Spike TV pressing for more WAR on Monday Night

[Guest Brian]

Full-Blown Monday Night War on the Verge of Breaking Out?

 

by Ivan Trembow

 

The face of Monday nights may be on the verge of changing once again, with a full-blown Monday Night War having the potential to break out sometime in the next six months. Information obtained by MMAWeekly indicates that some or all of the following things may be on the verge of happening: A) Spike TV continuing to air UFC Unleashed in the Monday at 10:00 PM timeslot for considerably longer than the network originally anticipated, B) Spike TV continuing to air UFC programming in the Monday at 11:00 PM timeslot even after the second season of The Ultimate Fighter concludes, and C) Spike TV giving the "TNA Impact" pro wrestling show a new timeslot of Monday nights at 9:00 PM, head-to-head with the first hour of WWE Raw.

 

If all of those things happened, it would be a full-blown revival of the famed Monday Night Wars. Instead of WCW Nitro on TNT providing the head-to-head competition for WWE, it would be a combination of TNA and UFC programming serving as Spike TV's weapons against WWE Raw on USA Network. As was the case with the October 3rd one-night showdown, nobody on the Spike/UFC/TNA side is delusional enough to have the goal of outright beating WWE Raw in the ratings. Instead, the goal would simply be to draw away a significant portion of the young male demographic that often watches WWE Raw on Monday nights.

 

Spike TV first dipped its toes in the proverbial "Going Head-to-Head with WWE Raw" water by scheduling a live UFC special to run head-to-head with WWE's return to USA Network on October 3rd, a move that caused Vince McMahon to go into full-fledged "War Mode," complete with all of the consequences that pro wrestling promoters have been all-too-familiar with since the 1980's.

 

Spike also decided to continue airing new episodes of The Ultimate Fighter every week in the Mondays at 11:00 PM timeslot, instead of moving the new airings of TUF to Saturdays at 9:00 PM as originally planned. Finally, in news that was broken exclusively on MMAWeekly in late September, Spike decided that UFC programming would be matched up against WWE programming on a weekly basis, with new episodes of UFC Unleashed airing every Monday night at 10:00 PM starting on October 10th.

 

 

 

Why Spike TV is Strongly Considering These Additional Moves

 

These moves are being strongly considered by Spike TV management due to a variety of factors. First of all, there's the fact that the Monday night airings of UFC Unleashed have done fairly well in the ratings when you consider their conspicuous lack of promotion, and more importantly these airings have significantly cut into the second-hour ratings growth that WWE Raw typically experiences.

 

Last week's episode of UFC Unleashed drew a 1.2 overall rating, the show's highest yet in the Monday at 10:00 PM timeslot, and it also drew a 2.2 rating in the advertiser-coveted 18-to-34-year-old male demographic. It seems likely that the ratings for UFC Unleashed are going to continue to grow as more people figure out that it's on the air every Monday at 10:00 PM.

 

There is also the fact that WWE is very vulnerable right now, and Spike TV smells blood to a certain extent because of WWE's ratings collapse since its first show on USA Network. The first episode of WWE Raw back on USA Network drew an overall rating of 4.4. The next week, Raw's overall rating was down drastically to 4.0. The week after that, Raw's overall rating was down drastically again to 3.6. The rating was 3.9 last week, but the normally large second-hour ratings growth was non-existent (the first hour drew a 3.9 rating, and the second hour stayed at 3.9).

 

At the same time, WWE Raw has devolved creatively over the past few weeks into an outlet for the McMahon family to get its jollies on national television, and the numbers would seem to indicate that I'm not the only person who has that opinion. (The latest example would be Vince McMahon making fun of long-time employee Jim Ross' real-life cancer scare in a seven-minute-long skit on this week's Raw.) The amount of people who have been turned off of the WWE product in the past few weeks, as reflected in the ratings and the huge backlash to various offensive things that have been done, is a blow to WWE while at the same time representing a huge opportunity for Spike TV.

 

The final factor that has Spike TV on the verge of making a major commitment to Monday nights is the fact that the first four episodes of the TNA Impact pro wrestling show on Spike TV have performed very well in the ratings.

 

(Even though it's pro wrestling and not MMA, it's important to talk about TNA in this case, because any potential Monday Night War would not be UFC vs. WWE; it would be the combination of TNA and UFC vs. WWE.)

 

Airing in the less-than-ideal Saturday at 11:00 PM timeslot, the first four episodes of TNA Impact have drawn overall ratings of 0.8, 0.8, 0.8, and 0.9. That is considered a big success for a product that had never previously been on national cable television other than a mid-2004 to mid-2005 run on Fox Sports Net, which is more of a collection of regional FSN affiliates than it is a legitimately "national" cable network.

 

As a result of all these factors, Spike TV has given TNA Impact a huge test by scheduling a two-hour primetime special that will air on Thursday, November 3rd from 9:00 PM to 11:00 PM (followed by UFC Unleashed at 11:00 PM on that date).

 

If TNA's primetime special performs exceptionally well in the ratings, and if TNA Impact continues to experience ratings growth in its latenight timeslot on Saturday nights, sources have told MMAWeekly that it would become very likely that TNA Impact would be moved to Monday nights at 9:00 PM, possibly as soon as a few months from now.

 

Additionally, sources tell MMAWeekly that if TNA Impact does indeed get the coveted Monday night at 9:00 PM timeslot up against WWE Raw, it would also be likely that a two-hour block of UFC programming on Monday nights (from 10:00 PM to 12:00 AM) would become a long-term fixture on Spike TV, all of which would combine to mean that another "Monday Night War" would be on in full force.

 

Repeats of UFC Unleashed could air on Monday nights at 11:00 PM when The Ultimate Fighter is not in season, and in general UFC Unleashed is a show that is produced with a large number of repeat airings intended for every episode. However, as I have written before, Spike TV would need to actually start promoting UFC Unleashed at some point, and the UFC would need to incorporate a lot more behind-the-scenes training footage and interviews to go along with the old fight footage, if UFC Unleashed is to be successful over the long run.

 

 

 

Primetime Specials on Spike TV

 

If TNA does not impress Spike TV with its primetime ratings on November 3rd, it would still appear to be very likely that the coveted February 13th, 2006 slot on Spike TV will still be going to TNA instead of the UFC. Much to WWE's chagrin, WWE Raw will be preempted on February 13th due to USA Network's coverage of the Westminster Dog Show. This represents an excellent opportunity for Spike TV to put either a TNA special or a UFC special in that timeslot, and right now it appears that Spike TV is much more interested in giving that spot to TNA (which may already have that timeslot on a weekly basis by the time February rolls around).

 

On the other hand, when WWE Raw is preempted for two weeks in the late summer due to USA Network's coverage of the US Open tennis tournament, the UFC would be much more likely to get a primetime special on either one of those two dates (August 28th, 2006 or September 4th, 2006). Those two dates would be prime real estate for a UFC live fight special on Spike TV because WWE Raw will not be airing on those dates, and the people who normally watch Raw would probably be more interested in watching UFC programming on Spike TV than they would be in watching the US Open on USA Network.

 

Regardless of what happens with the long-term timeslots of UFC and TNA programming on Spike TV, the UFC has secured the timeslot for another head-to-head ratings battle with WWE and USA Network on January 16th, 2006 (as first reported by MMAWeekly last week). A live UFC fight special is scheduled to air on Spike TV head-to-head with WWE Raw on that date.

 

There should be absolutely no doubt in anyone's mind that this will be seen by Vince McMahon as another "act of war," so don't be surprised if you see WWE magically decide to make the January 16th, 2006 episode of WWE Raw one of its biggest shows of the year, just as it did with the October 3rd show.

 

Additionally, there will be two occasions over the next couple of weeks on which repeat UFC programming will be airing head-to-head with WWE programming. First, the 11th and 12th episodes of The Ultimate Fighter 2 will be re-airing on Spike TV on Friday, September 4th from 9:00 PM to 11:00 PM. The first hour of that block will be going head-to-head with WWE Smackdown on UPN, which has been drawing overall ratings in the 2.5 range in its new timeslot of Friday nights from 8:00 PM to 10:00 PM.

 

Finally, one of the scheduled replays for "The Ultimate Finale" of TUF's second season will be airing head-to-head with WWE Raw. After its first airing at 9:00 PM on November 5th, the three-hour "Ultimate Finale" telecast will be re-aired at midnight that same night; then again at midnight on Sunday night, November 6th; and finally once more at 10:00 PM on Monday night, November 7th, head-to-head with WWE Raw. You can bet that all parties involved will be watching very closely to see what affect, if any, the Ultimate Finale airing will have on Raw's second-hour ratings growth.

[2GOLD 0]

If they aren't delusional about the kind of ratings it can get and they still allow TNA to keep the Saturday slot as well, it could be a great thing. Depends what kind of expectations they have cause some WWE fans you just aren't going to draw away. It just won't happen.

 

Personally I think 8 to 10 would work better for them and allow them to put on a kick ass match at 9pm that makes viewers forget RAW is even on.

[Black Lushus 0]

if TNA was on a little earlier on Monday nights, they'd certainly get more consistent viewing from me...I'm just usually never home on Saturdays and 11pm on Mondays is no good when I have to get up for work at 5am the next day...

[razazteca 0]

If Unleased Impact was on at 8-10 (Central) then I would have no reason to watch Raw.

[Matt Young 0]

I like TNA, and I think that they havea great thing going with their replay at 9 PM on Monday nights, an hour after Raw ends. But there's no way in hell that I nor 90% of the wrestling viewing audience would miss Raw for TNA.

 

Does TNA have better wrestling a lot of the time, at least since moving to Spike? Yeah, maybe But I still wouldn't miss Raw to see it.

[RavishingRickRudo 0]

  But I still wouldn't miss Raw to see it.

<{POST_SNAPBACK}>

 

Why?

 

What would you be missing on RAW that you couldn't find watching... I can't think of anything clever... oh well... that you couldn't find watching a bunch of shitty actors perform shitty material on a shitty show that makes no sense and even worse makes you feel dumb and ashamed for watching it. ?

[Matt Young 0]

Simply because, although TNA may present better matches from time to time, I prefer WWE as a whole. That's it... just personal preference.

[The Ghost of bps21 0]

I haven't watched Raw without fast forwarding in nearly 3 months.

 

I'm not some TNA elitist...even when I was full bore on their bandwagon (which I guess I still am) I watched Raw, Smackdown and bought ppvs from WWE all the time.

 

They just don't do it for me anymore. At all.

 

I look forward to TNA. I watch a lot of RoH. WWE just isn't giving me the thrills or great wrestling that I want out of a wrestling show.

 

For what I want out of a show (you know...quality) WWE is bringing up the rear by such a large margin at this point...that I can barely watch it.

 

...

 

It's barely WATCHABLE.

[Astro101 0]

Same here. I'll flip during commercials of Raw, but I won't race to flip it back. With TNA, I anticipate each and every show and can't miss a minute.

[eirejmcmahon 0]

I still think it's a wee bit too early for this kind of talk, they've been on for a month and the rating dropped last weekend - putting them head to head with Raw right now would be suicide - unless, as someone said up above, Spike have a realistic view of what TNA could pull in that spot.

[David Blazenwing 0]

I'd miss RAW for an hour to watch TNA. Not a UFC fan though, so to me, a weekly two-hour Impact broadcast sounds even better, once they get a firmer footing in the ratings. What are the odds of that happening?

[2GOLD 0]

I'd miss RAW for an hour to watch TNA.  Not a UFC fan though, so to me, a weekly two-hour Impact broadcast sounds even better, once they get a firmer footing in the ratings.  What are the odds of that happening?

<{POST_SNAPBACK}>

 

Honestly, I think they are probably better than expected. I really don't expect much ratings for the Thursday special I don't recall SpikeTV even promoting the Thursday special at all. Christ, I don't remember hearing a peep about it and they've known since the last two Impacts.

 

And Matt proved my point. There are just some who will not miss RAW no matter what is on it. Not that it's a bad thing since it's their personal preference, it's just a reality. Some people you are just not going to pull away no matter what you do.

[Failed Bridge 0]

But there's no way in hell that I nor 90% of the wrestling viewing audience would miss Raw for TNA.

<{POST_SNAPBACK}>

 

I think people who want to watch actual wrestling would disagree. I know CWM loves wrestling and puts up with all the shit Vince is shoveling just because he waits for the rare occasion where they do have an enjoyable match. I imagine he would skip the second half of Raw and miss their Main Event promo every week to watch actual wrestling that TNA provides.

 

Does TNA have better wrestling a lot of the time, at least since moving to Spike?  Yeah, maybe  But I still wouldn't miss Raw to see it.

Then its obviously not the wrestling aspect of what WWE does that you enjoy, which places you in their new target audience for Body Builder Soap Operas and Unfunny Comedy Skits.

[HandofFate 0]

when they were doing the JR surgery on Raw, I turned the channel cuz I could tell it was gonna be bad. As soon as Vince put the stethescope up to the nurse's breast, I flipped. I turned it back later at the end of the skit to see Vince pull out JR's "head". I haven't tried to see what happened and I really don't think that I will any time in the future

[NoCalMike 0]

This is the beauty of TIVO(well Dish Networks DVR for me), you can tape everything, and then fast forward throught the garbage.

[Foshi 0]

I don't think I'd drop Raw for a Monday night TNA. But, I'd definitely flip back and forth. It'd be nice to have an alternative wrestling product when something on Raw that I didn't care to see came up, which sadly is pretty often these days.

[cabbageboy 0]

I thought it was insane when Nitro tried to compete with Raw. I actually think that it would be more beneficial for TNA to do this than it was for WCW. WCW already had a fanbase and pretty solid ratings on Saturday Nights. They didn't really HAVE to go to Mondays. TNA if nothing else can get people to flip back and forth from Raw to their show on Monday and it would actually boost their ratings considerably. Hell they'd easily do better than a 0.8.

[nl5xsk1 0]

I don't think I'd drop Raw for a Monday night TNA. But, I'd definitely flip back and forth. It'd be nice to have an alternative wrestling product when something on Raw that I didn't care to see came up, which sadly is pretty often these days.

<{POST_SNAPBACK}>

 

I think that's their goal: people flipping to TNA when the WWE is showing a 20 minute interview, or an angle built around an announcers ass, or when the McMahon family is enjoying an in-ring circle jerk ... and then not going back for a while. I don't think that they realistically think that people would just immediately turn away from the WWE 100%.