Game Day and Beyond: The Sports Viewership Study

TV sports are must-watch TV, with 80% of sports viewers watching live sports at least once a week. Viewership of sports content is on the rise, creating opportunities for brands to tap into this highly-engaged segment.

Basketball (both professional and college) especially draws a large number of TV viewers. We found that 74% of sports TV viewers plan to watch March Madness this year, up 9% from those who watched in 2022 (65%).

This study surveyed more than 1,000 sports TV viewers in March 2023 to explore audience preferences and perceptions around televised sports content, top sports viewed, TV platforms most utilized for watching sports and more. The report also spotlights March Madness® and viewer behavior pertaining to these games. To learn more, download the full report.