NCAA March Madness: Moving on Up

April 11, 2023
Jessa Morris

NCAA March Madness Men's Basketball Final

The NCAA ranks 12th among more than 400 sport and entertainment properties in our database and 24% of those engaged have growing interest in the property.

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.