It began as an experiment with UFC 103. But two pay-per-view events later and the UFC and Spike TV are still going strong, airing at least two preliminary bouts in an hour-long telecast as a driver to the pay-per-view events.

UFC 103 garnered 1.4 million viewers, enough to give it another go with UFC 104. The numbers held steady with another return of 1.4 million. UFC 106 dipped just slightly, but held fairly steady with 1.3 million viewers.

It’s difficult to tell if the Spike telecasts have equated into more pay-per-view buys, but the numbers give the network a strong presence in a difficult time slot, particularly in the advertiser-friendly demographics of Men 18-34 and Men 18-49. The UFC prelims have held their own in those demographics, going head-to-head with the more traditional draw of college football.

Whether or not pay-per-view numbers are directly affected, the strong numbers on Spike can only be seen as a positive in the Ultimate Fighting Championship’s marketing efforts.

(thanks to mmaweekly)