MMA Fighting reports that the UFC has decided to move up the PPV start time of UFC 129 one hour earlier. There is a possibility that the time change may be permanent for future PPVs.
Via MMA Fighting:
No final decision has yet been made, though a source in the organization confirmed to MMA Fighting that they are “considering the move for all events.”
At least part of the idea, according to sources, is to take advantage of the earlier time to attract more east coast viewers going forward.
The rationale for the decision makes sense statistically. Nearly half of the United States’ population of 300 million people are located in the eastern time zone. In addition, major Canadian MMA markets in Toronto and Montreal are among six of the 10 most populated cities in Canada that call the eastern time zone home.
Though not implied by either source, an earlier start time might also open the door for further coverage of events from television and print news media restricted by deadlines.
Payout Perspective:
Bloody Elbow is running a poll on its web site which indicates that most people believe a 6pm (instead of a 7pm) start time on Saturday nights is not too early. The rationale stated by MMA Fighting makes sense based on the premise that more MMA fans will be able to see the PPV. Being on the west coast, this may have some ramifications since the start times mean that UFC Prelims would start late afternoon which may mean a bite into the ratings for Spike TV (or ION). Also, what does that mean for Facebook streams? Will the FB fights air at 4pm west coast time? Not a good spot for viewership for west coasters.
In the end, the decision to move up the start time for UFC 129 is a good considering this is amping up to be the biggest card of the year (so far) in terms of attendance and probably PPV buys. The strategy is similar to that of the WWE as it moves up Wrestlemania an hour from its usual PPV time slot.
I like the idea, i find the PPV end to late for me. Get home an hour earlier from the bars is a pretty good deal.