The 18-49 demographic viewership has long been considered the most important number for advertisers when it comes to analyzing the ratings of U.S. television broadcasts.
The higher the 18-49 demo, there more advertisers have been traditionally willing to spend on commercials, however, that is all about to change.
A report in the latest Wrestling Observer Newsletter, reveals there’s going to be a shift away from the traditional 18-49 being used as the sole deciding factor for advertisers and where they spend their money.
The new key data for advertisers to watch will be "total impressions" a show is able to generate. This will reportedly include streaming and on-demand numbers, rather than live broadcasting viewership or demographics.
The change is expected to come in January 2022 and it will be very interesting to see how this impacts both WWE and AEW, especially since they focus on their 18-49 demographic viewership. The belief is that when the new numbers are included, the genre that will benefit the most are sports programs and shows on streaming services such as Netflix.
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