• Loading stock data...
Saturday, July 19, 2025

Men’s March Madness Sets Opening-Day Viewership Record

Thursday’s TV coverage averaged a record 9.1 million viewers, up 6% from 2024.

Mar 20, 2025; Providence, RI, USA; Arkansas Razorbacks forward Karter Knox (11) controls the ball against Kansas Jayhawks during the first half at Amica Mutual Pavilion.
Gregory Fisher-Imagn Images

March Madness has barely begun, and it’s already setting records. 

Thursday was the most-watched opening day of the NCAA men’s college basketball tournament ever, according to preliminary Nielsen data. TV coverage across CBS, TNT, TBS, and truTV averaged 9.1 million viewers, up 6% from last year.

Viewership shot up further during primetime, averaging 12.2 million viewers to set a first-round record. For context, that’s more than the first semifinal game each of the last four years.

The record Round of 64 numbers come on the heels of a historic First Four on Tuesday night: TruTV drew 2.2 million viewers for North Carolina’s blowout of San Diego State, while Alabama State–Saint Francis took in another 1.4 million. The combined 3.6 million viewers was a record for a Tuesday First Four, up 21% from last year.

During the Round of 64, CBS Sports and TNT Sports typically share viewing figures based on viewing windows, or time slots, rather than individual games. But the broadcasters pointed out in a social media post that primetime coverage was “led by” No. 10 seed Arkansas’s 79–72 upset of No. 7 Kansas. While the Razorbacks and Jayhawks both ended the season outside the AP Top 25 rankings, the game represented a marquee matchup because of head coaches John Calipari and Bill Self. The pair have three NCAA championships and 10 Final Four appearances between them.

When the dust settles, Friday may set even more records. Duke, which is favored to win the entire tournament, took the floor Friday against No. 16 seed Mount Saint Mary’s. The Blue Devils are led by projected No. 1 NBA draft pick Cooper Flagg, who scored 14 points and grabbed 7 rebounds in the 93–49 win after missing two games of the ACC tournament with an ankle injury. With Flagg, the Blue Devils have been must-see-TV, featuring in four of the 10 most-watched regular-season games this season.

While Thursday’s figures are expected to go up when final numbers are released, they do come with an asterisk. Nielsen changed how it tracks out-of-home (OOH) audiences (people who watch games in bars or restaurants, for example) earlier this year. According to the analytics firm, it now tracks OOH audiences in 100% of the contiguous United States. In prior years, OOH audiences in at least one-third of the country—particularly rural areas—were not tracked.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

USC Trojans guard JuJu Watkins (12) takes to the court on Jan. 22, 2025, ahead a game against the Purdue Boilermakers.

Unrivaled Makes NIL Splash During WNBA All-Star Weekend

The 3-on-3 women’s basketball league signed 14 college players to NIL deals.
Ryan Field Construction
exclusive

First Look Inside Northwestern’s $862 Million New Ryan Field

Five big things FOS learned on our exclusive stadium tour.
Jul 13, 2025; Atlanta, GA, USA; MLB Commissioner Rob Manfred announces the pick for the Athletics pick during the MLB Draft at The Coca-Cola Roxy.

Manfred Says MLB Had Wrong Approach to Creators Like Jomboy

“You gotta go where people are going,” the commissioner said.
(NCL_OSU_11_SUGAR_LAURON 04JAN11) Ohio State Buckeyes quarterback Terrelle Pryor (2) slips around the Arkansas Razorbacks defense during first half of the Sugar Bowl at the Louisiana Superdome in New Orleans, January 4, 2011.

Terrelle Pryor’s Case for NIL Backpay Dismissed in Court

Pryor played seven years in the NFL after leaving OSU amid a scandal.

Featured Today

Jul 21, 2024; Ayrshire, SCT; Xander Schauffele celebrates with Claret Jug after winning the Open Championship golf tournament at Royal Troon.

The Boozy History and Traditions of The Open’s Claret Jug

The Open awards the world’s most famous wine decanter.
2025 PDC World Darts Championship Final - Luke Littler vs Michael Van Gerwen
July 16, 2025

A Teen Darts Prodigy Is Becoming Bigger Than the Game Itself

Luke ‘The Nuke’ Littler is cashing in on his devastatingly accurate shot.
May 31, 2025; Philadelphia, PA, USA; Sydney McLaughin-Levrone (USA) reacts before the women's 100m hurdles during the Grand Slam Track Philadelphia at Franklin Field
exclusive
July 13, 2025

Track’s New Money Is Running Into Old Problems

The sport’s big-money era has hit some speed bumps in 2025.
Bobbleheads are seen at Vintage Indy Sports, Tuesday, April 29, 2025 in Speedway. The local sports memorabilia store opened recently.
July 12, 2025

Baseball’s Bobbleheads Are the Center of the Collectibles Universe

Baseball’s most important keepsake drives long lines—and big business.

Netflix Beats Projections Again—and Plots Big Holiday Sports Slate

The streaming giant again beats analyst projections in every respect.
Jul 15, 2025; Cumberland, Georgia, USA; National League designated hitter Kyle Schwarber (12) of the Philadelphia Phillies hits a home run in the swing off of after the 2025 MLB All Star Game ended in a tie at Truist Park.
July 16, 2025

MLB All-Star Game Viewership Dips Despite Historic Swing-Off

Game viewership falls 3% despite late dramatics in the unique tiebreaker.
July 17, 2025

ESPN Bidding Against NBC, Apple for MLB Rights Package

The league continues to negotiate with multiple media-rights bidders.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Dealmaker Jeffrey Kaplan maps the evolution of sports as an asset class
July 15, 2025

MLB Home Run Derby Draws 5.7M Viewers on ESPN, Up 5%

ESPN reverses the trend from last year and registers audience growth.
July 15, 2025

WNBA Hits Fourth-Highest ABC Viewership With Clark-Bueckers Duel

Clark missed the first Fever vs. Wings game with an injury.
Brittney Griner and Caitlin Clark
exclusive
July 15, 2025

‘Good Morning America’ Will Air From WNBA All-Star in First

The All-Star Game’s relevance has exploded with the league in recent years.
NBC Sports
exclusive
July 14, 2025

NBC Hiring Ex-Hawks Exec Grant Liffmann As NBA Front Office Insider

Liffmann spent the last three years with Atlanta after covering the Warriors.