Eric Bischoff believes about 80% of AEW fans are also WWE fans, evidenced by ratings drops when AEW Collision goes against WWE’s pay-per-view events.
Speaking on the latest episode of his “83 Weeks” podcast, Bischoff discussed this at length when prompted by his co-host, who asked him about the impact of Adam Copeland jumping to AEW. He began,
“There’s a tremendous duplication in the AEW audience. The AEW audience is I would imagine 80% comprised of people that also watch WWE. [I’m] convinced of that now. The first time or two, you know, maybe not, but now it’s a pattern. Now you can see it. And I think because — that segment of the WWE audience that was interested in Edge, Adam Copeland now or the Rated-R superstar in AEW. They want to check it out because they’re interested in their Edge but not necessarily in the product. That being the larger WWE audience. I think there’s a small segment of the audience that is exclusive AEW audience, but it’s a very, very small percentage if that makes sense. And if it wasn’t for a couple of weeks now, the pattern that has established itself when Collision is up against the WWE PLE, I would not have probably assumed that, but I think it’s a safe assumption now. So I think to answer your question as briefly as I can, it’s just f**king nearly impossible for me, yeah. Everybody knew about it, and a lot of fans that are fans of Edge wanted to see what that looks like but they weren’t necessarily invested in the product.”
Bischoff further shared his insights into product integration in AEW and suggested that AEW may not have the capacity to pursue product integration like studios and advertisers due to the evolving and complex nature of the wrestling business, and in general all media, especially considering their edgier product that appeals to a specific demographic. He said,
“As time has gone on and studios started smartening up, and advertising agencies started figuring out that they could make more money — in addition to just selling ads, they could make additional revenue with unique product placement opportunities. The wild, wild West aspect of it is over, which is a long-winded way of saying that perhaps AEW — I don’t think they’ve got the horsepower to pull it off, quite frankly. But I guess it’s possible that someone in AEW could kind of take that, take the reins of that opportunity and go out and try to create it. But I’m pretty certain there’s language in their contract with Turner that doesn’t give them that opportunity anymore. Now the studios want to make that money, so it’s up to the studio to go and sell product placement in the show.
“Here’s where it becomes a little more complicated. When you’re talking about a media buy… now the product you are placing now, the program you’re placing your product in becomes way more important. Because otherwise, you’re buying numbers. You’re buying audience and you’re buying demos for the most part. When it comes to product placement, your client is going to want to know more specifically what that show looks like. ‘Where is the product? How are you going to place that product? What does the scene look like? Who is the talent associated with that scene?’ It’s a much more sophisticated business now than it was ten years ago. And 20 years ago, it was the Wild West. So I don’t think the opportunity for AEW is quite as easy because of the nature of the product. Yes it appeals to young [people] because they say f**k and they bleed all over the place and all that s**t. Yeah, that’s cool for the audience, that segment of the audience. But your product placement potential is mitigated as a result of it.”
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The Relationship Between AEW and WWE Fans: Insights from Eric Bischoff
In the world of professional wrestling, the competition between All Elite Wrestling (AEW) and World Wrestling Entertainment (WWE) has been heating up. Both promotions have their loyal fan bases, but according to former WCW President Eric Bischoff, there is a significant overlap between AEW and WWE fans.
During a recent episode of his “83 Weeks” podcast, Bischoff discussed the impact of Adam Copeland, also known as Edge, joining AEW. He stated that about 80% of AEW’s audience consists of people who also watch WWE. This conclusion is supported by the noticeable drop in ratings for AEW Collision when it goes head-to-head with WWE’s pay-per-view events.
Bischoff believes that the WWE audience’s interest in wrestlers like Edge leads them to check out AEW, even if they are not necessarily invested in the product as a whole. He suggests that this segment of the audience wants to see what their favorite wrestlers are doing in AEW but may not become regular viewers.
However, Bischoff also acknowledges that there is a small percentage of the audience that is exclusively dedicated to AEW. These fans are drawn to the edgier product and unique talent that AEW offers. Nevertheless, he emphasizes that this group is significantly smaller compared to the WWE fanbase.
Another aspect Bischoff delves into is product integration in AEW. He explains that studios and advertisers have recognized the potential for additional revenue through product placement opportunities. However, he doubts whether AEW has the capacity to pursue such integration due to the evolving and complex nature of the wrestling business.
Bischoff suggests that AEW’s edgier product, which appeals to a specific demographic, may limit their product placement potential. Advertisers now require more specific details about how their products will be showcased, including the scene, talent involved, and overall aesthetics. This level of sophistication makes it more challenging for AEW to attract product placement opportunities compared to a more mainstream and family-friendly product like WWE.
In conclusion, Eric Bischoff’s insights shed light on the relationship between AEW and WWE fans. While there is a significant overlap between the two fan bases, with about 80% of AEW fans also being WWE fans, AEW still has a dedicated and passionate fan base of its own. Additionally, the edgier nature of AEW’s product presents challenges in pursuing product integration opportunities. As the wrestling landscape continues to evolve, it will be interesting to see how both promotions adapt and compete for viewership and fan loyalty.