Sunday’s UFC Fight Night: McGregor vs. Siver was a huge success for the UFC, earning the most viewers for a cable television MMA broadcast since 2009.

The broadcast peaked at 3.16 million viewers, at around midnight Eastern time for the night’s main event. Its average viewership of 2.75 million is the most in FOX Sports 1 history.

The numbers reflect both the popularity of Conor McGregor, who is clearly among the most popular attractions in MMA, and the successful promotion of the event.

In an unusual move, the UFC Fight Night: McGregor vs. Siver event was scheduled for a Sunday, following the FOX broadcasts of the NFL playoffs. Advertising was featured in both the NFC and AFC championship games.

Kevin Iole of Yahoo! Sports reports that the broadcast was particularly a winner in key demographics. It was the second most watched telecast in FOX Sports 1 history among men aged 18-34.

Iole also offered a response from UFC President Dana White:

“There were two huge NFL games that Sunday, and people are at home watching TV. That’s why we jumped in there. We had a football game on where they were promoting the hell out of our fight that had 60 million people watching. And we have a guy in Conor (McGregor) who is incredibly marketable and who worked his a– off promoting this fight. He’s super marketable, great on camera and he can fight. When you have a guy who works as hard as he does and has the abilities that he has, you’re going to get a big number.”