unfortunately, the ufc isn't a sport. it's prizefighting. no one cares about dawson, so he won't get anywhere until the ufc is forced to.
they already tried turning mma into a legitimate sport with proper stats and rankings back when they first signed with fox. it failed miserably as they found people couldn't care less about someone's takedown defense percentage or the amount of control time they had on top. people tuned in to either see brutal knockouts and submissions from any fighter, someone they liked or hated win or lose, or to see the absolute best fight. that makes up the minority of fighters. most fighters are run-of-the-mill, good at all great at nothing fighters who don't stand out. nothing emotional from those fighters for people to gain an interest in. all fighters training together fighting the same way and knowing each other's plans due to the camps they come from, etc. it seems to have become the same and mundane.
that's why i think the ufc relies heavily on advertising the same stars over and over. keep your proven assets in the spotlight and hopefully the rest will do something interesting for fans to tune in.