Included in a New York Times homage to WWE (they're not selling wrestling, they're selling fun!) is this quote from Chris McCumber, EVP of marketing at USA Network:
“It’s about the only 52-week, live, DVR-proof show going,” said McCumber. The “Raw” show is new every week of the year, and because it is live with sports elements, Mr. McCumber suggested, it is less likely to be recorded on a digital video recorder and played back later — with the commercials skipped.
He said that “Raw” was up 17 percent in total viewers on USA over the last year.
I especially liked Mr. McCumber's designation of "with sports elements" rather than calling it "sports."