UFC 142 PPV buys: Building a brand, with long-term buy rates in mind

RIO DE JANEIRO, BRAZIL - JANUARY 14: Fans cheer prior to the Jose Aldo versus Chad Mendes featherweight bout during UFC 142 at HSBC Arena on January 14, 2012 in Rio de Janeiro, Brazil. (Photo by Josh Hedges/Zuffa LLC/Zuffa LLC via UFC.com).

One of the murkiest parts of mixed martial arts (MMA) journalism is the whole "buy rate" analysis of pay-per-views.

I've always steered away from it, because I'm not an expert on the topic, and it seems a too-large platform for journalists to expound on what the numbers "mean" and where "trends" are going. And honestly, very little of what is presented can be truly vetted in terms of facts, to say nothing of the bogus "analysis" that often comes off as reporters on a slow day trying to find something to write about.

That being said, UFC 142 is coming off the heels of the mammoth Brock Lesnar vs. Alistair Overeem showdown at UFC 141 two weeks previous, and therefore, isn't going to be a big seller. But, the long-term view puts this show in perspective.

It was the organization's second in Brazil since August 2011, and with The Ultimate Fighter (TUF) season coming up in Brazil, it's fitting that the sport return to the nation that spawned the Gracie Challenge and Vale Tudo.

It's the beginning of a long-term effort to build MMA in Brazil, and leverage the brand into a long-term relationship with fans there. So whatever the buy rates are -- or whatever the "experts" estimate they are -- keep that in perspective.

Rome wasn't built in a day, folks.

Jason Probst can be reached at www.twitter.com/jasonprobst

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