Insights

Cardinal Rule: 44% of Adults in Louisville, Kentucky, are Avid College Basketball Fans
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Cardinal Rule: 44% of Adults in Louisville, Kentucky, are Avid College Basketball Fans

As another year of the “big dance” in college basketball winds down, many sports fans and bracketologists will be forced to wait another year before they find themselves sitting in the stands, yelling at the TV or researching that Cinderella scenario.

But even underdogs on the court can still win with fans.

A recent Nielsen Scarborough analysis ranking the top U.S. markets for avid adult college basketball fans found that the Louisville, Kentucky, designated market area (DMA) took home the banner. In fact, the analysis found that 44% of adults 18+ in the Louisville DMA are avid college basketball fans. It’s no surprise that in-state rivals of Louisville came in a close second. Lexington, Kentucky, can boast 42% of adults in the market being avid college basketball fans. Rounding out the top three were fans in Syracuse, New York—home of the Syracuse Orange, who did not make the NCAA Men’s College Basketball Tournament this year—at 29%.

Knowing where engaged fans reside presents an opportunity for companies to show their own support—in the form of advertising, sponsorships and merchandise.

Top U.S. Markets for Avid College Basketball Fans

    % Avid College Basketball Fans
  Total Adults 18+ 10%
Rank DMA  
1 Louisville DMA 44%
2 Lexington DMA 42%
3 Syracuse DMA 29%
4 Kansas City DMA 24%
5 Raleigh/Durham DMA 23%
6 Memphis DMA 22%
7 Indianapolis DMA 21%
8 Greensboro/High Point/Winston-Salem DMA 20%
9 Cincinnati DMA 19%
10 Des Moines/Ames DMA 19%
11 Columbus DMA 19%
12 Charlotte DMA 19%
13 Richmond/Petersburg DMA 18%
14 Hartford/New Haven DMA 17%
15 Tucson DMA 17%
Source: Nielsen Scarborough USA+ Release 2 2014
“Avid” defined as Adults 18+ in the market who report being VERY interested in College Basketball.
Read as: 44% of adults 18+ in the Louisville DMA are avid college basketball fans.