Comet TV Lauds Success of NWA Powerrr’s Viewer Growth Across Every Demo

When NWA Powerrr debuted on Comet TV in May, there was skepticism among many in pro wrestling about its potential for success. Less than three months later, the results are in and there’s a new network singing the praises of pro wrestling.

“It’s been great,” said Adam Ware, SVP, Growth Networks Group for Sinclair Broadcasting, the parent company of Comet TV. “You can’t just look at one week, or two weeks. It takes time for trends to emerge. It’s been on the air for 11 weeks now and we’ve seen NWA Powerrr increase across all of our key demos. People continue to sample it.”

Ware has more experience than most TV executives with pro wrestling, as he served as Chief Operating Officer at UPN from 1999 to 2002, a time that coincided with the very successful launch of then-WWF, now-WWE, SmackDown. 

“My context for NWA is both professionally with SmackDown, and growing up with WWF in New York and watching on WWOR,” Ware explained. “I’m looking at this both from a fan’s and viewer’s perspective, and that’s why we got involved.”

After the first show aired in May, NWA announced 275,000 people watched Powerrr – though questions surrounded the number, as publicized Nielsen ratings are limited to primetime. Ware confirmed that reach number was accurate, and explained the reach has remained strong, as NWA Powerrr now airs weekly on Saturdays at 4 p.m. and midnight. 

“That first show had three airings, because we added a primetime special, so the premiere had a reach of 275,000,” said Ware. “For the July 11 episode, the reach was 273,000 with only two airings, so the average has gone up dramatically.”

For a linear network like Comet TV, the coveted demographic are those ages 25-54. On July 4, NWA averaged 32,000 viewers in the demo, peaking at 60,000. It set a new ratings record for NWA Powerrr, and reached the level of other top-drawing movies or shows the network airs.

“The July 4 special was in line with the highest rated shows we air,” said Ware. “We have movies, something like Interstellar, that will pop a big number. That’s the level NWA is at.”

How NWA is Proving Its Worth

Ware’s background with pro wrestling led to the decision to air the show twice on Saturdays, specifically because he felt late Saturday night was a good timeslot from pro wrestling.

“I remember WWOR would air WWF programming at 11 p.m. on Saturdays and it just feels like a good time, as it follows other broadcast programming on Saturday nights,” said Ware. 

There are different measures of success for the 4 p.m. and late-night airings, which shifted to midnight after a change in time showed an increase in value.

“For the afternoon airing, it’s about building upon your lead-in, and adding viewers,” said Ware. “When the show starts at midnight, the goal is to get people to continue watching instead of turning off the television, either for something else or to go to bed. NWA has delivered for both.”

For the July 11 episode that aired at 4 p.m., Ware said the show’s ratings when it started were 28,000 total viewers, with 14,000 in the 25-54 demo. After 45 minutes, viewers had increased 57 percent to 44,000 and the demo went up 50 percent to 21,000.

The midnight airing for July 11 showed the strength of viewer retention, as it started with 54,000 viewers and still had 56,000 viewers at 12:45 a.m. into very early Sunday morning, July 12. 

Why NWA Powerrr is Working

Ware had effusive praise for the entire NWA team, starting with NWA owner, and Smashing Pumpkins lead singer, Billy Corgan. 

“This has every aspect of why we would want to get involved with pro wrestling,” he said. “It’s really exciting. You have the owner intimately involved, who just happens to be a huge rockstar. You have great characters, and great stories.”

The ethos of today’s NWA comes entirely from Corgan, said Ware, and that personal point of view is why he believes the show is connecting with the audience.

“[Billy] is deeply involved in the storytelling and the character development,” shared Ware. “It’s a throwback to wrestling from the mid-1970s to early 80s when it was very accessible and very local. Being as old as it is, NWA has the history to support that approach.”

Accessibility is clearly a selling point for NWA, with the tv shows being available for free on a linear network and tickets priced reasonably. Upcoming tv tapings have tickets available for $14.95 as well as free tickets for those under 12. 

In particular, Ware said NWA’s approach to storytelling and television, along with the distribution model, brings it closer to the “classic” pro wrestling than WWE.

“There’s nothing wrong with WWE today, but they’ve become too big if you believe what’s missing for fans is that overall accessibility,” said Ware. “You can get up and close to these heroes. You can have a good time. You can smile at them and not be too far away. It's a great price point for buying tickets and watching on tv for free.”

He speaks from personal experience, as Ware said he’s attended multiple NWA tapings and shows, including the Crockett Cup and Hard Times specials, and will be at the upcoming NWA 78th Anniversary Show in Philadelphia on July 25. He also attended the first Comet TV taping and watched the roster cut promos for the new show, which instantly blew him away.

“At first, there was a little uncertainty, wondering if this would work,” said Ware. “As soon as the camera started rolling and they were cutting promos, I knew how good they were. These were professionals. It was very impressive.”

He credits the NWA talent and staff for creating a family-like work environment that has translated to television. Though he declined to name favorites – “I like all of them and I don’t want anyone left out” – Ware did mention Gretta, a 6’ 2’’ women’s wrestler, and the Federation of Champions, a faction with several top stars, as acts he enjoys.

“NWA runs completely counter to what you’re seeing elsewhere in pro wrestling, and that’s what attracted Sinclair/Comet to get involved,” said Ware. “Another version doesn’t make sense for us. We like to go after that origin story, especially with a leader like Billy who is so involved and chasing that memory of his own personal experience. It’s very rare to be in business with someone like that.”