MMAPayout recently obtained the results of a UFC marketing survey which polled the online readership of the organization’s new magazine. I’ve summarized some of the more interesting points below:

* 75% of the readership falls between the ages of 18-34, but 96% of those surveyed were of legal drinking age (21).

* 16% fans who bought the magazine have been to a live event, but 55% plan to see live event in next year.

* 33% of fans who bought the magazine train MMA.

* Nearly 50% those polled view UFC with 5+ ppl

* 84% those polled play video games

Payout Perspective

The most important thing to note is that the survey results are not representative of the UFC’s overall fanbase; we can only extrapolate based upon the survey results and common sense. However, in terms of the survey as a whole I thought the results were quite positive.

MMAPayout has long advocated that MMA’s true demographic leans a little closer to 20-40 as opposed to 18-34 and the survey certainly supports that position. Not only were 75% of the respondents aged 18-34, but 20% were aged 35-44 (keeping in mind that 96% were 21 or over). As an aside, the magazine is certainly a great advertising tool for alcoholic beverages – I have no doubt Bud Light and Tequilla Cazadores will be all over future editions.

The fact that only 16% of these readers have been to a live show is probably a function of event location disparity – how many events are held in Vegas versus the rest of the world? The fact that 55% of those surveyed are planning on seeing a live event in the next 12 months suggests that the UFC’s audience is moving beyond the PPV buying stage. Thus we might be able to extrapolate that an outward shift in live gate demand is on the horizon. Projections for live gate totals across the latter half of 2009 and 2010 are looking positive (especially considering the overwhelming success the UFC has experienced this year).

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