WWE: SummerSlam's buyrate was down this year... LET'S RAISE PRICES!

**Xero** · 11-06-2009, 10:58 AM

From PWInsider:

We got the following memo from a reader who told us that he works in the cable industry. According to the memo, WWE will do one less PPV show next year but raise the base price for each regular (non-WrestleMania) show to $44.95, one would think to make up for the missing revenue of the deleted show. At a time when buyrates are dropping, a price increase doesn't sound like the brightest idea to me. Anyway, here's the memo as we received it.

***

As part of our ongoing efforts to maximize the WWE pay-per-view business, we have made several changes to our branding strategy in 2009. A key priority was to rename and retheme several of our events to better describe those pay-per-views and to build interest for our fans through new “hooks” and stronger themes.

In contemplating the future of the pay-per-view business, we would like to make you aware of two important changes we are making to our pay-per-view strategy in 2010.

1. WWE will increase the suggested retail price of its pay-per-view events (excluding WrestleMania), by $5.00, to $44.95. This change in the SRP shall become effective commencing with Royal Rumble, which will be held on January 31, 2010. This will be the first price increase for non-WrestleMania events since 2006. Please note that the SRP for WrestleMania will remain $54.95.

2. WWE is eliminating one of our June pay-per-view events therefore reducing the number of pay-per-view events in 2010 to 13 events. Please find the preliminary 2010 WWE pay-per-view event schedule below and attached.

EVENT DATE LOCATION ARENA

Royal Rumble Sunday, January, 31, 2010 Atlanta, GA Philips Arena

Elimination Chamber Sunday, February 21, 2010 St. Louis, MO Scottrade Center

WrestleMania XXVI Sunday, March 28, 2010 Phoenix, AZ University of Phoenix

Backlash Sunday, April 25, 2010 Baltimore, MD 1st Mariner Arena

Extreme Rules Sunday, May 23, 2010 Oakland, CA TBD

WWE The Bash Sunday, June 20, 2010 TBD TBD

TBD Sunday, July 18, 2010 Kansas City, MO Sprint Center

SummerSlam Sunday, August 15, 2010 Los Angeles, CA Staples Center

Night of Champions Sunday, September 19, 2010 Chicago, IL Allstate Arena

Hell in the Cell Sunday, October 3, 2010 Dallas, TX American Airlines Center

WWE Bragging Rights Sunday, October 24, 2010 Minneapolis, MN Target Center

Survivor Series Sunday, November 21, 2010 Miami, FL American Airlines Arena

WWE TLC: Tables, Ladders & Chairs Sunday, December 19, 2010 Houston, TX Toyota Center

The strategy of reducing our pay-per-view calendar to one event per month (except for October) achieves both creative and business objectives for WWE. It allows us to better develop compelling storylines and arcs in order to motivate our fans to purchase more pay-per-views. This change also allows for increased marketing windows for each event, during which we can more effectively communicate our sales message.

11-06-2009, 10:58 AM	#1
Xero He's Here Posts: 60,735	WWE: SummerSlam's buyrate was down this year... LET'S RAISE PRICES! From PWInsider: We got the following memo from a reader who told us that he works in the cable industry. According to the memo, WWE will do one less PPV show next year but raise the base price for each regular (non-WrestleMania) show to $44.95, one would think to make up for the missing revenue of the deleted show. At a time when buyrates are dropping, a price increase doesn't sound like the brightest idea to me. Anyway, here's the memo as we received it. *** As part of our ongoing efforts to maximize the WWE pay-per-view business, we have made several changes to our branding strategy in 2009. A key priority was to rename and retheme several of our events to better describe those pay-per-views and to build interest for our fans through new “hooks” and stronger themes. In contemplating the future of the pay-per-view business, we would like to make you aware of two important changes we are making to our pay-per-view strategy in 2010. 1. WWE will increase the suggested retail price of its pay-per-view events (excluding WrestleMania), by $5.00, to $44.95. This change in the SRP shall become effective commencing with Royal Rumble, which will be held on January 31, 2010. This will be the first price increase for non-WrestleMania events since 2006. Please note that the SRP for WrestleMania will remain $54.95. 2. WWE is eliminating one of our June pay-per-view events therefore reducing the number of pay-per-view events in 2010 to 13 events. Please find the preliminary 2010 WWE pay-per-view event schedule below and attached. EVENT DATE LOCATION ARENA Royal Rumble Sunday, January, 31, 2010 Atlanta, GA Philips Arena Elimination Chamber Sunday, February 21, 2010 St. Louis, MO Scottrade Center WrestleMania XXVI Sunday, March 28, 2010 Phoenix, AZ University of Phoenix Backlash Sunday, April 25, 2010 Baltimore, MD 1st Mariner Arena Extreme Rules Sunday, May 23, 2010 Oakland, CA TBD WWE The Bash Sunday, June 20, 2010 TBD TBD TBD Sunday, July 18, 2010 Kansas City, MO Sprint Center SummerSlam Sunday, August 15, 2010 Los Angeles, CA Staples Center Night of Champions Sunday, September 19, 2010 Chicago, IL Allstate Arena Hell in the Cell Sunday, October 3, 2010 Dallas, TX American Airlines Center WWE Bragging Rights Sunday, October 24, 2010 Minneapolis, MN Target Center Survivor Series Sunday, November 21, 2010 Miami, FL American Airlines Arena WWE TLC: Tables, Ladders & Chairs Sunday, December 19, 2010 Houston, TX Toyota Center The strategy of reducing our pay-per-view calendar to one event per month (except for October) achieves both creative and business objectives for WWE. It allows us to better develop compelling storylines and arcs in order to motivate our fans to purchase more pay-per-views. This change also allows for increased marketing windows for each event, during which we can more effectively communicate our sales message. Last edited by Xero; 11-06-2009 at 11:11 AM.