The Rock’s WWE Survivor Series Return Draws Unimpressive Buyrate

It does not at all mean his match with John Cena will not set the pay-per-view record at WrestleMania 28, but the buyrate for The Rock’s first WWE match in seven years was not impressive.

According to WWE’s KPI statement, early estimates for Survivor Series, which featured John Cena and The Rock vs. The Miz and R-Truth in the main-event, point to a buyrate of 280,000. Based on the typical breakdown, that will likely translate to a domestic number in the mid-to-high 100,000s.

Though the number is up 15% from last year’s mark, it still has to be seen as a letdown for The Rock’s return to the ring. No one expected the show to set records, but when The Rock’s involvement in the show was first announced, a figure like 225-275,000 seemed like an appropriate, conservative target for the domestic buyrate. In reality, the show only achieved about 280,000 on a worldwide basis.

By comparison, the CM Punk “worked-shoot” storyline lifted this summer’s Money in the Bank buyrate by at least 20%, and that, too, was considered disappointing given how “hot” the angle appeared to be and how low the bar was set the prior year. Since WWE is so notably struggling to generate interest for its pay-per-views, special angles and attractions should be capable of producing massive–not minor–increases in buyrates.

Of note is the fact that the build to The Rock’s match was considered comically-bad by most wrestling observers. WWE never sold The Miz and R-Truth as viable challengers (and even had John Cena beat both men by himself) and never really established why The Rock would team with John Cena (Twitter was actually used as the most compelling reason). In fact, the “go-home” promo for the match centered more on The Rock’s feud with John Cena than on the challenge of facing Awesome Truth.

As long as the final build to John Cena vs. The Rock is reasonably compelling, the company should have nothing about which to worry come ‘Mania.