A new S&P Global Market Intelligence analysis reveals that some TV markets without a professional sports team have a higher viewership share than those with a team.
The report also offers insight into the top DMAs for the NBA, NFL, MLS, NHL and Major League Baseball.
S&P Global Market Intelligence starts with the National Football League, perhaps the biggest consumer draw among all of the nation’s pro sports leagues. It determined that Columbus, Ohio, reported 61% NFL game viewership. That said, it is sandwiched between Cleveland and Cincinnati, each of which have an NFL franchise. There’s also Indianapolis to the west, and Pittsburgh to the east.
That data was matched with National Football League viewership by NFL market during the third quarter of 2025. And, Chiefs Nation rules, followed by the Buffalo Bills’ home market and New Orleans — even as the Saints are experiencing a less-than-desirable season, performance-wise.
Kansas City remains the top NFL market with 72% of respondents watching NFL games, an increase from 67% in 2024.
For Major League Baseball, MLB viewership in Sacramento-Stockton-Modesto following the A’s relocation from Oakland rose to 41%, a 10 percentage point increase from 2024.
What about the three other leagues?
- Houston and Memphis dominate NBA viewership: Both cities reported the highest NBA game viewership among NBA TV markets, with Houston at 50% and Memphis at 49%.
- NHL viewership trends: Salt Lake City experienced the most significant growth in NHL viewership, increasing from 12% in 2024 to 19% in 2025. Conversely, Miami saw a decline despite the local team’s Stanley Cup victory, dropping from 28% to 23%. The Florida Panthers can be found on WSFL-TV in Miami and WHDT-TV in West Palm Beach, as Scripps Sports holds the team’s broadcast rights.
- MLS viewership influenced by Lionel Messi: The arrival of Lionel Messi 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%.
