Nielsen College Basketball Fandom Index Ranks Top US Markets

As the new college basketball season tips off following a year that saw men’s viewership jump 20 percent and women’s viewership climb 19 percent, Nielsen has released the inaugural Nielsen Scarborough Local College Basketball Fandom Index. The benchmark evaluates 20 of the most passionate college basketball markets across the United States for both men’s and women’s programs.

Kentucky Markets Lead the National Index

Lexington secured the top spot nationwide with a fandom index score of 289, while Louisville closely followed in second place with 277 points, according to the Nielsen index. These two designated market areas demonstrate heavy engagement across live game attendance, television and radio broadcasts, digital streaming, and merchandise sales.

The top five markets reflect regional powerhouses deeply invested in their collegiate programs. Des Moines/Ames claimed third place with 256 points, driven by support for Iowa and Iowa State. Raleigh/Durham followed in fourth with 193 points, anchored by the Tobacco Road rivalry involving Duke, UNC, and NC State. Indianapolis rounded out the top five with 190 points, fueled by the popularity of Butler, Indiana, and Purdue.

Divergent Fan Behavior Across Regions

The Nielsen index utilizes seven multidimensional fan touchpoints rather than relying solely on television ratings. These touchpoints include apparel purchases, live event attendance, digital streaming, social media engagement, television viewing, radio listening, and overall interest. The resulting data highlights how fan behavior differs significantly by market.

While Lexington and Louisville dominate across every measured channel, other markets reveal distinct consumption habits. Columbus ranked 17th with 150 points overall, yet captured first place nationwide in team apparel purchases despite lower television ratings. Omaha showed a similar pattern, securing second place in merchandise sales despite minimal broadcast exposure.

In the Midwest, Des Moines/Ames ranked first in social media, streaming, and radio participation. Meanwhile, tech-centric markets like Raleigh/Durham showed a distinct preference for live event attendance and streaming platforms over traditional linear television. Smaller southeastern markets such as Birmingham and Knoxville outperformed larger media hubs like Atlanta in product sales, demonstrating that local affinity often drives retail performance more effectively than sheer population size.

These variations provide brand marketers and media planners with a detailed blueprint of where fan loyalty translates into specific commercial actions.

Disclaimer: The insights provided in this article are for informational and entertainment purposes only and do not constitute medical advice or sports betting recommendations.