1. Fitness habits 194 461 429 179 216 248 293 176 Audience M18-34 COMP
INDEX
461
COMP
INDEX
Go to a gym or health club
Are power weightlifters
429
COMP
INDEX
179
COMP
INDEX
Participate in martial arts
Advise others on exercising
216
COMP
INDEX
248
COMP
INDEX
Participate in sports
Are on an exercise program
293
COMP
INDEX
176
COMP
INDEX
Participate in extreme sports
Participate in jogging/running
Source: comScore Plan Metrix, Q1 2014

2. Reach and consumption 539 190 247 176 289 196 199 456 Audience M18-34
COMP
INDEX
190
COMP
INDEX
Spent $500+ on sporting equipment (last 6 months)
Consider themselves to be health conscious
247
COMP
INDEX
176
COMP
INDEX
Bought sports equipment (last 6 months)
Are influencers amongst their peers
289
COMP
INDEX
196
COMP
INDEX
First to own/buy/use the latest in exercising
Share opinions, content and video via social media
199
COMP
INDEX
456
COMP
INDEX
Are brand loyal
Searched online for info on starting an exercise program
Source: comScore Plan Metrix, Q1 2014

3. One of the world’s fastest growing sports
Since 2001, the UFC has gone from a $2M product to a billion dollar industry.
In 2010, more than 9M people ordered UFC PPVs, helping the company record a record-setting $411M revenue line
MMA DEMO AND TRENDS
Latest FOX on UFC fight sold out ad inventory (16 national clients) and had 5.7 million viewers
Approximate $50 billion value (and growing)
3-5 days/ week training habits
35% of the U.S. population call themselves “fans” of MMA
Source: Bleacher report by Dan Hiergessell, Nov 2011 / Nielsen Report Jan 2013; Medialifemagazine.com / examiner.com, Oct 2011

4. One of the world’s fastest growing sports
AUDIENCE REACH
68% of the audience is M18-34
According to Nielsen, UFC on FOX skews younger audience than any other major sports franchise on TV
Gender Ratio: 3:1 male : female (75% male / 25% female)
Average annual income: $56K
Typical education level: Bachelor’s degree
Source: Nielsen Report Jan 2013; Medialifemagazine.com / examiner.com, Oct 2011

5. Social media continues to fuel fans
Social media sports fans frequently engage in social networks while they watch or listen to the game. This is especially true among MMA fans, where nearly 90% of fans who use Twitter or Facebook to follow sports say they “most of the time” or “sometimes” log into those social networks while they watch or listen to the game or fight.
12% of MMA fans named social media as their primary source of information on sports
25% of MMA and college basketball fans say they use social media more often than they did a year ago to follow a game or fight that they might have otherwise missed
53% of MMA fans use Facebook to follow or discuss sports
71% of MMA fans follow the League through social media
Source: Sports Business Journal/Survey: social media continues to fuel fans 2012

6. Social media continues to fuel fans
61% of MMA fans follow a Super-Fan social media site
50% of MMA fans with a Smartphone and/or tablet stream a video to watch a fight
When using Smartphones or tables, MMA fans are receptive to brand engagement:
36% access sponsor promotion via social media sites
28% use Smartphone/tablet to purchase products related to sports
33% engage with content/stories from brands
80% of MMA fans have “liked” a brand on Facebook
Source: Sports Business Journal/Survey: social media continues to fuel fans 2012