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UFC on FOX UFC 101 Audience Demographics Show Descriptions Digital & Social Media.

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Presentation on theme: "UFC on FOX UFC 101 Audience Demographics Show Descriptions Digital & Social Media."— Presentation transcript:

1

2 UFC on FOX UFC 101 Audience Demographics Show Descriptions Digital & Social Media

3 UFC 101

4 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

5 A LIFESTYLE BRAND NETWORK TV PPV & VOD SPONSORSHIP WEB LICENSING PR & MEDIA MERCHANDISE MOBILE

6 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

7 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

8 The Fighters UFC 101 Class: Heavy WeightClass: Light Heavy WeightClass: Middle WeightClass: Welter Weight RankFighterRankFighterRankFighterRankFighter ChampCain Velasquez (10/23/10)ChampJon Jones (3/19/11)ChampAnderson Silva (10/14/06)ChampGeorges St. Pierre (4/19/08) 2Junior dos Santos2Mauricio "Shogun" Rua2Yushin Okami2Jon Fitch 3Alistair Overeem3Quinton Jackson3Chael Sonnen3Jake Shields 4Brock Lesnar4Rashad Evans4Ronald Souza4Nick Diaz 5Frabricio Werdum5Lyoto Machida5Mark Munoz5Josh Koscheck Class: Light Weight (Formerly WEC)Class: Feather Weight (Formerly WEC)Class: Bantam Weight (Formerly WEC) RankFighterRankFighterRankFighter ChampFrankie Edgar (4/10/10)ChampJose Aldo (11/20/10)ChampDomonick Cruz (12/16/10) 2Gray Maynard2Hatsu Hioki2Joseph Benavidez 3Gilbert Melendez3Chad Mendes3Brian Bowles 4Shinya Aoki4Kenny Florian4Urijah Faber 5Eddie Alvarez5Marlon Sandro5Demtrius Johnson *As of 8/1/11

9 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 Australia Kyle Noke Anthony Perosh George Sotiropoulous Belarus Vladimir Matyushenko Bulgaria Stanislav Nedkov Croatia Mirko "Cro Cop" Filipovic Igor Pokrajac Goran Reljic Czech Republic Karel Vemola Denmark Martin Kampmann England Brad Pickett Michael Bisping Tom Blackledge Rob Broughton Terry Etim Dan Hardy John Hathaway Paul Kelly James McSweeney Nick Osipczak Ross Pearson Paul Sass Steve Steinbeiss Paul Taylor Curt Warburton James Wilks Andre Winner France Cyrille Diabate Cheick Kongo Ouedraogo Germany Kris McCray Holland Antoni Hardonk Gilbert Yvel Italy Alessio Sakara Japan Yoshihiro Akiyama Takanori Gomi Yushin Okami Takeya Mizugaki Mark Munoz Netherlands Stefan Struve New Zealand Mark Hunt James Te Huna Poland Tomasz Drwal Bart Palaszewski Peter Sobotta Kryzysztof Soszynski Russia Dennis Siver South Korea Dong Hyun Kim Chan Sung Jung Dongi Yang Sweden Alexander Gustafsson Armenia Manvel Gamburyan Canada Mark 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 China Tiequan Zhang Brazil Jose 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 Cuba Javier Vazquez Iran Kamal Shalorus Mexico William Campuzano-Aleman Nigeria Anthony Njokuani

10 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

11 NO SEASONALITY UFC holds events year round with 15 pay-per-view events in 2010 and 16 slated for 2011

12 Demographics

13 UFC Audience Demographics *PAY-PER-VIEW VIEWING HABITS Average group size watching an event 8.8 Source: Nielsen Media Research; Aug10-Jul11; includes all UFC programming on Spike *Harris Interactive Inc. Male/Female Skew: 74%M/ 26%F Median Age: 36 Median Income: $48K

14 What is your favorite spectator sport? Football 33% 57% Ultimate Fighting 26% 7% Basketball 22% 11% Baseball 15% 20% Golf 4% 5% 20-YEAR-OLDS50-YEAR-OLDS [1] [2] Source: Esquire Magazine, Moodys Analytics

15 Relevant to Young Men Live Sports M18-34 (000) M18-49 (000) Median Age Male Skew UFC Live Fights (SPIKE) % NBA (ESPN, ESPN2, TNT) % College Football (ESPN, ESPN2, VS) % MLB (ESPN, ESPN2, TBS) % College Basketball (ESPN, ESPN2, VS) % NHL (VS) % Source: Nielsen Media Research; C3 data stream; includes live regular season sports; most recent 12 months (Aug10-Jul11) UFC Live Fights deliver more viewers, younger median age, and higher concentration of males than other live sports

16 Mainstream Entertainment Source: Nielsen Media Research; C3 data stream; includes all non-sports programs with 10+ telecasts; M-Su 8-11P; CY11-td (thru 7/10/11) The Ultimate Fighter is a top 20 ranked cable program, delivering more M18-49 than many primetime shows. M18-49 (000)

17 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 170 Index 120 Index 115 Index 122 Index 161 Index 145 Index

18 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

19 Show Descriptions

20 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)

21 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 Japans MMA glory days. Many UFC stars like Shogun Rua, Rampage Jackson and Minotauro Nogueira first rose to prominence in the Pride ring, and youll 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 fighters 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 youll still be on the edge of you seat. UFC Primetime: As the UFCs 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

22 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 Japans MMA glory days. Many UFC stars like Shogun Rua, Rampage Jackson and Minotauro Nogueira first rose to prominence in the Pride ring, and youll 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 fighters 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 youll still be on the edge of you seat. UFC Primetime: As the UFCs 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

23 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 UFCs 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

24 Digital & Social Media

25 .COM Source: Google Analytics unique visitors are calculated for Jan 1, 2010 – Dec 31, 2010 UFC.COM averaged over 6.3 million monthly unique visitors in 2010 Traffic from outside the U.S. is growing at a faster pace

26 SOCIAL MEDIA Facebook & Twitter As of June 28, 2011 Source: Facebook and Twitter

27 Our fans keep growing. Source: Official Facebook Pages of Sports League and Teams SOCIAL MEDIA As of June 28, 2011 LOOKS LIKE WERE KEEPING GOOD COMPANY 5.8 MILLION

28 UFCs Channel

29 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 ULTIMATE FIGHTING CHAMPIONSHIP UFCS CHANNEL


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