MMAPayout.com has learned that UFN 22 earned a .9 HH rating on the strength of 1.2 million average viewers and a peak of 1.6 million. The broadcast also garnered a 1.1 in the M18-34 demographic and a 1.2 in the M18-49 demographic.
The debut episode of Season 12 of The Ultimate Fighter drew a 1.3 HH rating based upon an average audience of 1.6 million viewers. It earned a 2.0 in the M18-34 and 1.8 in the M18-49, respectively.
Payout Perspective:
I don’t have the quarterly ratings from Spike, but looking at the numbers above it would appear as though the viewership for UFN 22 increased substantially from start to finish – peaking at 1.6 million. TUF 12 was then able to hold onto all of those viewers over the next hour.
Neither show was tremendously well-rated relative to previous broadcasts in the series: UFN has averaged a 1.6 HH; and while the lifetime average for TUF is a 1.3 HH, the average for debut episode is a 1.4.
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The UFC and Spike have been experimenting with the marketing for TUF over the last few weeks: using TUF Countdown, inflammatory coach comments, and fighter one-on-ones more than ever before. It’ll be interesting to see how that reflects in the ratings for the season, which appear to be heading back toward the pre-TUF 10 levels of somewhere around the ~1.1 level.
While I see Josh Koscheck’s ability to play a credible villain as one of the main keys to success for TUF 12, I also think the ratings will depend on Spike getting back to telling better stories. The last few seasons have seen a welcomed reduction in the amount of sophomoric pranks and house feuding, but in doing so Spike also passed on the opportunity to shed light on each of the fighters. Court McGee is the best, and perhaps only, case study from last season as to how Spike should work to tell a fighter’s story.
It will be interesting to see if they make any moves to push the ratings numbers up as they head into what I believe is the final year of their contract with Spike.
Koscheck appears to be very marketable. The fight between him and GSP is suppose to happen in Montreal in December which should garner some good media attention leading up to the fight but I don’t think that will help out with the TUF ratings.
The UFC has been on record as saying that TUF was going to be a vehicle as part of their strategy to drive international expansion. If that’s the case it would be hard to see the UFC pulling the plug domestically. But ratings as above should indicate at the least that the UFC needs to rethink the show and/or format as it’s been pretty stale as of late.
I for one have not watched consistently since season 4 (I think that’s the comeback one). And I don’t think I’m the only one who hasn’t and would be considered a big MMA fan.
It’s interesting that the reality show (TUF) does better than the reality (UFN 22). I guess that’s just where the market is – a show about people trying to get onto a UFC card is more interesting than a UFC card.
I think TUF is delivering solid ratings and is probably profitable as a show. Reality shows are very cheap to put on. TUF also has the benefit of acting as marketing for key UFC PPVs. I can’t imagine the UFC dropping it.
Diego,
I think a lot of it has to do with story telling. TUF provides Spike and the UFC with a platform through which they can better engage the viewer as opposed to just relying on the brand equity of fighters on the UFN card to sell it with the consumer.
The most popular fight cards and television broadcasts are always those with a compelling reason to view. UFN 22 didn’t provide that reason.
KP