Bellator 208 draws 521,000 viewers on Paramount

October 17, 2018

Bellator 208 on Paramount Saturday night drew 521,000 viewers according to Nielsen via ShowBuzz Daily.  The event featured Fedor defeating Chael Sonnen in the last semi-final of the Heavyweight Grand Prix.

It was the second of back-to-back nights for the promotion.  The event also aired on DAZN.

In addition to Fedor and Sonnen, Benson Henderson defeated Saad Awad.

Payout Perspective:

Although 521,000 viewers does not seem that impressive, it is the best viewership since Bellator 199 this past May.  One might infer that there were more viewers since DAZN was an optional way to view the event.  The viewership suggests that Fedor is still a draw for many MMA fans.

ESPN Top Rank Boxing reports strongest telecast of 2018

October 16, 2018

ESPN Top Rank Boxing on Saturday night drew 2.245 million viewers according to Nielsen via ShowBuzz Daily. The event was the highest-rated live boxing telecast of 2018.

Ring.tv reports that the peak of the telecast drew 2.7 million viewers.  The main event saw Terrence Crawford put away Jose Benavidez, Jr. in the 12th and final round of their fight.

It drew 1.038 million viewers in the A18-49 demo according to Nielsen.

The ratings reflect the highest rating for an ESPN Top Rank Boxing telecast since Manny Pacquiao took on Jeff Horn in the first telecast of the partnership.

Payout Perspective:

This is good news for boxing and boxing fans as we have seen an expansion of boxing viewership.  While HBO has foreclosed its time in the sport, PBC on Fox, Top Rank on ESPN and now DAZN’s latest coup of signing on Canelo Alvarez for his next fight this December shows that the sport continues to grow.  With these latest ratings, we will see if Terence Crawford can make the next step in his career: pay-per-view star.

Bellator 207 draws 416,000 viewers on Paramount Friday night

October 15, 2018

Bellator 207 on the Paramount Network Friday night drew 416,000 viewers according to Nielsen via ShowBuzz Daily.  It was the first of back-to-back shows on the network.

The event featured the semi-finals of the Heavyweight Grand Prix as Ryan Bader made easy work of Matt Mitrione to make his way to the finals of the tournament.

Also on the card, Sergei Kharitonov looked impressive in his KO of Roy Nelson.

Payout Perspective:

The ratings have to be a little disappointing considering this was one of the semifinals for their Heavyweight Grand Prix.  Saturday night’s event will be an interesting look to see with PFL and Top Rank Boxing on ESPN going on at the same time.

PFL 7 draws 136,000 Friday night

October 11, 2018

The Professional Fighters League did 136,000 viewers on Friday night on NBC Sports Network according to Nielsen via ShowBuzz Daily.  Friday night was the start of the promotion’s playoffs.

Kevin Hart, one of the famous silent investors in the PFL, did a promo for the show.

PFL 1: 116,000 viewers

PFL 2: 150,000 viewers

PFL 3: 146,000 viewers

PFL 4: 101,000 viewers

PFL 5: 112,000 viewers

PFL 6: 138,000 viewers

PFL 7: 136,000 viewers

Payout Perspective:

Unfortunately for the PFL, UFC 229 overshadowed the start of the playoffs.  136,000 viewers is a decrease from the last show this past August.  Hopefully, the company will be able to gain some traction as the playoffs continue.

UFC 229 Prelims draws 1.3M viewers on FS1

October 9, 2018

The UFC 229 Prelims drew 1.3 million viewers on FS1 Saturday night according to Nielsen via ShowBuzz Daily.  The prefight show drew 373,000 viewers on FS1 preceding the Prelims.

The Prelims featured Sergio Pettis taking on Jussier Formiga.  Formiga won via unanimous decision.  The event drew 754,000 in the A18-49 demo.  The prefight show drew 187,000 viewers in the A18-49 demo.

Payout Perspective:

The ratings reflect the immense interest in UFC 229.  The 1.3 million viewers is the highest prelim rating for 2018.  The prefight show tied UFC 223 for second-highest this year with UFC 222 drawing 431,000 viewers.  The event was the most-anticipated this year and the prelim and pre-fight ratings reflect this.  At this time we don’t have the post-fight ratings, but I assume they will be at an all-time high based on the melee.

UFC 229: Payout Perspective

October 9, 2018

Welcome to another edition of Payout Perspective.  This time it was one of the biggest events in company history with UFC 229 at the T-Mobile Arena in Las Vegas.

Khabib submits Conor, brawl ensues

You’ve likely read all about the post-fight brawl.  Despite MMA fan that like to downplay the incident, this was not how you showcase your product to the millions of fans that watched the fight.  Rather than be professional, both sides were not.  Conor’s antics prior to the night, and Khabib’s during it were both wrong.  It was a disgrace to the sport and overshadowed the dominant performance by Khabib.

At this point, the Nevada Athletic Commission will have to suspend and fine Khabib for some time to make it look like an authority.  With that being said, it’s clear that the UFC will take no action despite its ability to do something about it.  The UFC has maintained its alibi of hiding behind the regulation of a commission to do its bidding when it comes to these types of disciplinary issues.  It is clear that if they wanted, they could terminate Khabib’s contract.  Dana White stated that any fighter from Khabib’s corner would no longer fight in the UFC.  But what about Khabib?

Conor is to blame as well.  His antics have helped put him in the stratosphere of earners in combat sports and brought millions of dollars to Zuffa.  As a result, he’s been allowed to do anything without repercussions.

The whole scenario points to a suspension for Khabib and being stripped of his lightweight title.  We should have Conor face Tony Ferguson for the title and/or Diaz/Poirier winner facing Ferguson with the loser facing Conor.

Ferguson returns to stop Showtime

Tony Ferguson stopped Anthony Pettis in a blood-splattering fight that showed El Cucuy is back.  Both fighters had their moments and the movements in the fight were out of the ordinary and extraordinary.  Ferguson used a somersault to get out of the way of Pettis and Showtime used capoeira moves in attacking and defending.  Pettis was sliced by one of Ferguson’s strikes and was bleeding like a pro wrestler.  He did damage Ferguson as well.  In the end it was the relentless Ferguson that earned the victory as Pettis could not continue due to a broken hand.

Attendance, Gate and Bonuses

The event set a record for an MMA event in Nevada with 20,034 for a gate of $17.2 million.  It eclipsed UFC 200 held at the same venue.  The gate for UFC 229 fell short of the company record of $17.7 million for the UFC’s debut at MSG at UFC 205.

According to SeatGeek, a standing room only seat for UFC 229 went for over $400, with the get-in price at $1,234.  Again, it was second to only UFC 205’s get in price.

The bonuses went to Ferguson and Pettis for Fight of the Night, Derrick Lewis and Aspen Ladd for Performances of the Night.  Each drew the standard $50,000 bonus.

Payouts

The payouts were highlighted by Conor McGregor’s $3 million purse followed by Khabib’s $2 million.  But, the NAC has held up Khabib’s payout pending an investigation in the post-fight brawl.  While it has issued the check to McGregor, it’s held Khabib’s pay pending an investigation

The rest of the payouts can be found here.

Promotion of the Fight

Conor McGregor did not do a “world tour” for this fight which would have probably brought even more interest to the event.  He did promote when needed such as their first press conference.

The press conference which was held between Conor-Khabib prior to fight week was done without an audience but was shown in Times Square.  It was also on ESPN which had to use its censor liberally due to all of the profanity.  Conor’s late arrivals at the presser and ceremonial weigh-ins really put stress on the networks to deal with stretching out the time.  With more losses, networks will get tired of this habit.

ESPN did air the UFC Countdown show on its network in addition to it airing on FS1.

Dana White appeared on Jimmy Kimmel’s show to promote the fight.  Conor McGregor made an appearance on Conan O’Brien’s show and shared Proper 12 with his Irish counterpart.

In addition, there were multiple radio ads in addition to the television commercials.  Most of which highlighted the infamous Brooklyn bus attack.

Sponsorships

There were some new sponsors for this event including Conor McGregor’s Proper 12 Irish Whiskey and San Manuel Casino.  The latter sponsor is based out of Highland, California and was shown during the ceremonial weigh-ins.

One of the newest UFC sponsors, Portable Protein Pack aka P3, appeared on the front paneling of the UFC/Reebok shorts.  We may see more of this with existing official sponsors having secondary opportunities on fight gear.

In addition, Air Asia made a significant splash in its sponsorship activation which included stewardesses on stage with UFC Octagon girls during the ceremonial weigh-ins and with signage in the red corner of the Octagon to match the company’s branded color.

It was reported by Ariel Helwani that Conor McGregor signed a lucrative deal with Monster Energy which was said to be in the millions.

EA announced a new edition of its UFC3 video game featuring Conor McGregor.  EA conducted a fight simulation in which Conor McGregor KO’d Khabib in the 3rd round.

In the octagon, Toyo Tires, Harley Davidson, Bud Light, Nemiroff, Motel6, MetroPCS, P3, CircleK, Modelo, Air Asia, UFC3’s Notorious Edition, Autozone and the return of the Walking Dead and Monster Energy held the center. It was clear that there were more sponsors than ever before within the Octano on its corners and canvas.  Harley Davidson had the fighter prep point.

Ratings

The UFC Prelims on FS1 drew 1.3M viewers on Saturday.  The prefight telecast on FS1 drew 373,000 viewers.  The prefight show matched the one from UFC 223.  The 222-prefight show was the highest-rated this year with 431,000.

Odds and Ends

I wrote about the UFC brawl in depth and how the promotion of the fight allowed for this to happen.  The UFC faces a lot of fallout (good and bad) from the event.  Khabib and Conor are facing NAC sanctions for their actions and at least two fighters from Khabib’s team will likely be expelled from the UFC and from fighting in Nevada.  For a promotion that is looking to grow the sport and find blue-chip sponsors, one has to ask whether UFC 229’s brawl was good or ad for business.

Conor went after Khabib’s manager, Ali Abdelaziz, a controversial MMA manager that has been linked to terrorist groups if you believe McGregor and some journalists writing on the subject.  Despite these alleged ties, it seems that a majority of MMA fighters trust Abdelaziz with their career.  During the fight, Abdelaziz and members from both camps stayed in the back as the UFC tried to prevent what happened Saturday from happening.

The internet searches for this event were huge.  On Friday, UFC 229 drew over 2M google searches.  McGregor-Khabib drew over 2M searches as well.

Conor McGregor drew over 5M google searches on Saturday.  Derrick Lewis drew over 200,000 and Michelle Waterson drew over 100,000 searches.  “McGregor Fight” drew over 1 million google searches on Sunday.

Derrick Lewis’ post-fight interview was an all-time classic and was one of the reasons he drew as many google searches.  He took off his pants, said Donald Trump called him and told him to be Alexander Volkov.

Khabib appeared at the post-fight press conference and indicated he received congratulations from Vladimir Putin.

Matt Damon turned down the opportunity to be on Saturday Night Live to go to UFC 229.  There were many other celebrities drawn to this event as well and the aftermath had everyone on social media talking about it.

Internal numbers for Internet purchases of the event were up over 60% from Mayweather-McGregor according to Dave Meltzer.  This would be an indicator (although maybe not the strongest) the buy rate surged past the record of 1.6M PPV buys.  White indicated that it did not reach 3 million but was over 2 million.

The UFC received a ton of mainstream coverage due to post-fight brawl.  But, does this tarnish their image or encourage the promotion to try more of this?

Conclusion

Dana White touted that based on the viewership of Embedded episodes and YouTubes views compared with McGregor-Mayweather, the PPV would break the UFC record and it appears he will be right.  Despite the lack of expanded promotion of the event, its clear that the UFC hit all of the trigger points to garner the casual fans to buy the event.  The controversy is whether it was right to include footage of the bus attack or allow McGregor to continue personal attacks on Khabib’s religion, family and friends.  But, the PPV buy rate will likely go over 2 million (say 2.2 million) buys and show that marketing the bus attack footage helped more than it hurt.  There will be a rematch and you can believe that they will show the post-fight melee.

Rampage-Silva top Bellator 206 Payouts

October 1, 2018

MMA Fighting obtained Saturday night’s payouts from Bellator 206 as disclosed by the California State Athletic Commission.  Rampage Jackson topped the list of athlete’s pay with $300,000.  His opponent, Wanderlei Silva checked in with $200,000.

The other payouts are as follows per MMA Fighting:

Gegard Mousasi ($150,000 + no win bonus = $150,000) def. Rory MacDonald ($150,000)
Quinton Jackson ($300,000 + no win bonus = $300,000) def. Wanderlei Silva ($200,000)
Douglas Lima ($130,000 + no win bonus = $130,000) def. Andrey Koreshkov ($55,000)
Aaron Pico ($40,000 + $40,000 = $80,000) def. Leandro Higo ($14,000)
Keri Melendez ($25,000 + no win bonus = $25,000) def. Dakota Zimmerman ($4,000)
Gaston Bolanos ($12,000 + $12,000 = $24,000) vs. Ysidro Gutierrez ($2,000)
Adam Piccolotti ($20,000 + $20,000 = $40,000) def. James Terry ($4,000)
Jeremiah Labiano ($5,000 + $5,000 = $10,000) def. Justin Smitley ($2,000)
Arlene Blencowe ($14,000 + $14,000 = $28,000) def. Amber Leibrock ($12,000)
Josh San Diego ($2,000 + $2,000 = $4,000) def. Joe Neal ($2,000)
Cass Bell ($2,000 + $1,500 = $3,500) def. Ty Costa ($1,200)
Chuck Campbell ($1,200 + $1,200 = $2,400) def. Joseph Ramirez ($1,200)
Anthony Figueroa Jr. ($1,200 + $1,200 = $2,400) def. Samuel Romero ($1,200)

Payout Perspective:

Clearly, the Jackson-Silva matchup was the one Bellator thought would draw fans due to the pay for each fighter.  Mousasi-MacDonald was up there too although Jackson still commands a lion’s share of the roster pay.  Notably, Douglas Lima’s flat rate pay is getting up there as well.  Also, Aaron Pico is starting to see a step-up in pay earning $40K and $40K per fight.

TUF 28 Episode 5 draws 174,000 viewers on FS1

September 27, 2018

The Ultimate Fighter 28 episode 5 drew 174,000 viewers on FS1 Wednesday night via Nielsen according to ShowBuzz Daily.

The fight of the telecast saw Michel Batista dominate Josh Parisian for a two round unanimous decision.

Episode 5 is the lowest-rated TUF 28 episode to date coming off of the highest-rated Live +SD TUF 28 episode.

Payout Perspective:

The ratings thus far reflect the lack of interest in watching this show live.  Rather, it seems to pick up its most viewers when people record it.  We shall see what becomes of the franchise when it moves to ESPN.

UFC Fight Night 137 draws 607,000 viewers, Prelims 243,000

September 25, 2018

UFC Fight Night 137 drew 607,000 viewers on FS1 Saturday night while the Prelims on FS2 drew 243,000 according to Nielsen via ShowBuzz Daily.

The main card featured Eryck Anders taking on Thiago Santos.  Anders was unable to continue and Santos won via TKO after Round 3.  The prelims airing on FS2 featured Charles Oliveira getting another bonus of the night for his submission of Christo Giagos.  The prelims also saw the final fight for Evan Dunham as he lost to Francisco Trinaldo via KO.

UFC Fight Night 137 took place at the Ginasio do Ibirapuera in Sao Paulo, Brazil.

Payout Perspective:

The main card started on FS2 as there was an overrun from the Texas Tech-Oklahoma State football game.  As a result, the main card didn’t start on FS1 until 10:41pm ET.  The ratings for this show are better than the last time the UFC visited San Paulo in October 2017 (558,000 viewers for the main card).  The viewership is also better than the last two Fight Night shows on cable.

Bellator 205 draws 346,000 viewers on Paramount Network

September 24, 2018

Bellator MMA Live on the Paramount Network Friday night drew 346,000 viewers according to Nielsen via ShowBuzz Daily.

The event featured A.J. McKee as he defeated John Macapa in the first round of their matchup via KO.  Bellator 205 took plaice at CenturyLink Arena in Boise, Idaho.

Payout Perspective:

The event did better than Bellator 204, but its average is still down over last year. 2018 is averaging 462,000 viewers while 2017 averaged 614,000 viewers.

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