I’m sure the folks at Reebok will be pleased they spent millions of dollars on an exclusive outfitting deal with Ultimate Fighting Championship (UFC), only to learn that most mixed martial arts (MMA) fans are more likely to pick up a pair of New Balance.
That’s according to recent data collected by YouGov, which maintains a growing database (over four million strong) designed to consistently measure people’s habits and opinions, which are then extracted by marketers to better target consumers.
From the official website:
New data from YouGov Profiles shows that 70% of people who've either attended a UFC event or watched one on TV within the past year are males aged 18-49 — probably not surprising given all the blood and violence on display.