NCAA March Madness: Moving on Up
- April 11, 2023
- Jessa Morris
In our latest Impact Report, we surveyed Americans ages 18-64 who engaged with the 2023 March Madness Men’s and Women’s Tournaments to find out which sponsors were top of mind.
Here are the top takeaways:
The tournament reaches far and wide.
Over 99MM+ Americans aged 13-64 engaged with March Madness in the past year. That's equivalent to 46% of US residents, and ahead of other sporting events and leagues including the US Open, The National Hockey League, and NASCAR.
Momentum continues to grow.
Ranking #12 out of more than 400 sport and entertainment properties, March Madness is poised for continued growth over the next year. Among those engaged with March Madness, 24% state that their interest is growing in the property.
3 brands dominate aided awareness.
Whether fans tuned into the Men’s or Women’s tournament, all 6 sponsors we measured were well ahead of average awareness. The top 3 brands that came to mind were Coca-Cola, Capital One, and AT&T.
Get the full breakdown!
Find out which brands scored increases in brand favorability and purchase consideration in the report preview.