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Boldenone, CAS 846-48-0 Make WWE Divas No Longer Just Eye Candy And That's Best For Business

Boldenone, CAS 846-48-0 Make WWE Divas No Longer Just Eye Candy and That's Best for Business

NEW YORK ( TheStreet) -- The days of females taking a backseat to the men in professional wrestling is as dead as the "Deadman" himself, the legendary Undertaker. And for World Wrestling Entertainment (WWE - Get Report) , this may be what's best for business.

The WWE Divas, WWE's female athletes, have become an increasingly valuable commodity for the company in recent years. It's no small surprise the expanding role of the WWE Divas division has coincided with the rise in power of the most influential woman in the wrestling business, Stephanie McMahon, Chief Brand Officer of WWE and daughter of chairman and CEO Vince McMahon. The top female performers such as Nikki and Brie Bella, known as The Bella Twins and Natalya Neidhart have amassed millions of followers on Twitter (TWTR - Get Report) and Instagram, a legion of fans interested in behind the scenes happenings at live events and insight into the talent's daily lives.

"Social media has definitely let everyone know who Nikki and I really are -- it's a storybook to our lives," said Brie Bella in an interview with TheStreet, discussing how social media has helped their career.

The greater connection with the WWE Divas to fans worldwide due to their hefty social media presence helps to promote WWE's live weekly shows such as Monday Night Raw and Smackdown, as well as drive interest in spending $9.99 a month to subscribe to the relatively new WWE Network. Further, it spurs interest in Total Divas, a reality show that launched on the E! channel in 2013 and has logged four seasons of solid ratings.

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On the company's July 30 earnings call, Chief Strategy and Financial Officer George Barrios said new programming, including Tough Enough and Total Divas have expanded "our weekly television audience by nearly five million unique viewers." Stamford, CT.-based WWE said average weekly household ratings for Total Divas for the six months ended Jun. 30 increased 15%, whereas ratings for Raw and Smackdown declined 6% and 4%, respectively.

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Research firm Nielsen said the most recent season of Total Divas averaged 1.6 million people tuning in live or within seven days utilizing time shifting, relatively consistent with the average ratings since the show first launched in 2013, but down from the 1.7 million seen in season three.

Moreover, the ratings for Monday Night Raw and Smackdown continue to be under pressure, per Nielsen data. Since the start of the year, WWE Monday Night RAW on USA is averaging 4.3 million viewers, down from 4.6 million people at the same point a year earlier. Smackdown on the SYFY network is averaging 2.7 million people tuning in, a decline from 2.9 million a year earlier.

Above all else, the value of the WWE Divas is being unlocked due to a a bigger focus inside of WWE on in-ring ability and enhanced storylines.

By better developing the female talent's wrestling and speaking skills, the matches and stories actually get talked about on social media and the rabid wrestling blogs, which in turn drives eyeballs back to WWE's media properties.

Part of that is a byproduct of WWE's first ever training center that opened in 2013 and the emergence of development league NXT, which has churned out serious female athletes like current WWE Divas champion Charlotte (daughter of Hall of Famer Ric Flair), Paige and Sasha Banks. As a result of the new crop of WWE Divas, the veterans such as the Bella Twins and Alicia Fox who came into the business sans a state of the art development center and NXT, have raised their in-ring games, leading to significantly better matches.

All of this marks a cultural shift at WWE, where the first lady of wrestling Mrs. Elizabeth simply played the role of manager to Randy "Macho Man" Savage in the 1980s. Or Sable, who was used mostly in skits with CEO McMahon's on-screen character, Mr. McMahon, wearing provocative clothing in the early 2000s.

TheStreet caught up with the Bella Twins and Charlotte Flair to discuss some of the changes in the WWE Divas division, and what it means to the company.

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