March Madness- The Big Dance in the Big Easy

March Madness, the NCAA Men’s Basketball tournament, is back! Featuring 68 teams competing in a win-or-go-home format, this year’s anxiously anticipated Final Four game will be held in New Orleans, the Big Easy, in early April. As College Hoops fans from around the country are checking their brackets, Scarborough Sports Marketing reveals insights into Avid Fans, Fans and Viewers of the NCAA tournament, also known as the Big Dance. By understanding the difference between fan types, teams, marketers and advertisers can pinpoint the best ways to reach their desired audiences most effectively.

Be sure to stay tuned for a more in-depth look at these sports demographics as the NCAA tournament continues to the Final Four in April. Below are the brackets and insights into the different NCAA fan behavior and types.

This March Madness bracket belongs to Bill Nielsen, Vice President of Sales for Scarborough Sports Marketing.

Bill is an Avid Fan of College Basketball, defined by Scarborough as an American adult who says they are “very” interested in a given sport.

  • NCAA Avid Fans make up 11% of the U.S. adult population
  • They are 51% more likely than all U.S. adults to be Black/African American – non-Hispanic

This March Madness bracket belongs to Bridget Weis, Client Service Representative for Scarborough.

Bridget is a Fan of College Basketball, defined by Scarborough as an American adult who says they are “very, somewhat or a little bit” interested in a given sport.

  • Fans of the Big Dance make up 34% of the U.S. adult population
  • They are 30% more likely than all U.S. adults to have an annual household income of $100K or more

This March Madness bracket belongs to President Barack Obama.

President Obama is a NCAA Viewer, defined by Scarborough as an American adult who says they watched the NCAA Men’s Tournament on a broadcast TV network in the past 12 months.

  • NCAA Hoops Viewers make up 18% of the U.S. adult population
  • They are 68% more likely than all U.S. adults to have contributed to a political organization in the past year



More about “Avid Fans:”

Avid Fans are predominantly Generation X* (28 percent) and Baby Boomers* (35 percent) and are 28 percent more likely than all U.S. adults to have at least a college degree. More than one quarter (26 percent) of Avid College Basketball Fans have an annual household income of $100K or more.

NCAA Hoops Avid Fans are 53 percent more likely than all U.S. adults to have contributed to a political organization in the past 12 months and their self-identified political party affiliation is as follows: Democrats (31 percent), Republicans (30 percent), Independents (29 percent) and None of these (10 percent). The top five local markets for Avid College Hoops Fans are Lexington, KY (43 percent); Louisville, KY (38 percent); Raleigh, NC (28 percent); Greensboro, NC (27 percent) and Syracuse, NY (27 percent).



More about “Fans:”

NCAA Fans are predominantly Generation X (29 percent) and Baby Boomers (36 percent) and are 29 percent more likely than all U.S. adults to have at least a college degree and 22 percent more likely to be Black/African American – non-Hispanic.

NCAA Fans are 38 percent more likely than all U.S. adults to have contributed to a political organization in the past 12 months and their self-identified political party affiliation is as follows: Democrats (29 percent), Republicans (29 percent), Independents (32 percent) and None of these (10 percent). The top five local markets for College Hoops Fans are Lexington, KY (72 percent); Louisville, KY (65 percent); Raleigh, NC (56 percent); Kansas City, MO (53 percent) and Syracuse, NY (53 percent).



More about “Viewers:”

March Madness Viewers are predominantly Generation X (30 percent) and Baby Boomers (38 percent) and are 48 percent more likely than all U.S. adults to have at least a college degree. Viewers are 10 percent more likely to be Black/African American – non-Hispanic. More than one quarter (30 percent) of March Madness Viewers have an annual household income of $100K or more.

Their self-identified political party affiliation is as follows: Democrats (27 percent), Republicans (31 percent), Independents (34 percent) and None of these (8 percent). The top five local markets for College Hoops Viewers are Lexington, KY (38 percent); Louisville, KY (36 percent); Greensboro, NC (32 percent); Hartford, CT (32 percent) and Raleigh, NC (31 percent).

*Scarborough defines the different American generations as Generation Y (age 18-29), Generation X (30-44), Baby Boomers (45-64) and the Silent Generation (65+).

Newslettersignup

 

 

By clicking on Submit, I agree to the Privacy Policy and Terms of Use.

 

 

By providing us with your contact information, you’re agreeing to receive newsletters from Nielsen Scarborough. But if you ever change your mind, you can unsubscribe by following the instructions within the email that you receive or at any time by clicking here.
x

contact us nobaar

address

 

 

X