The UFC is now run by Dana White and financiers Frank and Lorenzo Fertitta. Although outdated news, the marketing scheme the trio came up with to rejuvenate the franchise is remarkable in its simplicity and has now become accepted practice for many businesses who need to promote to the masses. In order to renovate the name of the UFC and separate it from its previous incarnation, not only did Zuffa Inc. institute rules and regulations, helping to get the sport accepted by various athletic and gaming commissions, but the three buyers also wrote, and produced a TV show out of their own pockets which has become pop-culture phenomenon. The television show The Ultimate Fighter cashed in on the reality TV craze and offered viewers a look into the daily lives of would be professional fighters, from training to sparring to R&R, a concept that HBO has now adopted with its acclaimed 24/7 series for boxing title bouts. In an astounding display of marketing prowess, Spike TV managed to beat out all other programs in its time slot again and again. The Ultimate Fighter also provided advertisement for major Pay-Per-View UFC events as the winner of the competition would receive a UFC contract and would fight in televised UFC events. "According to Nielsen Media Reserach data, the UFC bout delivered 4.2 million total viewers in the 8:00 p.m. to 10:00 p.m. time slot, and drew 1.6 million men 18-34, compared the 1.07 million members of the demo that tuned in to Fox to watch the Detroit Tigers maul the host Oakland As. Spike's showing in the M18-34 demo outperformed evening on television Tuesday night, including broadcast and cable." The fight also delivered 2.4 million men 18-49.
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