South Makes Up Nearly 40% Of March Madness TV Households

Both the men's and women's NCAA Tournaments are TV events with significant U.S. household reach. But some regions also tune in at a higher rate than others, as data from iSpot's recent March Madness Advanced Audiences Snapshot revealed.

• The South accounted for 38.53% of households that tuned into the 2024 NCAA Men's Basketball Tournament, and 39.07% of the households that watched the Women's Basketball Tournament – which makes sense given where the majority of top teams in both brackets are located.
• Despite a large footprint in terms of overall population, the Northeast accounts for less than 16% of households tuning into both tournaments.
• Understanding these audience dynamics sets advertisers up to make more educated TV ad investments; so a QSR brand with most of its locations in the Northeast or West wouldn't necessarily get the same reach to relevant customers with March Madness programming (perhaps directing sports interest toward more regional, cheaper options instead).