CBS Saturday Night Fights "EliteXC: Primetime" Pulls in 6.51 Million Viewers

CBS just sent out the following press release regarding an update to the numbers the EliteXC show pulled:


June 3, 2008




CBS's Inaugural Mixed Martial Arts Broadcast Dominates Its Time Period In All Key Young Men And Young Adult Demographics With Steady Gains Throughout The Telecast


Key Men Demos Soar in Final 21 Minutes:  4.1 in Men 18-34, 4.0 in Men 18-49,

 4.3 in Men 25-54


            Ratings for the final 51 minutes of CBS's inaugural CBS ELITEXC SATURDAY NIGHT FIGHTS mixed martial arts broadcast (11:00-11:51 PM, ET/PT), which were unavailable Sunday, delivered an average audience of 6.12 million viewers, according to updated Nielsen live plus same day ratings for Saturday, May 31.


            The audience peaked at 6.51 million viewers from 11:30-11:51 PM which featured the night's main event—Kimbo Slice's victory over James Thompson.


            Among key men demographics, the broadcast peaked from 11:30-11:51 PM with a 4.1 rating in men 18-34, 4.0 rating in men 18-49 and 4.3 rating in men 25-54.


The addition of the final 51 minutes lifted ratings for the entire broadcast. CBS ELITEXC SATURDAY NIGHT FIGHTS (S) (9:00-11:51 PM) delivered a 3.0/06 with 4.85m viewers, 2.2/07 in both adults 25-54 and adults 18-49, 2.3/09 in adults 18-34, 3.1/09 in men 25-54, 3.0/10 in men 18-49 and 3.2/12 in men 18-34.  In the 9:00-11:00 PM time slot, CBS was first in the adults and men demographics, second in both households and viewers. 


Compared to CBS's 9:00-11:00 PM regularly scheduled programming on Saturday during the 2007-08 season, CBS was up +16% in adults 25-54 (from 1.9/05), +57% in adults 18-49 (from 1.4/04), +156% in adults 18-34 (from 0.9/03), +121% in men 25-54 (from 1.4/04), +173% in men 18-49 (from 1.1/03) and +357% in men 18-34 (from 0.7/03). 


CBS also saw half-hour gains in viewers, adult and men demographics throughout the broadcast:


                        Adults Men     Adults Men     Adults  Men     Viewers

                        25-54   25-54   18-49   18-49   18-34   18-34

9 PM                1.4       1.9       1.4       1.9       1.5       2.1       3.38m 

9:30 PM           1.6       2.2       1.6       2.2       1.7       2.4       3.66m

10 PM              2.2       3.0       2.1       2.6       2.1       3.0       4.68m

10:30 PM         2.6       3.6       2.5       3.5       2.7       3.8       5.53m

11 PM              2.8      3.8       2.6       3.6       2.7       3.8        5.84m

11:30 PM          3.1      4.3       3.0       4.0       3.1       4.1        6.51m


            SHOWTIME will rebroadcast the event on Friday, June 13 (11:00 PM, ET/PT).

Regardless of the quality of the show EXC was seen by A LOT of people.  The fact that there were half-hour gains constantly throughout the show probably has a little to do with some people just tuning in late, some people tuning in just to see Kimbo and at least a small percentage can likely be attributed to the calling tree effect when people call their friends and family to say "turn on CBS, you gotta see this!"


With the data being so positive I've got to think that a network like Fox is seriously considering doing whatever it needs to bring the UFC on board.

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