The WWE’s ratings surpassing the combined non-entertainment professional sport leagues, does not surprise me. WWE’s long-running soap opera factor and the successful merchandising effect (on families & children) must be key points for its ratings.
Rey Mysterio, for example, is visible and tangible to a unique audience. His fan base is ridiculous (my personal slang for unreal), covering parts of America, and South & Latin America.
Rey personifies the local kid “from the neighbourhood” turned pro. Some communities eat that up with their apple pie. Chances are if someone buys a luchador mask, there is a fan for life. Little kids probably find Rey more appealing than an ball player or boxer who doesn't look like a crime fighter.