UFC on Versus 3 Gets Worst Ratings of the Series
by Nate Wilcox on Mar 7, 2011 11:02 AM EST
in UFC Analysis
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The ratings are in for UFC on Versus 3 which featured Diego Sanchez vs Martin Kampmann and they are not good. Fewer than 700,000 viewers tuned in to see what turned out to be a spectacular night of fights. These are the worst ratings so far for the UFC on Versus.
MMA Junkie has the details on the ratings:
Ratings for Thursday's action-packed "UFC on Versus 3: Sanchez vs. Kampmann" event slipped from the marks of the first two editions to a series-low audience of 681,000 average viewers, MMAjunkie.com (www.mmajunkie.com) today confirmed.
...
The series high came with the special's debut event in March 2010 when 1.24 million viewers tuned into the longtime home of the WEC to watch Jon Jones dismantle Brandon Vera at "UFC on Versus 1: Vera vs. Jones."Those figures dipped slightly this past August, when an average audience of 991,000 viewers tuned in to watch "UFC on Versus 2: Jones vs. Matyushenko," in which Jones returned for a first-round TKO of longtime veteran Vladimir Matyushenko.
Zach Arnold comments:
Yesterday's UFC show on Versus drew a 0.7 cable rating. Expected, but not a great number. Especially compared to TNA drawing a goofy 1.4 rating for their dreadful wrestling show on Spike TV. Irony there given that Joe Warren, of all people, was on the telecast to plug Bellator on MTV2. The Versus shows for UFC simply aren't drawing the eyeballs like the Spike TV telecasts and even the Spike shows are stagnant right now.
I don't think UFC has plateaued by any means in terms of live business, but the TV side may be where it's going to stay the same or decline a little. With Australia proving its worth as a big-time foreign market and Canada proving to be golden, the question now becomes what to do internationally and on television in a landscape where a lot of fans Stateside are giving more fighters the thumbs down than the thumbs up in terms of paying to watch them or even watch them for ‘free' on cable. I would be remiss in forgetting to note how Strikeforce did on Showtime last month as compared to some of UFC's cable TV events.
MMA Payout adds:
It may be too early to say that UFC ratings have hit the ceiling. While TUF ratings may have declined this past cycle, we might need to wait until the next Fight Night or June's UFC on Versus to see if the ratings are the same or lower than Thursday to determine a trend.
Couple of take aways:
- The UFC has become very dependent on Spike TV's promotional abilities and the UFC casual fan base is trained to look for UFC programming on Spike.
- The UFC has spread their product just about as thin as they possibly can. It's no longer a novelty and they need to get serious about building a new generation of stars to replace Chuck Liddell, Randy Couture et al. The first generation of TUF alumni did pretty well, but it's clear that Forrest Griffin and Diego Sanchez are not the future.
- Ratings like this can't be helping the UFC convince Comcast/NBC (the owners of Versus) to bet big on the promotion.
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the ufc is spreading itself too thin
and not advertising enough. People simply did not know about the vs. card
by Body Triangle on Mar 7, 2011 11:04 AM EST reply actions 5 recs
I disagree with the "spreading itself thin" argument
but yes, they did a poor job of marketing.
They definitely have the fighters to put on as many shows as they are.
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by ElliotMatheny on Mar 8, 2011 1:46 AM EST up reply actions
Or
Thursday night is terrible night for a fight when your audience is used to Saturday
http://unintelligentdefense.blogspot.com
If this had been a WEC card it’d be one of the stronger ones.
Versus is one of those channels people don’t even know that they have. If you put the Superbowl on Versus it’d would be the worst rated Superbowl ever.
"an excellent example of why most MMA "journalism" is a joke. Pseudonyms like "toxic" and shitty writing like that dopey article"--- Joe Rogan.
The Versus argument
doesn’t hold up since we are solely comparing 3 shows that were all aired on Versus. Each time they’ve gone on Versus they’ve done worse ratings than the time before.
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by Nate Wilcox on Mar 7, 2011 11:21 AM EST up reply actions 1 recs
.. and that argument doesn’t hold up since this card was on a weeknight and the other two were on a weekend.
by Steve4192 on Mar 7, 2011 11:46 AM EST up reply actions 2 recs
idk
Thursday night is a pretty strong night for TV
The only good bug is a dead bug!
by Anthony Pace on Mar 7, 2011 11:48 AM EST up reply actions
this
When a true genius appears in the world, you may know him by this sign, that the dunces are in a confederacy against him. - Jonathan Swift
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by Derek Suboticki on Mar 7, 2011 12:02 PM EST up reply actions
They showed consistently fantastic WEC cards for years on Versus. Cards that were often more fun than UFC cards that you paid 50 bucks to see. And yet the ratings were (aside from Urijah fights) in the basement and stayed there. Versus is a dump, and programs on it can’t grow organically because Versus has no substantial viewer base and is one of hundreds of odd little channels that no one watches unless they have a specific program they really want to see.
"an excellent example of why most MMA "journalism" is a joke. Pseudonyms like "toxic" and shitty writing like that dopey article"--- Joe Rogan.
except when the UFC really invested in building up Faber
If they got another couple of rising stars and invested some ad dollars in them and trained fans to look for their fights on Versus…
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Hmmm…I wonder if Strikeforce comes anywhere near these numbers.
Still a Beer Monster.
http://www.instrength.com
You mean the one on Saturday?
I doubt it, that card didn’t have nearly the push or natural buzz around it like the kick-off to the Heavyweight Grand Prix. If Saturday’s Strikeforce did 500k, I’d consider that an overwhelming success considering that Hendo was the only “name” on the card.
The only good bug is a dead bug!
by Anthony Pace on Mar 7, 2011 11:32 AM EST up reply actions
Well, they usually do in the 400-500 range on regular cards anyway, and with the HGWP push, it might get them a bit more. If there were even within 100-150k of the UFC, that’s definitely something worth talking about.
Still a Beer Monster.
http://www.instrength.com
well
that 550k for Diaz vs Cyborg (with Herschel on the card) was a great number for them (i think the 2nd highest all time), so anything over that for this Saturday’s card would, I think, be directly attributed to carryover from the HWGP.
I’m really curious if casuals are becoming aware of the Strikeforce brand, I hope we get the numbers for Saturday’s show soon.
The only good bug is a dead bug!
by Anthony Pace on Mar 7, 2011 11:45 AM EST up reply actions
Strikeforce Henderson vs. Babalu II
Peaked with 465K and averaged 341K and that was in December during college football season. This card in Ohio is comparable as far as star power goes.
if last Saturday’s card pulls a 350-400K I think you mark that a win for SF, I’d be really surprised if they pulled anything over that
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Yeah, I overestimated SF’s recent viewership. These are the averages, not counting Fedor/Silva or Diaz/Cyborg, which were much higher.
* 517,000 viewers, “Strikeforce: Miami” (January)
* 412,000 viewers, “Strikeforce: Fedor vs. Werdum” (June)
* 367,000 viewers, “Strikeforce: Houston” (August)
* 350,000 viewers, “Strikeforce: Diaz vs. Noons 2” (October)
* 341,000 viewers, “Strikeforce: Henderson vs. Babalu II” (December)
* 308,000 viewers, “Strikeforce: Heavy Artillery” (May)
Still a Beer Monster.
http://www.instrength.com
These are unsubstantiated numbers from MMA Junkie.
by Jonathan Snowden on Mar 7, 2011 3:42 PM EST up reply actions
Also
Saturday night had Duke/UNC on national television
The only good bug is a dead bug!
by Anthony Pace on Mar 7, 2011 11:35 AM EST up reply actions
yea but people who have showtime watch it much more often than the people who have vs
i’d bet that the vast majority of that 80 million have never watched the channel before
"I have smoked weed with alot of UFC champions" - Joe Rogan
"Você ta fudido. Se vai levar muita porrada, ta ligado?" - Anderson Silva
I don't think they even know it exists.
Seriously I had a tough time just finding it because I don’t even watch it unless it’s for MMA. On top of that the fact that it was on a weekday probably did hurt them as well.
People just don’t really watch Versus. It would have done bigger numbers on Spike. I don’t remember this one advertised nearly as well as the first Versus show either. That had a “big deal” feel to it. This didn’t. And given that any attempt at Network TV will likely have a PPV caliber card, I doubt this will scare anyone off. There are free fights on TV every week now. This isn’t that big of a deal.
was i the only one who never really saw a commercial or ad for it on tv on herer an online yea but not on tv
Twitter @MaZZM
http://mazznettt.blogspot.com/
Fans are sick of watered down cards
I hope it forces them to give the fans better cards
Charging 50 $ for Penn vs Fitch card was insane
This wasn’t a PPV. Would you prefer they not show free cards on television? I understand complaining about watered down PPVs because of the cost, but hardcore fans should want to see as many live events on television as possible. If that means they are watered down, so be it.
Why can't they giva a couple of good fights on free TV
That’s the way it is used to be
I'm talking about relevant fights
Sakara shouldn’t be on a UFC main card
Sakara is entertaining and was ranked in the top 20 (regardless of anyone’s opinion of him he was on a 3 fight win streak in the UFC, not a lot of guys who are riding a 3 fight win streak are going to the undercard when they put on exciting fights). Sanchez/Kampmann could have co-main evented a PPV and was totally relevant. Bowles/Page was relevant, featured a former champion who is now quite possibly the next challenger for the bantamweight title.
Editor - BloodyElbow.com - SBNation's mixed martial arts headquarters.
by Brent Brookhouse on Mar 7, 2011 12:51 PM EST up reply actions 2 recs
Spike, Versus, Ion, PPV, Facebook.....FFS
pick a platform already
I missed the fights because it just wasn’t worth the trouble finding access
by ecost on Mar 7, 2011 11:37 AM EST reply actions 3 recs
pick a platform already
Diversification spreads risk more thinly and maximises exposure.
"All the time he's boxing, he's thinking. All the time he was thinking, I was hitting him." - Jack Dempsey
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by Drunken cutman on Mar 7, 2011 4:40 PM EST up reply actions
I like the facebook thing they're doing
Although I don’t really get the point of ION.
Well
Although I don’t get ION, I think the more exposure these undercard fighters get, the better.
You can read my work over @ http://www.headkicklegend.com/
"I swear it upon Zeus an outstanding runner cannot be the equal of an average wrestler."
-Socrates
by ElliotMatheny on Mar 8, 2011 1:51 AM EST up reply actions
Truth ^^^^^^^
The whole angle the UFC would have us believe with iON is that it’s “broadcast” tv and you only need “rabbit ears” to pick it up
¬_¬
by ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~ on Mar 8, 2011 2:06 AM EST up reply actions
I would really like Versus, but my Cable company will only include it with a package of 15 other channels for an extra $25 a month. And since I prefer to like buy groceries, and pay bills I have to go without. Same goes for Showtime.
’’Apparently the the only way to kill a lion is by rear naked choke…personally I'd just kick it in the head.’’ – Bas Rutten
My friends have VS for hockey
They also have Showtime for Dexter/Californication. If they didn’t have those channels, I wouldn’t have access to either one
The only good bug is a dead bug!
by Anthony Pace on Mar 7, 2011 11:47 AM EST up reply actions
Same here
I can’t get VS outside of subscribing to the gold package, and that ain’t happening. I’m pissed the UFC made a deal with this channel.
Same deal Razzel
If I buy the Gold package they will include
MTV2 (Bellator)
Showtime (Strikeforce)
Versus (UFC on Versus)
So for now I just watch Spike and every once in awhile there’s a local Sports channel in Ohio that has fights out of Cleveland (NAAFS) which is mostly amauters and guys just starting out. I definitely feel your pain.
’’Apparently the the only way to kill a lion is by rear naked choke…personally I'd just kick it in the head.’’ – Bas Rutten
Yeah it sucks
Shockingly enough I do get ION though
Not even on tv in Canada
I have a HD premium cable package and SNO (Sports Net Ontario) had the Raptors game on. I’m not sure if that affects the ratings but after reading about the main event, I’m extremely disapointed
It didn’t run till way late in the night out here on the west coast. Not sure how it worked out in the reest of the country. But the Canadian numbers aren’t part of the US numbers.
I live in Vancouver and watched it live on Sportsnet One.
Still a Beer Monster.
http://www.instrength.com
Sportsnet One and TSN2 are the bane of my existence.
by PM23 on Mar 7, 2011 12:12 PM EST up reply actions 1 recs
I was supremely pissed about that
I was really looking forward to this card, only to find out that it was going to be on tape delay at midnight (I don’t have sportsnet one)
Somehow Ontario got tape delay, even though we are supposedly the largest market per capita.
So instead of watching it on a sweet large TV, I had to watch a shitty stream online.
Sportsnet One comes with Sportsnet ONtario in my package I watched the fights live. Much better than watching on Spike as there is no Spike HD in Ontario.
I don’t say bad things about Sportsnet with the amount of TV time they dedicate to MMA they are doing nothing but helping the sport
Sheeeeeeeee-it
I know Sportsnet has a ton of MMA coverage
But having the exclusive rights to a live event, and showing it on tape delay on your main channel at midnight is not helping the sport.
Do these ratings include
Canadian viewers? I’m curious because in Canada the show was shown live on Sportsnet One which is a pay channel because there was a Leafs game on the regular Sportsnet channel. It was shown on regular Sportsnet on tape delay at midnight.
Would that have any effect on the ratings?
Its simple: no one cares about Martin Kampmann. Or for that matter, any other person on the card besides Diego. I know many net hardcores always scorned Chuck Liddell, Tito, Brock, etc, but as much as they like to believe otherwise, this is a business, no different then WWE or Boxing. People (and this is going to be shocking to many in the interwebz crowd) dont watch UFC or MMA because its some athletic church where the purity of competition is distilled to its highest form. They watch because there are fighters and personalities they enjoy, and to see someone get their ass kicked, plain and simple. A bunch of no-name schlubs isnt going to draw viewers, no matter how good the fights may actually end up being.
But everyone cares about Carlos Condit?
http://mmajunkie.com/news/14454/spike-tv-nabs-ratings-boost-with-ufc-fight-night-18-broadcast.mma
"If I had a dollar for every brain you don't have, I'd have one dollar." - Squidward Tentacles
True, but even for Spike viewership that's pretty high against a guy only fans of the WEC would know of
I think the type of card the UFC put on for their first Versus event should lead by example. Jones vs. Vera (Prospect vs. Veteran) is a great main event, Dos Santos vs. Gonzaga (relevant title contention fight) is a solid co-main, Kongo vs. Buentello (slugfest on paper prior to Kongo making like he’s the best wrestler in the division), and Irvin vs. Sakara (again, slugfest on paper).
Mark Munoz vs. CB Dollaway is a pathetic co-main even for a free card. And no one likes CB Dollaway anyway.
"If I had a dollar for every brain you don't have, I'd have one dollar." - Squidward Tentacles
That Condit card also had a TUF winner and Junie Browning on it.
I agree about what you’re saying in regards to this card though. It was way more shallow than the other 2 Versus cards.
Still a Beer Monster.
http://www.instrength.com
The 2nd Versus card wasn't deep. Wasn't bad but wasn't deep (that's what she said).
Matyushenko isn’t a headliner type at all. It looks deep to the hardcore fan but the casuals know f*** all about Yushin Okami or Jake Ellenberger.
"If I had a dollar for every brain you don't have, I'd have one dollar." - Squidward Tentacles
You can't TWSS yourself. Bad form.
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That’s what she said.
When a true genius appears in the world, you may know him by this sign, that the dunces are in a confederacy against him. - Jonathan Swift
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by Derek Suboticki on Mar 7, 2011 5:27 PM EST up reply actions
I care about martin kampmann . . .
by TheBiggertheyare... on Mar 7, 2011 12:25 PM EST up reply actions
The judges care more about Shields & Sanchez
than Martin Kampmann…
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Another thing not looked at here
Is the really insane time of 9 PM on a Thursday night in the climax of the college basketball regular season.
I think there’s a reason they’re going back to the Sunday timeslot for the next event.
"If I had a dollar for every brain you don't have, I'd have one dollar." - Squidward Tentacles
The one thing that seems consistent
as you watch these ratings, is that big-name cards do big numbers. It makes me wonder if the casuals and semi-casuals needed to really put a card near/over the million viewer mark, aren’t paying more attention than we give them credit for.
Diego has a lot of charisma, but coming into this fight, his soul-crushing rep of the post-TUF days had been severely tarnished, and Kampman is a journeyman with virtually zero name recognition outside of hardcore circles.
Jon Jones, by comparison, was a phenom going into both of his Versus fights, and while I’m having a hard time recalling, I seem to remember those cards being pretty deep.
Tatum: I think he's a good man. I like him. I got nothing against him, but I'm definitely gonna make orphans of his children.
I highly disagree that Kampmann is a journeyman
"If I had a dollar for every brain you don't have, I'd have one dollar." - Squidward Tentacles
right
Kampmann is a couple cuts above the Jorge Rivera types (who, I think, lost to the Hitman last year…)
The only good bug is a dead bug!
by Anthony Pace on Mar 7, 2011 12:43 PM EST up reply actions
I like Kampman
I think he’s a talented guy, but the UFC hasn’t done a lot to perpetuate the notion that he is on the title track.
Tatum: I think he's a good man. I like him. I got nothing against him, but I'm definitely gonna make orphans of his children.
by Dave Strummer on Mar 7, 2011 12:58 PM EST up reply actions
I really hate when people talk about “oversaturation” when ratings like this come out. Your average NBA/NHL team has 82 games a year, MLB, 162. The difference is that those teams can sell to their fans that each game matters in the broader scheme of things, no matter how minimally. The UFC does a poor job in explaining how given fights fit in to the broader divisional picture. People see these fights as meaningless—that’s why more people tune in to a pay event than a free event. But these fights are not meaningless—fighters are on a ladder/pyramid and move up and down based on results with the end goal being a championship. The problem isn’t too many events—the problem is promoting how smaller events fit in to the broader scheme of things.
I disagree
The UFC does an excellent/cheesy job of making every fight seem relevant in the promos. It’s the pre-event advertising that’s the problem.
Literally everyone is in the title picture even if they’ve lose two straight. I think Alessio Sakara during the promo was supposed to “make a run for the title” on the basis he beat James Irvin. ;)
"If I had a dollar for every brain you don't have, I'd have one dollar." - Squidward Tentacles
Their hype methods are a problem, not a benefit in my eyes. They hype every fights the same way, with very vague explanation into divisional importance. When everyone is in the title picture in a vague way, then no one is. If they just gave honest anaylsis—so and so is on his way up, so and so is losing and could be cut and lose his paycheck—people woud buy in far more. It gives fights real meaning, even if the honest truth makes a given fighter seem worse than a generic hype job. Look at how every other sport promotes things. Describing losing streaks and desperation don’t hurt the product—they have their own intrigue, and make winning seem even more meaningful.
by TheRage on Mar 7, 2011 12:31 PM EST up reply actions 2 recs
Excellent point
One of the bigger stories in the NBA for a couple of months was “when will the Cavaliers break their losing streak.” It was getting as much press as Miami’s big three, Kobe, and Melo’s trade.
Jon Jones and Anthony Pettis need to win titles this year, they are just the type of young marketable fighters the UFC needs.
Not to mention they come with a flair for the spectacular
by TheBiggertheyare... on Mar 7, 2011 12:24 PM EST reply actions
much better odds of that for Jones
but I’m rooting hard for Pettis and agree completely.
Follow me on Twitter @KidNate
You say the UFC needs to market a new generation of stars, but I don’t see that as the problem. Their PPV business with their biggest stars has gone from strength to strength. They need to do a better job promoting their smaller cards. Maybe a Bellator type tournament strcuture in every weight class for prospects would give meaning to smaller cards. I know they have TUF, but I mean something broader in terms of scope with live fight cards week in and week out that build an audience over time. People seem to grasp the meaningfulness of tournament bouts moreso than the ladder/pyramid matchmaking the UFC currently employs.
I think Shogun is imminently marketable if he can fight on a regular basis
Dude was a model!
The only good bug is a dead bug!
by Anthony Pace on Mar 7, 2011 12:46 PM EST up reply actions 1 recs
IDK why but that's kinda sexy
They made a video game about Yakuzas. It’s called Yakuza. And it’s about Yakuza
gocyborg.wordpress.com
If the UFC wants to gain profit from the Canadian MMA fans in terms of viewers, they should actually study the availability of their cable distribution. In Montreal, in the province of Quebec and in other provinces like British Columbia, Ion or a Canadian equivalent was not available through these area’s most popular cable providers. Strikeforce also made the same mistake.
UFC shows are on Sportsnet’s regional channels or Sportsnet One. Strikeforce is on Superchannel in Canada, a pay channel similar to Showtime.
Still a Beer Monster.
http://www.instrength.com
Sportsnet has showed both ION broadcasts. SF is available on Superchannel, which is a problem as few Canadians have this channel. I don’t see any easy alternatives to this problem—their shows are not supported by ads and must be an a premium channel. This limites their audience, put the subscription fees for this give them real revenue. In Canada, they could be shown tape delayed on a sports network with commercial spliced in. I doubt that is a great option either.
I think UFC fans aren't used to live shows on a Thursday
Wednesdays are for TUF, Saturdays are for shows. It wouldn’t surprise me if a lot of UFC fans thought it was going to be Saturday. I know I nearly made that mistake running up to the event until discovering it was a Thursday.
The UFC has become very dependent on Spike TV’s promotional abilities and the UFC casual fan base is trained to look for UFC programming on Spike.
^This. Spike does their fair share of advertising for the UFC, and they’ve become almost synonymous w/ each other in terms of a free UFC fight on TV. I don’t think they advertised enough for the event, especially when considering it was placed on a non-typical Thursday night slot. Hell, I was looking forward to this card mainly for the Sanchez/Kampmann fight, and I almost forgot it was on that night.
Funny
cause it was a great card of action top to bottom
by Scribonius Curio on Mar 7, 2011 2:53 PM EST reply actions
There's a bunch of factors behind this
- Oversaturation of product: This doesn’t just go for UFC either. When we first started getting MMA free on TV a few years ago, it was an event. Now there’s so much MMA product that most casual fans don’t follow it all. We’ve got UFC, Strikeforce, Bellator, and if you get HDNET several other shows per month. Free MMA is not an event anymore, and most MMA fans are going to pick & choose what to be interested in. The comparison between MMA & other sports is not applicable. The NFL runs a set schedule of games per season, and most casual fans only watch one game (maybe two) per week. In MMA, you have to actually put in work to track down broadcast times & dates. If you just watched a UFC two days ago, why the hell would Joe Schmo bother?
- UFC’s scheduling – This has been a bone with me for a long time. UFC has this weird habit of running no shows for a period of time, then scheduling three to five shows lightning fast one after the other. The last two really highlight the problem with this approach. They did Penn/Fitch, which is not going to do well and then four days later came back with a Fight Night, that I didn’t even know existed until a day before the show. If Me, a uber hardcore doesn’t know that show is coming, there is no way most casuals would. You need to give breathing room for the product and ample promotional time.
- Lack of Stars – This ties back into the “MMA is not novel” issue. UFC is still in the mindset that they can run these TV shows with weak lineups because it’s free MMA. The ratings for TV broadcasts are down significantly, which shows this method doesn’t work anymore. You used to be able to run Rashad Evans vs. Sean Salmon and be okay, but those days are gone and now not even fringe top ten guys can draw on a lesser network. I think their step towards Tito Ortiz vs. Nogueira was a good move…but of course, Tito got hurt and now it’s Phil Davis vs. Nogueira. A good fight, but it won’t mean half as Tito would have. The problem is, you can’t “fix” this problem without cutting into PPV cards which is a no-no.
They did Penn/Fitch, which is not going to do well and then four days later came back with a Fight Night, that I didn’t even know existed until a day before the show. If Me, a uber hardcore doesn’t know that show is coming, there is no way most casuals would.
totally agree with this. I completely forgot about this card beween 127, Strikeforce, Bellator and 128 looming, this got lost in the shuffle for just about ever MMA site until 3 days before it happened.
Well when I had a choice between a Showtime subscription for $13 a month or upgrading to the Gold Package to get VS for $10, I chose Showtime. And I’m glad I did. I get to see A LOT more SF cards than UFC on VS which equals A LOT more MMA. And besides the MMA, Showtime offers sooooo much more than VS.
Just Breed!
Its on Versus which nobody watches Versus to see the promos. Watching Spike TUF and unleashed and shit you see promos for Spike UFC events, more people know Spike as the UFC home.
Not so much with Versus. Thurs night, not a card filled with any big names, thats the reason.
UFC is better off either stacking the card with big names or just doing Spike cards.
June Versus card if they want ratings you put a Randy, a Rampage, Mir, Sonnen/Bisping type main event, the problem is these guys and Sonnen/Bisping are PPV main event fighters.
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