11 for 11: No 6 Viacom purchases Bellator
December 25, 2011
Viacom purchased a majority stake in Bellator this fall and announced that it would move its newest purchase to Spike TV in 2013.
With the UFC looking for a new network dance partner most of 2011, many believed that Bellator would make the move to Spike. The purchase of Bellator confirmed the speculation.
Spike TV has the rights to the UFC library through 2012 and it was thought that Zuffa would purchase the library from Spike but that notion has died down. Spike.com began airing the preliminary fights of Bellator events this year as well.
Ironically, Dana White embraced the Viacom move as the UFC believed that the purchase would ease an FTC investigation and any notion of Zuffa monopolizing the MMA industry. Instead, White described the UFC as a “mom and pop” in comparison to Viacom.
With the Viacom acquisition, it will be interesting to see how much of an investment it puts into Bellator on Spike. Talent acquisitions, production for Bellator programming and marketing should be at the top of the list for improvement for the organization.
“Ultimate Fridays” to run opposite TUF-Bellator
December 20, 2011
Spike TV announced that it would air episodes from the past 14 episodes of The Ultimate Fighter on Fridays. The programming move runs opposite FX’s “The Ultimate Fighter” and Bellator on MTV2.
Via Spike TV press release:
Spike TV, the recognized home of mixed martial arts on television, has announced a new three-hour programming block debuting on Friday, March 2 (9:00 PM – Midnight, ET/PT) featuring the greatest episodes from the 14 seasons of “The Ultimate Fighter.” From Rashad Evans to Matt Serra, from Forrest Griffin to Kimbo Slice, “The Ultimate Fighter Fridays” on Spike TV will showcase all the incredible knockouts, unbelievable submissions, and tense drama from the seven years of the hit Spike series. The network will air special-themed editions of “The Ultimate Fighter Fridays” with input from fans via Facebook and Twitter. Details will be announced in the upcoming weeks.
I originally thought that Bellator moving to Friday night was a smart move because it could own Friday night. I was wrong as TUF will be on FX on Friday night and now Spike TV will air reruns of past TUFs. An interesting question posed by some is whether airing TUF on Friday would impact Bellator ratings.
John Morgan of MMA Junkie tweeted that a Spike TV executive stated the network chose Friday night because, “Spike has to monetize the library the UFC prefers we keep and run.” An obvious jab at the UFC.
Payout Perspective:
Spike TV’s programming decision will definitely impact both Bellator and TUF. Although reruns, many people will want to see the early seasons which include Tito Ortiz, Chuck Liddell, Rich Franklin and Randy Couture.The move appears to be a direct counter to TUF on FX rather than Bellator on MTV2 in the continued bad breakup between the two.This spring will be full of MMA Fridays and it will be interesting to see who will win the ratings war.
Bellator moving to Friday nights for Season 6
December 5, 2011
Bellator will be moving to Friday nights for its sixth season scheduled for March 2, 2012 on MTV2 and Epix according to a Bellator press release.
Via Bellator Press Release:
The premiere will mark the first time Bellator has aired on Friday nights. “Our focus was to find the right night, where the largest number of MMA fans could enjoy the show,” Bellator Chairman & CEO Bjorn Rebney said. “We’ve been discussing this move with our partners at Viacom for months. When we looked at the alternatives, we agreed that Fridays provided a great night for us to reach MMA fans with our live, real sport, tournament events every week.”
Bellator’s Season 6 will feature five tournaments, each loaded with world-class talent from across the globe as well the potential for six World Title fights.”
Payout Perspective:
A very smart move by Bellator to move off of Saturday night’s so it would not go up against the UFC. We will see if the possibility of a Strikeforce/Showtime deal will mean Strikeforce as opposition for Bellator on Friday nights. Still, at this point, the move allows Bellator to own Friday night and have more viewers tune in rather than having them make a choice.
Bellator 59: 265,000 viewers
November 29, 2011
MMA Junkie reports that Bellator 59’s ratings this past Saturday received an average of 265,000 viewers. A replay of the event Saturday night received an average of 136,000 viewers.
Bellator also ran an encore showing of the much talked about Alvarez-Chandler fight from Bellator 58. The replay received an average viewership of 237,000 viewers.
Payout Perspective:
Although Bellator 59 was slightly lower than 58 (269,000 viewers), the numbers are steady. The slight decline this past weekend is likely due to the long weekend and holiday shopping. But still the numbers for the replay of the Alvarez-Chandler fight shows an increase in fan viewership.
Bellator 58: 269,000 viewers
November 22, 2011
MMA Junkie reports that Bellator 58 held this past Saturday scored an average of 269,000 viewers. Bellator 58 tied for highest ratings this season and is an impressive number considering it went up against UFC 139.
Despite the competition from the UFC, Bellator ratings doubled from last week.
Via MMA Junkie:
An additional 160,000 viewers watched an immediate replay of Bellator 58, meaning a total of 429,000 viewers watched the event on fight night.
The company does not release viewership numbers for the preliminary streams, but a source close to the promotion said the figure was up 97 percent from the previous week’s total.
Payout Perspective:
Very good numbers for Bellator which were aided by Hector Lombard and the Chandler-Alvarez fight. The replay earned solid numbers likely from the social media buzz of the Chandler-Alvarez fight. The ratings could be a sign that Bellator can compete with the UFC. But, more likely, its a sign that the UFC promoted its Fox debut so much that 139 was an afterthought that did not get a lot of promotion. Based on the UFC on Fox’s numbers, the Bellator ratings increase for its stream and show are impressive but must be tempered considering how big the Fox debut was for UFC (and for Fox).
Bellator 57: 129,000 viewers
November 16, 2011
MMA Junkie reports that Saturday night’s Bellator 57 on MTV2 received a low 129,000. Bellator 57 ran opposite the UFC on Fox, the Pacquiao-Marquez fight and college football Saturday night.
Despite changing its time slot to avoid conflicts, the 129,000 viewers average shows that MMA fans were watching the UFC online, the JDS-Cain marathon on Spike TV, free fight prelims on the Audience Network or college football.
Payout Perspective:
Hopefully in 2012 Bellator can plan ahead during weekends it will run up against UFC PPVs and UFC on Fox. The 129,000 viewers is a low turnout but expected considering the huge event in the UFC. We will see if Bellator can gain some traction with the hype of MMA from the UFC on Fox. It will be interesting to see if it can rebound next week despite competing with a mediocre UFC 139.
Bellator/Viacom sign deal for distribution of Bellator content
November 7, 2011
In a sign of growth for the company, Bellator has entered into a deal with FremantleMedia Enterprises. The company will represent Bellator in seeking international distribution rights and other business opportunities on behalf of the company.
Via joint FME-Bellator press release:
FremantleMedia Enterprises (FME), the brand extension arm of FremantleMedia, today announced a global rights deal with Bellator Fighting Championships for FME to exclusively represent the rapidly growing brand’s international TV distribution rights, as well as handle the licensing, digital and ancillary rights for the US and international markets.
Since its launch in 2009, Bellator has rapidly gained momentum in the US and abroad, and is now the No. 2 promoter and producer of mixed martial arts worldwide. Currently in its fifth season, Bellator airs in over 80 million homes on MTV2, in high-definition in 30 million homes on EPIX and can be seen weekly on Spike.com. Recognizing the growing popularity of the brand, Viacom, parent of MTV Networks, recently acquired a majority stake in the company. Additionally, Viacom has announced that Bellator will debut on Spike TV in early 2013, where it will be seen in over 100 million homes.
David Ellender, FME’s Global CEO, commented, “This deal further diversifies FME’s third party slate and builds on our reputation as experts at identifying and exploiting the potential of emerging brands. The sport of mixed martial arts is gaining momentum with fans worldwide, and we can see huge potential for the Bellator brand across all platforms, both in the US and internationally.”
“The incredible athleticism and intensity exhibited in all of our mixed martial arts tournaments translate into any language,” said Bjorn Rebney, Chairman, CEO and Founder of Bellator. “With FME as our partner, we will have the ability to showcase our high-intensity brand of fighting to millions around the globe.”
Payout Perspective:
This deal bodes well for Bellator as its a sign of the expansion of the brand and the potential of tapping unrealized economic opportunities abroad. Its likely that this deal is in place as it foreshadows Bellator’s move to Spike TV a year from now.
Bellator 56: 154,000 viewers
November 2, 2011
MMA Junkie reports that Bellator 56 earned an average of 154,000 viewers. This marked the second straight week in a row Bellator’s ratings decreased in its Saturday night spot on MTV2.
Via MMA Junkie:
The event again faced stiff competition from the UFC. UFC 137 took place the same night in Las Vegas, and the event’s Facebook, Spike TV and pay-per-view fights overlapped with Bellator 56′s broadcast and stream.
Payout Perspective:
This week’s decrease in ratings was probable considering it went up against UFC 137, college football and Saturday night Halloween activities. Its a shame considering the Askren-Hieron fight was a matchup that many casual MMA fans would have been interested in. Arguably, Askren is one of the faces of Bellator and its unfortunate that this fight did not get more publicity…or a better night to run this event.
Viacom Buys Majority Stake In Bellator Fighting Championships
October 26, 2011
Late last night, Sergio Non of USA Today broke that news that media conglomerate giant Viacom had purchased a majority stake in Bellator Fighting Championships.
Viacom, parent of MTV Networks, bought a majority stake in Bellator Fighting Championships and will start airing the promotion’s bouts on Spike in 2013, the companies told USA TODAY this week. They’ve had ongoing talks for about a year as they finished up various deals, and over the past month finally reached the point where they could announce the news, Bellator CEO Bjorn Rebney said.
…
Selling to Viacom’s entertainment conglomerate guarantees a stable future for Bellator, said Rebney, who will remain in charge of Bellator.
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“It puts all of those cornerstones of ownership in place for us,” he said. “Which is something that’s been so seriously lacking in the MMA space with so many different companies, including Strikeforce and the IFL and Affliction and all the different failures that have occurred.… It alleviates those issues.”
SPIKE TV PRESS RELEASE:
Viacom has purchased a majority stake in Bellator Fighting Championships, USA Today reported Wednesday morning. The promotion’s fights will begin airing on Spike in 2013.
The buy, said Bellator CEO Bjorn Rebney, provides a foundation for the promotion’s future.
“It puts all of those cornerstones of ownership in place for us”, Rebney told USA Today. He will stay onboard to head the fight promotion.
“We’ll have a platform to promote the brand that reaches 99 million fans.” said Rebney to Newsday. “The benefit of what we’ve done in terms of this partnership is going to be reflected in who we’re able to sign, and where we’re able to sign them from and what we’re able to provide the fighters.”
Spike carries rights to air the UFC library through 2012. For the time being, Spike will supplement MTV2′s current Bellator programming with highlight shows and related content, online and on TV. Additionally, Spike.com will continue to stream preliminary card fights.
Spike network president Kevin Kay was bullish on the purchase. “(We) started to have conversations with MTV2 about getting invested in a mixed martial arts promotion and become owners as opposed to renters,” Kay said to USA Today. “You’re building value in something that you own, and you own it for the long term. You’re not in a constant state of negotiation.”
Bellator currently fields such talent as Lightweight Champion Eddie Alvarez, Middleweight Champion Hector Lombard, Welterweight Champion Ben Askren, Jay Hieron and Alexis Vila.
Payout Perspective:
Here are some notes and observations from the story:
- Bellator is now the #2 promotion in Mixed Martial Arts behind the UFC.
- Although Spike’s agreement ends this year with the UFC, they stil lhave rights to the UFC library in 2012, which will prevent Bellator from airing on Spike TV until 2013.
- Spike TV started talking about possibly investing in Bellator with MTV2 and Viacom’s mergers and acquisition group when TV negotiations fell through with the UFC.
- Having a strong #2 promotion may be a good thing for the UFC, as they have been dealing with an FTC investigation for the majority of the year.
- Bjorn Rebney: Viacom is the majority shareholder of BellatorMMA now… Rebney will stay on as CEO.
- Bjorn Rebney: BellatorMMA will keep their tournament format through 2012 and 2013 on Spike.
- Spike will supplement MTV2′s current Bellator programming with highlight shows and related content, online and on TV. Additionally, Spike.com will continue to stream preliminary fights.
Bellator 55: 168,000 viewers
October 25, 2011
MMA Junkie reports that Bellator 55’s ratings this past Saturday night received an average of 168,000 viewers on Saturday night. The numbers show a decrease from Bellator 54 which posted an 185,000 viewer average.
An immediate replay of the broadcast received a lowly 45,000 viewer average.
Via MMA Junkie:
Once again, the latest ratings continue the organization’s wildly inconsistent season-five numbers; two events have scored at least 235,000 viewers, and three have drawn 158,000 or fewer. Bellator 55 did go unopposed by the UFC and Strikeforce.
Payout Perspective:
Despite not going up against another MMA card, it seems that Bellator fell victim to College Football (which included several top teams playing at the same time as the broadcast), the World Series and HBO Boxing (including the first episode of Pacquiao-Marquez 24/7). The 168,000 viewer average is decent but one would think that it could have maintained, if not exceeded Bellator 54’s 185,000 average. Also, the replay numbers seemed unusually low.
