MMA Junkie reports that the second episode of UFC 146 Primetime scored an average of 544,000 viewers on Friday night on FX. Last week’s debut featuring JDS and Frank Mir had an average of 542,000 viewers.
First episode – 542,000 viewers
Second episode – 544,000 viewers
The previous UFC Primetime, Jones vs. Evans, grabbed an average of 560,000 viewers. The first UFC Primetime on FX: Diaz vs. Condit, averaged 540,000 viewers. A strong showing next week could eclipse this.
Payout Perspective:
Its hard to say whether the UFC and Fox are pleased with the ratings but at least it is in the relative same ballpark as the previous two Primetimes on FX. The numbers definitely reflect an adjustment to Friday nights. With such a low number pulled by lead-in TUF Live this week, one would have to think that this week’s Primetime rating was encouraging. If it can pull off a decent number this week, it may do better than the Diaz/Condit series.
The fact that FX has chosen to relegate a lot of UFC content to Friday nights indicates to me that they just want something that will draw on Fridays. The TV executive must know that the content could be drawing stronger numbers on other days, so it’s definitely a deliberate move. It’s interesting that the majority of the media stories focus on whether or not FOX/FX are pleased with the ratings. I wonder how the UFC feels about it. It wasn’t just a one-way deal: the UFC agreed to provide content, but FOX also promised increased exposure, which hasn’t occurred yet (other than the first two FOX shows) and a major reason that has been attributed to that is the placement of programming on Friday nights. FX seems to be getting much more of a benefit than the UFC at this point IMO. Any thoughts?
I agree that it’s not an ideal time for the UFC but probably the best way for Fox to draw eyeballs on Friday night. It doesn’t drive the PPV business for the UFC, but they still get the benefit of that $100M per year. It’s a tradeoff for the UFC, but whatever keeps Fox writing those big checks is probably worth it.
Now you guys are seeing it.
This whole deal was in FOX’s favor all along.
Spike offered a concentrated marketing effort for the UFC product. One channel, consistent replay of the product, consistent advertising of the product.
The FOX deal fragmented that for the UFC with Fuel, FX, and the 4 live shows per year on FOX with not one replay on FOX.
This whole thing for FOX was based on growing FuelTV. UFC made it seem as though the entire deal was based on helping garner more exposure for PPV sales which is not happening.
It’s kind of a weird dynamic. The splintering of the product amongst channels is a good point. On the negative side is reduced viewership per show. On the positive side is higher aggregate viewership on the year. FOX probably pitches it to Zuffa that way. More viewers will watch UFC programming on television this year than in any year prior. Oh, and by the way, here’s $100 million.
The UFC does reach people they couldnt before. The people who watch FOX isnt the same who watch FX and they are not the same people who watch Spike. Being on more chanels allows them to reach more people.
I do agree this deal has been better for FOX and their networks. But we knew they going in. The UFC has always got ratings that put them among the biggest sports on TV in the key demo. Yet they were never getting close to the deal they deserved. So whoever stepped up and took the risk of signing a dangerous sport was going to get a great deal. But i wouldnt say the UFC isnt happy. Because i do believe they are optimistic about the future on Fox. But i do believe their expected better results out of TUF and some of their shows and realize the deal isnt paying off for them yet. What i think the UFC could be unhappy about and it might be interesting to look for in the future is how TUF is going. Having a bad season with TUF is not a big deal. Losing some viewers because of Fridays isnt a big deal. But if Fridays are going to keep driving off more fans and Fox refuses to move it then they are basically killing TUF off beyond repair. That the UFC couldnt be happy with. After 14 seasons FOX kills it in 1 season. I think it could be saved if they announce they are moving it next season or atleast open to it and have some other good news. But opening the next season with little changed will officially kill it off if its not already.
Another reason this deal cant really be judged right now is it could change over night. If Fuel gets moved to a better package and placement it would be a game change for the deal. It would give them 2 networks comparable to Spike. Reaching 100 million homes and free to everyone. As of now we know the UFC brought 6 million subscribers to Fuel when it first signed with them an dhad their first event. But the network hasnt updated those numbers at all since day 1. There has to be more people signing up each time the UFC runs a event not to mention they have had 2 free previews. So i think the subscribers are growing but they are not as vocal about how much like they were when they needed a headline for a press release.
What you guys aren’t addressing is that even IF there are more total viewers of the UFC product on the three networks, FOX, Fueltv, and FX, it fragmented their core viewership which was on Spike.
It also afforded the opportunity for a competitor to step into their place on Spike and attempt to garner some of the former UFC fans who regularly tune into the channel.
It’s important to remember that the four FOX dates throughout the year do not replay their events on FOX. In essence it’s a one hit wonder on the channel while Spike regularly replays events.
There’s no way that FOX accommodates the UFC to move from the Friday slot. Either the UFC delivers on viewers or the product will ultimately get chopped. This is a fringe sport we’re talking about, not the NFL.
“It’s important to remember that the four FOX dates throughout the year do not replay their events on FOX. In essence it’s a one hit wonder on the channel while Spike regularly replays events.”
This is true if you’re referring to FOX network proper (which you might be). If you’re talking about FOX broadcasting, though, the network shows are replayed all year long across the regional networks and (to a lesser audience) probably even FUEL. I’ve seen the first few FOX network shows replayed many times on the family of FOX Regional sports channels.
“This is a fringe sport we’re talking about, not the NFL.”
Very true. Except in some countries, combat sports will likely always be. Boxing and MMA will always be my favorites, regardless.
@weezy
I’m sure the regional FOX affiliates replay the FOX shows but they are also marginalized when it comes to steady viewership.
While syndication and wider distribution of the product is good in most instances, in this particular example of the UFC across FOX, Fueltv, FX, and regional Fox sports networks, it diluted the brand that Spike/UFC had built up over the years.
I’m sure the UFC and FOX felt as though Zuffa’s social media cultivation (8.5 million Facebook fans) would help transition the viewers to these new distribution channels but I’m not sure what percentage of that perceived fan base are truly fans of the sport compared to those simply clicking “like” for the hell of it.
Either way, it seems as though there sure is an opportunity for BFC to make a run at it if Viacom dedicates Spike to promote the product just as much if not more than they did the UFC.
It will be an interesting time next year.