The UFC, considered the predominant MMA promotion in the world, is acting a bit childish by releasing a "Double-Rods" press release concerning their "ratings coup" from the last weekend. The Zuffa-owned organization stated in a press release that the UFC 84 re-broadcast drew more in the 18-34 male demographic (433,000) than EliteXC on CBS (341,000). Statement of facts are standard procedure, but they continue on and compare EliteXC to XFL and Kimbo to "He Hate Me".

SPIKE TV’S RE-BROADCAST OF UFC 84 DRAWS MORE YOUNG MEN THAN A LIVE PRO ELITEXC CHAMPIONSHIP FIGHT ON CBS

Need proof the UFC is the preeminent mixed martial arts brand in the world? On Saturday, July 26, more men 18-34 watched a repeat…a repeat…of a UFC event on Spike TV than a LIVE telecast of a Pro EliteXC championship card on CBS. Despite being available in over 17 million more homes [ed. note: I think they mean over 17 million less homes?], Spike TV drew 27% more Men 18-34 for a re-broadcast of “UFC 84: Penn vs. Sherk” from (9:00-12:00am ET/PT) than CBS’s live show (9:00-11:00pm). Spike TV’s telecast tallied 433,000 Men 18-34 to CBS’s 341,000.

Overall, “UFC 84: Penn vs. Sherk” drew higher ratings than Pro EliteXC in Men 18-49 (1.5 to 1.3) and Men 18-34 (1.5 and 1.0).

Reminiscent of the XFL’s rating collapse years ago, the CBS telecast was 69% lower in Men 18-34 and 57% lower with Men 18-49 than its initial broadcast on CBS in May featuring the “He Hate Me” of MMA, Kimbo Slice.

Comparing any organization to a catastrophic failure like the XFL is a low blow and some would consider it character assassination. Most billion dollar organizations fight dirty but do they broadcast news releases about it? Adding to the damage, the UFC ends their press release comparing Kevin Ferguson (Kimbo Slice) to Rod Smart (He Hate Me) which might be construed as racial in a politically sensitive PR environment.

Looking at the real numbers, the EliteXC CBS event was 2 hours and the SPIKE TV re-broadcast was three hours. With no break-outs of hour-to-hour demographics in the news release, the UFC is willfully misleading in their public comments because technically the same viewership could have just switched over from EliteXC to the UFC to bolster the given numbers.

Also what the UFC fails to mention is the TOTAL NUMBERS skew. if 2.6 million people watched EliteXC and only a small portion of them were 18-34, that means a higher portion were the non-standard crowd that usually watches MMA and would suggest that EliteXC is succeeding in broadening the appeal of MMA as a sport.

Either way, pedantic crowing by the crowned leader in Mixed Martial Arts when the sport is looking to gain credibility and turn the corner on social acceptance is not the most advisable PR route to take.