UFC 105 Ratings
November 18, 2009
UFC 105 on Spike TV drew a 1.9 HH rating for an average 2.9 million viewers last Saturday night. The event also fared well in the M18-34 and M18-49 demographics with a 3.45 and 2.84, respectively.
More details on the ratings:
- P 18-34 by 30% (UFC 105 2.37, CBS Saturday Night Fights 1.82)
- M 18-34 by 49% (UFC 105 3.45, CBS Saturday Night Fights 2.32)
- M 18-24 by 73% (UFC 105 2.99, CBS Saturday Night Fights 1.73)
- M 25-34 by 37% (UFC 105 3.78, CBS Saturday Night Fights 2.76)
- M 18-49 by 16% (UFC 105 2.84, CBS Saturday Night Fights 2.45)
The telecast’s stellar M 18-34 rating and delivery (994,000 viewers) outperformed anything else on television, broadcast or cable on November 14, including heavy sports competition from college football. The telecast peaked at 3.7 million viewers during the main event, a light heavyweight bout between Couture, the UFC® Hall of Famer, and his opponent, Brandon “The Truth” Vera.
It’s a good result for the organization – especially another strong performance in the coveted demographics (M18-34 in particular) – but it wasn’t stellar by any means. The organization has done better with UFC calibre events in the past (UFC 75, Tito vs. Shamrock III, etc.) in total viewership and each of the individual demographic measurements.
Moreover, some are bound to be disappointed, because UFC 105 didn’t match what the organization has recently accomplished on Spike with its TUF series. Yet, it’s only fair to point out that the ratings of TUF have largely been fueled by the appearance of Kimbo Slice – somewhat of a social curiosity – and not by the product itself. Even more support for that idea that the UFC is likely to use him on the TUF Finale (a card that should easily surpass the ratings of UFC 105).
Interestingly, the figures also demonstrate the power of statistics: depending on what you compare your numbers to, you can always come out the winner. The UFC did pull in better ratings for the coveted MMA demographics than Strikeforce on CBS, but lost the overall ratings battle in terms of total viewership (and main event viewership).
It’s all about the PR spin.