On Figure Four Online’s podcast last night talking about the WWE Network launch details, Dave Meltzer also broke the news that UFC 168 did between 1 to 1.1 million PPV buys. This is the highest PPV buy rate since July 2010.
Shane Carwin faced Brock Lesnar at UFC 116. That show did just over 1 million PPV buys. While there have been a couple shows since then that have hit the 900Ks in buys, the UFC has not seen another PPV hit this benchmark until now.
UFC 168 was fueled by the rematch of Anderson Silva-Chris Weidman and Miesha Tate and Ronda Rousey. The marketing and promotion for this event was over the top as the UFC pulled out all the stops (except a UFC Primetime) in promoting the event. For the most part, the fights did not disappoint except maybe for the gruesome ending of the Silva-Weidman match.
Also, the $5 bump in PPV cost did not seem to hurt the buy rate as many folks decided it was worth the extra money to watch the fights.
Payout Perspective:
Anyone else find it interesting that the UFC released its PPV numbers the same time that the WWE announced the details and launch date of its network? Still, the numbers bring up the UFC PPV average for 2013 up to 475,385 (assuming 1.1M for UFC 168). This outdoes the prior two years which shows that the UFC PPV business is not dying and it’s still a viable revenue stream. Is UFC 168 the recipe for PPV success? If so, what was the driving force behind it? The featured fighters or the promotion for the event? Hopefully for the UFC, it will not be another 3 years before it sees another 1 million PPV event.
Certainly won’t be in 2014 haha….they are really bothered with what wwe is doing….because if wwe would be successful it would definitely change the landscape of ppv….and since wwe and UFC have a lot of crossover fans UFC would be affected big time….Wwe is doing the Chinese style of business which is a same product at a cheaper price…would make ppv seem like luxury price wise….
“This outdoes the prior two years which shows that the UFC PPV business is not dying and it’s still a viable revenue stream.” Wow. Random Dude/Simpson response forthcoming: “1.1M? Ha! That’s terrrrible. There are like 7B ppl on earth! That’s like, uhhhh not even half of all those ppl. Uhhh, right? (I’m a stay at home son who’s a professional leacher off the system. I have no idea how money or things work in the real world.)”
They should call it Dave meltzer number
Mayweather would cry if he did those numbers…
2.2 million
He did do less than this in May against Robert Guerrero genius, he probably does similar domestic numbers to it if he fights Amir Khan or Marcos Maidana next.
Good number if it holds. Other sources say closer to 950K buys, but that was a week ago, so maybe some additional buys have been added.
Lots of speculation that it was the woman’s match that brought in the interest. We will see shortly with the next Roussey fight.
Mayweather generates 3 million buys in one year.
#boxing
It’ll be looong time before the UFC sees another 1M buy PPV card…. no more big matches anytime sooon.
“The marketing and promotion for this event was over the top as the UFC pulled out all the stops (except a UFC Primetime) in promoting the event”
What were the costs of this push? The numbers reported mean nothing and is purley acidemic unless we know what was put out in money. With all the exposer on TUF and the new Fox deal, I see this as a possible disappointing number and a lower than expected year in PPV sales. The whole idea of the Fox deal is to draw more fans to buy ppv events, a small spike in the average yearly ppv sales is a far cry as to what the UFC projected. So with a huge TUF season, huge push on Fox and FS1 and a huge marketing and promotional campaigne the PPV numbers should be through the roof and they are barley better than 2013. Assuming that the PPV numbers are even true.
also we waited a month for UFC 167 numbers and now we get 168 numbers in less then 2 weeks? Why?
Look at all the anti UFC losers and Boxing losers in panic mode! HAHAHAHA!
Jason Cruz,
What makes you think the UFC released these numbers? Dave has never indicated he ever got his numbers from the UFC. With that being the case. The numbers are released when he gets the info from his sources. Whomever they may be.
As for the driving force behind the PPV buys. Dana did a good job selling the Silva fight himself. HE was very passionate about it as Silva is I believe his favorite fighters. The womans fight I believe was the story line that got most peoples attention to the card. even if it wasn’t the only selling point that made people buy it. The attention Silva got after being KO’ed “clowning” also cause this event to be highly anticipated. The UFC wouldn’t have pushed this event so hard if it had not had so much buzz from the start. That buzz was Silva losing and the womans fight. I think people will under estimate how many people tuned it to see Rousey get beat. Tate was a huge underdog. But people hated Ronda so much there was still people picking Tate to win. You rare see underdogs that big with so much support or fans picking them to win. It shows the passion the fans had for this fight. I think both girls will be good PPV draws from here on out.
LMAO at AK!!!! “Stay at home Son” Classic! Instead of Home Maker is he a “Basement Maker”? LOL
Panic mode?hahaha…silva gone gsp gone….Cain injured….tsktsktsk….
Seems fishy this number is just “released” by whatever methods to coincide with the WWE news.
Rousey has never been proven as a consistent draw yet because A) 1st fight was novelty and B) She was washed in with the Anderson rematch. Of course she played a role in the PPV, but we can’t say how much for sure. The 170 event will be telling of what Rousey should be expected to pull in on a regular basis
If you spend 10 x more for this event on marketing, then your expectations should be accordingly higher (as mentioned). Would be interesting to know how much the UFC spends on marketing a Jose Aldo event compared to a UFC 168….
Can we expect 1 M buys anytime soon? Doubt it…. what are next years biggest matches?
JBJ vs ? – 300 to 500 range (if a rivalry develops)
Ronda vs ? –
Cain vs ? – 300k range
Weidman vs Belfort – 300 – 400 range
2014 will be a very telling year as to how the PPV future of the UFC should look like.
How about new York? Then world domination? Lol
Leon,
Every year is a telling year. At this same time last year we were all waiting to see how the move to Fox would affect the UFC with theories from all across the spectrum being proposed. Now we know. UFC programming is driving viewership to FS1 & FS2 – so even though the numbers are lower than what they were on Spike, you have to figure that Fox is happy – and PPVs have increased.
2014 will not be more telling than was 2013. Yes, GSP and Silva are out for the time being, but losing a top earning star is something the UFC has gone through in the past, and will have to go through again. That’s why they have the business model that they do.
Weidman now has 2 victories over Silva, the second of which was viewed by 1+ M people on PPV, and who knows how many millions saw the end on YouTube. That’s a good foundation for creating a star. Belfort is a popular guy who has had some dramatic finishes recently, so I think that fight could do 600+ and if it’s a good fight, the winner could have some real momentum going forward.
If (hopefully when) FS1 & FS2 gain some real traction, it should help drive PPVs and offset some of the decline from losing GSP and Silva.
It’s easy to get caught up in the day to day, but North American viewership / revenues seem to have stabilized and may be increasing again (though not at the same rate as a few years ago), which is a good thing.
Sampson,
The UFC did over 6M PPVs this year (Jason, I believe that’s correct?). Mayweather Promotions would love to do those kinds of numbers. Hell, any boxing promoter would love to do those kinds of numbers.
Funny how MMA haters always bring up Mayweather when bashing the UFC but you never hear Mayweather bashing the UFC.
Diego,
Respectfully, I disagree. This year will shed more light on the PPV climate for numerous reasons.
The major PPVs in the last 2 years were Anderson Silva/GSP related. The only ones north of 500k were some Jon Jones fights and a couple HW titles. Looking at 2013, JBJ nor HWs sold many PPVs.
The UFC is a relatively new company that embarks on a completely new, unpredictable journey in their own unique landscape. Its peaks and valleys cannot really be compared to anything. Having said that, they have a huge hole in their PPV model: no super-stars. Ever since their explosive growth since TUF 1, when has this ever happened? I predict this to be a telling year because we will see what happens, with ZERO super-stars on their roster. Sure they have some prospects but they take time to develop, if they develop.
It’s a no brainer that 200-300k are the hardcores that will buy any shitty PPV that the UFC outputs, but the people that take it from 300k to 1.1M are the casuals lingering around who only appear for the big fights.
What would the UFC ppv revenue look like with no super stars? With no huge fights? We will see, in 2014.
Some hypothetical math: 13 ppvs x 325k = 4.22 M buys, 30% less than 2014s 6m. Another monkey wrench is how many of the WWE fans will still be shelling out top dollar for UFC ppvs when they know their WWE pass gets all of them for $120/year?
Also regarding the Weidman/Belfort fight, I agree that has potential. Unfortunately, however, I think most people will remember 168 for the freakish ending to Anderson’s (potentially) career rather than the skills or beatdown? from Weidman.
Lol at people trying to predict who will sell PPV’s. Let’s remember that Silva used to be a horrible draw. No one knew his PPV would just go up to one of the biggest draws. No one starts out as a draw. Silva didn’t, GSP didn’t, Chuck Didn’t. But you guys assume no one current is going to become a draw. That’s pure ignorance. Weidman, rousey, Aldo, Pettis, Cain, Jones, etc can all be the next 1 million PPV draw.
“Another monkey wrench is how many of the WWE fans will still be shelling out top dollar for UFC ppvs when they know their WWE pass gets all of them for $120/year?”
If they spend less money on WWE ppv’s, won’t they then have more money to spend on UFC ppv’s?
And strange that you ignore Rousey as a super-star. I suppose when she does good numbers at 170 you’ll attribute it to Olympics advertising. Always excuses…
BS…. I’m aware the UFC can build new stars, or have the potential. My point was that this was the first time since I can remember of the TUF1 and past era they have been without one bonafide superstar. ZERO.
Aldo and Cain – who are you trying to kid? Possible but unlikely
Jones- He’s an oddball… he sold 700 with a rivalry with Rashad then dropped to 325 with Gustaf. Don’t think Glover will do much, and also Alex is on Fight Pass territory for his next fight. Doubt 2014 will be a breakout year for Jones. People don’t seem to latch on to him.
Weidman/Pettis/Rousey – All have potential.
@ Billy, no Rousey is not a bonafide superstar just yet. Let’s see the outcome of 170, then we’ll go from there. It is bizarre that they are selling those UFC tickets in Vegas for 50% off usual price and having it in a smaller venue. You should admit my points on Rousey are valid. First PPV was more about PRO sports and the women’s agenda then it was about UFC championship caliber fighting. 2nd was with Anderson, 3rd will be on her own again, nothing to sidetrack.
Re: PPVs if I was a fan of both WWE and UFC (which I’m not) and could get WWE PPV for that pass price, I would not see any justification as to why I should spend $60 a pop on the UFC.
If I was that age, I would go buy another videogame or smartphone, or gadget. Value for UFC PPV wouldn’t be there when I know what I’m getting for WWE PPV/pass.
Also people are forgetting that UFC likely peaked in North America 4 or 5 years ago. All the big stars that have recently faded out were from that “peak era” so things are likely going to stabilize themselves out right about now. Just because the UFC had Lesnars, GSPs, and Liddells running the ship in the peak period, doesn’t necessarily mean that will be replicated again today.
Word has it that the UFC spent upwards of $20 million in pure marketing dollars for UFC 168…
What does that leave for their net profit?
Hmmmm….
Leon,
Like I said. Anderson Silva was at one time the worst Draw of all the headliners in the UFC. He was lucky to break 300K buys. Things change! No one could have predicted that people would be crying the sky is falling when he left. Winning creates hype. All of the guys I listed, if they keep winning, will one day get tons of attention because of it. Or they will say something that makes people want to see them win or lose, or they get some media attention that blows up. Ronda was in Strikeforce not long ago and no ne expected her to ever be in the UFC. When she come to the UFC everyone said she couldn’t be a headliner right here on this very site. Now she is bringing in very big PPV’s.
You cant predict who is going to make it big. Someone always comes out of no where. Just like in Boxing. No one knew who would replace Oscar. But someone always does. The UFC was missing most of its stars in 2012. Also you say the UFC doesn’t have a draw. Well Silva has announced he isn’t retiring. GSP hasn’t officially retired either. At best the UFC is without them for 2014 just like they didn’t have some of its guys in 2012. So the UFC hasn’t really lost anyone. But they have a ton of guys who could step it up to that level at any time.
Everybody ignore sampson. He is biased in all his posts about ufc. He is in floyds locker room on his knees. He is also on rebneys nuts. Dana turned him down he is just a pissed off weiner.
That’s what I’m talking about….no news information whatsoever on the marketing spending of the UFC.even a ballpark figure…they rely heavy marketing for 10 years…all you hear are the numbers coming in…gross income.l..I hope mmapayout would be the first site to report on this…
Didn’t Dana say that this fight was to be bigger than UFC100?…
Actually BS your wrong… Ronda has not proven yet she can bring in big PPvs, you should read my post first before you mention that. 170 will be her first true test.
Also for 2012, wrong again. Anderson Silva vs Chael did 950k buys and GSP vs Condit did 700k buys, both being the UFC’s biggest stars.
“But they have a ton of guys who could step it up to that level at any time.” — so ridiculous I won’t even comment in detail.
So bizarre. Rousey does 450k her first ppv, but that’s just due to the “novelty” of women’s mma (so you think Tate-Carmouche would’ve pulled the same numbers?). Silva-Weidman does 550k and the rematch does DOUBLE that, but who knows what effect Rousey had. Does TUF, literally the only reason why people turned on FS1 for a few months, appears in movies, magazines, talk shows. But she ain’t no superstar yet! Trust me, in a couple months when we hear the numbers for 170 you’ll say it’s all due to the Olympics and her “first true test” will be the next one, on and on, forever and ever.
170 is gonna do like 350k tops. WMMA=garbage. Ronda=fatty mcfatty c-nt. Maybe if Cormier-Evans was the main, it could do like 350k. The terrible prelims (http://en.wikipedia.org/wiki/UFC_170) will likely do like 600k.
Rousey is as ugly as Tate’s gameplan and execution in their fight. How many times did she go out of her way to engage and shoot in on Rousey, like five times? I was pulling out my hair and thought, “OK, as much as I hate fatty mcfatty Rousey, I now hope Tate loses. Someone that retarded does not deserve to win.”
So far Rousey has had the most lopsided title fights in the UFC. Have you eve seen the odds? Like 12 to 1 almost for her first fight, which yes was in novelty territory. Her Tuf season was lowest rated ever.
Nope, 170 will be a proper barometer whether she does 200k or 500k. Sorry to burst your bubble but Ronda is huge in the mma bubble, but not outside it. How many pro women’s sports are? Why would she be the exception to the rule?
And even more bizarre. How can you say Rousey is only big in the “mma bubble” and yet attribute her first ppv success to being a novelty, i.e. attracting people outside the mma bubble? And then she can’t be a superstar because she’s TOO dominant, are you listening to yourself? And finally she can’t be a superstar because she’s a girl?
We will see what happens with 170. If she sells 500k, yea she’s a superstar. If she sells 200k then she’s a novelty.
More realistically, if she sells 325k the UFC has a good draw considering she’s < 155 lb and wmma.
Im not buying the popularity or demand for wmma the UFC and Invicta is trying to market. Artificial demand to justify their global expansion. In the year that wmma has been in the UFC there hasn't been one shred of evidence that there is a demand for it. No studies, focus groups, or anything. Pure speculation.
When has the UFC released a “focus group” on anything? Why would you expect that here? As for evidence, I’d point to Rousey’s ppv’s, but those don’t count for you. And I’d say that adding another women’s division and tuf season means that UFC sees value in women’s mma, but you think that’s a conspiracy.
How about the fact that on TUF 18 the weeks with women fighting consistently outdrew the weeks with men fighting? Or that the TUF 18 Finale (with 3/5 women’s fights) did better than every other Fight Night except the first one? Or that Invicta had to take down their ppv paywall TWICE because of too much demand?
I’m just repeating myself now…. let’s see what happens with UFC 170, and use that as a barometer – I think it’ll be accurate.
We will see the viewership on here, I’m sure, when the first all-female tuf airs. I”m not expecting grand numbers at all.
Invicta likely lied and made up the story about the crash thing being to demand. Seems ridiculous it happened twice in a row, and would tank most businesses. I don’t think there is a huge demand for WMMA and I don’t see MMA being different then the other pro sports. Look at the ratings in other pro men’s sports – then the women’s equivalent. Why would WMMA be the exception? Nothing so far has convinced me.
Also re: TUF 18 yes the finale did surprisingly well, but how many of those viewers will be back for more? MMAfighting and other sites had the TUF 18 finale marked as the worst UFC event in history. The caliber of fights were mostly seen as abysmal, and I’m not sure this type of thing is going to attract or keep viewers.
LOL, are you serious, “Invicta likely lied”, another conspiracy theory? And it didn’t happen twice in a row: The first was Invicta FC 4 in January, then they ran two more events on Ustream without issue; the second was Invicta FC 7 in December when they switched to DaCast. Invicta FC 5 was the top selling PPV in Ustream history, what’s your conspiracy theory explaining that?
I don’t see how other women’s sports are relevant to mma. I’ve given you all this evidence for the popularity of women’s mma but you dismiss it all because the Lingerie Football League does worse than the NFL? But if you need an example, women’s tennis does the same ratings as men’s tennis.
Of course TUF cards have low-caliber fighters, they’re the guys and girls who have to spend six weeks in a house just for a chance to get into the UFC! The TUF 18 Finale had horrible pacing, only two fights in the first hour and a half (plus that annoying 168 promo), and yet over a million people stuck around to the end, and the last three fights were great.
I think your embellishing how much value wmma adds to UFC.. let’s just wait and see how WMMA ratings do this year in UFC. With Rousey headling her 2nd, 3rd (likely) and possibly 4th PPV, and an all-wmma season of TUF, there will be no need to keep speculating.
billy, if you’re going to make arguments for WMMA, you really reaaally shouldn’t bring up TUF. New channel or not, the ratings were in the garbage all season and the “outdrawing” of men’s fights were marginal at best. Let’s not forget, this was supposed to be an absolutely “historic” season, yet nobody bothered to tune in to see. This was also supposed to be THE very best of the best in WMMA, seeing as how it was the first season ever, and yet nobody bothered to tune in to see. (And don’t even get me started on the “quality” of the fighters. I cringe at how bad that Roxy girl was — getting KOed after being “slammed” six inches off the ground and then crying like a dying animal.)
As Leon says, let’s see what happens with 170. But even then, Rousey is one of the only two or three marketable WMMA fighters in the UFC, and I doubt they are able to build up any more soon outside of Mccann. Novelty.
The fact is that women-only episodes (2,4,6,11,13) averaged 714k viewers, while men-only episodes (3,5,7,10,12) averaged 609k viewers. If people didn’t want to watch women’s mma, then the numbers should be flipped.
The fact is that FS1 isn’t the same as FX, and you shouldn’t expect the same TUF numbers for the two networks. Why don’t we compare apples to apples? UFC on FX events averaged 1.6 million viewers this year (two events, 7-8) while UFC Fight Night on FS1 averaged 831k (seven events, 26-33, including the huge debut). So we see that FS1 does around half the numbers as FX. TUF 17 on FX averaged 1.21 million viewers while TUF 16 on FS1 did 632k, again roughly half (but that’s not counting dvr numbers, which were significantly higher this season). The TUF 17 finale on FX did 1.71 million viewers while the TUF 18 finale on FS1 did 1.13 million, over half. So the reason for poorer ratings is clearly FS1, not women’s mma.
Is Ronda here? Lol
For all the Mayweather/boxing fruit cakes. Have you ever taken the time to realize that the UFC has outdrawn Boxing as a whole in ppv buys and revenue for each of the last 7 years now. And it isn’t even close. Also, don’t try to pull the, “they don’t do the same amount of ppv events”. If boxing promoters could do around 10 ppvs per year that were doing over 250k buys, they would be having them. They can’t. Look at what happened with the Broner fight. They had to pull it from ppv and move it from Vegas, because no one was buying tickets and they were anticipating under 100k ppv buys.