September 30, 2014
MMA Payout has learned from a Nielsen source that the UFC 178 Prelims airing on FS1 prior to the PPV scored a viewership of 698,000 viewers. It peaked at 774,000 viewers.
UFC PPV Prelims since August 2013 (FS1 unless specified)
UFC 164 809,000
UFC 165 722,000
UFC 166 628,000
UFC 167 998,000
UFC 168 1,554,000
UFC 169 933,000
UFC 170 936,000
UFC 171 305,000 (FS2)
UFC 172 750,000
UFC 173 697,000
UFC 174 784,000 (FX)
UFC 175 1,000,000
UFC 177 436,000
UFC 178 698,000
Saturday’s prelims was a jump from UFC 177’s dismal ratings which were the lowest on FS1.
The peaked occurred between 8:15-8:30pm. Notably, the last 20 minutes of the 2 hour prelims was essentially filler since Dominick Cruz took just 61 seconds to end Takeya Mizugaki. This may have contributed to the actual viewership as folks turned the channel after the Cruz fight. The 2014 UFC Prelim average is slightly over 726,000 viewers.
September 30, 2014
MMA Payout has learned from a Nielsen source that Friday’s Bellator 126 drew an average viewership of 656,000 viewers with a peak at 942,000. It is the lowest output of the season although the season average is ahead of the pace from season 10.
In the main event Brandon Halsey won the Bellator welterweight championship from Alexander Schlemenko. Halsey could be a rising star for the organization. He even did a Monster Energy Drink post-fight promo.
With Friday’s show, Bellator’s 11th season has an overnight ratings average of 709,000 viewers. Its live peak average is slightly over 1 million viewers. Through 5 events in its 10th season, the overnight viewer average was at 684,000 with its live peak at 950,000 viewers. It’s a slight incremental increase, but if we are to put a positive spin on the viewership it is growing and staying steady with fighters that are not really known to the casual fans.
September 29, 2014
FighterXFashion reports that Adidas has signed on UFC fighter Luke Rockhold. Although no terms of the sponsorship have been revealed, its anticipated that Rockhold should be repping the three stripes in preparation for his fight against Michael Bisping on November 8th.
— Luke Rockhold (@LukeRockhold) September 29, 2014
Robbie Lawler is the only other UFC fighter to be sponsored by Adidas.
The news of Rockhold’s deal might be seen as an expansion of Adidas’ Combat Sports Division. The Three Stripes should translate well overseas as Rockhold’s fight against Bisping takes place
in Sydney, Australia as the main event for UFC Fight Night 55. We’ll see if the signing means that Adidas is in the race to be the official uniform for the UFC.
September 29, 2014
Welcome to another edition of Payout Perspective. In this edition, we review UFC 178 which took place at the MGM Grand Garden Arena where Demetrious Johnson took on Chris Cariaso in the main event.
Johnson outclasses Cariaso
Despite the lack of fan support (i.e., PPV buys), Demetrious Johnson can legitimately stake a claim to being the best pound for pound fighter in the UFC. It was clear in the first minute that Johnson was the better fighter and ended Cariaso in the second round with a submission.
Johnson is getting prime placement on UFC shows and it’s the second PPV he’s headlined this year. One should also stress the fact that Johnson has not been hurt during his title reign and is not an outside-the-Octagon problem. So, why don’t people buy his PPVs?
Cowboy welcomes Eddie to UFC
The skeet shooting and wakeboarding training regimen pre-fight aside, Donald Cerrone is an extremely good fighter. In what was one of the more entertaining fights on the card, Cerrone defeated Eddie Alvarez. It was the long-awaited debut for the former Bellator champ and the first round he showed why the UFC wanted to acquire his services. Yet, Cerrone moves on looking for another fight before 2014 closes.
McGregor makes quick work of Poirier
You would have thought that this was the main event based on the crowd reactions. The hype, trash talk and vitriol between the two (especially during any face off promoting the fight) was classic in what to do to have people interested in purchasing your fights. The Conor McGregor experience continues and likely his most impressive fight on the biggest platform so far. McGregor easily handled Dustin Poirier in the first round. It’s clear that McGregor is ready for a title shot after Saturday night.
Attendance and Gate
The attendance and gate announced at the post-fight press conference was 10,544 for a gate of $2.2 million. Out of 9 PPVs this year, it ranked 7th in attendance.
The bonuses of $50K each were awarded to Yoel Romero-Tim Kennedy for Fight of the Night and Dominick Cruz and Conor McGregor for Performances of the Night.
Promotion of the Fight
The Embedded episodes continue to be popular as the UFC has found a formula to promote the fights digitally. For the most part, viewers got to see Cowboy Cerrone wakeboarding and skeet shooting prior to his fight with Eddie Alvarez, Conor McGregor get a haircut, Demetrious Johnson getting a shave and Dustin Poirier at the Whole Foods at Vegas. The one thing really missing from the embedded episode was a profile on Chris Cariaso. The Countdown show did have a profile on Cariaso but it seemed incomplete. Even if it was a foregone conclusion that he would likely lose (which happened), it would have been nice for them to have elevated his profile for this fight. It seems to get better reviews than the UFC Prime Time episodes because they are short and can be viewed whenever people want to see them.
Conor McGregor did a good amount of pre-fight press.
Mighty Mouse appeared on the local Fox affiliate in Seattle last week hyping UFC 178.
Salaries have been disclosed via MMA Junkie:
Demetrious Johnson: $183,000 (includes $54,000 win bonus)
def. Chris Cariaso: $24,000
Donald Cerrone: $126,000 (includes $63,000 win bonus)
def. Eddie Alvarez: $100,000
Conor McGregor: $150,000 (includes $75,000 win bonus)
def. Dustin Poirier: $34,000
Yoel Romero: $58,000 (includes $29,000 win bonus)
def. Tim Kennedy: $70,000
Cat Zingano: $18,000 (includes $9,000 win bonus)
def. Amanda Nunes: $15,000
Dominick Cruz: $100,000 (includes $50,000 win bonus)
def. Takeya Mizugaki: $32,000
Jorge Masvidal: $90,000 (includes $45,000 win bonus)
def. James Krause: $15,000
Stephen Thompson: $32,000 (includes $16,000 win bonus)
def. Patrick Cote: $33,000
Brian Ebersole: $42,000 (includes $21,000 win bonus)
def. John Howard: $21,000
Kevin Lee: $20,000 (includes $10,000 win bonus)
def. Jon Tuck: $10,000
Manny Gamburyan: $50,000 (includes $25,000 win bonus)
def. Cody Gibson: $10,000
Some interesting figures including Demetrious Johnson being paid like a champ (base of $129K). The last official report of his purse was at UFC on Fox 9 where he made a base of $125K (notice a bigger bonus for that Fox event). You might assume that June’s UFC 174 he made a base of $127K although those salaries were never officially reported. Eddie Alvarez was paid $100K (show) for his first UFC fight. You might recall when he was originally offered a UFC contract which precipitated the Bellator lawsuit, he was offered $70K for his first match in the UFC. Conor McGregor is already up to $75K base. Cat Zingano only made $9K/$9K which is only a $2K bump from her last fight in April 2013 against Miesha Tate.
The octagon sponsors included MusclePharm, MetroPCS, Alienware, Harley Davidson, Toyo Tires, Fram, UltimatePoker.net, Assassin’s Creed’s latest game, Matefit.me and Bud Light in the center.
Missing from the octagon was long-time sponsor, Xyience, which was purchased by another company that quickly pulled the sponsorship with the UFC.
Yoel Romero was sponsored by likeaboss.com. I’m not sure what they do.
Cain Velasquez appeared in a promo for Harley Davidson Motorcycle’s “Hometown Throwdown.”
Mighty Mouse had his traditional sponsor of Xbox 360. The only sponsor for Johnson, his fight banner told folks to pre-order an Xbox One. I thought those were already available? If you were wondering, on his recent Wrestling Observer podcast, Dave Meltzer did not know how much Johnson is receiving from Microsoft.
Cariaso was sponsored by Mountek. Really.
Dominick Cruz was sponsored by the Phoenix International Raceway which stuck with him despite Cruz being on the shelf for a long time. It paid off as PIR had a prominent logo on Cruz as he was demolishing Takeya Mizugaki. He also wore the shirt in his post-fight interview.
Odds and ends
-Didn’t mention this earlier, but Cat Zingano-Amanda Nunes fight was the way to start a PPV. Zingano has been through a lot and it appears that she will be the next for Ronda Rousey.
-MMA Fighting has backstage footage of Tim Kennedy confronting Yoel Romero about the extra time he took to get up from his stool in between rounds.
-Interesting that the UFC are rolling out different types of Bruce Lee t-shirts. Hopefully some of the money that I suppose the estate is receiving from licensing his likeness is going toward this.
-Dominick Cruz won me over in just the 61 seconds of work. First, his Jay Z/Cypress Hill remix entrance, Then, the plain black CRUZ sweatshirt. Easily the best thing anyone has worn to the octagon in the history of this sport. Finally, his “Alpha-Fails” drop is probably one of the best post-fight lines in a while.
-UFC on Fox YouTube channel has the whole 61 second Cruz return fight.
-Some argument as to whether Cruz fight should have been on PPV. You can see it as perhaps a concession to boost FS1 ratings. In hindsight, all of the fights on the PPV were great and hard to see replacing one.
-The good news is that the clay pigeons that Cerrone shot during that Embedded episode were not real as they were made at the same place that Floyd Mayweather got his fake weed from All Access.
-Not surprising, but according to Google Trends, Dublin and Ireland were the most interested city and country for search term “UFC 178”.
This was to be Jones-Gus II. But after that was scrapped, it was Jones-Cormier. After the Jones-Cormier media day brawl in August, one could have made the argument that UFC 178 would be the second-biggest PPV event of the year after UFC 175. But with Jones getting injured, the need to adjust the lineup probably hurt the buy rate. Overall, this card was very solid with every PPV fight being an entertaining one. However, selling the Johnson-Cariaso was tough and you might infer that most of the pre-fight hype was for McGregor-Poirier. Although McGregor could be a breakout PPV star, he is not one yet.
While Google Trends saw an uptick in searches for UFC 178 from Ireland, it’s worth to note that the US was the 4th interested country for the event. In the end, a buy rate of 300,000-325,000 seems reasonable.
September 28, 2014
The attendance, gate and bonuses were announced at the post-fight press conference.
As indicated by MMA Junkie, attendance ranked 7th out of 9 PPV events this year. As we reported on Friday, there were still tickets available as it had not yet sold out.
The bonuses were awarded as follows:
Performance of the Night: Cruz and McGregor
The attendance and gate were as expected. One might wonder if the UFC had booked the MGM because of the anticipated Jon Jones fight (MGM is bigger venue than Mandalay Bay). While it was a very good card, I don’t think Johnson as the headliner would have garnered an MGM sell out.
There was some controversy in the Romero-Kennedy fight with Romero taking extra rest in between rounds. Certainly, that could have worked in his favor. Cruz and McGregor’s performances deserved the bonuses as both were impressive.
September 26, 2014
MMA Payout has learned per online ticket search engine SeatGeek that the average price on the secondary market for for UFC 178 is $249 which is a considerable boost from UFC 177. However, with UFC 178 still not a sellout as of the time of this writing; people could still purchase tickets at the box office or Ticketmaster.
The ticket demand may be misleading when bringing up the fact that headliner Demetrious Johnson’s last fight drew one of the lowest average ticket prices on the secondary market in 4 years. This time around, ticket prices on the secondary market are up 83%. But put into perspective, UFC 178 is the second least expensive ticket for a UFC event at the MGM Grand. Only UFC 173 (Dillashaw-Barao) averaged a lower ticket price. Notably, 4 UFC events at the MGM Grand averaged over $500 per ticket. Anderson Silva was the headliner in 3 of those events. The other was GSP-Hendricks.
The get-in price for Saturday is $89.15 with the most expensive ticket on the primary market at $841.35. Up to date ticket information can be found at SeetGeek’s web site.
Although a very competitive card, UFC 178 is not a sellout as of the day before the event. The increase in ticket prices from UFC 177 to UFC 178 should be directly attributed to the fact that Saturday’s event is in Vegas versus Sacramento. The lower ticket averages and lagging demand on the secondary market appear to occur when the under 155 lb weight classes are headlining. Again, Johnson is headlining a card where there seems to be more buzz for the two co-main events (Cerrone-Alvarez and Poirier-McGregor). We will see where the attendance and gate end up.
September 26, 2014
MMA Junkie reports on Phoenix International Raceway and its continued sponsorship with Dominick Cruz despite his prolonged absence from the Octagon. Cruz returns to action this Saturday at UFC 178 as the headliner of the FS1 prelims.
In the past, Cruz has served as an “Honorary Pace Car Driver” for a NASCAR event at the raceway back in 2012. Despite the string of injuries that had kept him sidelined, the racetrack kept Cruz and its logo will appear on Cruz’s shorts Saturday.
Previously, Jon Jones, Benson Henderson and Anderson Silva have crossed lanes into NASCAR events to serve as pace car drivers and make appearances prior to races.
The raceway also announced Chuck Liddell will appear at the November 9th NASCAR event as a pace car driver.
The continued relationship with Cruz shows patience and belief that he would return to the Octagon. Cruz is an Arizona native so it did make sense to continue the relationship since there was a natural tie-in. Also, Cruz has remained visible as an analyst for Fox so it was not like he had fallen off from the public view. The raceway wants to tap into the UFC audience as it sees it sharing the same demo as MMA.
September 25, 2014
MMA Payout has learned from a Nielsen source that last night’s third episode of TUF on FS1 scored an average viewership of 433,000 which marks the lowest live viewership for the show this season.
In the fight of the show, Jessica Penne defeated Lisa Ellis with a rear-naked choke.
TUF 20 on FS1
Episode 1 536,000, Live +3: 831,000
Episode 2 574,000, Live +3: 946,000
Episode 3 433,000
The decrease in the viewership is concerning but if you look at the substantial gains from the Live + 3, we might expect a considerable bump when those are released sometime next week. As an aside, TNA Impact Wrestling on Spike TV did not crack the top 100 on cable on Wednesday despite usually doing so.
September 24, 2014
Boxer Canelo Alvarez has signed a muli-fight deal with HBO which will begin on December 6th or December 13th on the network. The deal is a major move in the world of boxing as Alvarez, considered the future of boxing, and a Golden Boy promoted fighter has joined the network dominated by fighters promoted by Top Rank.
Either date for the Alvarez fight will compete with UFC shows on the same dates. UFC 181 will feature the newly revamped main event of Johny Hendricks-Robbie Lawler on December 6th and the following Saturday will be the UFC on Fox show on the network.
The LA Times reports that the fight could take place in either Houston’s Minute Maid Park or Reliant Stadium.
The move follows a different path for Golden Boy as Oscar de la Hoya has retaken the helm of the promotion. Earlier this year, Bernard Hopkins decided to take a fight with HBO fighter Sergey Kovalev over Showtime’s Adonis Stevenson. Kovalev’s promoters had sued Stevenson, his manager, Al Haymon and Golden Boy as they claim Stevenson had backed out of a potential fight. Alvarez heading to HBO is good news for HBO as it gets one of the most popular fighters in the sport. One may argue that Alvarez was one of the main reasons that his fight with Floyd Mayweather set attendance and PPV records.
September 24, 2014
MMA Payout has learned that the second episode of TUF 20 last week on FS1 received an increase of 65% to 946,000 viewers. This reflects a bump of 372,000 viewers..
The Live + 3 viewership average (excluding Ep 1’s Fox re-air) is slightly over 888,000 viewers and the live viewership average is 555,000 viewers.
The increase in viewership from DVR views reflects the fact that people are recording the show to watch later which may be good for the overall number but does not really help advertisers. In comparison to Bellator DVR numbers, more which have modest increases, a great deal of people are recording TUF for later.