College football draws more viewers and spending power, but NIL ads underperform

CivicScience’s latest survey reveals a slight uptick in college football viewership for the 2026 season, with 64% of U.S. adult sports fans indicating at least a modest likelihood of tuning in, compared with 61% last year. The most enthusiastic segment is Gen Z, while adults 65 and older exhibit the highest share of "very likely" viewers. The audience also displays notable purchasing intent: 33% plan to shop Labor Day sales, 24% intend to buy furniture during promotions, and 69% expect to travel for leisure this fall, all well above average adult rates.

Cable television remains the dominant viewing method at 32%, with streaming close behind at 26%, and a sizable portion will watch in communal settings such as bars or friends’ homes. Meanwhile, public support for name, image and likeness (NIL) deals has fallen to 46%, and only 28% of fans say an athlete’s endorsement sways their purchasing, with younger fans being more receptive than older ones. The findings suggest that while the college football audience is financially attractive, brands cannot rely solely on athlete partnerships to drive sales.