After years on Spike TV/Paramount Network, Bellator switched the CBS Sports Network this fall. The change marked a longstanding relationship with a network although the two entities had seemingly drifted in opposite directions.
Spike TV was rebranded to the Paramount Network in 2018 and its previous focus on a young male demo was retooled for a broader demo. Bellator was the only sports property still airing on Paramount as it had gone to scripted and unscripted content. Gone are the days of Slamball.
With a deal on DAZN and lagging promotion of its events, Bellator ratings were in a decline over the years.
While CBS Sports Network is in less homes than Paramount, there are better opportunities for Bellator. It is on a sports network which helps. A move to Thursday nights probably helps the company from Friday and Saturday events. There is the problem of the NFL in the fall and the possibility of a battle with PFL on that night when it returns this spring.
With it starting on the network in October, there have not been any report on the ratings so the jury is still out on how well its done in terms of raw viewership.
The looming question of what will happen with its DAZN ties may be revealed in 2021 as it heads into its 3rd year of a 5-year agreement. Nevertheless, there is speculation that there may be an out-clause for DAZN.
With CBS Sports Network, there may be the possibility that we see Bellator on CBS and/or Showtime in the future. As for now, it hopes to make a home out of CBS Sports Network.
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