Bravo’s live coverage of the BAMMA 4 MMA event at the NIA Arena in Birmingham has proven to be a huge hit with viewers delivering both the highest ever viewing figures for a sporting event on the channel and some of the highest viewing figures Bravo has ever seen, showing the true emergence of the worlds fastest growing sport in the UK.
Live coverage of the main event between Tom Watson and Alex Reid at 10pm-11pm on Saturday 25th September delivered the following figures:
- A Peak Audience of 835 thousand adults during the live fight
- Averaged 598 thousand adults across the entire show
- 58% 16-34, 33% ABC1 and 61% male / 39% female
These figures mark both a 27% increase in 16-34 year old viewers and almost six times as many viewers than are usual for this slot.
With the Monday night repeat peaking at 299 thousand adults, this epic live event has proven to be an unmitigated success for both Bravo and BAMMA.
During the live fight, BAMMA was listed as a tweet trend on Twitter and even peaked the interest of the current WBA World Heavyweight boxing champion David Haye who tweeted
“One of the most entertaining fights I’ve seen all year! Huge respect to both warriors, can’t wait for the rematch!!”
MMA Referree Marc Goddard also tweeted
“I have travelled the World with MMA, but what I witnessed at BAMMA between Tom Watson and Alex Reid will stay with me forever.”
And ex Celebrity Big Brother housemate and MMA fan Dane Bowers added
“What a great event for UK MMA. BAMMA was amazing!”
MMA fans have already been comparing the five round epic title fight to classic MMA fights through the sports history and labelling it one of the best of the year.
As an aftermath from the success, BAMMA has been inundated with approaches from a variety of brands looking to become commercial partners with the organisation, recognising the value behind the brand and the marketing opportunities they offer. BAMMA are expected to announce their new commercial partners before their next event.
BAMMA’s next event, BAMMA 5 at The Metro Radio Arena in Newcastle on Saturday 4th December will feature the American heavyweight legend Bob “The Best” Sapp, former NFL, UFC and K1 superstar. BAMMA will also present a further 5 live events at arena sized venues all across the UK throughout 2011.
Tags: bob sapp, Mixed Martial Arts, Tom Watson