If You Think You Know WWE Entertainment... Think Again
The announcement was made yesterday at the company's first ever advertiser Upfront, in which it unveiled its portfolio of more than 750 hours of original programming for the 2001-2002 television season. The Upfront was held in front of more than 500 media executives at WWE New York, the company's site-based entertainment complex in Times Square.
WWE's "Think Again" initiative began last week with a series of trade advertising based on the results of an ongoing research project being undertaken to more clearly define WWE television viewers and their loyal connection to the brand and other well respected consumer brands.
Applied Research & Consulting, one of the foremost media and entertainment research companies in the world, conduct an analysis of the WWE brand, its viewers, and the connection between the two. The results show that WWE viewers are at or above the national average in several key demographic and behavioral indicators, including: income, employment status, education, asset ownership, and adoption of new communications media. Additionally, a key finding was that the majority of WWE viewers tend to watch the programming on an interpersonal level spanning different generations and genders.(1)
"Our research shows that the WWE unquestionably delivers a vast multi-generational audience. Essentially, the country is watching together. Further, our fans are a broad cross-section of America - they're doctors, lawyers, stockbrokers, paralegals and construction workers, who are highly committed to the brand - something we believe that the advertising community has not fully recognized," said Stuart Snyder, President and Chief Operating Officer of WWE Entertainment, Inc. "While we've consistently delivered the coveted 12-34 demographic to our advertisers, we believe that our research findings will motivate advertisers looking to reach a broad spectrum of demographics to 'Think Again' about the WWE brand as an effective advertising and marketing tool for their products."
Applied Research & Consulting LLC is a primary research firm of over thirty professionals based in NY, Washington D.C., and Amsterdam, offering analysis and strategic insights for business and government based on an in-depth understanding of attitudes, behavior, and the contexts in which decision-making takes place. Founded in 1995, ARC has built an international portfolio of clients in a variety of sectors, including MTV, Nickelodeon, AT&T, Pharmacia, Nissan, and the World Bank.
WWE Entertainment, Inc. is an integrated media and entertainment company headquartered in Stamford, Conn., with sales offices in New York City, Chicago and Toronto. Additional information on the company can be found at wwe.com and wweecorpbiz.com.
(1) Data collected from 4,300 completed random-digit-dialed telephone surveys of respondents between the ages of 12 and 54. The surveys were conducted between 11/25/00 and 3/28/01 by Applied Research & Consulting LLC. Average margin of error is approximately 2.5%.
WWE Entertainment, Inc.
Jayson Bernstein, 203/353-5015