Though not quite as ubiquitous as the NBA or NCAA football, NCAA basketball has a large following in the U.S., with over 58% of the population interested in the March Madness tournament. Whether it’s at the games, at the bar, or at home on the television, brands will be looking to reach these consumers. In order to get the most out their investments, though, brands must have a deep understanding of who these fans really are, what they love, and where they can be reached.

Here are four things you need to know about March Madness and its fans:

All About the Brackets

12-17 7%

18-24 11%

25-34 18%

35-44 18%

45-54 18%

55-64 14%

65+ 14%

What Makes These Fans Different?

89% more likely to have gone to a sports bar in the past 30 days

22% more likely to belong to a gym or health club

22% more likely to have booked air travel

What Do Fans Do In Their Free Time?

85% Cooking and Grilling

81% Online Shopping

78% Video Gaming

65% Lawn/Garden Care

65% Travel

Tuning In From All Over the World

97,000,000 Americans tuned into the 2018 NCAA Tournament

180 Countries watched games from the First Four to the Final Four

28% YoY increase in fans streaming the action online

Is your brand looking to reach college basketball fans during the NCAA Tournament? Contact us today to learn how our suite of experiential-led services can help you build long-lasting connections with fans across the world.