Dana White: We killed it in Key Demos - MMA Forum - UFC Forums - UFC Results - MMA Videos
UFC The Ultimate Fighting Championship (UFC) is a U.S.-based mixed martial arts organization, recognized as the largest MMA promotion in the world. The UFC is headquartered in Las Vegas, Nevada and is owned and operated by Zuffa, LLC. This promotion is responsible for solidifying the sport's postion in the history-books. UFC is currently undergoing a remarkable surge in popularity, along with greater mainstream media coverage. UFC programming can now be seen on FOX, FX, and FUEL TV in the United States, as well as in 35 other countries worldwide.

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Old 12-12-2012, 09:34 AM   #1 (permalink)
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Dana White: We killed it in Key Demos

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UFC president Dana White was in an extraordinary mood Tuesday thanks to the ratings his fight card on Fox delivered.
The UFC on Fox 5 card from Key Arena in Seattle improved the performance of UFC on Fox 4 by 83 percent and won all key male demographics in its time slot. The show attracted an average of 4.4 million viewers, doing a 2.5 household rating and a 4 share overall.
White pointed out that the UFC show trailed the Heisman Trophy ceremony and 48 Hours Mystery in its time slot in terms of total viewers, but UFC on Fox 5 finished as the No. 3 show for the week among males 18-49. In addition, it won the night among males 18-34, males 18-49, adults 18-34 and adults 18-49.
That younger demographic is what the UFC targets and is coveted by advertisers.

UFC president Dana White puts the lightweight belt on champion Benson Henderson (Getty Images)
"We just killed it," an ebullient White told Yahoo! Sports. "We killed it in every demo."
The ratings increased during every fight. Matt Brown's knockout of Mike Swick in the opener drew an average of 3.6 million viewers. That number increased to 4.3 million for Rory MacDonald's beating of B.J. Penn. Alex Gustafsson's victory over Mauricio "Shogun" Rua had 4.5 million viewers, while the main event received an average of 5.7 million.
Though it was third in total viewers, White said what mattered most was the 18-34-year-old male demographic, which advertisers so desperately seek.
"There are always going to be older people home watching TV on a Saturday night," White said. "But the advertisers are trying to reach that demo and we just dominated it. That was a huge night for us."
Las Vegas was the top market with a 6.3 rating and 11 share. It was followed by Louisville (5.0/8), Sacramento (4.7/9), Columbus (4.6/8) and Phoenix (4.2/8).
The card drew the second-highest average viewership of the four shows on Fox in 2012. UFC on Fox 2 in January averaged 5.7 million viewers. UFC on Fox 5 on Saturday was at 4.4 million average. UFC on Fox 3 and UFC on Fox 4 each averaged 2.4 million viewers.
The next UFC card on Fox is on Jan. 26 in Chicago beginning at 8 p.m. ET. Demetrious Johnson defends the flyweight title against John Dodson in the main event.

Rory MacDonald (L) routed B.J. Penn in a welterweight fight Saturday at UFC on Fox 5 (Getty)

I wonder what Dana White would like better. Getting good ratings in Key Demos or pulling in 6-7mil viewers all together.
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Old 12-12-2012, 09:44 AM   #2 (permalink)
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Key demos is better than an extra few million people watching that are not gonna give the UFC money in the future.
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Old 12-12-2012, 09:59 AM   #3 (permalink)
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Key demos is better than an extra few million people watching that are not gonna give the UFC money in the future.
Exactly. Key demos will buy a well sold PPV, shirts, etc.
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Old 12-12-2012, 10:12 AM   #4 (permalink)
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Key demos is better than an extra few million people watching that are not gonna give the UFC money in the future.
Agreed. Those are the people that will either become, or actually are fans of the sport. That's where the consistent money is.


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Old 12-12-2012, 10:32 AM   #5 (permalink)
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Good news, they should do Henderson/Pettis II on FOX in April, Ben will have dominated on FOX and Pettis will KO Cerrone next month on FOX. That's got the potential to kill it.
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Old 12-12-2012, 10:59 AM   #6 (permalink)
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They Key Demo's have little to do with buying UFC products in the future. That demographic is key because that is the demo that most advertisers are attempting to reach. That group are the ones that research has shown to be the most influenced by advertisements and the most likely to try a new brand of any product. So, while yes, they may be the ones who will also buy more UFC stuff, the advertisers do not care about that, they care about their own products.
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Old 12-12-2012, 12:18 PM   #7 (permalink)
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Obviously it did well with males between 18-49. That probably made up at least 95% of the audience, if not more. It made sense that the rating increased as time went on since Swick and Brown are unknowns to the average viewer. Heck we turned it on midway through that one.
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Old 12-12-2012, 02:20 PM   #8 (permalink)
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Originally Posted by DanTheJu View Post
They Key Demo's have little to do with buying UFC products in the future. That demographic is key because that is the demo that most advertisers are attempting to reach. That group are the ones that research has shown to be the most influenced by advertisements and the most likely to try a new brand of any product. So, while yes, they may be the ones who will also buy more UFC stuff, the advertisers do not care about that, they care about their own products.
Exactly. Advertisers are willing to pay more for a program that attracts that demographic because it means a higher chance of their product selling. It's win win on both sides.
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Old 12-12-2012, 04:00 PM   #9 (permalink)
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Ah the gloom and doom was preemptive and knee jerk.

Surprise.


These are solid numbers. Much better than the last 2.
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Old 12-12-2012, 04:07 PM   #10 (permalink)
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Ah... It's a profit deal
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