Rovell calls out White on UFC numbers
May 1, 2013
ESPN Business Reporter and UFC head Dana White went back and forth on twitter on the state of UFC business. The UFC drew the scrutiny of ESPN business reporter Darren Rovell. If you didn’t know, Rovell covers the business of sports and is as active on twitter as Dana White. Rovell sent a tweet out the following tweet after UFC 159.
UFC is starting to lose a little bit of its edge. Might need to have fewer events. Know guy who paid $50 for a $553 face seat tonight.
— darren rovell (@darrenrovell) April 28, 2013
This drew the ire of UFC fans, media and eventually got back to Dana White. And in usual form, he escalates the criticism to make it personal.
@darrenrovell never used to talk out of his ass till he started working for ESPN. Do ur homework before u tweet stupid shit my friend. — Dana White (@danawhite) April 28, 2013
@danawhite appreciate the response as always. Would love hardcore numbers to prove sport is growing as much as it was 2 years ago — darren rovell (@darrenrovell) April 28, 2013
Rovell didn’t seem pleased about the “ESPN” remark and defended his reason for inquiry.
@phila20fan always about ESPN right. Not about the fact that I’ve been watching this for 13 years. Was at 1st Dana white press conference — darren rovell (@darrenrovell) April 28, 2013
After a query to substantiate the numbers that the UFC was still on the rise, White indicated to Rovell that he’d get him those numbers
@danawhite OK. Look forward to it. — darren rovell (@darrenrovell) April 28, 2013
On Wednesday, three days after the initial back and forth, Rovell received his request. It appears to either be a cut and paste of a Fuel TV press release, a hastily put together word document and/or both. You can click on the pic to see it close up. As you can read, White tells Rovell that Zuffa is a private company.
@darrenrovell We r a private comp but heres ur answer 2 ur RIDICULOUS tweet on Sat A guy like u should do ur homewrk twitter.com/danawhite/stat… — Dana White (@danawhite) May 1, 2013
@danawhite I said UFC was slowing down. Do you have data to show me that the 2012 NET PROFITS grew at a faster rate than any year before? — darren rovell (@darrenrovell) May 1, 2013
The following tweet is a lesson in making sure you read what you tweet. White’s response to Rovell.
@darrenrovell exactly, we are private and don’t give numbers. U shouldn’t tweet shit that is FAR from the truth when I don’t have facts. — Dana White (@danawhite) May 1, 2013
@danawhite if u don’t want me to ask for #’s then don’t give #’s that I can’t verify. Did net profits had their best YOY increase in ‘12? — darren rovell (@darrenrovell) May 1, 2013
Rovell did concede that the UFC had some strong indicators of improvement.
@davemeltzerwon 2013 has been strong indeed. There have been some struggles though. — darren rovell (@darrenrovell) May 1, 2013
Rovell then addressed the data White provided to a follower that believed White had shown the reporter up.
@vikespessimist I was defeated because Dana whipped up an unverifiable word document? — darren rovell (@darrenrovell) May 1, 2013
Rovell did make a back-handed complement about the back and forth with White.
I’ve been going back and forth w/UFC’s @danawhite. If there’s 1 thing I can’t bash it’s that he’s the most accessible head of a sports org. — darren rovell (@darrenrovell) May 1, 2013
He then makes the most sense in the following tweets in requesting information that most would ask about a company’s financials.
@danawhite As a reporter, I’d like you to allow me to delve into your financials instead of accept a two paragraph memo. You game? — darren rovell (@darrenrovell) May 1, 2013
@danawhite You guys have had a great run and you know I respect the hell out of you. I’m just asking for what the bankers would ask for. — darren rovell (@darrenrovell) May 1, 2013
@danawhite Because you are a private company and always profess everything is great, it’s hard to take anything at face value anymore. — darren rovell (@darrenrovell) May 1, 2013
Prior to receiving the data from White, Rovell ran a poll for his twitter followers. Its something he does periodically to create engagement. The poll asks whether UFC has mainstream potential. As you can read, a little over half don’t think so.
POLL: Do you believe the UFC has mainstream potential among sports fans? #YES #NO
— darren rovell (@darrenrovell) April 29, 2013
POLL RESULTS: 55% of respondents say they don’t think the UFC has the potential to go mainstream sprts.bz/17rLdRl
— darren rovell (@darrenrovell) April 29, 2013
You can also head over to Storify to see the original version of this.
Payout Perspective:
Its an interesting back and forth between a mainstream business reporter and White. Certainly, there are errors on both sides of the conversation. Rovell frames the questions differently. He first states that the UFC has lost its “edge” based on the anecdotal evidence that a friend bought a ticket for substantially less than face value. He then asks about the UFC slowing down financially and would like to see its net profits. White responds over the top. Rovell baits him to provide him data that the UFC is doing better and then White gives him something that can’t be substantiated. Being a reporter, Rovell is upset and White relies on the “private company” safe harbor to protect the UFC from having to release its numbers.
At times, Rovell uses financial information to dampen the mood for fans. For example, when a player drops in the NFL Draft, he’s the first to tweet how much money that player is losing. Still, Rovell is being a journalist here and it would have looked better if White could have just said granted him an interview to talk about it or provided him information that did not look like it was a press release.
UFC 159 Prelims: 1.38 million
May 1, 2013
Dave Meltzer of The Wrestling Observer and MMA Fighting reports that the ratings for the UFC 159 Prelims on FX scored a 1.38 million viewer average. Although Saturday’s showing was down from UFC 158, it was above the 1.2 million viewer average on FX.
The UFC 159 Prelims improved on ratings from the UFC on Fox 7 Prelims the previous week as that show did 1,057,000.
More numbers from MMA Fighting:
For Fuel, the post-fight show did a 0.34 rating and 159,000 viewers. That broke the record for post-fight coverage after a pay-per-view show. The old record was 125,000 viewers set after UFC 158.
The weigh-ins on Friday did 109,000 viewers. While barely half of the Georges St-Pierre vs. Nick Diaz weigh-in audience that holds the record at 215,000 viewers, it was the fourth most-watched weigh-in ever on Fuel.
Payout Perspective:
The ratings for the programming supporting the PPV might be a good sign for the actual numbers for the event. The actual FX show on Saturday was lackluster as two fights were stopped due to injury, it showed the Sara McMann fight twice and production had to show extended promos to fill time.
Updated UFC on Fox 7 ratings: 3.7 million
April 23, 2013
MMA Fighting reports that the final UFC on Fox 7 ratings from this past Saturday scored a 3.7 million viewer average for a 2.2 rating. The overnight ratings indicated a 3.31 million viewer average.
The ratings are less than December’s UFC on Fox 6 which featured Henderson in the main event. The Seattle show received 4.39 million viewers for a 2.5 rating.
By itself, the Henderson-Melendez match which mostly aired during the time overrun scored 4.96 million viewers for a 2.7 rating. This was lower than Henderson-Diaz (5.7 million) and Johnson-Dodson (5.2 million)
Via MMA Fighting:
The positives were in the demographics, as in the Male 18-34 age group, the 2.2 rating was more than double the combined average of ABC, CBS and NBC programming in competition (1.0). FOX also outrated the other three major networks combined in Males 18-49 (2.7 to 1.6) and Males 25-54 (2.8 to 2.2). One thing notable from these numbers is that the show did far stronger numbers with males 35-49 than those who were 18-34, the latter of which is UFC’s usual prime demographic.
The numbers reflect that Saturday’s event was 3rd lowest rated UFC on Fox event out of 7. The article suggests that the NFL cross-promotion of the UFC events aids in UFC viewership for its network events.
Payout Perspective:
The ratings are somewhat disappointing considering this UFC on Fox card was one of the best cards the UFC’s has had on Fox. In fact, it has overshadowed this Saturday’s PPV. But, how much does the NFL influence have over UFC events? Fox bumpers during each and every NFL broadcast during the season and a controversial skit demonstrated the UFC-Fox synergy. And based on the numbers it looks like the NFL’s influence helps with UFC viewership.
TUF 17 Finale ratings: 1.7 million
April 16, 2013
John Morgan of MMA Junkie reports that The Ultimate Fighter 17 Finale on Saturday night scored 1.705 million viewers. Morgan reported the TUF 17 Finale was the number 1 cable show in the 18-49 male demo.
Notably, Morgan reported that the number 1 network programming at the time was NASCAR on Fox.
The TUF 16 Finale in December received a 1.3 million viewers and TUF Live in June received just 1 million viewers.
Payout Perspective:
Strong ratings when compared to the last 2 TUF Finales on FX. The added hype of the women fighting for a spot to coach opposite Ronda Rousey and TUF competitor Uriah Hall were reasons why there were more viewers. The interesting thing is that neither one was in the main event which was headlined by Urijah Faber. A good swan song for the TUF franchise on FX.
Bellator MMA Live First Season a Success
April 11, 2013
Bellator’s inaugural season on Spike TV scored an average of 861,000 viewers according to a recent press release. Despite some issues during the season, it was an overall success.
Via Bellator press release:
Spike TV’s debut season of Bellator MMA was a ratings success for the network, delivering an average of 861,000 viewers, culminating with 952,000 viewers for its finale event this past Thursday, April 4. Emanating from venues all around the country, Bellator’s live events on Spike TV improved the timeslot (Thursdays from 10pm – 12:00am) in the hard-to-reach male demographic of Men 25-34 by 36% (compared to last year).
Bellator’s shift from MTV2 to Spike TV proved to be a ratings bonanza for the rising MMA league. The most recent season 8 on Spike TV delivered +388% more viewers than Season 7 on MTV 2 and +403% more viewers than Season 6. Also of note, the weekly encore presentation of the Bellator events drew an average of 336,000 on Thursday night (12:00-2:00am) – thus the weekly cume was an impressive 1,197,000 viewers.
Competitively, Bellator MMA consistently placed in the top 10 in cable among Men 18-34 and Men 18-49 in the timeslot. For the live finale last week, Bellator placed #6 with Men 18-49 with a 0.7 rating. Also, Bellator’s April 4 event was a hit on social media as it ranked #5 on cable for tweets during episode airtime, the highest during this season.
Kevin Kay told MMA Fighting that he thought the ratings would be between 600K to 700K. He also indicated that they were unsure how much TNA had an impact (sorry) on its ratings.
Payout Perpsective:
According to our count, Bellator MMA Live did a season average of 793,000 viewers so the 861,000 may include the replays and/or 3 day DVR totals. Despite an upset loss by the highly touted Mo Lawal, some suspect judging and minor production issues, the season was a success. It also developed an app which many seemed to like and created another platform for fans to connect. It now must work on introducing fans to the likes of Pat Curran and Michael Chandler to gain a following.
UFC on Fuel TV 9: 236,000 viewers
April 9, 2013
MMA Fighting reports that UFC on Fuel TV 9 scored a ratings average of 236,000 viewers. It was the largest ever for a non-prime time broadcast on the network.
Via MMA Fighting:
What made this number impressive is the show aired starting at 2 p.m. on the East Coast and 11 a.m. on the West Coast. During those hours, Fuel was the highest rated ad-supported cable station in the Male 18-34 and Male 18-49 demographic, something unheard of for the station. In Males 18-49, it was the second-highest rated show in station history.
The East Coast rerun at 7pm scored 98,000 viewers while the West Coast prime time airing received 92,000 viewers. Based on the airings it was the second-most watched day in Fuel history.
Prior to Saturday’s airing, the highest rated non-prime time rating was the GSP-Diaz weigh-ins.
UFC on Fuel TV 8: 485,000 viewers, 219,000 replay
UFC on Fuel TV 7: 195,000 live, 116,000 replay
UFC on Fuel TV 6: 88,000 live, 143,000 replay
UFC on Fuel TV 5: 111,000 live, 140,000 replay
UFC on Fuel TV 4: 211,000
UFC on Fuel TV 3: 173,000 live
UFC on Fuel TV 2: 197,000 live
UFC on Fuel TV 1: 217,000, live
Payout Perspective:
The ratings are good considering the main event was changed last minute and an unknown was inserted into the top spot versus a relative unknown for UFC fans in Gegard Mousasi. Moreover, it improved on the 197,000 viewer average at UFC on Fuel TV 2 which featured Alexander Gustafsson. It was another six hour card for those watching online and then the Fuel show. The improved viewership are good indicators for the UFC’s move to FS1 later this year.
Bellator MMA Live 95: 901,000 viewers
April 6, 2013
Bellator MMA Live 95 received a viewer average of 901,000 viewers for a 0.4 rating according to Television By the Numbers. It tied for the the second-highest rating of the season.
Bellator 86: 812,000 viewers
Bellator 87: 705,000 viewers
Bellator 88: 807,000 viewers
Bellator 89: 719,000 viewers
Bellator 90: 737,000 viewers
Bellator 91: 901,000 viewers
Bellator 92: 741,000 viewers
Bellator 93: 748,000 viewers
Bellator 94: 713,000 viewers
Via MMA Fighting:
Overall, the show did a 0.64 rating in the Male 18-34 demo, the second best of the season, and an 0.7 in Males 18-49, tying the season’s best mark. The show may have been helped by its pro wrestling lead-in, TNA Impact, that did 1,425,000 viewers, up nine percent from what has been its number most weeks.
The show peaked with over 1 million viewers during the middleweight tournament final. The replay received 328,000 viewers.
Payout Perspective:
Pat Curran’s performance showed that he could be one of the faces of Bellator. The average for the season ended at 793,000 which can be seen as a positive as the ratings were consistent throughout its first season on Spike TV; something that never happened when it was on MTV2. The ratings never fell below 700,000 this season which may be attributed to the lead-in and the marketing push. Certainly it can build on this season and with its reality show, “Fightmaster,” season 96 should do better.
TUF 17 Episode 11: 1.174 million viewer average
April 5, 2013
Television By Numbers reports that TUF 17 episode 11 received an average of 1.174 million viewers for a rating of 0.7.
TUF 17 Episode 1: 1.51 million
TUF 17 Episode 2: 1.27 million
TUF 17 Episode 3: 1.191 million
TUF 17 Episode 4: 1.25 million
TUF 17 Episode 5: 1.13 million
TUF 17 Episode 6: 1.14 million
TUF 17 Episode 7: 1.259 million
TUF 17 Episode 8: 1.12 million
TUF 17 Episode 10: 1.03 million
TUF 17 Episode 11: 1.174 million
As a sidenote, the season finale of Justified scored an average of 2.2 million viewers with TUF as its lead-in. This week, TUF competed with the return of live sports including MLB (and free MLB Extra Innings package this week) and NBA games on TNT.
Payout Perspective:
This week’s episode was up from its season low last week. As with last week, the show featured two fights. In this episode, the two ended in two first round stoppages. With the season almost over, the average for season 17 hovers around 1.23 million viewers. Its likely that the UFC and FX would have liked to seen this number higher considering the coaches involved.
TUF 17 Episode 10: 1.09 million
April 1, 2013
Before we head into this week’s episode, we would be remiss without letting you know that last week’s The Ultimate Fighter received an average of just 1.09 million viewers via MMA Fighting. It was the lowest ratings for the season.
TUF 17 Episode 1: 1.51 million
TUF 17 Episode 2: 1.27 million
TUF 17 Episode 3: 1.191 million
TUF 17 Episode 4: 1.25 million
TUF 17 Episode 5: 1.13 million
TUF 17 Episode 6: 1.14 million
TUF 17 Episode 7: 1.259 million
TUF 17 Episode 8: 1.12 million
TUF 17 Episode 9: 1.3 million
TUF 17 Episode 10: 1.03 million
Payout Perspective:
Even with appearances by Ronda Rousey, Mike Tyson and two fights, TUF did its lowest ratings for this season. Its disappointing considering there were no major sporting events on Tuesday night. We shall see if two more fights this week will get any rise out of the ratings.
World Series of Fighting averages 210,000 viewers for second event
March 28, 2013
MMA Fighting reports that the second event for MMA startup organization World Series of Fighting received 210, 000 viewers. The ratings average are up slightly from November’s 198,000.
The second event replay received 140,000 viewers and the organization said that another 200,000 viewers watched online. There were no ratings for Univision Deportes at this time.
The ratings are not on the level with live “Fight Night” boxing events held quarterly by NBC Sports Network which average around 270,000 viewers per event.
Payout Perspective:
The numbers are a positive considering it went up against some of the late NCAA Men’s Basketball tournament games on Saturday. The organization had to scramble for a ring and featured Andrei Arlovski in the main event wearing UFC gloves. There were issues with the production to be sure. But, the deal with Univision Deportes means that the company is staying afloat and has time to improve.
