened up a new audience for AEW plus the new metrics used punished wrestling and no other sport and that's ended. Now NXT (while stripped of talent), SD, and AEW are suddenly doing better ratings wise. MJF also puts himself out there, always has. Turns out, your champion should be doing interviews and appearances galore and not just saying he's the men's world champion as hundreds online repeatedly say "that's our cowboy." MJF is a mini-marketing machine. In WWE, guys like Punk and Rollins are everywhere outside of 'the Universe.' Lastly, a particular chant by AEW fans got mainstream attention and lately, it's been a popular thing to say, so that's gotten more positive attention than negative. MJF's reaction was hilarious btw.
Got a link to that YouTube? I'm not familiar with it.
Doubt the "Fuc* ICE" chant this week had much of an impact on AEW's TV ratings. These sepcific Nielsen ratings are live + same day (they track a whole lot more than just live + same day).
My biggest problem with the Elite since day one is their lack of marketing. Bucks and Omega were EVPs but rarely ever got out and marketed the product. Hangman has always been an especially private person. There's certainly responsibilities that come with being in the positions they have been in and are in and I don't feel like they have held up their end of the deal in that respect.
People watching in the eastern and central time zones would have only had 2-3 hours to watch it after it aired live. Pacific time zone doesn't even get the show live but they can watch it live thru the TBS app or on HBO Max, so I'm sure the Pacific folks aren't a particularly large TV audience. Not sure about the situation with the Mountain time zone.
In September 2025, we wrote a technical primer on how Nielsen switched to “Big Data + Panel” and why it caused wrestling ratings to drop. This week, ratings jumped. AEW Dynamite was up 31%. Collision nearly doubled. SmackDown hit its highest 18-49 in months. Here is what has changed. Why Did...
wrestlejoy.com
Above article written by the same guy who discovered a previous flaw in Nielsen's system that they fixed.
Why Did Ratings Go Up This Week?
Nielsen changed the number they multiply against.
Every TV rating is a multiplication problem. Nielsen’s panel tracks what percentage of homes are watching a show. Then they multiply that percentage against the total number of homes that have cable TV. That total is called the “universe estimate.”
On January 26, Nielsen adopted new data from an independent study that said the cable universe was bigger than Nielsen thought. More cable homes in the equation means every cable show’s ratings go up, even if the exact same people are watching the exact same shows.
That is what happened. The multiplier got bigger.
What Is a Universe Estimate?
Think of it this way. Nielsen’s panel says 1% of cable homes watched AEW Dynamite. The next question is: 1% of how many homes?
If Nielsen says there are 70 million cable homes, 1% is 700,000 viewers. If the universe expands and now there are 75 million cable homes, the same 1% becomes 750,000. The show didn’t get more popular. The denominator changed.
The universe estimate is base number in television measurement. Every rating, every viewer count, every demo number is built on top of it.
What Is DASH and Where Did It Come From?
DASH is the study that caught the error. It stands for Devices and Accounts Study of Hybrid viewing. It is run by the Advertising Research Foundation in partnership with NORC at the University of Chicago.
What About the 18-49 Demo?
The DASH correction barely moved it.
AEW Dynamite gained roughly 146,000 viewers over 50, but only about 15,000 in 18-49. NXT gained about 60,000 over 50 and only 6,000 in 18-49. The total viewer number looks much better. The number that actually determines how much the show is worth to TBS or USA Network is nearly unchanged.
This makes sense when you think about what the correction actually did. The biggest fix was recovering cable subscribers who use apps instead of cable boxes. Cable subscribers skew older. They are established households that never actually cut the cord. Putting them back into the universe naturally adds more older viewers to the count. The correction found the people the algorithm was incorrectly erasing, and those people are predominantly over 50.
Basically, Nielsen was undercounting the # of households that have cable TV. When they measure ratings, it's based on % of households watching. So if Dynamite was watched by 1% of households, and you increase the # of households with cable, they'll see a viewership increase even if it stays at 1%. Because 1% of 1000 (10) is more than 1% of 100 (1), after all.
But as it says above, the size of the 18-49 demo didn't only changed marginally. So Dynamite this week going from 0.09 to 0.15 is simply a massive increase in 18-49s wanting to watch this week as opposed to simply a math change.
To say the new model that punished wrestling has ended is just not true though. All this system did was increase the # of cable subscribers. It didn't fix the problems with the demo rating.