To no one’s surprise, the NFL’s most dominant franchise in recent years attracts the most TV viewers, according to new research by S&P Global Market Intelligence, which also found that several U.S. TV markets without professional sports teams actually have more viewers than ones that do.
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(Image credit: S&P Market Intelligence)
According to the researcher’s report, Professional Sports Viewing by U.S. TV Market, 2025,“ Columbus, Ohio, reported a 61% rate NFL game viewership, surpassing many markets with NFL teams (for the record, Columbus does have the Blue Jackets NHL franchise). The leading sports-TV markets were Dallas-Ft. Worth; Buffalo, N.Y., and Cincinnati; all leading with 79% viewership across various sports leagues.
The report also confirmed that Kansas City remains the top NFL market, with 72% of respondents watching pro football games, an increase from 67% in 2024..
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In Major League Baseball, Sacramento saw a viewership surge following the temporary relocation of the Athletics from Oakland. MLB viewership in Sacramento-Stockton-Modesto, Calif., rose to 41%, a 10% point increase from 2024. Houston and Memphis dominate NBA viewership, with both cities reporting the highest pro basketball game viewership among the league’s TV markets, with Houston at 50% and Memphis at 49%.
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(Image credit: S&P Market Intelligence)
In the NHL, Salt Lake City experienced the most significant growth in viewership, increasing from 12% in 2024 to 19% in 2025. Conversely, Miami saw a decline despite the Stanley Cup victory of the Florida Panthers, dropping from 28% to 23%.
For Major League Soccer, international star Lionel Messi has clearly influenced viewer behavior. His arrival at Inter Miami CF boosted MLS viewership in Miami-Ft. Lauderdale to 21%, up from 16% in 2024. Boston also saw notable growth, increasing from 9% to 14%.
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