UFC Magazine Survey Yields Interesting Results

MMAPayout recently obtained the results of a UFC marketing survey which polled the online readership of the organization’s new magazine. I’ve summarized some of the more interesting points below:

• 75% of the readership falls between the ages of 18-34, but 96% of those surveyed were of legal drinking age (21).
• 16% fans who bought the magazine have been to a live event, but 55% plan to see live event in next year.
• 33% of fans who bought the magazine train MMA.
• Nearly 50% those polled view UFC with 5+ ppl
• 84% those polled play video games

Payout Perspective

The most important thing to note is that the survey results are not representative of the UFC’s overall fanbase; we can only extrapolate based upon the survey results and common sense. However, in terms of the survey as a whole I thought the results were quite positive.

MMAPayout has long advocated that MMA’s true demographic leans a little closer to 20-40 as opposed to 18-34 and the survey certainly supports that position. Not only were 75% of the respondents aged 18-34, but 20% were aged 35-44 (keeping in mind that 96% were 21 or over). As an aside, the magazine is certainly a great advertising tool for alcoholic beverages – I have no doubt Bud Light and Tequilla Cazadores will be all over future editions.

The fact that only 16% of these readers have been to a live show is probably a function of event location disparity – how many events are held in Vegas versus the rest of the world? The fact that 55% of those surveyed are planning on seeing a live event in the next 12 months suggests that the UFC’s audience is moving beyond the PPV buying stage. Thus we might be able to extrapolate that an outward shift in live gate demand is on the horizon. Projections for live gate totals across the latter half of 2009 and 2010 are looking positive (especially considering the overwhelming success the UFC has experienced this year).

In regards to information relevant to the magazine itself, it would appear as though the magazine readership is comprised of mostly casual or semi-hardcore MMA fans. These are people that haven’t been to a live event, nor do they train MMA. It suggests that the UFC magazine should be used more as an introductory marketing tool as opposed to some in-depth, hardcore fan mag; and you can expect the content in future issues to be adjusted accordingly.

To conclude, it’s going to be really interesting to compare the results of this survey against that of future surveys. We’re likely to see the demographic continue to expand into the 35+ range as fans grow older with the sport. If the figures are any indication, we’re also likely to see a greater proportion of fans with live event experience in future surveys, which is a great thing for the UFC and MMA as a whole.

Say what you will about all the latest marketing techniques, but no greater method exists than live, local exposure. Every live UFC card in a new, previously uncharted city is like Christmas-come-early for the organization, because it’s a few very intensive weeks of a local media feeding frenzy: TV, radio, and newspapers. When it’s all said and done, not only is the entire city aware of the UFC, but a big portion of the 15,000+ that have just seen the live show are more than likely now fans for life.