UFC 153 best Brazil PPV buys to date

Tuesday, October 23, 2012

Industry estimates have ranged from 340,000 to 410,000 buys from various sources, for the show headlined by Anderson Silva vs. Stephan Bonnar. This would make it the most successful of the four events thus far held in Brazil, and the numbers may not even wind up too far off what UFC 152 did, for a show in Toronto headlined by Jon Jones vs. Vitor Belfort for the light heavyweight title.

A show in Toronto has a huge advantage marketability wise over a show in Brazil, because of the extensive Canadian media coverage it will get, which leads to a major difference in buys from that country. A show from Brazil is not going to have the level of U.S. media coverage going in, nor get the local market boost of having a show in the city since the show aired on network television instead of pay-per-view in Brazil.

While not close to the Silva vs. Chael Sonnen number from July, which did an estimated 925,000 buys, there were no expectations of doing half that going in. The number was far greater than the original show would have done with Jose Aldo as the headliner, and beat the company’s budgeted projections for the match.

These numbers were drawn from a show without a championship match, although Silva right now probably ranks behind only Georges St-Pierre as the company’s best drawing champion. More importantly, Silva was able to pull the number with Bonnar, who had never main evented on pay-per-view and came in with no proven drawing power.

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