UFC.com traffic on the Decline?
October 6, 2011
One important indicator as to how popular a product or service is at a given time with the general public is to measure the size of their Internet audience, or how many visitors their website receives.
We decided to take a look at website traffic statistics for UFC.com from the various leaders in the website analysis business. The hope here is get some better insight into the UFC’s popularity trending over the past year through the promotions online presence.
It’s important to keep in mind that data from these analytic sites isn’t 100% accurate, but it does expose some useful directional trends.
First we’ll look at the data from a Quantcast, who’s a media measurement and web analytics service that allows users to view audience statistics for millions of websites:
From the Quantcast measurements we see a fairly steady decline in traffic over the past year. In the latter part of 2010 the site traffic was trending around the million user mark. In early 2011, those numbers dropped off substantially and have since leveled out at around 500k over the summer.
Next is some analysis on the site from Google Trends. Google’s tool gives you insight into the traffic and geographic visitation patterns of popular websites and also allows you to compare data for up to five sites. We’ll simply look at just UFC.com:
With Google Trends we looked at the data up from the start of 2011 until August. Here, we can also see a decreasing traffic pattern emerge, albeit at a lesser rate then what Quantcast reports.
Keep in mind here, the differences we see in the amount of visitors reported by both Quantcast and Google is actually normal because they use different sources of information to build their measurements. What’s important here is that despite those differences there’s a consensus between the sites that visitor traffic is trending down.
Another web analytics service we looked at was Alexa, who’s toolbar plugin collects data on browsing behavior. Alexa takes all the websites in the world, and ranks them – putting them in order by popularity. They also measures web traffic on almost every website on the internet through their toolbar plugin:
With Alexa, we looked at data over 1 full year (Sept.2010-Sept.2011). Alexa doesn’t report the amount of visitors like Quantcast and Google, instead they estimated the percentage of global internet users who visit a website. Keeping in line with Quantcast and Google reports, Alexa also indicates a drop in visitor traffic over the past year.
So here we have three different independent analytic services that are all in one way or another indicating a decline in visitor traffic for the UFC.com website. It’s really no surprise though as these results are indicative of the kind of 2011 the UFC has had with PPV buyrate averages falling and television ratings on a bit of a decline. We can now see some decrease in the promotions Internet based audience.
It’ll be interesting to see if there is a rebound in website visitors as the year comes to a close. The UFC’s top two PPV draws of Brock Lesnar and Georges St. Pierre are set to fight and we’ll see the Velasquez/Dos Santos Heavyweight Championship for the debut on FOX which should generate lot’s of buzz and publicity. The year should finish off strong and all the numbers rebound, which isn’t only good for the UFC, but the fans as well.