FOX Executives Promise Better Advertising for UFC Programming, Expect Higher Numbers


The deal to bring the UFC on Fox not only changes the way MMA will be viewed, but according to executives at both Zuffa and their new TV partner, the number of viewers who are watching it.

The new 7-year contract that will showcase the UFC on Fox, FX and Fuel TV will bring live UFC programming to the networks, as well as several new programs including pre and post fight shows.

One of the biggest changes will also be a new live form of “The Ultimate Fighter” reality show, with the program shifting to a Friday night time slot.

All of this combined with an increased presence of UFC commercials and advertising on other Fox programming like the NFL as well as popular shows like American Idol or Sons of Anarchy could tap into a whole new market for the sport.

“There’s going to be a lot of cross promotion across the media group, and through all of our properties just like we cross promote any of the properties that you have and you want to see succeed. This is obviously a property that we believe in and you want to see succeed,” said Jeff Landgraf, FX President.

“There’s an 80-percent overlap between young men who are fans of the UFC and watch FX. There’s already an 80-percent overlap between the two brands. That’s incredible and I think we can drive it even farther. There’s a lot we can do on FX to bring these two great brands together.”

How will they do that? Well, according to Landgraf despite the six-year relationship between the UFC and Spike TV, the executives at Fox believe they will be able to do a lot more to help the sport grow on their network.

“Lorenzo and Dana were over in the FX offices yesterday, and they were showing us some of the history of the UFC and some of the promotion they got from Spike for the ‘Ultimate Fighter’ and I think they got somewhere between 30 and 50 gross rating points of male demographic promotion for the last couple seasons of the ‘Ultimate Fighter’,” Landgraf explained.

Gross Rating Points are essentially a measuring stick for TV based advertising campaigns, and advertising impact across a particular format. The Gross Rating Points are calculated by the percentage of a target audience reached by an advertisement, and the frequency by which the audience sees the advertisement.

Landgraf pulled no punches when saying that Spike TV were doing the UFC no real favors in advertising shows like the ‘Ultimate Fighter’ and at Fox they plan to do things much differently. The end result? Many more eyes on the ‘Ultimate Fighter’ and other programming on the network.

“With due respect to Spike, Mr. Hill, Mr. Shanks and I have 50 gross ratings points of promotion in the cushions of our couches. I think we can bring more eyeballs to bear on this sport than some of what’s happened in the past,” Landgraf stated.

The new platform will launch this November when the UFC debuts on Fox as well as when the 15th season of the ‘Ultimate Fighter’ debuts on FX next Spring.


Damon Martin is the lead staff writer and radio host for MMAWeekly.com.
Follow
@DamonMartin on Twitter or e-mail Damon a question or comment.


Follow MMAWeekly.com on Twitter and Facebook.


view original article >>
Report here if this news is invalid.

Related News

  • 16 days ago
  • 6 views

SAN JOSE, Calif. -- During a media scrum at UFC on FOX 12, Cung Le talks about smack talk from upcoming opponent Michael Bisping, being healthy for the first time in three fights, bouncing back from read news >>

  • 26 days ago
  • 10 views

The UFC is coming back to Fox this winter. The network-television event would be the perfect opportunity for the UFC to promote its growing female divisions, and make new stars on its biggest platfor read news >>

  • 26 days ago
  • 15 views

It appears the UFC is moving closer to booking a proposed bout between featherweight contenders Frankie Edgar and Cub Swanson.Filed under: News, UFC read news >>

  • 26 days ago
  • 5 views

Onetime welterweight title challenger Josh Koscheck is the latest addition to FOX’s UFC broadcast team, breaking down fights for next week’s UFC Fight Night 47 on Aug. 16 at Cross Insurance Center in read news >>

  • 26 days ago
  • 2 views

Former welterweight contender Josh Koscheck is joining the UFC on FOX team as an analyst for the UFC Fight Night: Bader vs. Saint Preux shows. read news >>

  • 24 days ago
  • 18 views

While Josh Koscheck continues to contemplate whether or not he will retire from active mixed martial arts (MMA) competition, the former No. 1 welterweight contender will get back into the spotlight a read news >>

  • 15 days ago
  • 6 views

The UFC on FOX news desk is beefing up its coverage for upcoming mixed martial arts (MMA) events by adding Ultimate Fighting Championship (UFC) welterweight Jake Ellenberger to the fold, who gets his read news >>

  • 15 days ago
  • 4 views

A look at the August 23rd UFC on Fox Sports 1 card in Tulsa, OK, which features Ben Henderson and Rafael dos Anjos in a lightweight main event. Did you know that it was double fight week? You have th read news >>

  • 11 days ago
  • 1 views

The team of analysts for the UFC on Fox Sports 1 and Fox broadcasts has been providing the most in-depth coverage that mixed martial arts has seen in its 20 years of existence. With a collection of s read news >>