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.

Payout Perspective

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).

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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.

9 Responses to “UFC 105 Ratings”

  1. Joseph on November 18th, 2009 2:25 PM

    Interesting.

    UFC 105 does a 1.9 HH with 2.9 million viewers. Strikeforce on CBS does a 2.5 HH with 4.04 million viewers. TUF is doing a 2.3 HH average for the season.

  2. UFC 105 Averages 2.9 Million Viewers, Spike Boasts About Beating CBS In Young Male Demos on November 18th, 2009 4:19 PM

    […] average 2.9 million viewers and peaked at 3.7 million viewers during the Couture-Vera main event. MMA Payout has more: UFC 105 on Spike TV drew a 1.9 HH rating for an average 2.9 million viewers last Saturday night. […]

  3. mma guru on November 18th, 2009 5:10 PM

    Interesting numbers. Not exactly stellar, but would be considered a home run a year ago. Funny how the bar has quickly moved up to indicate what is a success. Hands down, Strikeforce blew this event with respect to the ratings war and was a much more interesting event regardless of this so called coveted demographic.

    What I take out of this is that Couture appears to be losing his drawing power as a major force in MMA – first the PPV with Nog and now this.

  4. smoogy on November 18th, 2009 10:43 PM

    I’d agree with mma guru. The overall figure met my expectations, but the peak for Couture vs. Vera has to be seen as somewhat disappointing.

  5. eJiuJitsu » UFC 105 Averages 2.9 Million Viewers, Spike Boasts About Beating CBS In Young Male Demos on November 19th, 2009 2:55 AM

    […] average 2.9 million viewers and peaked at 3.7 million viewers during the Couture-Vera main event. MMA Payout has more: UFC 105 on Spike TV drew a 1.9 HH rating for an average 2.9 million viewers last Saturday night. […]

  6. eDDie on November 19th, 2009 8:57 AM

    Kanbo>>>>>>>>Couture.

  7. UFC 105 ratings at a glance for ‘Couture vs. Vera’ | UFC Insider on November 19th, 2009 11:30 AM

    […] Here is a quick side by side comparison of two shows, courtesy of MMA Payout: […]

  8. UFC 105 ratings at a glance for ‘Couture vs. Vera’ | on November 19th, 2009 1:22 PM

    […] Here is a quick side by side comparison of two shows, courtesy of MMA Payout: […]

  9. UFC 105 betters Fedor vs Rogers in Key demographics - Sherdog Mixed Martial Arts Forums on November 21st, 2009 3:23 AM

    […] 105 betters Fedor vs Rogers in Key demographics UFC 105 Ratings : MMAPayout.com: The Business of MMA. Considering the fact that Couture was the only real name on the card these are good numbers. The […]

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