Most MMA fans don't know anything besides that UFC exists, a lot think the sport is called UFC. They turn on their tvs for ESPN on Saturday and they have UFC, they have no idea who is fighting nor do they care.
Look how badly the Wednesday cards do or the ones that don't start at the same time as usual. You could probably take a bad Bellator card, put it on a UFC show, do no marketing and just run it at the usual UFC saturday time and it would do close to 1 million.
I think Bellator should get on a free bigger cable channel like Fox, but alas.