Good news for all you sleepyheads and clock-watchers.
Ultimate Fighting Championship (UFC) is reportedly considering a shift in its pay-per-view (PPV) start times to help attract additional East Coast viewers.
According to MMA Fighting, Zuffa is contemplating a new 9 p.m. ET PPV start time, one hour earlier than its traditional 10 p.m. kickoff and may even start the new change as early as its April 30 broadcast of UFC 129: "St. Pierre vs. Shields" from the Rogers Centre in Toronto, Canada.
The rationale for the decision makes sense statistically. Nearly half of the United States' population of 300 million people are located in the eastern time zone. In addition, major Canadian MMA markets in Toronto and Montreal are among six of the 10 most populated cities in Canada that call the eastern time zone home.
Of course a major shift in broadcast times isn't something to be taken lightly.
However, if UFC 129, which has already sold a record-breaking 55,000 tickets, exceeds preliminary PPV estimates (or shatters them) and it can be directly linked to the promotion's decision to shift the PPV start time, expect that data to be a major factor in determining if the move to 9 p.m. ET is a permanent one.