The Ultimate Fighting Championship (UFC), a mixed martial arts promotion, was a relative newcomer to the PPV market. However, the promotion experienced a surge in popularity in the mid-2000s, credited initially to the popularity of an associated reality show on the cable channel Spike, "The Ultimate Fighter". UFC 52—the first UFC event since its premiere, broke the promotion's record with almost 300,000 buys (in comparison to 250,000 for UFC 5). PPV numbers escalated further in 2006, with its events taking in a gross revenue of $222 million. In October 2016, it was reported that 42% of the UFC's "content revenue" in 2015 came from pay-per-view buys, followed by U.S. and international media rights.