Spike TV announced the ratings for its latest UFC programming piece: UFC 103 Prelims.
Spike TV’s live telecast of the UFC 103 prelims on Saturday, September 19 (9:00-10:00pm ET/PT) delivered a robust 1.4 million viewers and was the #2 rated program in Men 18-34 in all of cable in the timeslot including out-delivering ESPN2’s coverage of NCAA college football (West Virginia vs. Auburn).
Overall, the fights drew a 1.5 (441,000) in Men 18-34, a 1.3 (738,000) in Men 18-49, and a household rating of 1.0.
Payout Perspective:
It’s a little surprising that the UFC 103 undercard only drew a 1.0. To give you some context, these are PPV quality fights doing far less than any of the last Fight Night cards (which have averaged a 1.6 over the past five events). Although, the M18-34 rating is fairly solid…
The UFC was looking to generate cross-over purchases by holding the prelims on Spike. However, the numbers seem to question how many new buys were added as the result of the free prelim programming. I think it’s likely that the majority of the prelim audience had already chosen to buy that fight and simply tuned in to watch the prelims.
It’ll be interesting to see how the UFC reacts and whether or not free prelims are on their agenda moving forward. If the UFC were to secure a network deal in the future, free prelims would be an excellent idea on any of the majors.
However, Spike’s effectiveness as an immediate corollary push for the UFC is now somewhat in doubt. Was it the competition from Mayweather-Marquez (an event that may have done 1 million buys), the lack of advertising, or a potential lack in network reach?
I dont think they amrketed the Prelims liek tey should have. Spike is almost the only channel i watch. And MMA is the only thing i follow and do online. Yet i remember hearing about the free Prelims a long time ago. But when i got with my friends to watch the PPV none of us knew the prelims were on Spike as we looked at the PbP online until the PPV started. all 5 of my friends follow the sport online almost as much as i do.
The UFC has certainly suffered a PR defeat on this one, especially after Dana White talked so much junk on the boxing PPV which has now officially out-performed UFC 103 in buys by a nearly 4 to 1 margin.
Dana White has really managed to screw this one up. Hey, Dana, calling people who bought the boxing PPV “stupid” looks like a bad move now, doesn’t it? You have called over 1.5 million fans of the combat sports stupid. Wow.
Um, these aren’t “PPV quality fights.” that’s why they were on Spike.
Any updates on the UFC 103 PPV and PBF vs JMM PPV buys? I heard that the Wrestling Observer is reporting different numbers.
Iole was saying 900K – 1.5 million was possible for the boxing PPV. Most assumed UFC 103 would do 300k – 450K.
Iole is saying 1 million buys is definite for Mayweather/JMM, and that it could be as high as 1.6 million.
The Observer that posted today had numbers reflecting early trending patterns showing 650,000-750,000 buys for boxing and 375,000 for UFC 103.
Its a cant lose situation for the UFC. Boxing only has a few PPVs a year and FMJ talked bad about MMA trying to rally all the boxing fans to by his card. Making them think they are supporting the sport of Boxing. In the end the UFC which just 15 PPVs a year(meaning some fans due to expense have to be picky what even they buy) while at the same time used historically their 2nd worst draw and probably currently their worst PPV draw as Anderson has boosted his popularity recently.
Franklin has always been a very poor draw according to PPV buy rates. Add in him verses a guy who is unknown to mainstream fans. Then add to that the supporting cast was unknown up and comers and unknown Pride fighter who has looked like crap when US fans have seen him. Basically the UFC name brand alone sold this event. Yet it still isnt far behind from the boxing name and the best that sport has to offer after 100 years of history on their side.