#3 A title change can help in increasing RAW's ratings
Watching Seth Rollins cut a near pipebomb promo on RAW clarified that the WWE Creative and Vince McMahon have realized that the quality of RAW has been below par and this could signal some big changes in the future. The ratings have reached record lows and it is high time that the Creative team works on them.
It is being rumoured that a lot of titles which change hands at TLC and with the IC title being the premier title of RAW (which is being defended), Ambrose can certainly win the title. Dean Ambrose has changed his on-screen character a lot and has also received a new modified theme song from the Creative team.
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And, we have seen in the past as well a major title change on a PPV, brings a slight increase in the ratings of the fallout episode. So, this could well be the backstage strategy.