What do Crimson Tide, Badgers, Buckeyes, and Wolverines all have in common? According to a new national report issued from The Media Audit, each is a team belonging to some of the top college football towns in America. According to The Media Audit, 77.1% of adults in Birmingham, Alabama regularly follow college football on TV or radio. As a result, Birmingham ranks as the top metro market among college football fans.
Madison, Wisconsin, home of the University of Wisconsin's Badgers, ranks second in the national poll, with 74.1% of the metro area's adults who regularly follow college football, followed by Columbus Ohio (73.5%), Little Rock, Arkansas (71.9%), and Ann Arbor, Michigan (71.5%). Among all U.S. adults, 47.4% regularly follow college football, a figure that represents more than 68 million fans across The Media Audit's 80 measured markets.
Collegiate football fans make ideal targets for many advertisers, including automotive, home improvement, and travel and leisure. According to the same study, 22.3% of college football fans are homeowners earning more than $100,000 in annual household income, and 26.5% have liquid assets in excess of $100,000. As a result, these fans can afford luxury automobiles and frequently travel. Among these same fans, they are 35% more likely than the general population to be planning the purchase of an automobile priced over $30,000 and 16% more likely to already own a luxury vehicle such as a BMW, Mercedes Benz, Lexus, Infiniti, Jaguar, or Porsche. Furthermore, college football fans are 18% more likely to be planning a cruise in the next two years, and 42% more likely to be frequent domestic air travelers.
Rounding out the top ten college football markets are Toledo, Ohio (71.3% regularly follow college football on TV or radio), followed by Omaha, Nebraska (70.7%), Jacksonville, Florida (68.9%), Boise, Idaho (68.8%), and Columbia-Jefferson City, Missouri (68.1%), home of the University of Missouri Tigers.
Studies were conducted in 80 metro markets between January 2010 and March 2011 among more than 104,000 respondents. For more information, contact The Media Audit.