UNC’s First Four Win Delivers Record Ratings for March Madness Opener

North Carolina’s controversial March Madness selection helped deliver record TV ratings for the opening night of the First Four in the men’s NCAA tournament.

TruTV drew 3.6 million combined viewers for Tuesday night’s games, led by 2.2 million who watched UNC beat San Diego State 95–68 to earn the No. 11 seed in the bracket’s south region. This marked the first time that the Tar Heels competed in a First Four play-in game.

Earlier in the night, 1.4 million viewers tuned in to the battle for the south region’s No. 16 seed—Alabama State beat Saint Francis 70–68 with a dramatic, last-second shot.

All of those numbers represent all-time records for First Four coverage on a Tuesday (traditionally the opening night), relative to the combined audience and in each broadcast window. 

The 2.2 million viewers for UNC’s victory are up 26% from last year’s late Tuesday night slot, which featured Colorado State–Virginia. The 3.6 million Tuesday total is up 21% from 2024.

Tar Heels Tuning In

With UNC already cashing in big time for the ACC via an extra $2 million March Madness unit, the tournament’s media-rights holders are set to benefit from the program’s blueblood pedigree, too.

TNT will air UNC’s first-round matchup against No. 6 Ole Miss at 4:05 p.m. ET on Friday. 

Should the Tar Heels advance, they would play the winner of No. 3 Iowa State vs. No. 14 Lipscomb on Sunday. Second-round TV broadcasters have not decided yet, but that would likely be a coveted matchup for CBS.

Advancing to the Sweet 16 would also seal at least a $50,000 bonus for UNC athletic director Bubba Cunningham, the NCAA tournament selection committee chairperson, who will receive a separate $67,905.66 bonus for the Tar Heels making the field.