For basketball fans, March Madness is a time of rivalries, redemption, and unforgettable moments on the court. It transforms college basketball into a national obsession, bringing fans together in a frenzy of competition and excitement. From buzzer-beaters to bracket-busters, supporters immerse themselves in every aspect of the tournament, whether they’re watching full games, competing in bracket pools, tailgating, or placing bets.
We surveyed 307 basketball fans from our US panel to find out what fuels their March Madness experience – how they watch, who they compete against, and how much they’re willing to bet on the action. The results reveal just how deep the passion runs.
A must-watch event
72% of fans watch the full games live to keep up with the results. The energy of the tournament, the thrill of upsets, and the unpredictable nature of each game make it a must-watch event from start to finish. The love for college basketball remains the driving force behind March Madness viewership, with:
63% watching to support their favourite team
21% watching for betting purposes
16% watching for other reasons
While sports betting is on the rise, team loyalty still dominates. For many, March Madness is about school pride, nostalgia, and the thrill of the game itself.
Tailgating: A March Madness tradition
While tailgating is more commonly associated with football, it’s becoming a growing March Madness tradition, especially during the Final Four. 50% of basketball fans say they will be tailgating either at the Final Four or a local event. The Final Four isn’t just about the games, it’s a full experience, bringing fans together for pre-game celebrations, food, and fun.
Bracket battles and bets
Filling out a March Madness bracket is almost a national pastime – but who are fans competing against?
54% play against friends
52% compete with family
20% take on work colleagues
12% play online groups
March Madness is also one of the biggest sports betting events of the year in the US, with betting adding another layer of excitement. Nearly half of American basketball fans (48%) will bet up to $100 on the tournament overall – whether through office pools, online platforms, or casual competitions. With so many upsets and unpredictable outcomes, the odds of a perfect bracket remain nearly impossible, but that doesn’t stop millions of fans from trying.
The infographic below represents key findings from our research:
