Although the move hasn’t been a ratings bonanza for the promotion or the network, Bellator has carved out a small niche that represents an increase in MTV2’s ratings in the timeslot.
Bellator 35, the promotion’s debut event on the network, drew 200,000 viewers to its live telecast and another 127,000 in an immediate replay. Industry insiders say that show’s draw was good enough for anywhere from an 80 to 133-percent increase in MTV2’s various key advertiser demographics.
Bellator’s follow-up performances haven’t rated as high as the opener. Saturday night’s Bellator 39, featuring lightweight champion Eddie Alvarez’s first title defense, against Pat Curran, was the fifth event of a 12-week season. Bellator 39 drew an initial audience of 174,000, with 89,000 more tuning in to the replay. While that is a little lower than the premier, it represents a slight uptick over last week’s Bellator 38, which drew 150,000 viewers initially, and 90,000 with the repeat performance.
© 2011 MMA Weekly All Rights Reserved.