Yesterday our own Fraser Coffeen made the case against the UFC broadcasting live fight events on Fuel TV. His argument essentially boiled down to saying that because relatively few fans have Fuel TV (compared to Spike TV or FX), that it devalues the UFC brand by training fans to not mind missing some cards.
I disagree strongly.
While its not ideal to air a UFC card on a cable station with ~36million subscribers rather than the ~100 million or so subscribing to Spike TV or FX, it's a smart strategic trade off that will only strengthen the UFC brand over the long term.
First off, Fuel TV is virtually the UFC channel already. The station is airing UFC weigh-ins, some preliminary fights, multiple UFC post-fight an analysis shows and is expected to air the Brazilian season of The Ultimate Fighter.
This is programming that would only be available to a handful of UFC fans without the Fuel deal. The fact that this inexpensive and easily produced programming is getting great ratings for the network is just a bonus.
Fuel TV executive vice president and general manager George Greenberg spoke to MMA Fighting last week about the ratings the UFC is getting on the network:
"To say I'm jacked would be putting it mildly," he said.
When it comes to more specific numbers, Greenberg said that recent UFC on FUEL pre- and post-fight shows have fluctuated between 35,000 and 75,000 viewers. And during live fights on FUEL, as many as 250,000 have tuned in to witness the action.
...
"If you want to compare it to a platform like Spike three times our size, I can't help that," he said. "But I can tell you, If you look at the FOX ratings and last FX ratings for the fight, and you look at what it's done to this place percentage-wise, we are absolutely killing it."
And if you don't think Fuel TV is a big step up from Facebook, check these numbers from Dave Meltzer's Wrestling Observer (subsription required):
The prelims on Fuel did a 0.35 rating and 144,000 viewers. That's roughly the same as the Fuel prelims did on 1/20 before the show that aired on FX. When UFC has had fights on Facebook, they averaged about 30,000 viewers so it's a big step up. With the exception of Ben Henderson vs. Clay Guida, which peaked at more than 120,000, no prelim fight in history on Facebook had ever topped 65,000.
Secondly, the UFC's strong performance on Fuel gives the promotion a very strong card in their relationship with Fox. Fox wants Fuel TV picked up by more cable providers. Having the UFC content not only boosts Fuel's ratings, it gives the channel a built-in activist base that is contacting their cable providers and asking for the station. That's big and is a big plus for the UFC in their relationship with Fox, especially when they're struggling to provide big headliners for Fox.
All-in-all, it's not perfect, but nothing is. UFC on Fuel is a win for fans, the network and the promotion.
SBN coverage of UFC on Fuel TV
More Bloody Elbow coverage of UFC on Fuel TV after the jump.
Diego Sanchez And The Dangerous Road Of Sports Fame - Brent Brookhouse
UFC On Fuel TV: Facebook Preliminary Card Dissection - Dallas Winston
UFC On Fuel TV: T.J. Dillashaw Vs. Walel Watson Dissection - Dallas Winston
UFC On Fuel TV: Jake Ellenberger Receives Key To The City Of Omaha - Matt Roth
UFC On Fuel: Sanchez Vs. Ellenberger Betting Lines - Tim Burke
UFC On Fuel TV: Stipe Miocic Vs. Philip De Fries Dissection - Dallas Winston
UFC On Fuel TV: Aaron Simpson Vs. Ronny Markes Dissection - Dallas Winston
Fuel TV Offers Free Preview That Includes UFC on Fuel Event - Tim Burke
UFC On Fuel TV Sanchez Vs. Ellenberger: Staff Predictions - Matt Roth
UFC On Fuel TV: Stefan Struve Vs. Dave Herman Dissection - Dallas Winston
0 recs | 84 comments
meh
Get on the larger cable networks, and I won’t complain. Having to stream a free card annoys me.
Cory Braiterman - February 15, 2012
You’d complain anyway.
Tim Burke - February 15, 2012
I just with they would pick one, FX or Fuel and put all of the stuff on that one channel. Switching events back and forth between the two will hurt them with the casual fan as well. “Hey, where are the fights tonight?” Flips around. Not on FX, flips some more “looks like they are back on spike!”
keyboardwarrior - February 15, 2012
NO SHIT
WHERE THE FUCK IS MY FREE PONY
Cory Braiterman - February 15, 2012
Good for FUEL I guess.
Still crappy for most fans.
Machiel Van - February 15, 2012
Hi Nate
Thanks for this piece, just one question about something you said:
Do you think this is a ‘struggle’ as such or is it that the brass is holding back on the biggies for the pay per views even at this early stage when some might say this would be a counter productive strategy?
rohedron - February 15, 2012
they're struggling
they wanted Cain vs Mir or Diaz vs Condit 2 for the next Fox card. Circumstances beyond their control prevented those fights from being made.
Nate Wilcox - February 15, 2012
Think it’ll be Forrest/Tito III? Doesn’t seem like a good fit to build up future events (one guy in the twilight of his career, the other retiring imminently), but what else is there for a headliner?
Machiel Van - February 15, 2012
what is the date
of the next Fox show?
Surely there is time to sort something out… in retrospect didn’t it look like Cain and JDS were both injured for the first Fox show? If it remains the priority I am sure they will be able to pull top fighters out of their hat…. no?
rohedron - February 15, 2012
May 5th. Headliner is Nate Diaz vs. Jim Miller. Co main is Hendricks/Kos.
Tim Burke - February 15, 2012
thnx
for the reminder Tim, I bet they’re not done with the top of that card yet…
rohedron - February 15, 2012
They’ve confirmed the main and co-main. The card is pretty close to full now.
Tim Burke - February 15, 2012
Knew it was close to full, didn’t know they had confirmed Diaz vs Miller as the main event. Makes it sort of similar to EliteXC: Unfinished Business (i.e. no compelling headliner for casual viewers while still a solid match-up).
Machiel Van - February 15, 2012
Fuel = Versus, not Spike
I think we need to stop comparing the Fuel cards to the old UFN events on Spike. When it comes to broadcasting live fights, the events on Fuel are more similar to when they were broadcast on Versus as opposed to Spike. The UFC will be showing the same amount of events on FX (with a bigger audience and more prominent dial spot) as they did on Spike, with more additional cards on Fuel as opposed to Versus.
Gygax - February 15, 2012
It doesn’t even compare to Versus.
Machiel Van - February 15, 2012
Number of households
Isn’t the same as brand saturation or viewership, so while you’re clearly correct, Versus isn’t exactly a powerhouse. If anything, Versus is an example of how people won’t necessarily watch a widely available channel.
Patrick Wyman - February 15, 2012
Not trying to prop-up Versus, just making sure we all recognize that FUEL isn’t on that level yet. As a destination for UFC programming it could certainly surpass the ratings of UFC on Versus over time, but that would absolutely be contingent on the channel becoming available in many, many, many more homes.
Machiel Van - February 15, 2012
Absolutely...
Fuel is nowhere near Versus yet. The hope for Fox is that by bringing programming like UFC onto it, it will be picked up by a lot more providers. Additionally, for such a small network, it has a decent international distribution to over 100 countries already.
Gygax - February 15, 2012
Dead on
I think it’s a pretty clever strategy on Fox’s part. They can use the UFC’s fan base to drive the network to more cable providers and into more basic cable packages.
Patrick Wyman - February 15, 2012
that's a good point
although Versus is available in a comparable number of homes to Spike and FX rather than Fuel.
Nate Wilcox - February 15, 2012
True
Versus does have decent availability. But similar to Fuel, its dial position is usually horrible regardless of cable provider. Satellite does not have that problem since the majority of channels are listed in triple digits.
Gygax - February 15, 2012
I watched Versus quite a bit for other programs such as Hunting/Outdoor shows, but the UFC was kind of an outlier to their regular programming. With Fuel, it fits right into where the network is heading, and I already associate it as primarily UFC-related. It seems likely that Fuel will be available to a lot more households over time, and I think ratings will be great once it is. With this much programming, it is very-viewer oriented which helps breed loyal fans.
mooseknuckle - February 15, 2012
Couldn't agree more
If nothing else, the Fuel cards should remind us that the UFC-Fox relationship goes both ways. Of course, we tend to focus on the benefits Fox provides to the UFC since we’re fans, but the UFC is also succeeding in bringing attention to an unknown network in the Fox portfolio, and that’s a pretty serious accomplishment.
Patrick Wyman - February 15, 2012
This is good news, more eyes = attracting bigger and better sponsors.
I’ve never heard someone use “jacked” to describe being happy/excited before.
menckenstein - February 15, 2012
lol rec
Rob Young - February 15, 2012
Really?
Me and my friends use that all the time
Rabbit915 - February 15, 2012 via mobile
That guy is even more hillarious than he is jacked, he is in that docu about roids and everything he says had me rolling on the floor.
Kenya_MMA - February 15, 2012
“Bigger, Faster, Stronger: The American Dream” is the documentary your talking about! It’s a great watch!
420mike - February 15, 2012 via mobile
He also has his own documentary:
Gregg Valentino: The Man Whose Arms Exploded
Damon O. - February 15, 2012
I was surprised by the lack of success for the facebook numbers. There seems to be a paradigm in place that the UFC has a rabid loyal fan base that follows the sport through hell or high water.
I don’t know if that’s necessarily the case if they were getting 30-60k viewers on a free-to-watch platform available to everybody.
castleeb - February 15, 2012
its a lot easier to tune in a TV to a particular channel
than to stream video on FB. Lots of folks dont have the PCs, the broadband and the know-how necessary to stream fights on FB
Nate Wilcox - February 15, 2012
I guess that’s true. Honestly I don’t have cable, and I can’t wait for it to phase out. Things like this remind me we have a ways to go both in culture and infrastructure. You damn old people and your resistance to change!
castleeb - February 15, 2012
I tried several times and my 1.5mb/s internet connection just wasn’t fast enough to stream it in a decent manner.
mooseknuckle - February 15, 2012
You need better internet service.
Chris Hall - February 15, 2012 via Android app
I know, but I live out in the country and it’s as fast as I can get right now. I am still able to stream through my roku box great, but it sucked through the ipad.
mooseknuckle - February 15, 2012
Ah, that sucks bro
Chris Hall - February 15, 2012 via Android app
The plus side is, that I have dish network and Fuel is included in my package. Not stuck in an apartment with comcast.
mooseknuckle - February 15, 2012
My connection is 30 Down and 4 Up. Everything is so much faster now.
Facebook came in clear as day and when there stream was on target it was like watching TV.
dandeman - February 15, 2012
In town, just a few miles away, we have a 6mb which it would probably work fine on, but not available out in my neck of the woods.
mooseknuckle - February 15, 2012
Good article...
Many people seemed to think Zuffa had ALL the leverage in their negotiations with Fox. Obviously they had to give and take, and to get 4 shows on Fox with all the promotion behind it Fox can offer, they had to but some fights on a building network.
ChicagoMMAFan - February 15, 2012
It's bullshit all of it, the UFC got reemed on this Fuel TV crap when they talked about this deal being made they said most of the shows and fights would be on FX! Now they are pulling a switcheroo.
The fans the UFC and everyone except Fox is getting screwed. This is going to lead to the sport of MMA suffering and maybe some other organizations catching up with the UFC somewhat but in the end it will lead to more division of talent and fights that won’t be made. Fuel TV blows-They will never give it away for free if I want it on my TV I have to pay extra and that’s CRAP!
kentmurr410 - February 15, 2012
Wow.
Someone left his valium in his other pants.
Tim Burke - February 15, 2012
Cough Cough *** Lithium** Cough Cough.
dandeman - February 15, 2012
rec'd.
lol jk
Body Triangle - February 15, 2012
If every single UFC fan bitching that they don't get FuelTV called their cable providers and complained...
then it wouldn’t take long for it to be part of everyone’s basic cable package. Whining on the Internet is more fun, I get that, but I don’t have much sympathy to people who haven’t even made a minimal effort to try to get the channel.
Of course, I had it already, so easy for me to say I guess.
MMAth Wiz - February 15, 2012
My cable provider, IO, offers Fuel TV
But they placed it in a package of 23 channels, only two of which are worth watching, and it’s not even in HD. I understand and respect the strategy, but I’m not paying $7 for 2 channels (Fuel tv, and Fight Now Tv) in SD. I’d rather read the play by play than watch a sport in Standard Definition and know that I’m paying extra for it.
If I were to pay for Fuel, I would at most, pay $0.30 extra for the channel in SD.
amendamatrix - February 15, 2012
I kinda don’t understand that. I mean, it’s not my money or even an option for me in Canada, but Fuel isn’t just one show UFC or whatever. It’s jam-packed with UFC content, like every day. As a huge fan of the sport, I’d find it worthy of my 7 bucks a month. But again, that’s just me.
Tim Burke - February 15, 2012
Ya, I don't understand it either
for the ~$0.25 a day it costs to get hours a day of UFC content, including live fights, I’ll pay that. Hell, my 6-packs cost more than that!
soilworker - February 15, 2012
I’ve watched more than enough old fights on UFC unleashed back when it was on spike, I only care about watching new, live events. My cable bill is ridiculously high as it is, almost $160 per month with no premium channels, so forgive me if I’m not too thrilled about paying for yet another package of channels that I don’t want just to get that one channel I do want, which isn’t even offered in HD. No HD feed was one of the two main reasons I stopped watching Bellator after it moved to MTV2.
10 free events per year, not including 2hr FX prelims, and TUF: Live will satisfy my MMA needs more than enough. I can live without Fuel.
amendamatrix - February 15, 2012
I think that the end goal is to get more people to buck up the $7 and pay for it. I know that dish network used to offer a bunch of these channels alacarte for $2/month but don’t know if they still do or if Fuel is one of them. I already have the biggest dish package so it is included, but I would much rather pay $7 for all of the UFC programming on Fuel, than $15 to watch the occasional strikeforce card and B-Rate HBO programming on showtime.
mooseknuckle - February 15, 2012
I live in a different age an time. Hell Back in the 80s I would have been happy to get 25 channels let alone the 7 channels on Free TV that were only serviceable.
Wow I feel out of touch. For me its oh 23 channels for 7 bucks okay I can deal with that who know what I may find. Guess thats what age does to a guy.
dandeman - February 15, 2012
the same thing still applies, if enough people call and say they want it but not the rest of that package, it can get moved down to a lower tier, and that’s what the non-hbo type channels want. They get more money if they get 20 cents from everyone instead of 25 cents from the people that want it.
Phildo - February 15, 2012
The article sucks and your just a moron if you don't see the reality No cable or satalite company is giving anything away for free and Fox isn't either.
Yea it’s smart on Foxes part but the only ones going yea great other than them are those who already pay for a premium package. I don’t know of any providers that don’t already offer Fuel TV mine offers it and I can’t even watch the free week this week because I do not have the premium package. This is just the way it realy is.
kentmurr410 - February 15, 2012
We need to get some Luke Thomas up on this bitch for some real moniker distribution :)
castleeb - February 15, 2012
no name calling
banned
Nate Wilcox - February 15, 2012
Strangely i find your actions Justified
dandeman - February 15, 2012
ahh damn it don't ban this kid...
its another psychoblack!
Body Triangle - February 15, 2012
No he's not and wasn't going to be!
Slap yo self!
soilworker - February 15, 2012
damn yo...i just got faded...
Body Triangle - February 15, 2012
Wow who gave out the free crack pipes for this threads lots of on edge people.
dandeman - February 15, 2012
I love MMA, but since i dont have fuel ill be watching the world wide sensation known as Linsanity.
terzergoss - February 15, 2012
it seems like to me the truth is somewhere in the middle
obviously, if the UFC was going to progress, it needed to get on a big network. this was the price to pay.
equally obviously, it is not good to put events on channels people don’t get.
overall, it’s a good deal. the UFC has the weight of Fox behind it. Now we see how many fans actually care enough to follow the live content, and how many are going to watch old videos on spike and think it is live.
Clifford J - February 15, 2012
Putting on events on a channel that people don’t get is infinitely better than not putting on a card at all.
People (including me) don’t get Fuel, that sucks for those people, but some people get it, and for the it appears that fuel is much better than what was shown on Spike. Also, Fuel + FX + Fox, is much better than Vs. + Spike.
Yes, I wish I could watch this card on my TV, but the fact that I can’t doesn’t mean it’s a terrible thing to do.
Phildo - February 15, 2012
Ufc on FuelTV?
I blame Kid Nate.
Chris Hall - February 15, 2012 via Android app
I have FiOS
So I am amongst the MMA blessed and receive Fuel TV as part of my regular lineup.
My only complaint, like with Bellator and MTV2, is the lack of HD. I find it absurd that I am being forced to watch sports in SD in 2012.
Do you have any insight on why the third tier UFC programming isn’t on an HD channel? I understand Fox’s rationale for putting UFC programming on Fuel… but is Fox insisting on keeping Fuel SD? Did the UFC push for Fox to upgrade Fuel to HD?
The Lethal Haze - February 15, 2012
I get Fuel in HD
But I have DirecTV, so I can’t speak to the situation for any other cable provider.
Patrick Wyman - February 15, 2012
In that case
I will redirect my frustration to Verizon. Thanks for the heads up.
The Lethal Haze - February 15, 2012
Yup, loving DirecTv and Fuel HD tonight.
duck - February 15, 2012
i got FIOS too.
it is a slight problem that these channels aren’t in HD. at least we have them, but the people responsible are the providers [in this case Verizon], not the UFC. i’ve read from others here on BE that they have Fuel in HD. i think there’s an online petition somewhere for that.
Victor Rodriguez - February 15, 2012
yeah i checked the Verizon forum
a handful of people have requested it. I was too lazy to create a logon to bitch though. I’ll get around to it.
The Lethal Haze - February 16, 2012
Future
I think it is a wonderful move for everybody once Fuel is more widely available. We get WAY more programming on a channel that is either included in existing satelite packages, or relatively cheap ($7/month). I’m sure as viewership increases, Fox can reap higher ad rates as well as more fees from cable providers, and the UFC gets to develop a more informed, rabid following.
mooseknuckle - February 15, 2012
Yeah I think people forget that its a 7-year deal.
I’m sure a big part of it is bringing fuel around to a wider audience. Patience people. Patience.
NickaG - February 15, 2012
I definitely understand the frustration, but am fortunate enough to have Fuel. What I don’t get is this Chicken Little, the sky is falling attitude about missing a fight between Diego Sanchez and Jake Ellenberger. I think it would be good if they offered this event free online, but since the UFC has been accommodating in that regard in the past, I would guess isn’t an option here. If 6months to a year into this and Fuel is no more available than it is now, I will understand some of the negativity a little more.
mooseknuckle - February 15, 2012
UFC on Fuel is excellent because it's 6 fewer cards that Mike Goldberg has to do
SSreporters - February 15, 2012
This is a perk no ones brought up yet. So true ss
Chris Hall - February 15, 2012 via Android app
Well I forgot Goldie is doing the Sweden card according to Wiki since Anik is on TUF
But it’s still a great trade-off. By my count 32 events – 5 FUEL cards – 6 FX FNs – 2 TUF Finales = Only 19 cards for Goldberg to ruin compared to the high 20s he usually does.
SSreporters - February 15, 2012
Thank you baby Jesus
Chris Hall - February 15, 2012 via Android app
Joyous news!
Horselover Fat - February 15, 2012
Vicious in their critique of Goldie are BE members, eh Joe?
Every now and then he does say something of worth, but yeah generally he is either a source of amusement or annoyance.
Cocytus - February 15, 2012
At least its on TV in the US
Here in the UK it’s on UFC.tv (thanks ESPN).
MattParker117 - February 15, 2012
shiiiiiiiiiiiiiiit
now how am I going to stream it…not…from…ufc.tv….
Body Triangle - February 15, 2012
The way I see it, this is a 7 year deal
They’ve already added quite a few subscribers to Fuel because of all of the UFC programming.
Over the next 7 years of this deal…Fuel, I think, will continue to build it’s audiance, it’s ratings, and will become more of an unofficial UFC channel…the UFC will fill out more hours with more programming.
If the UFC does another deal with Fox, I foresee it maybe involving Fuel being rebranded as the UFC channel and a vast amount of the free programming going there, with maybe 6 cards or so a year on big Fox.
You have to look at the big picture…if the UFC winds up with it’s own, dedicated, highly rated channel for the next deal…they’d be in pretty damn good shape.
Chris Groves - February 15, 2012
Thrillbillies,Storm Surfers,Motocross,Punk Payback.
Just a few of the gems Fuel is offering up while they are not showing anything UFC. The gym I go to has Fuel and the only “new” content I see is when there is an actual fight night they have pre/post fight/weigh in shows which are not must see. All I see on Fuel when there isn’t a live fight card is prelims which are easily streamable old ppvs that we have all seen before I lost count of how many times they showed the Unleashed with Condit/Kim Crop cop/Schaub and the best of Pride and the only one I have seen is the Mark Coleman Don Frye fight that is hardly the best of Pride. If fuel is suppose to be the “UFC Channel” they need to step it up and I would consider adding another 20 channels I wont watch.
nickrodamous - February 15, 2012
How to watch??
I have Comcast w/out Fuel. So how do I watch the fights?
Hammer Fist - February 15, 2012
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