Vince McMahon must not be a happy boss these days.
After his reappearance on WWE television last week, McMahon's return only provided a short-term boost to Monday Night Raw, as the show again slid under four million viewers (via TV by the Numbers).
On Monday night, Raw peaked in its first hour with 4.06 million viewers. Its second hour remained steady at 4.01 million viewers. However, in what has been a trend as of late, Raw's final hour dropped to 3.88 million viewers. In the key adults 18-49 demographic, all of Raw's hours notched in a 1.4 ratings share.
Raw was again sacked by NFL Monday Night Football, which pulled in 12.8 million viewers and ranked No. 1 on cable television's Top 50 list. Meanwhile, Raw finished Monday night ranked at No. 3.
Time to admit failure in WWE Monday Night Raw's format?
This past edition of Monday Night Raw should indicate to the WWE that it is time to admit failure and move its flagship show back to a two-hour format.
Raw plummeting under four million viewers in its third hour is a clear sign that the show cannot hold viewers to its product. WWE seemed desperate when it booked McMahon in the main event with CM Punk. McMahon's return provided a ratings boost that lasted just one week.
However, do not expect Raw to suddenly drop to a two-hour format anytime soon. WWE must first admit its current format is turning viewers away.
That has been pretty clear lately, as the third hour indicated that there is just not enough interest in the product. Rather than sticking with Raw to see what happens, viewers are either turning to another channel or shutting down their television screen.
With its Hell in a Cell pay-per-view arriving quickly, WWE should get a wide-open picture on its current format failures if Monday Night Raw struggles again next week.