Other Sport

EFC AFRICA sets TV records

2012-03-15 14:28
EFC AFRICA presenters (File)
Johannesburg - The live TV ratings from EFC AFRICA’s most recent event on March 2 blew other sports ratings away, clocking a peak audience of over 1.6 million and pulling 25.9% of the total available South African TV audience (SABC, e.tv and DSTV combined).

Comparing EFC AFRICA to other locally aired sport, these are some of the highest recorded figures so far this year.

And, when comparing the live e.tv broadcast to sport events in the last 12 months, EFC AFRICA:

• Pulls a peak audience of over 70 times more viewers than live boxing on SuperSport
• Commands 10 times more viewers than the Nedbank Golf Challenge
• Draws a larger TV audience than Tri-Nations rugby on SuperSport
• Almost doubles the ratings from Super Rugby and ABSA Currie Cup rugby
• Pulls a larger average audience share than all cricket games including international ODIs, Pro20s and Test matches

The live broadcast of EFC AFRICA increased e.tv’s usual viewership for that timeslot by a massive 31.5%, proving just how popular the sport is. The viewer demographic crosses all race and income groups, reflecting broad market appeal across South Africa’s population.

“Traditionally popular sports such as rugby and cricket don’t even get anywhere near the ratings that we achieved on our first live broadcast,” says EFC AFRICA president Cairo Howarth. “You don’t get much more mainstream than this!”

Plus, the staggering ratings from the live e.tv broadcast of EFC AFRICA only took into account the South African audience, so with e.tv broadcasting into 49 countries across Africa, the true number of fans who tuned in to watch Africa’s premier mixed martial arts (MMA) promotion was vastly higher.

Even comparing EFC AFRICA to e.tv’s flagship show, WWE, the African MMA promotion again comes out tops, drawing higher viewership when pitted against WWE broadcasts in similar timeslots (after 21:00).

“It is very exciting to see that viewers have taken to this sport and our brand so quickly,” says Howarth. “There is a huge following for WWE across the continent and we are rapidly converting those fans into EFC AFRICA fans.”

With vast sporting knowledge and experience, EFC AFRICA commentator and sports personality Sias du Plessis emphasizes the massive impact that EFC AFRICA has already had on African sport. “I am delighted to be involved with the continent’s fastest growing sport as EFC AFRICA captures the imaginations of millions of people who are tired of the conventional full contact sports like boxing and wrestling. EFC AFRICA is what the new generations of fight fan want to see. The fact that the promotion involves athletes from the entire continent is massive for the sport, and these are exciting times for MMA in Africa!"

In just over two years, EFC AFRICA has grown its brand and fan base at such a rapid pace that it is now one of the most watched sports in Africa. Never before has the continent witnessed a sport become so popular in such a short time.

According to SAIL commercial manager for EFC AFRICA, Kieren Jacobsen, Africa’s most exciting combat sport has incredibly promising prospects. “These latest television ratings re-enforce what we already knew, that EFC AFRICA has broken into the mass audience on the continent. Given the popularity and commercial success of other sports like football, rugby and cricket, we are very excited about EFC AFRICA’s future.”

The next live event, EFC AFRICA 13, is on April 13 at GrandWest Arena in Cape Town. Tickets are on sale now at Computicket and Nu Metro cinemas, and the main card bouts will be broadcast live on e.tv from 22:30, including the welterweight title fight between champion Dallas Jakobi and challenger Jadyson Costa.


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