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March in the sports world is largely synonymous with one thing – NCAA basketball’s March Madness tournament. Conference tournaments in which teams will earn bids are well underway on both the men’s and women’s sides, and Selection Sunday, when the full fields are released, comes this week. CivicScience has the latest data on the potential audience for this year’s men’s and women’s tournaments as anticipation builds.
New CivicScience data indicate there may be a slight dip in following interest for both the men’s and women’s tournaments this year. Thirty-seven percent plan to follow the men’s tournament ‘somewhat’ or ‘very’ closely, down three points from last year, while 28% say the same for the women’s tournament, which saw a similar four-point drop. The decline is primarily driven by men, with women’s engagement holding relatively steady, down just one point.
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NIL (Name, Image, and Likeness) deals have dramatically reshaped college sports, driving high-profile college basketball coaches at Virginia and Miami to retire in late 2024, citing the changing landscape. CivicScience data suggest the growing prominence of NIL may also be contributing to declining March Madness interest this year.
When CivicScience asked those who watch college sports about NIL’s impact on their likelihood to continue watching college sports, the majority (58%) said it has no impact. That said, more than 3 in 10 (31%) are now ‘less’ likely to watch collegiate athletics as a result of NIL, outpacing those ‘more’ likely to watch (12%). The percentage turned off by NIL jumps to 38% among those who said they won’t be following March Madness closely.
Among those who do plan on following March Madness, nearly half will tune in at home via traditional cable or satellite TV. Another 21% will opt for a streaming service, while 15% will be utilizing a digital antenna. Viewers are far less likely to make March Madness viewing a social activity outside of their own homes, such as at a bar or another person’s house.
CivicScience data also highlights a few noteworthy areas where those planning to follow March Madness at least ‘somewhat’ closely over-index compared to those not likely to follow. Notably, at least 6 in 10 likely viewers have the following characteristics:
Use this Data: CivicScience clients leverage data like this to anticipate what key audiences prioritize, allowing them to stay ahead of trends that could shape customer growth and retention in an uncertain economic environment.
Last year showed that betting on March Madness is big business. This year, CivicScience data show 21% of those aged 21+ and who live in a state where it’s legal are at least ‘somewhat’ likely to partake in betting on March Madness this year. This comes amid a slight downtrend in the percentage of Americans planning to participate in a tournament pool, falling to 19% from 20% last year. It also coincides with a slight uptick in the percentage ‘not at all’ likely to partake in sports betting overall this year, rising to 71% from 70% in 2024.
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As March Madness approaches, a potential dip in viewership signals possible challenges ahead for the NCAA and its advertising partners, particularly as NIL deals reshape college sports. Sports betting, however, may serve as a short-term stop-gap. For those targeting viewers, CivicScience data offers valuable insights into key consumer behaviors, helping advertisers tailor their strategies amid an economic climate of uncertainty and tightening consumer budgets.
