EliteXC on CBS Gets 6.51 Millions Viewers

elite xc on CBS ratings



CBS’s Inaugural Mixed Martial Arts Broadcast Dominates Its Time Period In All Key Young Men And Young Adult Demographics With Steady Gains Throughout The Telecast


Key Men Demos Soar in Final 21 Minutes:  4.1 in Men 18-34, 4.0 in Men 18-49,

 4.3 in Men 25-54


            Ratings for the final 51 minutes of CBS’s inaugural CBS ELITEXC SATURDAY NIGHT FIGHTS mixed martial arts broadcast (11:00-11:51 PM, ET/PT), which were unavailable Sunday, delivered an average audience of 6.12 million viewers, according to updated Nielsen live plus same day ratings for Saturday, May 31.


            The audience peaked at 6.51 million viewers from 11:30-11:51 PM which featured the night’s main event—Kimbo Slice’s victory over James Thompson.


            Among key men demographics, the broadcast peaked from 11:30-11:51 PM with a 4.1 rating in men 18-34, 4.0 rating in men 18-49 and 4.3 rating in men 25-54.


The addition of the final 51 minutes lifted ratings for the entire broadcast. CBS ELITEXC SATURDAY NIGHT FIGHTS (S) (9:00-11:51 PM) delivered a 3.0/06 with 4.85m viewers, 2.2/07 in both adults 25-54 and adults 18-49, 2.3/09 in adults 18-34, 3.1/09 in men 25-54, 3.0/10 in men 18-49 and 3.2/12 in men 18-34.  In the 9:00-11:00 PM time slot, CBS was first in the adults and men demographics, second in both households and viewers. 


Compared to CBS’s 9:00-11:00 PM regularly scheduled programming on Saturday during the 2007-08 season, CBS was up +16% in adults 25-54 (from 1.9/05), +57% in adults 18-49 (from 1.4/04), +156% in adults 18-34 (from 0.9/03), +121% in men 25-54 (from 1.4/04), +173% in men 18-49 (from 1.1/03) and +357% in men 18-34 (from 0.7/03). 


CBS also saw half-hour gains in viewers, adult and men demographics throughout the broadcast:


                        Adults Men     Adults Men     Adults  Men     Viewers

                        25-54   25-54   18-49   18-49   18-34   18-34

9 PM                1.4       1.9       1.4       1.9       1.5       2.1       3.38m 

9:30 PM           1.6       2.2       1.6       2.2       1.7       2.4       3.66m

10 PM              2.2       3.0       2.1       2.6       2.1       3.0       4.68m

10:30 PM         2.6       3.6       2.5       3.5       2.7       3.8       5.53m

11 PM              2.8      3.8       2.6       3.6       2.7       3.8        5.84m

11:30 PM          3.1      4.3       3.0       4.0       3.1       4.1        6.51m

I was highly disappointed with EliteXC’s debut on CBS.  I have heard mixed feelings about it, but the reality is that was a lot of people tuning in to watch Kimbo.  I do not think that the crowd was drawn simply to watch Kimbo Slice, but they wanted to see what Mixed Martial Arts was all about.  So what does this 6.51 millions viewers mean? Dana White, has been critical of EliteXC and has said he didn’t like the show.  I tend to agree.  However, this will make a push for other networks to get involved in broadcasting Mixed Martial Arts.   CBS has EliteXC.  NBC has Strikeforce, and look for them to air some primetime instead of 2 A.M.  I look for UFC to get a deal real soon.  We know that Dana has been in talks with the likes of ESPN and FOX.  If he signs with ESPN, they could also air on ABC.  Regardless, this will help the UFC get a network deal.  I don’t know what a network deal would entail though.  Would they show events like SPIKE does on the Fight Nights?  Would the host a weekly show like The Ultimate Fighter?  Or would the UFC put a big card on network T.V. instead of on pay-per view?  (I hope they do. because that will save me some money). The downside is that we will let the debate begin about  MMA.  People will be critical.  We will hear outrage.  We will hear about the violenece and that it does not belong on network televison.  We will see federal lawmakers getting involved as well as the FCC.  Get ready folks this will be interesting. 


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