MMA in the U.S. Is Far from Its Peak

by Kid Nate on Jun 4, 2008 8:57 PM EDT in MMA News

By way of Leland Roling of MMA Analyst I found Dave Meltzer's list of the top 10 most viewed MMA fights in Japan -- all of which had more viewers than Kimbo/Thompson. Here's the list:

1. Akebono vs. Sapp (K-1 2003): 42.5 rating, 54 million viewers
2. Masato vs. Kid Yamamoto (K-1 2004): 31.5 rating
3. Lebanner vs. Sapp (K-1 2004): 28.6 rating
4. Ologun vs. Abidi (K-1 2004): 28.1 rating
5. Kaneko vs. Bennett (PRIDE 2005): 27.7 rating
6. Rulon Gardner vs. Yoshida (K-1 2004): 25.9 rating
7. Ologun vs. Akebono (K-1 2005): 25.8 rating
8. Yoshida vs. Ogawa (PRIDE 2005): 25.5 rating
9. Sakuraba vs. Akiyama (K-1 2006): 25.0 rating
10. Kid Yamamoto vs. Majoros (K-1 2006): 25.0 rating

I'm taking two things away from this -- MMA peaked in Japan in 2003 and stayed strong for the next three years. The glory days in Japan ended when links between PRIDE and the yakuza were exposed, but they started almost a decade earlier with the first PRIDE event in 1997.

Obviously its a very different culture, but if the American MMA boom is anything comparable to Japan's we've got quite a run ahead of us. Let's say PRIDE's network TV debut in 1997 was comparable to the first season of TUF in 2005, and last weekend's Elite XC show could be compared to the 2001 New Year's Eve shows which signaled the mainstream breakthrough for Japanese MMA.

So at this rate I'd say we're three to five exciting years away from it all collapsing in a heap of scandal and disgrace (no point in speculating if it'll be the Fertitta brothers' shady business dealings or somekind of boxing-style scandal involving by Gary Shaw). Let the good times roll.

The other thing that jumps out from that list is that virtually all the biggest fights in Japan were freak shows. Yes, even in Japan, the ancient home of martial arts where millions train judo from childhood and the crowds are quiet like they're watching a golf game -- breaking out in polite applause after an impressive bit of grappling on the ground...even in Japan, the freak shows are what put butts in seats.

Two of the top 10 fights in Japan featured Bob Sapp, the walking definition of freak show. #2 was actually a kickboxing match (not sure why Meltzer included it.) Numbers 4,5 and 7 featured TV stars fighting MMA and 6,8 and 10 featured one or more Olympic medalists. Only #9 could be considered a straight-up sporting MMA match, and ironically it was spoiled by cheating.

So the thing for us hardcores (and the guys at Affliction) to remember is that the freakshows sell the tickets that subsidize the great fights.

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Comments

right, this is always worth remembering. The ideal promotion could draw in huge numbers with a freakshow, but also have tremendous MMA and big stars having high end fights underneath to satisfy everyone.

by Michael Rome on Jun 4, 2008 9:43 PM EDT reply actions

Does that mean I have to like Gary Shaw? After all, he is puppet master of the American freak show. I don’t know about this fellas. The dude wears a track suit all the time; we’re talking about all types of functions.

by Cannon Jacques on Jun 4, 2008 9:48 PM EDT reply actions

Did mma in Japan peak in 2003 or did Bob Sapp?
I don’t see how having one fight, albeit the number one, awards a year as being the peak. Especially considering who was fighting on the card. As you pointed out Bob Sapp was a freak show attraction, not an mma honey pot to a population Pooh bear.
2005 lays a strong claim as having three of the top ten. And then 2004 boasts four of the top ten most watched fights, three of those being in the top four.

by Simco on Jun 4, 2008 9:56 PM EDT reply actions

good point

guess I’d go with 2004 as the peak.

by Kid Nate on Jun 4, 2008 10:22 PM EDT up reply actions

I don’t know if Japanese ratings work the same way as ratings in the US. My understanding is that the rating number is the percentage of locations (homes, bars, etc.) with TVs tuned to anything at that given time.

If so, these numbers won’t be exact, but this should be the rough amount of viewers watching the Japanses matches:

1. Akebono vs. Sapp (K-1 2003): 42.5 rating, 54 million viewers
2. Masato vs. Kid Yamamoto (K-1 2004): 31.5 rating, 40 millions viewers
3. Lebanner vs. Sapp (K-1 2004): 28.6 rating, 36.3 million viewers
4. Ologun vs. Abidi (K-1 2004): 28.1 rating, 35.7 million viewers
5. Kaneko vs. Bennett (PRIDE 2005): 27.7 rating, 35.1 million viewers
6. Rulon Gardner vs. Yoshida (K-1 2004): 25.9 rating, 32.9 million viewers
7. Ologun vs. Akebono (K-1 2005): 25.8 rating, 32.8 million viewers
8. Yoshida vs. Ogawa (PRIDE 2005): 25.5 rating, 32.4 million viewers
9. Sakuraba vs. Akiyama (K-1 2006): 25.0 rating, 31.8 million viewers
10. Kid Yamamoto vs. Majoros (K-1 2006): 25.0 rating, 31.8 million viewers

I think it is a bit unfair comparing Japanese MMA viewership to American MMA viewership. First of all, martial arts and by extension seem to be ingrained in the Japanese culture for literally thousands of years. Second, Japanese fans, and if these ratings are any indication, Japanese citizens by and large are attracted to something very different in their MMA than are American viewers. Perhaps most important is the fact that PRIDE and K-1 have been featured on what I understand to be network television in Japan for years, whereas MMA only just came to network television in America.

All of that having been said, of course US MMA is far from it’s peak. No, check that. Of course US MMA has the potential to do far, far better ratings in the future, though I suppose it’s possible (albeit improbable) that the sport does resonate any further with the general public.

by Brett Jones on Jun 4, 2008 10:23 PM EDT reply actions

Perhaps most important is the fact that PRIDE and K-1 have been featured on what I understand to be network television in Japan for years, whereas MMA only just came to network television in America.

This is crucial. To put some things into perspective, this past years Super Bowl (one of the most watched events on US television, and the highest rated sporting event year in and year out) drew a 43.1 rating. That means a similar proportion of the population in each respective country watched the Pats v. Giants Super Bowl and Akebono v. Sapp freakshow.
(as a side note the most recent Super Bowl ranked 19th of all Super Bowls with respect to ratings, the highest rated was in 1982 between the 49’ers and Bengals which drew a 49.1)

But again, the Super Bowl is the pinnacle of American sport in terms of ratings—a big part of that is because it’s only 1 game as opposed to a series, but if you look at other major American sports, you’ll see that MMA’s debut isn’t too bad.

The highest rated NBA finals game ever, was Game 7 in the 1988 finals between the Lakers and Pistons (which drew a 21.2). But the highest average ratings for a series final was in 1998 between the Bull and Jazz (which averaged an 18.7). While last year’s debacle between the Cavs and Spurs only drew a 6.2 average (the worst in finals history).

The highest rated World Series was in 1980 between the Phillies and Royals which had a 32.8 average rating. However the highest in the past 10 years was in 1999 between the Yankees and Braves which drew a 16.0 average (as baseball isn’t the ratings draw it once was). The lowest was in 2006 between the Cardinals and Tigers (10.1 average).

I couldn’t find any reliable ratings data for NASCAR or when boxing was on network television, however I hope that this quick run-down of some highs and lows of the big three American sports gives everyone some more information and perspective as to where MMA stands on the national scene.

by Estrada on Jun 5, 2008 1:10 PM EDT up reply actions

Lidell vs. Silva

I agree with everything Brett Jones says here. I would also hestitate on translating the “freak show” appeal to American MMA audiences. After all, the Brock Lesnar (our Bob Sapp) PPV was widely viewed as a ratings disappointment. Meanwhile, Lidell vs. Silva was an apex, and I would say these guys are “freak shows” but rather among the finest practicioners of MMA.

by thetakeover on Jun 5, 2008 3:04 AM EDT reply actions

Freakshows Draw

Especially with casual fans. This is true in Japan, it’s true in England, it’s true in America. Rome is right in the first response. You want to have cards that have a big freakshow draw to get people to watch, along with great, competitive matches to try to make those people fans.

by FRANKIE on Jun 5, 2008 11:07 AM EDT reply actions

People love a freakshow.

by MrNiceGuyMMA on Jun 5, 2008 12:42 PM EDT reply actions

Not Fair To Compare American vs Japanese Fight Fans

In Japan, the fans don’t even care if the fighters are any good, as long as they are big and mean looking. Here in America, we want to see two TRUE MMA fighters going head-to-head. Look at 80% of Pride’s fights; they were boring by American standards, but theJapanese ate that crap up!
Bobb Sapp is nothing over here in the USA. He fights for pittens and fights nobodies. Over in Japan he is like a God.
It’s great that in a matter of a few short years, the USA is now the meca for MMA. Fighters from all over the world come here to fight. UFC is the king now! Even though 1 writer just a few years ago wrote “UFC, with their slightly less talented fighters.” UFC’s mid-level fighters have beaten the best Pride fighters. So now the UFC has more respect.
I agree though, we haven’t seen the top of what MMA can become in the USA. But I can say the USA is where every fighter now wants to be.

by ChainedBoxe on Jun 12, 2008 11:57 PM EDT reply actions