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I collected responses for another survey that measures Net Promoter Score.
I obtained responses through a Facebook ad again, to hopefully obtain a more random sample. I’m considering using Google Ads too in the future.
Monetary support from patrons made this study possible. Hopefully as we continue to produce valuable research, we produce a flywheel effect that drives interest and allows further investment in surveys and other research like this.
I plan to continue to do the NPS survey, maybe every quarter, so we can collect data points over time and evaluate trends. Below you’ll see the beginning of that as we now have two data points over time (for December/January [will be referred to as “December” for shorthand] and March).
It’s notable that the wrestling companies this time were listed in random order. In the previous survey, the wrestling companies were listed in this order for all respondents: WWE Raw, WWE Smackdown, WWE NXT, AEW Dynamite, Impact Wrestling, Ring of Honor, New Japan Pro-Wrestling.
The New Japan sample small enough to not take very seriously, but it’s plausible that appearing last for all respondents in December and appearing in a random position for each respondent in March contributed to the lower scores for New Japan in December and higher scores for the company this time.
I discovered it’s probably more fair to break out regular viewers’ sentiments from those of occasional viewers, rather than combining them as I did earlier. Regular viewers, as you might expect, tend to be more positive toward the program they watch than occasional viewers. Plus, some programs’ respondents are mostly regular viewers (like WWE main roster shows and AEW) and others (like ROH and New Japan) were mostly occasional viewers. A relevant breakdown will be displayed below.
With the prospect of full capacity live events and hopefully a return to normal life on the horizon, I included in the same survey form a question about the respondent’s willingness to be vaccinated against Covid-19. Results for that are also displayed below.
Although I spent a similar amount of money on the Facebook ad this time, only about half the number of samples were collected. The sample was also adjusted for disparities in race and gender, as compared to reports of viewership data.
Instead of targeting multiple major English language countries, this time I decided to focus on the United States only. Therefore the December results were filtered to responses from the U.S. only.
NPS results for March 2021
NPS results over time:
Regular and occasional viewers
“Dec 2020” here refers to responses collected between December 30, 2020 and January 3, 2021.
Regular viewers only
Occasional viewers only
Lapsed viewers only
How willing are U.S. wrestling fans to get vaccinated?
The below chart measures responses only from U.S. adults aged 18 years or older.
Realizing there may be other factors that consistently coincide with vaccine willingness, information about age, education level, and household income was also collected and shown below.
These results are comparable to the general public in the U.S. According to a study by Pew Research Center in February, 69% of Americans said they would probably or definitely would get vaccinated or already had at least one dose.
I anticipated political affiliation might relate to vaccine willingness, and it does among respondents to this study. Respondents who identified as Republicans were 8x more likely than Democrats to say they won’t be getting vaccinated. Nonetheless, as you can see above, I didn’t find strong differences in vaccine willingness among viewers of different wrestling programs. Nor did I find strong differences in political affiliation about viewers of different programs.
Brandon Thurston has written about wrestling business since 2015. He’s also worked as an independent wrestler and trainer.
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