ufc on fox ufc 101 audience demographics show descriptions digital & social media
TRANSCRIPT
UFC on FOX
• UFC 101• Audience Demographics• Show Descriptions• Digital & Social Media
UFC 101
• Largest MMA brand in the world• Founded in 1993, purchased by Zuffa in 2001• Chairman/CEO – Lorenzo Fertitta• President – Dana White• Purchased World Extreme Cagefighting (WEC) in 2006
• Absorbed into UFC in 2010• Purchased Strikeforce (Scott Coker) in 2011
• Operates as separate entity
• Fighters: Best of the Best• Top ranked fighters from around the world• Fighting disciplines include boxing, Brazilian Jiu-Jitsu, Wrestling, Mui Thai,
Karate, Judo and Kickboxing
• The Octagon• Non-championship bouts = 3 rounds• Championship bouts = 5 rounds• Rounds = 5 minutes, 1 minute rest between rounds
UFC 101
A LIFESTYLE BRANDNETWORK TV
PPV & VOD
SPONSORSHIP
WEB
LICENSING
PR & MEDIA
MERCHANDISE
MOBILE
• Interesting facts• Attire
• League approved shorts• Shoes, shirts, long pants, gis = NOT ALLOWED
• Open-fingered, light wrist gloves• Minimum one inch pad around knuckles• 4 to 6 ounces
• The Cage• Officially referred to as “The Octagon”
• Trademarked concept and term• Metal walls, chain linked fence, 32FT diameter• Foam padding between 8 fenced sections (sponsor, logo)• Two entrances• Mat is painted with sponsorship logos
• Scoring• 10 point system• Points deducted for illegal blows
• The Voices• Play-by-play: Joe Rogan and Mike Goldberg• Octagon Announcer: Bruce Buffer
• The Outcome• Submission (Verbal or Tap-out)• Knockout (Fighter put in state of unconsciousness)• Technical Knockout (Referee, doctor or corner stoppage)• Judges decision• DQ
UFC 101
• Weight Classes – 7 Total
• Heavy Weight: (up to) 265 lbs.
• Light Heavy Weight: 205 lbs.
• Middle Weight: 185 lbs.
• Welter Weight: 170 lbs.
• Light Weight: 155 lbs.
• Feather Weight: 145 lbs.
• Bantam Weight: 135 lbs.
UFC 101
• The Fighters
UFC 101
Class: Heavy Weight Class: Light Heavy Weight Class: Middle Weight Class: Welter Weight
Rank Fighter Rank Fighter Rank Fighter Rank Fighter
Champ Cain Velasquez (10/23/10) Champ Jon Jones (3/19/11) Champ Anderson Silva (10/14/06) Champ Georges St. Pierre (4/19/08)
2 Junior dos Santos 2 Mauricio "Shogun" Rua 2 Yushin Okami 2 Jon Fitch
3 Alistair Overeem 3 Quinton Jackson 3 Chael Sonnen 3 Jake Shields
4 Brock Lesnar 4 Rashad Evans 4 Ronald Souza 4 Nick Diaz
5 Frabricio Werdum 5 Lyoto Machida 5 Mark Munoz 5 Josh Koscheck
Class: Light Weight (Formerly WEC) Class: Feather Weight (Formerly WEC) Class: Bantam Weight (Formerly WEC)
Rank Fighter Rank Fighter Rank Fighter
Champ Frankie Edgar (4/10/10) Champ Jose Aldo (11/20/10) Champ Domonick Cruz (12/16/10)
2 Gray Maynard 2 Hatsu Hioki 2 Joseph Benavidez
3 Gilbert Melendez 3 Chad Mendes 3 Brian Bowles
4 Shinya Aoki 4 Kenny Florian 4 Urijah Faber
5 Eddie Alvarez 5 Marlon Sandro 5 Demtrius Johnson
*As of 8/1/11
UFC is a truly international sport with fighters from over 26 countries around the world 3 of 7 current title holders are from outside the U.S.
THE UFC DRAWS AND BRINGS TOGETHER THE MOST TALENTED & DEDICATED ATHLETES IN THE WORLD
AustraliaKyle Noke
Anthony Perosh
George Sotiropoulous
BelarusVladimir Matyushenko
BulgariaStanislav Nedkov
CroatiaMirko "Cro Cop" FilipovicIgor PokrajacGoran Reljic
Czech RepublicKarel Vemola
DenmarkMartin Kampmann
EnglandBrad PickettMichael BispingTom BlackledgeRob BroughtonTerry EtimDan HardyJohn HathawayPaul KellyJames McSweeneyNick OsipczakRoss PearsonPaul SassSteve Steinbeiss
Paul TaylorCurt WarburtonJames WilksAndre Winner
FranceCyrille Diabate
Cheick Kongo Ouedraogo
GermanyKris McCray
HollandAntoni Hardonk
Gilbert Yvel
ItalyAlessio Sakara
JapanYoshihiro Akiyama
Takanori GomiYushin OkamiTakeya Mizugaki
Mark Munoz
NetherlandsStefan Struve
New ZealandMark Hunt
James Te Huna
PolandTomasz DrwalBart PalaszewskiPeter SobottaKryzysztof Soszynski
RussiaDennis Siver
South KoreaDong Hyun KimChan Sung Jung
Dongi Yang
SwedenAlexander Gustafsson
ArmeniaManvel Gamburyan
CanadaMark Hominick
Chris Horodecki
Yves Jabouin
Mark Bocek
Patrick Cote
Joe Doerksen
TJ Grant
Mark Holst
Jason MacDonald
Rory MacDonald
Claude Patrick
Nick Ring
Sam Stout
Georges St Pierre
ChinaTiequan Zhang
BrazilJose Aldo
Rafael Assuncao
Renan Barao*
Wagnney Fabiano
Diego Nunes
Fredson Paixao
Rani Yahya
Amilcar Alves
Janigleison (Tibau) Alves
Thiago Alves Araujo
Vitor Belfort
Luiz "Banha" Cane
Rafael dos Anjos
Junior "Cigano" dos Santos
Willamy "Chiquerim" Freire
Gabriel Gonzaga
Renzo Gracie
Lyoto Machida
Demian Maia
Mario Miranda
Rafael Natal
Brazil (continued)Antonio Rodrigo Nogueira
Antonio Rogerio Nogueira
Charles Oliveira Da Silva
Rousimar Palhares
Vinicius Queiroz
Mauricio Rua (Shogun)
Anderson Silva
Thiago Silva
Wanderlei Silva
Thiago Tavares
Paulo Thiago
CubaJavier Vazquez Iran
Kamal Shalorus
MexicoWilliam Campuzano-Aleman
NigeriaAnthony Njokuani
• UFC on FBC• 4 Live Fights per year
• UFC on FX• 6 Live Fights Nights per year• The Ultimate Fighter (TUF)
• UFC on FOX Sports Cable Networks• UFC Countdown• Live Weigh-ins• UFC Pre and Post Live shows• Prelims (Live Fights)
• UFC on FUEL TV• Live Programming
• 6 Live Fights Nights per year• Prelim fights• Weigh-ins• Pre/Post fight
• Highlight programming• Over 50+ hours of weekly UFC
programming
UFC on FOX Schedule
JANUARY FEBRUARY MARCH APRIL MAY JUNE
JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER
NO SEASONALITY UFC holds events year round with 15 pay-per-view events in 2010 and 16 slated for
2011
Demographics
UFC Audience Demographics
*PAY-PER-VIEW VIEWING HABITSAverage group size watching an
event 8.8
Source: Nielsen Media Research; Aug’10-Jul’11; includes all UFC programming on Spike*Harris Interactive Inc.
Male/Female Skew: 74%M/ 26%FMedian Age: 36Median Income: $48K
14.1%
16.4%
20.9%
21.6%
15.5%
11.5%East CentralNortheastPacificSoutheastSouthwestWest Central
129Index
75Index 113
Index
110Index
103Index
82Index
What is your favorite spectator sport?Football 33% 57%Ultimate Fighting 26% 7%Basketball 22% 11%Baseball 15% 20%Golf 4% 5%
20-YEAR-OLDS 50-YEAR-OLDS
[1][2]
Source: Esquire Magazine, Moody’s Analytics
Relevant to Young Men
Live SportsM18-34
(000)M18-49
(000)Median
AgeMale Skew
UFC Live Fights (SPIKE) 497 909 35 74%
NBA (ESPN, ESPN2, TNT) 470 800 37 71%
College Football (ESPN, ESPN2, VS) 336 663 48 71%
MLB (ESPN, ESPN2, TBS) 167 327 49 70%
College Basketball (ESPN, ESPN2, VS) 135 251 47 70%
NHL (VS) 53 122 42 70%
Source: Nielsen Media Research; C3 data stream; includes live regular season sports; most recent 12 months (Aug’10-Jul’11)
UFC Live Fights deliver more viewers, younger median age, and higher concentration of males than other live sports
Mainstream Entertainment
Source: Nielsen Media Research; C3 data stream; includes all non-sports programs with 10+ telecasts; M-Su 8-11P; CY’11-td (thru 7/10/11)
The Ultimate Fighter is a top 20 ranked cable program, delivering more M18-49 than many primetime shows.
Hoarders (A&E)
NY Ink (TLC)
Man Vs. Wild (DISC)
Mythbusters (DISC)
South Park (CMDY)
Jersey Shore (MTV)
Deadliest Catch (DISC)
The Ultimate Fighter (SPK)
260
277
338
380
421
440
466
509
M18-49 (000)
Engaged with Commercial Content
Source: Simmons Multi-Media Engagement Study Fall 2010; M18-49
The Ultimate Fighter viewers pay attention to commercials and purchase products advertised
Ads in this fit well with program content
Prod/Serv advertised are high quality
Get valuable info from ads in this
Ads help me make puchasing decisions
More likely to buy products advertised
Pay attention to ads
30%
39%
23%
29%
22%
29%
25%23%
20%18% 18%
20%
TUF Cable Average
170Index
120Index
115Index
122Index
161Index
145Index
Source: Simmons Fall 2010 Two Year Study; Base: All Adults
93% more likely to have visited Burger King 6+ times in last 30 days
23% more likely to have Geico Insurance
101% more likely drink 5+ Anheuser Busch Beers in last 30 days
56% more likely to be employed: Administration/Active Military
192% more likely to use Axe Deodorant 7+ times in last 7 days
70% more likely to drink 14+ Pepsi Drinks in last 7 days
49% more likely to have DirecTV
44% more likely to own Sony electronics
84% more likely to subscribe to Boost Mobile
Delivers viewers who buy your products
130% more likely to have visited Taco Bell 6+ times in last 30 days
85% more likely to have visited Subway 6+ times in last 30 days
160% more likely drink 5+ MillerCoors Beers in last 30 days
Show Descriptions
• Reality based show started in 2005• Up-and-coming MMA fighters in competition for a six-figure UFC
contract• Fighters broken into 2 teams• Fighters eliminated via match each week• Coaches fight each other at conclusion of season
• Major PPV promotion and event
• Past TUF winners includes:• Forrest Griffin (S1), Rashad Evans (S2), Nate Diaz (S5)
• Season 14 Coaches feature Michael Bisping and Jason “Mayhem” Miller
• Starts on FX and FUEL TV in Spring of 2012 (Season 15)
The Ultimate Fighter (TUF)
• The Ultimate Fighter: One of the longest running reality series in television history, The Ultimate Fighter brings together promising MMA prospects from across the world, who must live together in a house and battle each other for a coveted UFC contract. The contestants are divided into two teams, each coached by a star UFC fighter, and they battle it out in pursuit of one goal, one dream - to become The Ultimate Fighter.
• Countdown to UFC: Leading up to each pay-per-view event, Countdown to UFC sets the stage for the biggest fights with in-depth interviews and behind the scenes access to fighter training camps. Hear the mindset of the fighters and see the training they endured to ready themselves for combat inside the Octagon.
• The Best of Pride Fighting Championships: We open the Pride vault to showcase some of the greatest mixed martial artists and most dramatic bouts from Japan’s MMA glory days. Many UFC stars like “Shogun” Rua, “Rampage” Jackson and “Minotauro” Nogueira first rose to prominence in the Pride ring, and you’ll see those classic fights in The Best of Pride.
• UFC Fighter Profile: This documentary series profiles the top fighters in the UFC today. Through compelling video and revealing on-camera interviews, we hear the stories behind the fights, how they got where they are today and where they hope to go in their careers. Viewers go beyond the cage and the hype, and into the fighter’s lives and minds.
• UFC PPV Replays: Mixed martial arts’ greatest fighters and epic Pay-Per-View fights are repackaged into a commercial format for fans to see for the first time on free TV. Now fans can relive these incredible events through UFC Pay-Per-View Event Replays, which include exclusive and never-before-seen footage from backstage at the event. You may know the results, but you’ll still be on the edge of you seat.
• UFC Primetime: As the UFC’s greatest warriors prepare for their biggest battles, viewers follow every step of the way on this real time journey from home life to training camp to main event. This show features striking cinematography and intimate storytelling with an immediacy that keeps you in the moment and on the edge of your seat right up to fight night.
Show Descriptions
• The Ultimate Fighter: One of the longest running reality series in television history, The Ultimate Fighter brings together promising MMA prospects from across the world, who must live together in a house and battle each other for a coveted UFC contract. The contestants are divided into two teams, each coached by a star UFC fighter, and they battle it out in pursuit of one goal, one dream - to become The Ultimate Fighter.
• Countdown to UFC: Leading up to each pay-per-view event, Countdown to UFC sets the stage for the biggest fights with in-depth interviews and behind the scenes access to fighter training camps. Hear the mindset of the fighters and see the training they endured to ready themselves for combat inside the Octagon.
• The Best of Pride Fighting Championships: We open the Pride vault to showcase some of the greatest mixed martial artists and most dramatic bouts from Japan’s MMA glory days. Many UFC stars like “Shogun” Rua, “Rampage” Jackson and “Minotauro” Nogueira first rose to prominence in the Pride ring, and you’ll see those classic fights in The Best of Pride.
• UFC Fighter Profile: This documentary series profiles the top fighters in the UFC today. Through compelling video and revealing on-camera interviews, we hear the stories behind the fights, how they got where they are today and where they hope to go in their careers. Viewers go beyond the cage and the hype, and into the fighter’s lives and minds.
• UFC PPV Replays: Mixed martial arts’ greatest fighters and epic Pay-Per-View fights are repackaged into a commercial format for fans to see for the first time on free TV. Now fans can relive these incredible events through UFC Pay-Per-View Event Replays, which include exclusive and never-before-seen footage from backstage at the event. You may know the results, but you’ll still be on the edge of you seat.
• UFC Primetime: As the UFC’s greatest warriors prepare for their biggest battles, viewers follow every step of the way on this real time journey from home life to training camp to main event. This show features striking cinematography and intimate storytelling with an immediacy that keeps you in the moment and on the edge of your seat right up to fight night.
Show Descriptions
• UFC Tonight (Live Show): FUEL TV originally produced UFC program airs Monday-Thursday.
• UFC Ultimate Insider: This weekly magazine show brings viewers beyond the cage and behind-the-scenes of the Ultimate Fighting Championship. This is the ultimate source for exclusive footage, in-depth interviews, feature stories, behind-the-scenes access, and so much more! UFC Ultimate Insider covers the UFC from the inside out.
• UFC Ultimate Knockouts: The UFC’s Ultimate Knockouts series brings you the greatest knockouts in the history of the sport, delivered by fighters who refuse to leave the result in the hands of the judges, or give their opponent the chance to tap out. These are the men who end fights on their own terms, with a single strike. They leave no doubt… by way of knockout!
• UFC Ultimate Submissions: Every man has his limit. No matter how tough, there is a pain threshold beyond which no man can pass, the point where determination gives way to submission. This action packed collection brings you all the best submissions from UFC superstars who found victory by pushing the ultimate limits of pain.
• UFC Unleashed: UFC Unleashed features the best fights from the UFC archives, including pay-per-view events, The Ultimate Fighter finales, and Fight Nights, and more, all in one show. Unleashed brings you the big fights that you missed or want to see all over again.
Show Descriptions Continued
Digital & Social Media
.COM
2006 2007 2008 2009 2010
2.1
3.23.6
5.0
6.3
Average Monthly Unique Visitors(in millions)
Source: Google Analytics1. 2010 unique visitors are calculated for Jan 1, 2010 – Dec 31, 2010
Dec 2006 Dec 2007 Dec 2008 Dec 2009 Dec 2010
75%69% 67%
58%53%
25%31% 33%
42% 47%
UFC.com Mix of Origin Web Traffic
US % International %
UFC.COM averaged over 6.3 million monthly unique visitors in 2010 Traffic from outside the U.S. is growing at a faster pace
SOCIAL MEDIA Facebook & TwitterAs of June 28, 2011
Source: Facebook and Twitter
2007 2008 2009 2010 as of 6/28/11
- 0.2
0.8
4.5
5.8
UFC’s Facebook Fans(in millions)
2007 2008 2009 2010 as of 6/28/11
- -
0.9
1.2
1.5
Dana White’s Twitter Fol-lowers
(in millions)
-
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
Our fans keep growing.
Source: Official Facebook Pages of Sports League and Teams
SOCIAL MEDIAAs of June 28, 2011
LOOKS LIKE WE’RE KEEPING GOOD COMPANY
5.8 MILLION
UFC’s Channel
A single UFC produced video averages over 350,000 views on YouTube – more than any other single video produced by another sports partner.
Source: YouTube as of 4/5/2011
UFC
Moto GP
Nike Football
Red Bull
NBA
TNA Wrestling
ESPN
NHL
353,064
241,471
176,429
128,758
105,511
87,505
21,092
7,799
Sports PartnersAverage Views per Video
ULTIMATE FIGHTING CHAMPIONSHIPUFC’S CHANNEL