College football audience growth prompts advertiser interest despite NIL challenges

As college football approaches the 2026 season, a CivicScience report indicates 64% of U.S. adult sports fans are likely to watch, up from 61% last year. Older viewers show the highest commitment, with 37% of those ages 65 and older very likely to tune in. About 33% of viewers plan to shop during Labor Day sales, significantly higher than the general population. However, support for NIL deals has decreased, with only 46% in favor. Many fans indicate that player endorsements do not significantly influence their purchasing decisions, with a notable decline in overall interest in NIL. Advertisers face challenges in effectively engaging this audience amidst mixed sentiments about endorsements.

• 5:04 PMYahoo Sports — College Football Audiences Are Ready To Spend, Even If NIL Deals Often Fumble