The NCAA Men’s Basketball Tournament is approaching, and a pair of new studies reveal that radio listeners of March Madness are much more passionate than television viewers, and are also more likely to make major purchases.
Westwood One, the radio distributor of the NCAA Men’s and Women’s Basketball Tournaments, detailed the findings earlier this week.
71% of respondents to the survey claim that they are “extremely/very passionate” about NCAA basketball, while only 42% of television viewers responded accordingly.
On average, March Madness fans are consuming the tournament on nearly 3.5 different platforms between television, streaming apps, radio, and the internet, while 59% of people in the 18-34 demographic will listen to the tournament on Westwood One.
March Madness listeners are also more likely to participate in fantasy sports leagues and are also 45% more likely to bet on sports, as well.
But when it comes to making larger purchases, radio listeners were far and away more likely to buy or lease a new or pre-owned vehicle, buy a new television, smartphone, tablet, or computer, and were significantly more likely to buy a home, refinance their home mortgage, undergo a home renovation, and more likely to switch auto insurance providers.
A study from Nielsen Scarborough also details the average demographic of the NCAA Tournament listener is younger, more likely to be employed full-time, has 1 or more children in their home, and has a high median household income than those who watch the event on television.
