MEAM RESEARCH

Brazilian UFC Fans Market Opinion ResearchFinal results report

1

Developed for: UFC (Ultimate Fighting Championship)

MEAM RESEARCH2

Content

• Research objectives and Methodology considerations

• Results• Conclusions

MEAM RESEARCH3

Methodology considerations

In Brazil there is no age group predominance that likes UFC. UFC is a sport for all ages

Respondents: 100

• Interviews were collected using ONLINE survey.• The online survey link was published in the main UFC fans social media group in

Facebook.

• Over 15 MM fans in the community.

• Corresponds to 8% of the Brazilian population (200 MM)

Screenshot taken from the Facebook page (DATE: 08/09/2014)

MEAM RESEARCH4

Content

• Research objectives and Methodology considerations

• Results• Conclusions

MEAM RESEARCH5

Results – Age group

14%

9%

25%

30-40 > 40

27%25%

21-300-18 18-21

Age group representativeness

In Brazil there is no age group predominance that likes UFC. UFC is a sport for all ages

Respondents: 100

MEAM RESEARCH6

Results – Gender

Gender

In terms of gender UFC fans in Brazil are predominantly male, representing 91% of the total fan pool

Male

91%

9%

Female

Respondents: 100

MEAM RESEARCH7

Results – Region importance

0,40,40,7

1,8

0,8

1,7

0

10

20

30

40

50

60

-2,0

-1,5

-1,0

-0,5

0,0

0,5

1,0

1,5

2,0

MG/ES

4%

South

11%

Rio de Janeiro

15%

North/North East

30%

São Paulo

37%

MidWest

3%

Age group

São Paulo state and North/North East regions represents 67% of all UFC fans, however Rio de Janeiro is the most important region relative to the total population

Respondents: 100

% Relative to population% of Fans

São Paulo North/North East Rio de Janeiro South MG/ES MidWest

22% 36% 8% 14% 12% 8%

Brazilian population distribution (%)

MEAM RESEARCH8

Results – “COMBATE” channel subscribers

% of Subscribers

53% of the respondents subscribe the “COMBATE” channel, in the other hand of the non subscribers PRICE is the biggest barrier for subscription

47% Doesn´t subscribe

Subscribes 53%

Respondents: 100

Other

Expensive

Whatch ilegaly through internet

Doesn´t like the quality of Combate Channel

Not worth it

68%

18%

6%

6%

3%

Reasons not to subscribe

MEAM RESEARCH9

Results – place to watch UFC events

UFC fans in Brazil prefer to watch the fights in their home

Respondents: 100

12% 13%

Other place

3%

72%

Bar or RestaurantIn my house Friends House

Favorite place to watch UFC events

MEAM RESEARCH10

Results – pay-per-views bought

The majority if fans doesn't by pay-per-view events, however there a cluster of frequent pay-per-view buyers

Respondents: 100

Number of pay-per-views bought in 2014

4%

10 3

72%

4 > =5

3% 1%

14%

6%

2

Apparently there a cluster of frequent pay-per-view buyers

MEAM RESEARCH11

Results – UFC events

Despite the large number of UFC fans in Brazil, only 15% have actually been to a UFC event

Respondents: 100

Have been in a UFC event in Brazil

No 85%

Yes 15%

MEAM RESEARCH12

Results – Level of CARDS

Over 40% of the fans believe the level of the CARDS in 2014 worsened compared to previous years

Respondents: 100

Overall level of the CARDS in 201442%

WorsenedImproved

29% 30%

Maintained same level

MEAM RESEARCH13

Results – Interest in the sport of MMA

UFC fan don´t harness the interest in the sport to the number of Brazilian champions

Respondents: 100

The fact that less current Brazilian champions makes you have LESS interest in the sport?

No 85%

Yes 15%